The recently concluded International Tourism Bourse (ITB) Berlin 2025 saw the East African Community (EAC) make history by participating as a unified bloc for the first time. Under the dynamic theme, “Visit East Africa: Feel the Vibe,” the region proudly showcased its breathtaking landscapes, vibrant cultures, and world-renowned wildlife, positioning itself as a premier global tourism destination.
EAC Secretary General, Veronica Nduva, emphasized the significance of this milestone, stating, “This is a strategic move to position East Africa as a premier tourism destination. By presenting the region as a single, cohesive bloc, we aim to attract international tourists and investors, highlighting our rich cultural heritage, iconic wildlife, and unique attractions.”
The region, known for its unparalleled beauty and diversity, did not disappoint. Home to the world’s highest lion population and Africa’s tallest peak, Mount Kilimanjaro, East Africa boasts some of the planet’s most breathtaking natural wonders. Visitors were particularly captivated by the Great Migration, a spectacular wildlife event shared between Kenya and Tanzania. Meanwhile, the region’s dynamic cities, warm hospitality, and rich cultural traditions further solidified its allure as a top travel destination.
Seamless Exploration Across Borders
One of the key highlights of the EAC’s participation was its focus on multi-destination tourism and seamless cross-border travel experiences. The event underscored the ease of traversing the interconnected attractions across East African nations, from immersive wildlife safaris to deep cultural explorations. Additionally, the fair provided a platform to promote lesser-known and emerging tourist destinations, helping them gain international recognition.
Beyond showcasing the region’s beauty, ITB Berlin served as a vital hub for business partnerships and networking. Exhibitors engaged with international buyers, strengthening ties with global travel trade partners and fostering collaboration. Discussions on sustainable tourism practices and joint marketing strategies were also key focal points, reinforcing the EAC’s commitment to standardizing services and ensuring a world-class visitor experience.
Tourism remains a vital pillar of East Africa’s economy, generating foreign exchange and employment opportunities. The region has experienced a remarkable post-pandemic recovery, welcoming approximately 8.5 million international tourists in 2024 surpassing pre-pandemic levels of 7.7 million in 2019.
Nduva expressed confidence in the sector’s growth trajectory, stating, “Through the ‘Visit East Africa: Feel the Vibe’ brand and our national tourism campaigns, we aim to attract over 11 million tourist arrivals by the end of 2027.” This ambitious target underscores East Africa’s growing global appeal and its efforts to solidify itself as a must-visit destination.
European Union’s Support and Strategic Partnerships
The EAC’s successful presence at ITB Berlin was bolstered by support from the European Union through the LIFTED project. Christine Grau, European Ambassador to Tanzania and the EAC, highlighted the importance of this initiative, saying,
“The ‘Visit East Africa: Feel the Vibe’ brand is a bold celebration of the region’s diversity, culture, and natural wonders. The European Union is proud to support this vision through the LIFTED project, fostering sustainable tourism that empowers communities, preserves ecosystems, and strengthens ties between East Africa and Europe.”
Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, also hailed the event as a historic milestone, remarking, “This is a pivotal moment for East Africa. Under the ‘Visit East Africa: Feel the Vibe’ banner, we are not only showcasing the region’s beauty and cultural richness but also reinforcing its appeal as a seamless, multi-destination experience. We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region.”
With the resounding success of ITB Berlin 2025, East Africa has firmly positioned itself as a global tourism powerhouse. The region’s efforts to promote multi-country tourism, sustainable travel, and strategic partnerships signal a promising future for its hospitality and travel industries.
As the momentum builds, the ‘Visit East Africa: Feel the Vibe’ campaign is set to propel the region to new heights, ensuring that travelers from across the world continue to experience the magic of East Africa. Whether it’s the wildlife spectacles, rich cultural traditions, or breathtaking landscapes, East Africa promises an unforgettable journey for every visitor.
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