ARUSHA, Tanzania – The East African Community (EAC) Ministers responsible for Tourism and Wildlife Management have adopted the EAC Tourism Marketing Strategy (2027–2036). Meeting for the 13th Sectoral Council on Tourism and Wildlife Management (SCTWM) at the EAC Headquarters, the ministers established a ten-year framework to jointly market East Africa as a unified, competitive destination under the regional brand “Visit East Africa: Feel the Vibe.”
The strategy focuses heavily on maximizing the impact of the Africa Cup of Nations (AFCON) 2027. The region aims to use the football tournament to showcase its natural and cultural heritage, boost visitor numbers, and extend tourism benefits beyond the three host nations to the entire EAC bloc.
Chaired by Tom Butime, Uganda's Minister of Tourism, Wildlife and Antiquities, the Council outlined five immediate priorities for the region:
• Strengthening transboundary conservation in shared ecosystems, including Kidepo, Mount Elgon, Kagera, and Virunga.
• Harmonizing tourism grading and classification standards across member states.
• Improving tourism data collection through the EAC Tourism Barometer.
• Advancing the Single Tourist Visa framework to facilitate seamless cross-border travel.
• Enhancing joint marketing efforts and regional branding campaigns.
Andrea Aguer Ariik Malueth, the EAC Deputy Secretary General for Infrastructure, Productive, Social, and Political Sectors, emphasized that current tourism and wildlife benefits represent only the tip of the iceberg. He urged partner states to expedite national consultations on the Single Tourist Visa and finalize hospitality classifications ahead of AFCON 2027, noting that the region will be judged globally on the quality of its accommodation, meals, and services.
To standardize regional hospitality, the Sectoral Council approved common EAC classification plaque and certificate designs, directing that all classified establishments be published in the EAC Gazette. The Secretariat was also tasked with circulating an updated study on the EAC Single Tourist Visa by October 20, 2026, with partner states requested to submit their feedback by November 30, 2026.
The council welcomed an offer from Uganda to host the 4th EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo (POATE) in May 2027. This joint event will serve as a key promotional platform for AFCON 2027, featuring multi-country tourism packages targeted at international arrivals.
On conservation, the ministers directed the Secretariat to coordinate a tripartite Memorandum of Understanding (MoU) between Kenya, South Sudan, and Uganda to manage the Kidepo–Karamoja–Turkana Transboundary Conservation Area.
The meeting concluded with a reaffirmed commitment to building a resilient, inclusive, and sustainable tourism sector, while extending appreciation to development partners—including GIZ, the European Union, TradeMark Africa, IUCN, and RCMRD—for their ongoing support.
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