EAC promoted the region as a Single Tourism Destination at the Karibu-KiliFair 2025 Expo
East African Community Headquarters, Arusha, Tanzania, 7th June, 2025:The 2025 edition of Karibu-Kilifair, East Africa’s largest tourism expo, is currently underway, bringing together over 500 exhibitors from more than 15 countries, more than 1,000 international buyers and trade visitors, media and industry leaders.
The three-day event at the Magereza Grounds in Arusha, Tanzania, is an important platform for the East African Community (EAC) in advancing its efforts to promote the region as a single tourism destination through the “Visit East Africa – Feel the Vibe” brand.
The brand is a strategic initiative that aims to bring together the EAC Partner States’ tourism stakeholders including tourism boards, tour operators, hoteliers and service providers to foster cross-border partnerships and co-branding opportunities and embrace multi-destination offerings as a growing trend in the global travel industry. This redefined approach will increase visibility, enhance the region’s competitiveness, and foster sustainable development and investment.
The Visit East Africa – Feel the Vibe brand is strengthened by various initiatives implemented under GIZ-LIFTED, a project co-financed by the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ) in partnership with EAC.
Addressing the opening session of the expo, Hon. Doto Biteko, Deputy Prime Minister, United Republic of Tanzania, noted that Karibu-Kilifair has continued to grow over the years, making it one of the largest tourism expos in the East African region and attracting a high number of tourism stakeholders from across all corners of the world.
“This year, the expo has received more than 500 exhibitors from over 10 countries with more than 1,000 international buyers from 40 countries. This is a clear demonstration that the world is keen on Tanzania and the East African region as the centre for tourism. Therefore, we need to grab the opportunity and show the visitors what Tanzania can offer,” he added.
Hon. Biteko observed that tourism contributed 17.2% of Tanzania’s Gross Domestic Product (GDP) and accounted for 25% of the national exports, making it a key source of foreign income. In recognition of this important sector, the government has made important initiatives including the ‘Tanzania Royal Tour’ and ‘Amazing Tanzania’, which have significantly impacted the industry.
“In 2024, the sector received over USD 3.9 billion in earnings with the number of tourists increasing exponentially to over 5.3 million. Out of this, 2.1 million were foreigners while over 3.2 million were local tourists, a clear indication that the sector continues to attract local tourists. I therefore urge more Tanzanians to explore what we have in the sector,” he added.
Representing the EAC Secretary General, H.E Veronica Nduva, Mr. Jean Baptiste Havugimana, EAC Director in charge of Productive Sectors, reflected on the tremendous strides made by EAC in advancing regional tourism. He noted that together with the Partner States, the EAC is proud to have launched a unified regional tourism brand, “Visit East Africa – Feel the Vibe,” which was officially unveiled to the global market earlier this year at the International Tourism Bourse (ITB) in Berlin.
“This brand is not just a slogan. It is a call for strategic partnership, innovation, and integration, bringing together our Partner States’ national identities and uniqueness into a compelling regional narrative,” he stated.
Mr. Baptiste underscored the region’s uniqueness of diverse experiences that simplifies efforts to promote multi-destination packages and singled out the Karibu-Kilifair 2025 as an ideal platform to build partnerships and business collaborations across national tourism boards, tour operators, agents, and international buyers.
“By working together and combining our strengths, we can offer unforgettable cross-border itineraries that make our region more visible globally. As we market East Africa to the world, we are equally committed to preserving its natural beauty, protecting its wildlife, and promoting cultural heritage through community-led tourism initiatives,” he added.
On his part, the Ambassador of the Federal Republic of Germany to Tanzania, Mr. Thomaz Terstegen reflected on the long-term partnership that has existed between the EAC and Germany spanning over 25 years. He singled out the tourism industry as a key sector in the cooperation.
Ambassador Terstegen said that the unified brand strengthens the region’s competitive edge, making it easier for global travellers and investors to recognise East Africa as a top destination and demonstrates the EAC’s commitment in promoting economic growth, environmental and cultural conservation.
“I truly believe that the tourism sector in East Africa can benefit from joint approaches, including the introduction of single visas for safari tourists crossing the borders. Visit East Africa – Feel the Vibe, I can assure you I do,” he reaffirmed.
The brand unites the distinct cultures, landscapes, and wildlife of the EAC Partner States into one compelling destination. This enhances global recognition and allows for integrated marketing and product development, appealing to travellers seeking rich and diverse experiences.
Further, through the GIZ-LIFTED project, the EAC is enhancing the capacity of tourism stakeholders including tour guides, operators, and agents by leveraging digital platforms and training. As a product of the brand, these efforts aim to improve cross-border collaboration, destination marketing, and product packaging, with a strong emphasis on priority areas such as sustainability to enhance competitiveness. The capacity building is essential for positioning East Africa as a high-quality, integrated tourism destination.
For more information, please contact:
Florian Mutabazi
Media Coordinator
Corporate Communications and Public Affairs Department
EAC Secretariat
Arusha, Tanzania
Tel: +255 785288428
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
About the East African Community Secretariat:
The East African Community (EAC) is a regional intergovernmental organisation of eight (8) Partner States, comprising the Republic of Burundi, the Democratic Republic of Congo, the Republic of Kenya, the Republic of Rwanda, the Federal Republic of Somalia, the Republic of South Sudan, the Republic of Uganda and the United Republic of Tanzania, with its headquarters in Arusha, Tanzania. The Federal Republic of Somalia was admitted into the EAC bloc by the Summit of EAC Heads of State on 24th November, 2023 and became a full member on 4th March, 2024.