Why EAC’s presence at ITB Berlin 2025 matters

Dar es Salaam. The East African Community (EAC) is set to make a landmark debut at ITB Berlin, the world’s largest tourism trade fair, scheduled for March 4-6, 2025.

This marks the first time the region will showcase itself as a unified entity under the theme Visit East Africa: Feel the Vibe, to position the region as a leading global tourism destination.

EAC Secretary-General, Ms Veronica Nduva, said this participation is part of a broader strategy to enhance East Africa’s visibility on the international tourism stage.

"This is a critical moment for East Africa as we strive to establish ourselves as a premier destination for global tourists and investors," she said.

"We are highlighting our region’s rich cultural heritage, breathtaking landscapes, and iconic attractions to captivate travellers from all over the world," added Ms Nduva.

East Africa is renowned for its diverse tourism offerings, from the iconic Big Five to the highest lion population in the world.

Mount Kilimanjaro, Africa’s tallest peak, continues to draw adventure seekers, while the Great Migration between Kenya and Tanzania remains one of nature’s most awe-inspiring spectacles, attracting thousands of visitors annually.

Beyond its famed wildlife, East Africa also boasts vibrant cities, warm hospitality, and diverse cultures, all contributing to the region’s growing appeal as a unique travel destination.

The EAC’s participation in ITB Berlin 2025, provides an important platform for promoting multi-destination tourism, offering seamless travel opportunities across the region’s pristine beaches, national parks, and lush landscapes.

Additionally, the region’s deep-rooted cultural traditions and historical sites offer immersive experiences for those seeking authentic connections.

Through Visit East Africa: Feel the Vibe, the EAC aims to present an interconnected tourism product, positioning the region as a must-visit destination for global tourists.

A key aspect of the EAC’s participation will be the promotion of lesser-known destinations, granting them much-needed international exposure.

The trade fair will provide these regions with the opportunity to promote their tourism products and gain a foothold in the global market.

The ITB Berlin event will also foster business partnerships, enabling EAC member states to connect with international travel trade buyers.

Ms Nduva highlighted the impressive recovery of the region’s tourism industry, noting that East Africa welcomed around 8.5 million international tourists in 2024, surpassing the pre-COVID figure of 7.7 million in 2019.

With plans to exceed 11 million visitors by 2027, East Africa is poised for continued growth, propelled by the EAC and national tourism bodies.

East Africa Tourism Platform Chairman, Mr Fred Odhiambo, stressed the importance of the EAC’s participation in ITB Berlin, calling it a significant milestone for regional tourism.

"Through Visit East Africa: Feel the Vibe, we are not only showcasing our natural beauty and cultural richness but also promoting East Africa as a seamless, multi-destination experience," he said.

"We are committed to forming strategic partnerships that support sustainable tourism development across the region,” added Mr Odhiambo.

The region’s tourism promotion at ITB Berlin is supported by the European Union through the LIFTED project, which seeks to enhance regional trade in services and promote civil society engagement under the African Continental Free Trade Area (AfCFTA).

Co-financed by the EU and the German Federal Ministry for Economic Cooperation and Development (BMZ), the project is implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat.

As the EAC steps onto the global stage, it invites tourists, travel enthusiasts, and industry stakeholders to explore the region’s beauty, culture, and adventure.