By Business Insider Reporter
East African Community (EAC) member states have adopted a 10-year tourism strategy designed to attract more international visitors, strengthen cross-border travel and unlock investment in the region’s hospitality and tourism industries.
The strategy, covering 2027 to 2036, was approved by regional tourism and wildlife ministers in Arusha on October 15, 2026. It seeks to position East Africa as a single tourism destination under the regional brand “Visit East Africa: Feel the Vibe.”
The framework places joint marketing, common accommodation standards, improved tourism data, easier regional travel and cross-border conservation at the centre of efforts to grow the sector.
For businesses, the plan offers opportunities to develop multi-country tour packages, expand hospitality services and attract investment in tourism infrastructure. Its success, however, will depend on how quickly member states translate regional commitments into coordinated action.
AFCON 2027 offers a tourism opportunity
The 2027 Africa Cup of Nations (AFCON), co-hosted by Kenya, Tanzania and Uganda, is expected to provide a major platform for promoting East Africa to international audiences.
Under the strategy, the EAC intends to use the tournament to encourage football fans and other visitors to explore destinations beyond the three host countries, extending the economic benefits of the event across the wider Community.
This could create opportunities for tour operators, hotels, airlines, transport providers, restaurants and cultural attractions to package travel experiences across national borders.
Uganda has offered to host the fourth EAC Regional Tourism Expo alongside the Pearl of Africa Tourism Expo in May 2027. The event is expected to incorporate AFCON promotional activities and multi-country tourism packages.
The EAC Secretariat will work with Uganda on preparations and regional brand promotion.
Common standards to strengthen competitiveness
Harmonising accommodation classification is another priority under the strategy. Ministers have urged member states to accelerate the classification of tourism establishments ahead of AFCON 2027.
Common standards are intended to improve consistency in accommodation quality and visitor services across the region, making it easier for international travellers and tour operators to assess and compare facilities.
The Council adopted common designs for classification plaques and certificates and directed that classified establishments be published in the EAC Gazette. It also adopted examination results for newly trained assessors from Kenya and Tanzania.
For investors, more consistent standards could improve confidence in the regional hospitality market. However, the benefits will depend on effective enforcement, regular inspections and consistent application across participating countries.
The strategy also calls for better tourism statistics through the EAC Tourism Barometer. More reliable regional data could help investors identify demand trends, assess market opportunities and make better-informed decisions on new hotels, attractions and tourism services.
Easier travel could unlock multi-country packages
The proposed EAC Single Tourist Visa remains another important component of regional tourism integration.
A common visa arrangement could make it easier for eligible international visitors to combine several East African destinations in one trip, potentially increasing visitor spending across borders.
However, the strategy’s adoption does not mean that a new single visa has already been introduced. The EAC Secretariat was directed to circulate an updated study on the proposal by October 20, 2026, with member states expected to submit comments by November 30.
Further consultations and government decisions will determine the way forward.
Conservation and sustainable investment
The strategy also prioritises cooperation in managing ecosystems and wildlife areas that cross national borders, including Kidepo, Mount Elgon, Kagera and Virunga.
Ministers directed the EAC Secretariat to coordinate a proposed memorandum of understanding involving Kenya, South Sudan and Uganda on the Kidepo–Karamoja–Turkana Transboundary Conservation Area.
Regional conservation initiatives can support tourism by protecting wildlife habitats and landscapes that attract visitors. They can also create opportunities for community-based tourism and investment in sustainable visitor facilities.
The EAC acknowledged support from development partners, including GIZ, the European Union, TradeMark Africa, the International Union for Conservation of Nature and the Regional Centre for Mapping of Resources for Development. Ultimately, the 2027–2036 strategy provides a framework for developing tourism as a more integrated regional industry. Its economic impact will depend on coordinated implementation, private-sector participation, improved travel arrangements and the ability of businesses and communities to capture a greater share of visitor spending.
