East African Community ministers have adopted a 10-year tourism marketing strategy meant to present the bloc’s eight partner states as one destination, and they are counting on next year’s Africa Cup of Nations to give it an early boost.
The strategy runs from 2027 to 2036 and was endorsed by ministers responsible for tourism and wildlife management from the eight member states.
They approved it at the 13th Sectoral Council on Tourism and Wildlife Management, held at the EAC headquarters in Arusha and concluding at ministerial level on October 15, 2026.
Under the regional brand “Visit East Africa: Feel the Vibe,” the plan relies on digital marketing, strategic partnerships and cross-border tourism packages. It will promote the region’s natural attractions, cultural heritage and travel experiences.
The Community wants to use AFCON 2027, co-hosted by Kenya, Uganda and Tanzania, to draw international visitors.
The tournament is scheduled for June 19 to July 17, 2027. Officials want fans and travellers to extend their trips beyond the three host countries to other EAC states.
Ministers named three priorities for implementation: harmonising tourism standards, improving regional tourism data and advancing the Single Tourist Visa.
Member states agreed to align tourism policies, licensing requirements and service quality standards to strengthen the bloc’s competitiveness.
The Council also adopted common EAC classification plaque and certificate designs, and officially classified hospitality establishments are to be published in the EAC Gazette.
The EAC Secretariat was directed to circulate an updated study on the Single Tourist Visa by October 20, 2026. Member states are expected to submit comments by November 30.
The meeting also called for stronger conservation of shared ecosystems, including Kidepo Valley National Park, Mount Elgon National Park, Kagera National Park and Virunga National Park, to support sustainable tourism across national borders.
The Council welcomed Uganda’s offer to host the fourth EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo in May 2027.
The joint event is expected to feature AFCON promotional activities and multi-country tourism packages, and will come about a month before the tournament starts.
The new strategy follows the 2021–2025 plan, which was developed after COVID-19 hit tourism and emphasised multi-destination regional products marketed to both regional and international audiences.
When the regional brand was launched in 2025, the EAC said it aimed to attract more than 11 million tourists by the end of 2027.
The legal basis for the cooperation lies in the EAC Treaty. Article 115 commits partner states to a collective and coordinated approach to promoting and marketing quality tourism.
Opening the meeting, Zanzibar Minister Suleiman Masoud Makame said success depends on more than attractions. He said service quality, visitor experience and joint marketing by member states matter as well.
Officials say the strategy is meant to strengthen regional cooperation in tourism promotion, improve visitor experiences and widen the economic opportunities tourism creates across the partner states.