East Africa Unveils Unified Tourism Brand at ITB Berlin 2025

The East African Community (EAC) is set to make history by debuting its own stand at the International Tourism Bourse (ITB) Berlin, the world’s leading travel trade show, from March 4th to 6th, 2025.

Under the banner “Visit East Africa: Feel the Vibe,” the EAC will showcase the region as a cohesive, must-visit destination.  

This landmark participation aims to elevate East Africa’s global tourism profile, attracting international visitors and investors by highlighting its diverse attractions.

EAC Secretary General, Hon. Veronica Nduva, emphasises the region’s unmatched offerings, including iconic wildlife like the Big Five, Mount Kilimanjaro, the Great Migration, and vibrant cultural experiences.  

ITB Berlin will serve as a platform to promote multi-destination travel within the EAC, highlighting seamless cross-border experiences and undiscovered gems. Businesses will also have the opportunity to forge partnerships with international buyers, driving sustainable tourism growth.  

“We are positioning East Africa as a premier global destination,” stated Hon. Nduva, noting the region’s strong recovery from the COVID-19 pandemic, with 8.5 million international tourist arrivals in 2024, surpassing pre-pandemic levels. The EAC aims to reach over 11 million arrivals by 2027 through strategic branding and promotion.

The “Visit East Africa: Feel the Vibe” initiative, supported by the European Union’s LIFTED project, underscores the EAC’s commitment to sustainable tourism practices and standardized services. LIFTED, co-financed by the EU and the German Federal Ministry for Economic Cooperation and Development (BMZ), and implemented by GIZ in collaboration with the EAC Secretariat, focuses on boosting trade in services and civil society engagement within the EAC.  

Chairman of the East Africa Tourism Platform, Mr Fred Odek Odhiambo, hailed the EAC’s presence at ITB as a “historic milestone,” emphasising the region’s unified approach to showcasing its unparalleled beauty and cultural richness.

“This is a pivotal moment for the world to discover East Africa in its full vibrancy,” he said, anticipating strong partnerships and investment.  

The EAC invites global tourists and industry stakeholders to experience the unique allure of East Africa, from its majestic landscapes to its rich cultural heritage.