ARUSHA, Tanzania (June 7, 2025) – The East African Community (EAC) is leveraging the Karibu-Kilifair 2025 tourism expo to promote the region as a single destination under its unified tourism brand, Visit East Africa – Feel the Vibe.
Held at the Magereza Grounds in Arusha, the three-day expo has attracted more than 500 exhibitors and over 1,000 international buyers from more than 40 countries. The event is considered East Africa’s largest tourism fair and a crucial platform for fostering regional collaboration in the sector.
Speaking during the opening ceremony, Tanzania’s Deputy Prime Minister, Doto Biteko, said the growth of the Karibu-Kilifair reflects rising global interest in Tanzania and East Africa as premier tourist destinations.
“This year, we welcome over 500 exhibitors from 10 countries, with buyers from 40 nations. It’s clear the world is watching,” said Biteko, highlighting tourism’s contribution of 17.2% to Tanzania’s GDP and 25% of national exports. He noted that in 2024, Tanzania earned $3.9 billion in tourism revenue, with 5.3 million tourist arrivals—2.1 million foreign and 3.2 million domestic visitors.
The EAC’s tourism push is backed by Visit East Africa – Feel the Vibe, a brand initiative launched earlier this year at the ITB tourism fair in Berlin. The campaign is supported by GIZ-LIFTED, a project co-financed by the European Union and Germany’s Federal Ministry for Economic Cooperation and Development (BMZ).
Representing the EAC Secretary General, Jean Baptiste Havugimana, Director of Productive Sectors at EAC, said the brand promotes cross-border tourism and co-marketing among member states.
“This brand is a call for innovation and integration—bringing together our nations’ unique identities into one powerful narrative,” he said. “Through this, we aim to offer multi-country packages and strengthen East Africa’s visibility on the global tourism map.”
German Ambassador to Tanzania Thomaz Terstegen reaffirmed Germany’s 25-year partnership with the EAC, saying tourism remains central to the collaboration.
“I believe East Africa’s tourism sector will thrive through joint strategies like single safari visas,” said Terstegen. “Visit East Africa – Feel the Vibe, I can assure you I do.”
In addition to branding efforts, the EAC is enhancing digital capacity, training tourism operators, and promoting sustainability through the GIZ-LIFTED project to position the region as a high-quality, integrated destination.
As the fair continues, officials hope increased cooperation will attract investment and drive sustainable development across the region’s vibrant tourism landscape.
