Tourism Marketing and Promotion
The EAC partner States undertake to develop a collective and co-ordinated approach to the promotion and marketing of quality tourism into and within the Community. To this end, the Partner States co-ordinate their policies in the tourism industry and establish a framework of cooperation in the sector that will ensure equitable distribution of benefits.
EAC Tourism Marketing Strategy (2021-2025)
A Regional Tourism Marketing Strategy has been developed through a consultative process. The Strategy is aimed at reinforcing the individual efforts of Partner States and providing a framework for cooperation in the promotion and marketing of tourism within the region and internationally.
The EAC Tourism Marketing Strategy (2021-2025) is pegged on the vision: 'EAC to be the leading sustainable regional tourism destination in Africa’ while its mission is to ‘develop and promote inclusive and sustainable intra-regional and international tourism across the EAC region’.
The Strategy is underpinned by various Strategic Objectives, that is,
- Develop regionally and internationally competitive multi-destination tourism products offering high-quality travel experience;
- Position and market EAC as a leading regional tourism destination in Africa;
- Branding East Africa as a single tourism destination;
- Build institutional capacity of EAC Secretariat and Partner States to effectively develop and market the region as a tourism destination of choice; and
- Enhance financing for tourism marketing and promotion.
Joint Tourism Promotion at International and Regional Trade Fairs
EAC Partner States have been undertaking joint tourism promotion at the World Travel Market (WTM) in London, United Kingdom and International Tourism Bourse (ITB) in Berlin, Germany since 2007/2008. However, this was put on hold in 2019 pending a Return to Investment study.
In addition, the EAC Secretariat participates at tourism expos taking place in the region. This is aimed at projecting and creating visibility of EAC as a single tourism destination.
Regional Tourism Campaign
A one-month Regional Tourism Media Campaign was undertaken in November/December 2021. The main objective of the campaign was to support the recovery of the EAC tourism sector following the unprecedented decline in international tourism occasioned by the COVID-19 pandemic.
The ultimate goal was to increase visitations to key tourist sites and consumption of tourism services by domestic and regional markets. This way, a dedicated media campaign would help sustain tourism businesses within the region and restore confidence in the destination.
The campaign took into account an existing initiative by the East African Tourism Platform dubbed “Tembea Nyumbani” and it was therefore agreed that the EAC campaign be aimed at identifying areas of synergy and address the possible gaps in order to sustain the rallying call for the EAC citizens to travel within the region.
The campaign was launched on 24th November 2021 by the EAC Secretary General who urged tourism private sector players to extend affordable packages to East Africans so as to entice them into taking advantage of the holiday offers. The campaign took a two-pronged approach, that is, use of mainstream media (radio, TV and newspapers) and use of social media platforms (facebook, twitter and Instagram) through selected influencers.
More information: Tembea Nyumbani special packages
The EAC Secretariat in collaboration with the East African Tourism Platform and with support from GIZ is in the process of finalizing an EAC Tourism e-Catalogue that highlights the key tourism offerings in the region including the tourism attractions sites, accommodation establishments, tour operators and travel agent services among others.
The catalogue will be shared through the EAC and EATP websites as well as through National Tourism Boards’ websites.
EAC Tourism Barometer
The EAC Secretariat is in the process of developing an easy-to-use online tool to monitor tourism trends in the region. The tool will guide the Secretariat, national governments and tourism stakeholders in making policy and strategy decisions related to the promotion of tourism into and within the Community. A regional consultative meeting in this connection was held in July 2022 and national stakeholders’ meetings as well as a Regional Validation meeting are planned to take place by December 2022.
Regional Tourism Capacity Building
As part of the tourism recovery efforts in the region in line with the EAC Tourism Marketing Strategy and the EAC Tourism Recovery Plan, a capacity building programme was initiated and undertaken from December 2021 to February 2022. The exercise was undertaken in close collaboration with the East African Tourism Platform as a measure to ensure sustainability. It targeted different stakeholders across the tourism value chain in the region including MSMEs, youth, women and local communities.