Arusha, Tanzania | URN | East African Community (EAC) member states have adopted a 10-year tourism marketing strategy aimed at promoting the region as a single destination, increasing international visitor numbers and expanding economic opportunities from tourism.
The EAC Tourism Marketing Strategy (2027-2036) will guide joint efforts to market the region’s natural attractions and cultural heritage through digital campaigns, strategic partnerships and cross-border tourism packages under the regional brand, Visit East Africa: Feel the Vibe.
The strategy also identifies the 2027 Africa Cup of Nations (AFCON), which will be hosted by Uganda, Kenya and Tanzania, as an opportunity to showcase East Africa to international audiences and encourage visitors to explore destinations across the wider region.
The decisions were adopted at the 13th Meeting of the Sectoral Council on Tourism and Wildlife Management, which concluded on Thursday at the EAC headquarters in Arusha, Tanzania. The meeting brought together ministers and senior government officials responsible for tourism and wildlife management from the partner states.
The initiative seeks to strengthen regional cooperation in tourism marketing, allowing countries to promote their attractions collectively rather than compete individually for international visitors.
Chaired by Uganda’s Minister of Tourism, Wildlife and Antiquities, Col. Tom Butime, the meeting identified five priorities for accelerating tourism development: strengthening conservation across shared ecosystems, harmonising tourism classification standards, improving tourism statistics, advancing the proposed Single Tourist Visa and enhancing joint marketing and branding.
The priorities include improving the management of shared ecosystems such as Kidepo, Mount Elgon, Kagera and Virunga, where conservation efforts require cooperation across national borders.
Butime said the region also needed to create a favourable environment for private-sector investment, develop commercially viable regional tourism projects, mobilise resources and establish effective monitoring systems to measure progress.
The EAC Deputy Secretary General responsible for Infrastructure, Productive, Social and Political Sectors, Andrea Aguer Ariik Malueth, said the region had yet to realise the full economic potential of its tourism and wildlife resources.
He urged partner states to accelerate the classification of tourism establishments ahead of AFCON 2027, warning that the quality of accommodation, food and customer service would shape international visitors’ perceptions of East Africa. Malueth also called on member states to conclude national consultations on the proposed Single Tourist Visa, which is intended to make travel across participating countries easier for international visitors.
A regional visa arrangement could enable tourists to visit multiple destinations within participating countries under a more streamlined system, potentially encouraging longer stays and greater spending across the region.
The Sectoral Council welcomed Uganda’s offer to host the fourth EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo (POATE) in May 2027. The joint event will incorporate AFCON promotional activities and multi-country tourism packages designed to expose international visitors to the region’s diverse attractions.
The Secretariat was directed to work with Uganda on preparations and promotion of the regional tourism brand, while partner states were urged to participate at a high level.
The ministers also emphasised the need to improve tourism service standards before the football tournament, directing countries to accelerate the classification of tourism establishments. Tourism classification helps establish common standards for accommodation and other tourism facilities, enabling visitors to make informed choices and supporting efforts to improve service quality.
The Council adopted common designs for EAC tourism classification plaques and certificates. It also directed that classified establishments be published in the EAC Gazette and approved examination results for newly trained assessors from Kenya and Tanzania.
On regional travel, the Council directed the EAC Secretariat to circulate an updated study on the proposed Single Tourist Visa by October 20, 2026. Partner states were given until November 30, 2026, to submit their comments.
The visa initiative forms part of broader efforts to reduce barriers to cross-border travel and make it easier for international tourists to experience multiple destinations in East Africa.
The ministers also directed the Secretariat to coordinate the development of a tripartite memorandum of understanding among Kenya, South Sudan and Uganda for the Kidepo-Karamoja-Turkana Transboundary Conservation Area. The proposed arrangement is intended to strengthen cooperation in managing shared ecosystems and protecting wildlife across national borders.
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