EAC adopts 10-year tourism strategy ahead of AFCON 2027

What the report says

East African Community member states have approved a 10-year tourism marketing strategy to promote the region as one destination and attract more international visitors. According to The Independent Uganda, the plan covers 2027-2036 and will be used to coordinate digital promotion, partnerships and cross-border tourism packages under the regional brand “Visit East Africa: Feel the Vibe.” The decision was made at the 13th meeting of the EAC Sectoral Council on Tourism and Wildlife Management, which ended in Arusha, Tanzania, with tourism and wildlife officials from the partner states.

The ministers also treated the 2027 Africa Cup of Nations, which Uganda, Kenya and Tanzania will host, as a major marketing opportunity. The council identified several priorities to support that goal, including stronger conservation of shared ecosystems, harmonised tourism classification standards, better tourism data, progress on a proposed Single Tourist Visa and joint branding. The article says Uganda’s tourism minister, Col. Tom Butime, chaired the meeting.

The council urged partner states to speed up hotel and facility classification before AFCON 2027 so service quality is more consistent for visitors. EAC deputy secretary general Andrea Aguer Ariik Malueth said the region has not yet fully tapped the economic value of its tourism and wildlife assets and called for quicker work on standards and the visa proposal.

The meeting also welcomed Uganda’s offer to host the fourth EAC Regional Tourism Expo alongside POATE in May 2027, with AFCON-linked promotions and multi-country travel packages planned. The broader significance is that East African governments are trying to use the tournament and a more integrated tourism framework to boost regional travel and spending.