The recent collaboration between Kenya and Uganda to market themselves as a single tourist destination is not just a bilateral agreement; it’s a critical component of a much larger, unified regional strategy. 

The partnership is a tangible step toward realising the ambitious East African Community (EAC) Tourism Marketing Strategy for 2021-2025, which aims to position the entire bloc as a leading and sustainable tourism hub in Africa.

​This initiative, to be spearheaded through the 4th Uganda–Kenya Coast Tourism Conference, to be held in Malindi from October 22 to 29 this year, is a practical application of the EAC’s overarching plan to streamline tourism and create a seamless experience for visitors. 

By working together, the member states can promote the diverse offerings of the region under a single, cohesive brand: “Visit East Africa: Feel the Vibe.” 

This collective approach allows the EAC to compete more effectively with other global destinations at international forums such as the World Travel Market (WTM) in London and the International Tourism Bourse (ITB) in Berlin.

​A key pillar of this regional strategy is the promotion of intra-African travel. 

The partnership seeks to build on the success of policies that have already made travel easier, such as visa-free access and the use of national IDs for citizens of Kenya, Rwanda, and Uganda. 

These measures are designed to boost visitor numbers from within the continent, fostering a resilient tourism sector less dependent on international markets.

​The private sector is also playing a crucial role. 

The East Africa Tourism Platform (EATP), a regional advocacy body, has been instrumental in pushing for policies like the single tourist visa and other facilitative measures that reduce travel barriers. 

The success of the Kenya-Uganda collaboration is expected to encourage other EAC member states to join the coordinated effort, ultimately creating a vibrant and integrated travel circuit that allows tourists to experience the diverse cultures, wildlife, and landscapes of East Africa with unprecedented ease. 

This strategic alignment is paving the way for a more prosperous and connected regional economy.

The week-long forum is expected to bring together more than 750 stakeholders, including hoteliers, tour operators, investors and government representatives from both countries.

This, stakeholders say, will be a platform to market unexplored opportunities, consolidate networks and stimulate investment in the tourism sectors of Kenya and Uganda.