East African Community adopts ten-year tourism marketing strategy

East African Community (EAC) ministers have adopted a ten-year tourism marketing strategy spanning 2027 to 2036. The framework aims to promote the region as a unified, competitive destination under the brand ‘Visit East Africa: Feel the Vibe.’ Key initiatives include leveraging the 2027 Africa Cup of Nations (AFCON) to showcase the region and expanding tourism opportunities across all member states.

Priority areas for the EAC include strengthening transboundary conservation in shared ecosystems like Mount Elgon and Virunga, harmonizing tourism grading standards, and advancing a Single Tourist Visa to facilitate cross-border travel. The strategy also focuses on improving tourism statistics through the EAC Tourism Barometer.

In Kenya, the African Travel and Tourism Association (ATTA) has called for tourism to be elevated to a top national economic priority. Following industry roundtables in Nairobi, ATTA emphasized the need for increased investment in destination marketing, infrastructure, and conservation. The association highlighted that stronger public-private collaboration is essential to maintain Kenya’s competitive edge in an uncertain geopolitical environment and to ensure the sector effectively supports employment and local communities.