Collaborative Tourism, EAC Partner States Join Forces For Regional Growth
On Monday 20th November 2023 in Nairobi, The East African Community (EAC) is taking a bold step towards elevating the region’s tourism potential by collaborating to market East Africa as a unified tourism destination. Tourism and Wildlife Cabinet Secretary Dr. Alfred Mutua emphasized the need for integrated marketing strategies during the opening ceremony of the 3rd edition of the East African Regional Tourism Expo (EARTE) and the 13th edition of the Magical Kenya Tourism Expo (MKTE).
Dr. Mutua urged EAC partner states to work in tandem to enhance competitiveness, attract more tourists, and increase earnings. He highlighted the importance of investing additional resources in regional tourism promotion to benefit citizens fully. The tourism sector’s potential impact on economies was underscored by Mutua, who called for collaborative efforts to harness strengths and develop circuits that would ease travel and promote interactions across diverse East African cultures.
The EARTE expo serves as a platform to foster conversations on joint marketing initiatives for achieving shared tourism growth goals within the region. Kenya, currently hosting the expo, has an opportunity to showcase its potential as a tourism and investment destination.
Comfort for travelers was identified as a critical aspect of improving tourism numbers. Mutua directed that tourism areas, including parks and reserves, should have social amenities such as toilets to enhance visitor satisfaction. Additionally, hotels and lodges were urged to equip themselves with essential medical equipment, such as defibrillators, to ensure the well-being of visitors.
Deputy Secretary General – Customs, Trade and Monetary Affairs, East African Community, Annette Mutaawe Ssemuwemba, highlighted the EAC’s commitment to becoming a premier tourist destination. The EARTE expo aligns with the Regional Tourism Marketing Strategy 2021-2025, aiming to increase visitor arrivals to pre-pandemic levels of 7.2 million by the end of 2024.
Tourism PS John Ololtua emphasized Kenya’s dedication to working with regional partners on product diversification to position East Africa as a leading global tourism destination.
The joint expo, with 266 exhibitors and 109 buyers from 31 countries, showcases the region’s diverse tourism offerings. The EAC Tourism Destination Brand, “Visit East Africa – Feel the Vibe,” was adopted during the expo, presenting East Africa as a region that is diverse, unique, beautiful, and culturally rich.
KTB Ag. CEO John Chirchir expressed delight at the launch of EARTE and MKTE, highlighting their significance in catalyzing efforts to improve visitor arrivals, approaching pre-COVID numbers. The combined effort of hosting EARTE and MKTE creates more value and enhances participant engagement. The collaborative approach underscores the EAC’s commitment to presenting East Africa as an irresistible tourism destination, inviting the world to “Visit East Africa – Feel the Vibe.”
Voice Of Tourism
