The East African Community (EAC) has adopted a 10-year tourism marketing strategy aimed at positioning the region as a unified destination for international travellers.
The strategy, which will run from 2027 to 2036, was approved by tourism and wildlife ministers during the 13th Sectoral Council on Tourism and Wildlife Management meeting held at the EAC headquarters in Arusha, Tanzania, on October 15, 2026.
Under the regional brand “Visit East Africa: Feel the Vibe,” the plan will use digital marketing, strategic partnerships and cross-border tourism packages to promote the region’s natural attractions, cultural heritage and travel experiences.
The Community also plans to use the 2027 Africa Cup of Nations (AFCON), which will be co-hosted by Kenya, Uganda and Tanzania, to attract international visitors and encourage travel to other EAC member states beyond the three host countries.
Ministers identified harmonising tourism standards, improving regional tourism data and advancing the Single Tourist Visa as key priorities for implementation.
The meeting also called for stronger conservation efforts across shared ecosystems, including Kidepo, Mount Elgon, Kagera and Virunga, as part of efforts to support sustainable tourism across national borders.
The EAC Secretariat was directed to circulate an updated study on the Single Tourist Visa by October 20, 2026, with member states expected to submit their comments by November 30.
Uganda also offered to host the fourth EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo in May 2027. The joint event is expected to incorporate AFCON promotional activities and multi-country tourism packages.
The strategy seeks to strengthen regional cooperation in tourism promotion, improve visitor experiences and expand the economic opportunities generated by tourism across the eight EAC partner states.
