ARUSHA: EAST African Community (EAC) ministers responsible for Tourism and Wildlife Management have adopted the EAC Tourism Marketing Strategy (2027–2036), setting a ten-year framework for joint efforts to promote East Africa as a single, competitive tourism destination.
The Strategy will leverage the region’s natural and cultural heritage through digital marketing, strategic partnerships and cross-border tourism packages under the regional brand “Visit East Africa: Feel the Vibe.”
The ministers also committed to leverage the Africa Cup of Nations (AFCON) 2027 to showcase East Africa to the world, attract more visitors and expand tourism opportunities beyond the three host countries to the entire Community.
The decisions were adopted during the 13th Meeting of the Sectoral Council on Tourism and Wildlife Management (SCTWM), which concluded recently at the EAC Headquarters in Arusha. The meeting brought together Ministers, Cabinet Secretaries, Permanent and Principal Secretaries, senior officials and the EAC Secretariat.
The meeting was chaired by Col. Tom Butime, Minister of Tourism, Wildlife and Antiquities, Republic of Uganda, while Mr Eugene Mutangana, Executive Secretary, Rwanda Nature Foundation, Rwanda Development Board, Republic of Rwanda, was the Rapporteur.
Speaking during the meeting, the Chairperson highlighted five priorities requiring accelerated implementation: strengthening transboundary conservation in shared ecosystems such as Kidepo, Mount Elgon, Kagera and Virunga; harmonising tourism grading and classification standards; improving tourism statistics through the EAC Tourism Barometer; advancing the Single Tourist Visa and facilitating cross-border travel; and strengthening joint tourism marketing and branding.
“We need to create an enabling environment for private-sector investment, develop bankable regional tourism projects, mobilise resources and establish effective monitoring mechanisms to track results,” he said.
The EAC Deputy Secretary General responsible for Infrastructure, Productive, Social and Political Sectors, Andrea Aguer Ariik Malueth, said the benefits realised from tourism and wildlife so far were “only the tip of the iceberg.”
He called on partner states to expedite the classification of tourism establishments ahead of AFCON 2027, noting that “the world will judge East Africa by the quality of the rooms, the meals and the service that our visitors receive.” He also urged Partner States to conclude national consultations on the Single Tourist Visa.
The Sectoral Council welcomed Uganda’s offer to host the 4th EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo (POATE) in May 2027. The joint event will incorporate AFCON 2027 promotional activities and multi-country tourism packages to showcase East Africa’s diverse tourism offerings to international visitors.
Partner states were further urged to participate with high-level representation, while the Secretariat was directed to work with the host on preparations and promotion of the regional brand.
To ensure visitors receive quality services during AFCON 2027, the Ministers urged Partner States to expedite the classification of tourism establishments.
The Sectoral Council adopted common EAC classification plaque and certificate designs, directed that classified establishments be published in the EAC Gazette and adopted examination results for newly trained assessors from Kenya and Tanzania.
The Sectoral Council directed the Secretariat to circulate the updated study on the EAC Single Tourist Visa by 20th October, 2026 and urged Partner States to submit comments by 30th November, 2026.
On conservation, the Ministers directed the Secretariat to coordinate a tripartite Memorandum of Understanding (MoU) among Kenya, South Sudan and Uganda for the Kidepo–Karamoja–Turkana Transboundary Conservation Area.
The Ministers reaffirmed their commitment to a resilient, inclusive and sustainable tourism and wildlife sector and commended partners, including GIZ, the European Union, TradeMark Africa, IUCN and RCMRD, for their continued support.