EAC’s Debut at ITB Berlin 2025: A Landmark Tourism Moment

Why EAC’s Presence at ITB Berlin 2025 is Significant

The East African Community (EAC) is poised to make a groundbreaking debut at ITB Berlin 2025, the world’s largest tourism trade fair, from March 4-6. This marks the first time that the region will present itself as a unified tourism entity under the theme "Visit East Africa: Feel the Vibe." The aim is to establish East Africa as a leading global tourism destination.

In a statement, EAC Secretary-General Ms. Veronica Nduva emphasized the importance of this participation as part of a larger strategy to increase East Africa's international visibility. "This is a critical moment for East Africa as we strive to position ourselves as a premier destination for global tourists and investors," she remarked. "We are showcasing our rich cultural heritage, awe-inspiring landscapes, and iconic attractions to captivate travelers worldwide."

East Africa’s tourism landscape is diverse and rich, featuring the legendary Big Five, the highest population of lions in the world, and iconic landmarks like Mount Kilimanjaro, the tallest peak in Africa. Additionally, the Great Migration between Kenya and Tanzania remains one of nature’s most mesmerizing phenomena, drawing thousands of visitors every year. Beyond its wildlife, the region boasts vibrant cities, warm hospitality, and a cultural mosaic that further enhances its appeal.

The EAC’s participation at ITB Berlin 2025 provides a vital platform to promote multi-destination tourism, offering seamless travel across the region’s pristine beaches, national parks, and lush landscapes. The region also takes pride in its cultural traditions and historical landmarks, offering travelers immersive experiences that foster authentic connections with local communities.

The "Visit East Africa: Feel the Vibe" campaign aims to present the region as an interconnected tourism destination, making it a must-visit for global travelers. A significant focus will be on promoting lesser-known gems within the region, giving them international exposure and allowing them to shine on the global stage.

ITB Berlin 2025 will also serve as a critical event for fostering business partnerships, enabling EAC member states to engage with international travel trade buyers and expand their reach in the global tourism market.

Ms. Nduva highlighted the impressive recovery of East Africa’s tourism industry, with 8.5 million international tourists visiting in 2024—surpassing the pre-pandemic figure of 7.7 million in 2019. Looking ahead, the EAC aims to welcome over 11 million visitors by 2027, continuing its growth trajectory with the help of regional and national tourism bodies.

Fred Odhiambo, Chairman of the East Africa Tourism Platform, underlined the significance of the EAC’s presence at ITB Berlin, calling it a landmark moment for regional tourism. "Through Visit East Africa: Feel the Vibe, we are showcasing not only our natural beauty and cultural richness but also positioning East Africa as a seamless multi-destination experience," he said. "We are dedicated to forming strategic partnerships that support sustainable tourism development across the region."

The EAC’s tourism promotion at ITB Berlin is backed by the European Union through the LIFTED project, aimed at enhancing regional trade in services and promoting civil society engagement under the African Continental Free Trade Area (AfCFTA). The project is co-financed by the EU and the German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat.

As East Africa steps onto the global stage, it invites tourists, travel enthusiasts, and industry professionals to explore its beauty, culture, and adventurous spirit.