The recently concluded International Tourism Bourse (ITB) Berlin 2025 marked a significant milestone for the East African Community (EAC) as it participated as a unified entity for the first time. Under the theme “Visit East Africa: Feel the Vibe,” the region proudly presented its stunning landscapes, vibrant cultures, and renowned wildlife, strengthening its reputation as a leading global tourism destination.
EAC Secretary General Veronica Nduva highlighted the importance of this achievement, stating that positioning East Africa as a cohesive tourism bloc enhances its appeal to international tourists and investors. She emphasized the region’s diverse cultural heritage, iconic wildlife, and unique attractions as key selling points. East Africa, known for its breathtaking beauty, boasts the world’s highest lion population and is home to Mount Kilimanjaro, Africa’s tallest peak. The Great Migration, a natural phenomenon spanning Kenya and Tanzania, continued to captivate visitors, while the region’s dynamic cities, warm hospitality, and rich cultural traditions further solidified its status as a must-visit destination.
A central aspect of EAC’s participation was the promotion of multi-destination tourism and seamless cross-border travel experiences. The event showcased the ease of exploring the interconnected attractions across East African nations, from exhilarating wildlife safaris to immersive cultural encounters. Lesser-known and emerging destinations were also given a platform, allowing them to gain exposure in the international market.
Beyond highlighting East Africa’s beauty, ITB Berlin served as an important hub for business partnerships and networking. Exhibitors engaged with global travel trade partners, strengthening international ties and fostering collaboration. Discussions on sustainable tourism practices and joint marketing strategies were integral to the event, reinforcing the EAC’s commitment to standardizing services and ensuring a world-class experience for visitors.
Tourism plays a crucial role in East Africa’s economy, contributing to foreign exchange earnings and job creation. The region has demonstrated a strong recovery following the COVID-19 pandemic, attracting approximately 8.5 million international tourists in 2024—surpassing pre-pandemic numbers of 7.7 million in 2019. Nduva expressed optimism about continued growth, outlining ambitious plans to attract over 11 million tourist arrivals by the end of 2027. This vision reflects the increasing global interest in East Africa and the region’s dedication to strengthening its tourism sector.
The EAC’s participation at ITB Berlin was made possible through support from the European Union via the LIFTED project. Christine Grau, European Ambassador to Tanzania and the EAC, praised the initiative, emphasizing that the “Visit East Africa: Feel the Vibe” brand celebrates the region’s diversity, culture, and natural wonders. She reiterated the EU’s commitment to fostering sustainable tourism that empowers communities, preserves ecosystems, and strengthens connections between East Africa and Europe.
Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, described the event as a historic moment for the region. He emphasized that showcasing East Africa as a unified and seamless multi-destination experience not only highlights its beauty and cultural richness but also attracts investment and strengthens its appeal to global travelers. The success of ITB Berlin 2025 represents a significant step in advancing sustainable tourism and economic growth in East Africa.
With the momentum gained from this event, East Africa has solidified its position as a global tourism powerhouse. The region’s focus on multi-country tourism, sustainable travel, and strategic partnerships signals a promising future for its hospitality and travel industries. As the “Visit East Africa: Feel the Vibe” campaign gains traction, more travelers worldwide will have the opportunity to experience the magic of East Africa, whether through its awe-inspiring wildlife, deep cultural heritage, or stunning landscapes. The future of East African tourism looks brighter than ever, ensuring unforgettable experiences for all who visit.
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