Tourism stakeholders are advocating for the transformation of the East African Community (EAC) into a unified tourism destination, aiming to tap into the region’s tourism opportunities. This significant topic was prominently discussed at the recently concluded 3rd EAC Regional Tourism Expo (EARTE’23) held in Nairobi, Kenya.

Tourism officials and partner states of the East African Community (EAC) gathered at the forum to raise awareness about investment prospects in tourism and tackle issues impacting the region’s tourism and wildlife sectors.

Fresh appeals are growing for a makeover of the East African Community (EAC) region and its plans for a unified visa system in the tourism sector. At the expo, a new EAC tourism brand, “Visit East Africa–Feel the Vibe,” was unveiled with the objective of positioning the region as a consolidated investment hub.

The theme of this year, “Tourism for Green Growth,” highlights a commitment to sustainable tourism. Alfred Mutua, Kenya’s Tourism and Wildlife Cabinet Secretary, announced Kenya’s initiatives, including the introduction of electric cars in parks and the implementation of eco-rating schemes, aligning with their dedication to promoting tourism and a green growth agenda.

Mutua emphasized that the platform provided an opportunity for the region to collaboratively showcase its distinctive resources.

Annette Ssemuwemba, the Deputy Secretary General in charge of Trade at the EAC, anticipates a surge in annual tourist arrivals to approximately 14.05 million by 2025, a notable increase from the 7.2 million recorded in 2019.

Emphasizing the importance of leveraging the region’s natural resources, Rebecca Kadaga, Uganda’s Deputy Prime Minister and Minister for EAC Affairs, underscores the urgency of expediting the implementation of the EAC single tourism visa. She also encourages partner states to accelerate the development of the EAC Tourism and Wildlife Protocol to position the region as a unified tourism investment hub.

Product Diversification

In the ongoing effort to rejuvenate the EAC region as a unified tourism destination, experts emphasize the importance of diversifying tourism products beyond conventional attractions and collectively promoting the region.

As the call for diversification echoes, the expansion of tourism offerings becomes imperative. While the EAC is already competitive in beach and wildlife safari tourism, there’s a push for partner states to broaden their tourism products, including cultural tourism, sports tourism, agro-tourism, and golf tourism.

Kadaga, highlighting collaborative efforts, mentions the development of multi-destination thematic tourism packages. These packages aim to encourage visitors to explore more than one EAC partner state in a single trip.

The aftermath of the global pandemic presents a success story for industry players like Frank Muzungu, Managing Director of Kigali Car Rentals and Tours. Despite the challenges faced during the pandemic, there has been a noticeable recovery, with tourists returning at local, regional, and international levels, contributing to the economic and tourism business ecosystem.

Kenya’s Cabinet Secretary for EAC, Peninah Malonza, commends the EAC partner states for their active participation in the forum.