East Africa plans to sell itself as one destination, with AFCON 2027 as the showcase

Arusha — East African Community ministers have adopted a ten-year plan to market the region as a single tourist destination, and agreed to use the 2027 Africa Cup of Nations to show it off, the EAC said.

The EAC Tourism Marketing Strategy 2027–2036, adopted at a meeting of tourism and wildlife ministers in Arusha that ended on 15 October, will promote the region under the brand "Visit East Africa: Feel the Vibe", through digital marketing, partnerships and cross-border tour packages.

AFCON 2027

Ministers committed to using the tournament, which will be co-hosted in the region, to attract visitors and spread its benefits beyond the host countries. They urged member states to speed up the grading of hotels and other tourism businesses before the tournament. The 4th EAC Regional Tourism Expo, to be held with Uganda's Pearl of Africa Tourism Expo in May 2027, will also promote AFCON.

One visa for the region

The EAC Secretariat is to circulate an updated study on a single tourist visa by 20 October, with comments from member states due by 30 November.

Other decisions

• Common designs for the plaques and certificates that show a hotel's grade, with graded businesses to be listed in the EAC Gazette.
• Work towards a three-country agreement between Kenya, South Sudan and Uganda on the Kidepo–Karamoja–Turkana cross-border conservation area.

Uganda's tourism minister, Col. Tom Butime, who chaired the meeting, listed cross-border conservation, common hotel standards, better tourism statistics, the single visa and joint marketing as priorities. The EAC's deputy secretary general, Andrea Aguer Ariik Malueth, said the benefits of tourism so far were only the tip of the iceberg, and warned that visitors will judge the region by the quality of its accommodation, food and service.

Source: East African Community, 15 October 2026.