East Africa introduces new single destination brand for Berlin fair

February 24, 2025 in Travel & Tourism by Editor

The ITB is the world’s leading travel trade show and provides a unique opportunity to learn about different countries and regions all over the globe in one place. Each year the tourism fair welcomes around 10,000 exhibitors from more than 180 countries and regions.

Visit East Africa: Feel the Vibe is the latest effort by the East African Community (EAC) Secretariat, together with support from the European Union (EU), to showcase the region as one tourism destination specifically for the upcoming annual International Tourism Bourse (ITB).

EAC Secretary General, Veronica Nduva said recently in Arusha, “This is part of the EAC’s efforts to position the region as a leading global tourism destination. The bloc aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty, and unique attractions.”

ITB is widely considered the world’s largest tourism trade fair, and annually takes place in Berlin this year between March 4 and 6. East Africa will exhibit in Hall 21-A. Nduva said, “We are delighted to note that the EAC has fully recovered from the impacts of Covid-19 in terms of tourism numbers, with the region having recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-Covid levels of 7.7 million arrivals in 2019.”

The Secretariat believes the new promotion can help the EAC reach over 11 million tourist arrivals by the end of 2027. Fred Odek Odhiambo, the Chairman of the East Africa Tourism Platform, highlighted the importance of EAC’s presence, describing it as a historic milestone in the collective efforts to elevate East Africa’s tourism sector on the global stage.

“Under the banner of Visit East Africa: Feel the Vibe, we are not only showcasing the unparalleled beauty and cultural richness of our region, but also reinforcing East Africa’s appeal as a seamless, multi-destination experience. We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” he said.

The EU support comes under the ‘Leveraging Integration Frameworks for Trade in Services and CSOs in the EAC’ project which is jointly co-financed by the German Federal Ministry for Economic Cooperation and Development (BMZ). LIFTED aims to increase EAC, continental and further bilateral trade with EU in Trade in Services and Civil Society engagement in the framework of the (AfCFTA) for people-centred EAC integration.

According to EAC officials, participation at ITB Berlin will also serve as a platform to promote East Africa’s multi-destination tourism offerings and cross-border experiences. International visitors have an opportunity to explore the seamless travel possibilities across the region, with its breathtaking natural landscapes, pristine beaches along the Indian Ocean, and rich cultural traditions. The EAC aims to demonstrate the region’s potential to provide an unforgettable travel experience for tourists from around the world.

Moreover, the EAC stand at ITB offers the upcoming and undiscovered destinations within the region an opportunity to showcase their offerings and penetrate the international market.

In addition to showcasing East Africa’s unique attractions, the fair will create valuable opportunities for business partnerships. Exhibitors from the region will meet with buyers from international markets, strengthening relationships with global travel trade partners.