For the first time, the East African Community (EAC) will participate at ITB Berlin 2025 as a unified entity, showcasing the region’s diverse tourism offerings. Under the brand “Visit East Africa: Feel the Vibe,” the EAC aims to position itself as a premier global tourism destination, highlighting its rich cultural heritage, stunning landscapes, and world-renowned wildlife experiences.
EAC Secretary General, Hon. Veronica Nduva, emphasized the significance of this initiative in attracting international tourists and investors. The region is home to breathtaking attractions, including the Big Five, Mount Kilimanjaro, the Great Migration, and pristine beaches along the Indian Ocean. Its vibrant cities and diverse ethnic communities further enhance its global appeal.
Multi-Destination Tourism & Cross-Border Travel
The EAC’s participation at ITB Berlin will highlight East Africa’s seamless cross-border tourism experiences, encouraging visitors to explore multiple destinations within the region. The initiative aims to simplify travel logistics and enhance the region’s reputation as an adventure, wildlife, and cultural hotspot.
Additionally, the platform provides an opportunity for emerging destinations within the EAC to gain international visibility and attract foreign tourists and investors.
Business Partnerships & Sustainable Tourism
Beyond showcasing East Africa’s tourism gems, ITB Berlin will serve as a hub for networking and fostering business relationships. Regional exhibitors will connect with international buyers, strengthening trade partnerships and expanding the market reach of East African tourism.
A key focus of the EAC’s presence at the fair is promoting sustainable tourism practices. The region aims to ensure environmental conservation, cultural preservation, and economic benefits for local communities through responsible travel initiatives.
Tourism Growth & Future Goals
Hon. Nduva highlighted that the EAC tourism sector has fully recovered post-COVID-19, with international tourist arrivals reaching 8.5 million in 2024—surpassing pre-pandemic levels of 7.7 million in 2019. With the “Visit East Africa: Feel the Vibe” brand campaign, the EAC targets over 11 million tourist arrivals by 2027.
The promotional campaign, including participation at ITB Berlin, is supported by the European Union through the LIFTED project. European Union Ambassador to Tanzania and the EAC, Christine Grau, expressed confidence in the initiative, emphasizing the EU’s commitment to fostering sustainable tourism that benefits local communities and protects ecosystems.
A Historic Milestone for East African Tourism
Chairman of the East Africa Tourism Platform, Mr. Fred Odek Odhiambo, described the EAC’s participation in ITB Berlin as a historic milestone. “Under the banner of ‘Visit East Africa: Feel the Vibe,’ we are reinforcing East Africa’s status as a must-visit multi-destination experience,” he stated. He further underscored the opportunity for global audiences to discover the region’s vibrancy while establishing lasting partnerships for sustainable tourism development.
The LIFTED project, co-financed by the European Union and the German Federal Ministry for Economic Cooperation and Development (BMZ), aims to enhance trade and economic integration within the EAC and strengthen engagement with the global market.
With East Africa’s tourism sector on an upward trajectory, ITB Berlin 2025 serves as a strategic platform for the EAC to amplify its global presence, drive visitor numbers, and boost regional economic growth through sustainable tourism.