EAC Approves Tourism Marketing Strategy for 2027-2036

The East African Community has approved a long-term tourism marketing strategy covering the period 2027 to 2036, a move aimed at positioning the bloc as a single, competitive destination on the global travel map.

The decision, announced under the business section of the EAC’s latest communications, signals a coordinated push by the regional intergovernmental organisation to boost visitor numbers and tourism revenue across its member states. While specific details of the strategy’s implementation have yet to be fully disclosed, the adoption marks a significant step in the bloc’s efforts to deepen economic integration beyond trade and infrastructure.

The EAC currently brings together eight member countries: Kenya, Tanzania, Uganda, Rwanda, Burundi, South Sudan, the Democratic Republic of Congo, and Somalia. The inclusion of the DRC in 2022 and Somalia in 2023 expanded the bloc’s geographical reach, making it one of Africa’s largest regional markets. For tourism, this means a vastly expanded product offering—from the savannah wildlife of Kenya’s Maasai Mara and Tanzania’s Serengeti to the mountain gorilla habitats of Uganda and Rwanda, the beaches of Zanzibar and the Congo Basin’s rainforests.

Tourism is a cornerstone of the region’s economy, contributing significantly to GDP and employment in several member states. Kenya and Tanzania have traditionally led the sector, with both countries relying on safari and coastal tourism as major foreign exchange earners. Rwanda has aggressively carved out a niche in high-value, low-impact tourism, particularly around gorilla trekking. The new strategy is widely expected to encourage cross-border itineraries, allowing visitors to experience multiple countries in a single trip—a model that has been discussed within the EAC for years through the bloc’s single tourist visa initiative.

The approved strategy comes at a time when global travel demand is rebounding strongly following the pandemic downturn. International tourist arrivals in Africa have been recovering steadily, with the continent seeing increased interest from European, North American and, increasingly, Asian markets. However, East Africa faces stiff competition from other African destinations such as South Africa, Morocco and Egypt, as well as from emerging markets in Southeast Asia. A coordinated regional approach to marketing is seen as a way to differentiate the EAC from these rivals by promoting the region’s diversity—wildlife, culture, adventure and business tourism—under one unified brand.

Market observers note that the long-term horizon of the strategy—ten years—is particularly important for tourism planning, as infrastructure investments in airports, roads, hotels and cross-border connectivity require predictability. The strategy could also align with ongoing efforts to simplify travel within the bloc, such as harmonised visa rules and the eventual elimination of non-tariff barriers. If implemented effectively, the plan could drive a meaningful increase in both intra-African travel and long-haul arrivals.

Industry trends are also shifting in ways that favour regional cooperation. Travellers are increasingly seeking authentic, sustainable and less crowded experiences, which smaller or less-visited EAC member states can offer. Digital marketing, social media influence and direct flight connections are becoming more decisive than traditional travel trade channels. The EAC’s ability to leverage these trends through a modern, coordinated strategy will be key to its success.

The economic stakes are considerable. Beyond the direct contribution to national coffers, tourism supports a wide value chain—hospitality, transport, handicrafts, food services and conservation. The new strategy, if well executed, should provide a blueprint for member states to align their national tourism plans with regional objectives, while also addressing challenges such as climate change, wildlife protection and community engagement. The next decade will test whether the EAC can move from approval on paper to a collective, measurable transformation of East Africa’s tourism landscape.