EAC Unveils "Visit East Africa" Promotional Video at ITB
The East African Community (EAC) premiered its first promotional video for the regional tourism brand "Visit East Africa – Feel the Vibe" at ITB Berlin 2026, marking a significant step in the bloc's push to position East Africa as a competitive multi-destination tourism hub. The video showcases the region's diverse landscapes, wildlife, cultures, and travel experiences, bringing together eight EAC partner states - Burundi, the Democratic Republic of the Congo, Somalia, Kenya, Rwanda, South Sudan, Uganda, and Tanzania. The initiative is supported by GIZ through the LIFTED programme, co-financed by the European Union and Germany's Federal Ministry for Economic Cooperation and Development.
Visitor numbers across the EAC rose to approximately 9 million in 2025, up from 8.2 million in 2024 - an estimated 8% increase - with Europe remaining one of the region's most important source markets. Tourism currently contributes roughly 17% of export earnings and around 10% of regional GDP across East Africa. The brand strategy leverages the region's cross-border ecosystems, including the Serengeti–Mara and Kilimanjaro–Amboseli ecosystems and the Virunga Mountains, to develop marketable multi-country travel circuits. Speaking at the premiere, Kenya's Principal Secretary for Tourism and Wildlife, John Ololtuaa, noted that the regional brand allows individual countries to market their distinct offerings collectively, responding to a growing global appetite for multi-destination journeys.
Source: Daily News Tanzania
