The East African Community has officially unveiled its first promotional tourism video under the regional brand “Visit East Africa – Feel the Vibe” during the global tourism exhibition ITB Berlin, held in Berlin.

The video premiere marked a major step in positioning East Africa as a multi-destination tourism hub, showcasing the region’s diverse landscapes, wildlife experiences, cultures, and travel adventures.

The regional tourism brand, first introduced during ITB Berlin 2025, brings together eight partner states within the East African Community: Tanzania, Kenya, Uganda, Rwanda, Burundi, South Sudan, Somalia, and the Democratic Republic of the Congo.

The initiative aims to collectively market East Africa’s tourism attractions to global travelers, encouraging visitors to explore multiple destinations within the region through integrated travel experiences.

The programme is supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) through the LIFTED programme, co-financed by the European Union and Germany’s Federal Ministry for Economic Cooperation and Development.

Tourism remains a critical sector for the East African economy. The industry contributes about 17 percent of export earnings and approximately 10 percent of regional GDP, supporting employment, entrepreneurship, and economic development across the region.

Speaking during the video premiere, Jane Oispuu, Policy Officer at the Representation of the European Commission in Germany, described tourism as a powerful economic catalyst.

She noted that tourism supports multiple industries including transport, logistics, financial services, digital payments, and the creative economy, while also connecting markets and investment opportunities.

Europe remains one of East Africa’s most important tourism source markets. According to regional statistics, international visitor numbers across the EAC reached approximately 9 million in 2025, up from 8.2 million in 2024, reflecting an estimated 8 percent growth.

Tourism leaders say regional collaboration has become increasingly important as global travelers seek longer and more diverse travel experiences across multiple destinations.

According to John Ololtuaa, Chair of the EAC Sectoral Council on Tourism, East Africa offers an exceptional combination of tourism attractions ranging from savannah wildlife and mountain landscapes to vibrant cities, coastal islands, and rich cultural heritage.

Many of the region’s most famous tourism ecosystems already extend across national borders. For example:

  • Serengeti–Mara Ecosystem

  • Kilimanjaro–Amboseli Ecosystem

  • Virunga Mountains

These shared natural landscapes create opportunities for cross-border tourism circuits and regional travel experiences.

Tour operators have increasingly developed multi-country packages linking destinations such as Rwanda, Tanzania, and Uganda, as well as coastal and safari itineraries connecting Uganda and Kenya.

Alongside its presence at ITB Berlin 2026, the East African Community has intensified digital marketing campaigns for the regional tourism brand. A recent online campaign generated over nine million social media impressions, featuring more than 60 destination videos and collaborative promotions with national tourism boards.

Targeted advertising through social media platforms has also reached over 3.4 million users, particularly in major tourism markets across Europe and North America.

The premiere of the promotional video was hosted at the booth of the Tanzania Tourism Board, bringing together tourism stakeholders from across East Africa alongside international travel buyers attending the trade fair.

Through stronger regional cooperation between governments, tourism boards, and private sector operators, the East African Community aims to position the region as one of the world’s most dynamic and competitive tourism destinations.

From left to right: John Ololtuaa, Principal Secretary, State Department for Tourism, Kenya, Hassan Mwamweta, Tanzania ambassador to Germany, Dr Jane Oispuu, Policy Officer, Representation of the European Commission in Germany; and Amani Shipella, Senior Programme Advisor on Wildlife Management at the EAC Secretariat, during the premiere of the Visit East Africa – Feel the Vibe video at ITB Berlin 2026.

 

Source: Daily News Tanzania

https://www.gotanzania.co.tz/tour/6-days-safari-to-the-migration