The East African Community (EAC) member states have adopted a 10-year tourism marketing strategy covering 2027 to 2036, aimed at promoting the region as a single destination and attracting more international visitors through joint branding, digital marketing, and cross-border tourism packages.
The strategy will operate under the slogan “Visit East Africa: Feel the Vibe” and seeks to strengthen the region’s visibility in international tourism markets by encouraging visitors to explore multiple destinations across the Community.
Under the plan, member states intend to coordinate promotional campaigns and develop tourism packages that connect attractions across national borders. The approach is designed to present East Africa as a diverse destination offering a wider range of experiences within a single regional itinerary.
Tourism ministers have also pledged to use the 2027 Africa Cup of Nations (AFCON), which will be hosted by Kenya, Uganda, and Tanzania, as an opportunity to showcase the region to international audiences and increase visitor numbers across the Community.
The football tournament is expected to provide a platform for promoting East Africa’s tourism attractions to supporters, officials, and other visitors traveling to the region. Coordinated marketing around the event could encourage visitors to extend their stays and explore destinations beyond the cities hosting matches.
The strategy also prioritizes harmonizing tourism standards across member states to improve consistency in visitor experiences and strengthen the region’s competitiveness. Greater coordination could help tourism businesses develop packages that are easier to market across national boundaries.
Another priority is advancing the Single Tourist Visa, which is intended to simplify travel for visitors moving between participating countries. Easier cross-border travel can support multi-country itineraries and reduce administrative barriers for tourists seeking to experience several destinations during one trip.
Conservation is also a key component of the strategy, with member states committing to strengthen protection of shared ecosystems. East Africa’s wildlife, natural landscapes, and protected areas are important tourism assets, making cooperation on conservation relevant to the long-term sustainability of the sector.
The 2027–2036 strategy represents a regional approach to tourism promotion, placing greater emphasis on shared branding, coordinated marketing, and cross-border collaboration. Its success will depend on how effectively member states implement the proposed measures, coordinate tourism policies, and translate joint promotion into increased visitor arrivals, longer stays, and greater economic benefits for tourism businesses across East Africa.
