Kenya is ramping up efforts to attract more German tourists by forging strategic partnerships and showcasing its diverse tourism offerings at the 2025 ITB Berlin Expo.
With over 80,000 German visitors in 2024, Kenya aims to significantly boost these numbers by focusing on adventure tourism, cultural heritage, and seamless travel experiences.
“The ITB Berlin is a critical platform for Kenya to highlight its unique attractions and build partnerships that drive tourism growth. Germany is a key market for us, and we are committed to making Kenya a top destination for German travellers.” said Francis Gichaba, Chairman of the Kenya Tourism Board (KTB).
Kenya’s Ambassador to Germany, Stella Mokaya Orina, stressed the importance of cultural diplomacy and collaboration with German stakeholders.
“We’ve been engaging with chambers of commerce, participating in expos, and promoting Kenya’s investment and tourism potential across Germany. These efforts are already yielding results, as seen in the 12.4% increase in German arrivals last year,” she stated.
To enhance accessibility, Kenya introduced the Electronic Travel Authorization (ETA), simplifying entry for tourists. However, Ambassador Mokaya noted challenges faced by older German travellers.
“We are discussing ways to make the ETA process more user-friendly, including the possibility of allowing applications at the airport,” she revealed.
Kenya’s reputation as the “land of champions” is also a significant draw, particularly for sports enthusiasts.
“Many Germans are eager to visit Kenya to train alongside our elite athletes and experience our world-class running culture,” said Ambassador Mokaya.
The Kenyan diaspora in Germany, estimated at 22,000 to 25,000, plays a key role in promoting the country.
“Our diaspora are excellent ambassadors, marketing Kenyan products and encouraging visits to their homeland,” she added.
Strategic partnerships with German airlines, such as Condor’s direct flights to Mombasa, have already boosted tourist numbers.
“These collaborations are essential to achieving our goal of three million international arrivals by the end of 2025,” said John Ololtua, Principal Secretary for Tourism.
As Kenya continues to showcase its diverse landscapes, rich culture, and adventure opportunities at ITB Berlin, stakeholders remain optimistic about attracting more German tourists.
On 31st January 2025, EmpowHer initiative kickstarted the year with a Personal Branding Summit at the Pride Centre in Nairobi, under the theme ‘Values-Driven Branding: Be True, Be You.’ The event focused on empowering KQ women to build strong, authentic personal brands aligned with their values.
The summit featured a keynote session on ‘Aligning Values with Your Brand,’ emphasising clarity, consistency, and visibility as key pillars in shaping a professional identity. A panel discussion on brand resilience and adaptability explored how agility and strategic positioning are crucial for long-term success in a dynamic world.
Commenting on this initiative, our Chief Strategy and Innovation Officer, Hellen Mwariri, who also serves as the EmpowHer Patron, reiterated the initiative’s commitment to supporting women in taking control of their narratives and amplifying their influence within the workplace and beyond.
This summit marked a significant step in our commitment to the growth and development of KQ women, providing them with insights and a clear roadmap for building strong, bold, and future-ready personal brands.
Women play a pivotal role in the travel industry, making up 54% of the global tourism workforce, according to UN Tourism.
However, women are underrepresented in leadership—only 15.6% of B2B travel tech leaders are female, as highlighted in new research by Belvera Partners, a travel tech communications agency.
With International Women’s Day 2025 focusing on the theme “For ALL Women and Girls: Rights. Equality. Empowerment.”, female leaders in travel tech are calling for flexibility, increased funding, and greater visibility of role models to foster gender diversity at the executive level.
Breaking Barriers: The Gender Funding Gap
Despite their contributions, women face systemic barriers to leadership, particularly when seeking investment. Sally Bunnell, CEO of NaviSavi, highlights that female-founded startups receive just 2% of global funding, and even less in the travel sector.
“Most investments go to large, established companies, making it difficult for female entrepreneurs to secure capital in the early stages,” Bunnell explains. She suggests creating a hospitality fund dedicated to supporting women-led startups, a move that aligns with UN Women’s advocacy for greater economic empowerment.
Workplace Flexibility: A Game Changer for Women
Many travel tech firms are embracing flexible work policies to accommodate women’s career progression.
Brianna MacNeil, AI Product Manager at TravelAI, notes that her company’s remote-first approach enables employees to balance responsibilities such as motherhood and caregiving without sacrificing career growth.
Similarly, Stay22, a travel affiliate marketing platform, fosters gender inclusion with unlimited sick and personal days, hybrid work options, and participation in initiatives like Women Who Code and Girls in Tech.
Though its executive team remains male-dominated, 55% of department heads are women. Laura Di Costanzo, Head of Product, stresses the importance of strong female role models to inspire future leaders. “Diversity is more than representation—it enhances decision-making and innovation,” she adds.
Travel Tech’s Push for Gender Equity
Some travel tech companies have already made significant strides toward gender parity. Civitatis, a global tour marketplace, has a leadership team evenly split between men and women, while 60% of its workforce is female.
The company actively implements a Plan for Equal Opportunity for Women and Men, recognizing that “talent has no gender, but opportunities must be accessible to all,” says Verónica de Íscar, Chief B2B Sales Officer.
GoNexus Group takes a similar approach, with 40% female employees and 41% women in management positions. VP of Business Strategy, Luisa Oyarzabal, emphasizes that progress comes from creating equal opportunities for future generations and fostering an inclusive environment.
Economic Impact: Why More Women in Leadership Matters
Beyond equality, increasing female leadership is an economic imperative. Women drive 70% of global travel purchases, especially in family travel planning. Ayşe Yaşar, VP of Sales at Bedsopia, questions how companies can understand this market if their leadership teams lack female representation.
HolidayPirates Group, a travel search platform operating in 10 countries, ensures equal gender representation at the executive level, with 62% of its workforce being women. Vivien Schwarz-Elbelzai, Chief People Officer, credits their flexible workplace culture for successfully attracting and retaining female talent.
“Every role in every department is adaptable, ensuring career progression for working mothers,” she explains.
The Path Forward
Governments and international organizations, including UN Women and UN Tourism, continue advocating for gender balance in the travel industry.
OECD reports confirm that companies with diverse leadership teams achieve higher profitability, improved innovation, and stronger consumer engagement.
With flexible policies, increased funding, and visible role models, the travel tech sector can break barriers and empower more women to lead, ensuring a more inclusive and dynamic future.
From apps to AI, technology is at the forefront when it comes to improving the travel experience.
Virtual Assistants to Robot Security: How AI Impacts Travel
Adoption of Artificial intelligence may still be in its infancy, but it’s already had a huge impact on travel. You may find yourself chatting to AI about your next hotel booking, it may plan your itinerary, or perhaps it will guide you around the airport…
Chatbots and virtual assistants have had limited effectiveness until now, but more advanced voice capabilities are helping to transform their use for customer service. Airlines, hotels, and travel agencies are increasingly deploying AI-driven bots to provide 24/7 care. Designed to be faster and more intuitive, these AI assistants streamline bookings and deliver instant support.
A combination of augmented reality (AR) and large language models (LLMs) also allows for more digital and interactive guides, whether navigating sights through a city, bringing a museum to life or overcoming language barriers.
Robotic innovations are constantly evolving, with consumer products starting to take the shape of robotic vacuum cleaners and lawnmowers. Airports, meanwhile, are beginning to trial AI-powered robots to monitor security checkpoints and crowd control, while biometrics are making journeys faster, safer, and more convenient.
AI’s ability to analyze data has also been a game-changer. For starters, AI can combine individual preferences, past behaviors, and real-time data to suggest personalized itineraries, saving travelers hours of research.
For travel providers, data analysis has revolutionized everything from pricing to operations. Airlines use AI to predict demand, optimize flight routes, and adjust pricing dynamically, while hotels have greater powers to personalize services and improve guest experiences and satisfaction.
Digital buzz
Research shows travelers are increasingly prioritizing digital services at airports. From ordering food and beverages (80 percent), booking services beyond the lounge (67 percent), or shopping online at airport stores (52 percent), the demand for seamless, tech-enabled experiences is on the rise.
Innovation in technology is key
Marco Pera, Chief Technology and Data Officer – Priority Pass discusses some of the key tech trends improving the travel experience.
How can technology improve travel?
Travel is inherently a physical experience – but technology can enhance it by seamlessly connecting services, creating multiple touchpoints, and eliminating common inconveniences. Each traveler has unique preferences, making personalization key. A well-designed tech ecosystem should adapt to individual needs and optimize the journey.
What are the tech innovations Priority Pass is focussing on and why?
Our proprietary Lounge Management System (LMS) enhances the guest experience while streamlining capacity management. It includes pre-booking capabilities, a digital waitlist, and real-time flight tracking, giving travelers extra peace of mind.
How are you utilizing AI technology?
We’re piloting a Pre-book Assist function at select UK locations, a feature built into the Priority Pass app. Leveraging AI-driven insights, it predicts how busy a lounge will be on specific dates and times, helping customers decide whether to book in advance.
What tech features can we expect in future lounges?
Lounges offer an environment where technology can create more convenience and differentiation, whether biometrics to facilitate a stress-free check-in, or travel notifications that let you know when you should head to the gate. Mobile ordering means personal requests can also be accommodated – a champagne upgrade for a romantic getaway or an allergy-free meal.
How important is virtual and augmented reality?
VR is most prominent within gaming lounges at the moment. AR is more useful in terms of displaying information and aiding with storytelling. Brands can also highlight their competitive advantage and add interactive elements. For example, when navigating through an airport, a traveler could receive directions and find out how long the walk is to their lounge or gate while being prompted to purchase relevant items along the way. Holiday Inn, meanwhile, has used AR celebrity animations and wayfinding to add value for guests. AR could also make travel more accessible, i.e., providing visual aids for those with hearing impairments.
Have you seen an increase in tech usage among your customers?
Travelers are definitely embracing and demanding more digital solutions. In 2024, there was a 57 percent increase in the usage of the Priority Pass app and a 12 percent growth in the number of Digital Membership Card visits year over year.
Experience Dubai during Ramadan 2025, where spirituality meets celebration. Discover the best Iftar spots, cultural events, shopping, and travel tips for a unique visit.
Dubai is a city of contrasts, where a fast-paced lifestyle slows down in deep meditation during Ramadan, and contemporary towers stand alongside centuries-old traditions. If you plan to visit in March 2025, get ready for a truly unique experience as Dubai transforms into a place of quiet spirituality by day and vibrant celebration by night.From lavish Iftar feasts under the stars to cultural events you won’t find anywhere else, here’s what you need to know about visiting Dubai during Ramadan.
Ramadan: What is it?
Observed by Muslims worldwide as a time of fasting, prayer, and community, Ramadan is the holiest month in the Islamic calendar. Based on the moon sighting, Ramadan in Dubai is expected to begin on March 1, 2025, and last for 29 or 30 days.Failing to follow these guidelines could result in fines, so it’s important to be aware of your surroundings and respect local traditions.
What to Expect as a Traveler in Dubai During Ramadan
Dining & Eating in Public Dubai operates differently during Ramadan. Many cafés and restaurants remain closed during the day, but some cater to non-fasting visitors. However, public eating, drinking, and smoking are strictly prohibited until sunset. Hotels and other indoor venues offer dining options, ensuring that visitors are accommodated.
As the sun sets, the city comes alive with Iftar—the traditional meal to break the fast. From extravagant feasts at luxury hotels to intimate gatherings in Ramadan tents, the experience is unlike anything else.
Shopping & Attractions Malls and stores adjust their schedules, often opening later in the day and staying open well past midnight. This is the perfect time for late-night shopping sprees, with exclusive Ramadan deals on everything from fashion to electronics.
Popular tourist attractions remain open, but their hours may be modified. It’s best to check in advance before visiting cultural sites, theme parks, or the Burj Khalifa.
Public Transport & City Life Dubai’s metro, buses, and taxis operate on modified schedules during Ramadan, often running later into the night to accommodate post-Iftar outings. The city feels more laid-back during the day, but once night falls, the streets fill with families and friends gathering to celebrate.
How to Be Respectful During Ramadan in Dubai
Dubai welcomes visitors, but during Ramadan, there are a few cultural norms to keep in mind:
Dress Modestly – While Dubai is usually lenient, it’s best to wear clothing that covers the shoulders and knees in public places during Ramadan.
Avoid Public Displays of Affection – Holding hands or hugging in public should be avoided.
Respect Fasting Hours – Non-Muslims are not expected to fast but should refrain from eating, drinking, or smoking in public from sunrise to sunset.
Be Mindful of Local Customs – Loud music and disruptive behavior are discouraged in public spaces.
Failing to follow these guidelines could result in fines, so it’s important to be aware of your surroundings and respect local traditions.
Where to Experience the Best Iftar in Dubai 2025
Iftar is more than just a meal—it’s a celebration. Many of Dubai’s top restaurants, hotels, and cultural centers host elaborate Iftar buffets and dining experiences. Some of the best places to try include:
Al Majlis – Madinat Jumeirah – A luxurious Arabian-style Iftar with traditional dishes and live entertainment.
Ewaan – Palace Downtown – A stunning setting offering a mix of Middle Eastern and international flavors.
Atlantis, The Palm – A grand Iftar with breathtaking views at one of Dubai’s most iconic landmarks.
Sheikh Mohammed Centre for Cultural Understanding (SMCCU) – A must-visit for those who want an authentic Emirati Iftar while learning about local traditions.
Dubai Opera Ramadan Tent – A high-end Iftar experience with stunning views of the Burj Khalifa.
For a more casual yet immersive experience, visit one of Dubai’s many Ramadan tents, where locals and visitors gather for food, storytelling, and socializing.
Things to Do in Dubai During Ramadan 2025
Beyond Iftar, there’s plenty to explore and experience during Ramadan:
1. Discover Old Dubai – Wander through the Al Fahidi Historical District, visit the Dubai Museum, and explore the bustling Gold and Spice Souks. 2. Take a Desert Safari – Experience an unforgettable evening in the desert with camel rides, cultural performances, and Iftar under the stars. 3. Watch the Dubai Fountain Show – A mesmerizing display of water, music, and lights near the Burj Khalifa, best enjoyed after Iftar. 4. Go on a Dhow Cruise – Set sail on a traditional wooden boat along Dubai Marina or Dubai Creek for a scenic dinner experience. 5. Visit Jumeirah Mosque – One of the few mosques open to non-Muslims, offering guided tours that provide insights into Islam and Ramadan. 6. Shop at the Ramadan Night Market – A seasonal bazaar featuring local handicrafts, food, and unique souvenirs.
7. Attend Cultural Events – Throughout the month, Dubai hosts special exhibitions, performances, and storytelling sessions celebrating the spirit of Ramadan.
Why Visit Dubai During Ramadan?
Ramadan isn’t just a time of fasting—it’s a time of reflection, generosity, and community. As a visitor, you’ll see Dubai in a completely different light.
The pace slows down, the hospitality shines even brighter, and the experience is unlike anything you’ll find at other times of the year. Whether you’re indulging in a lavish Iftar, exploring Dubai’s historic neighborhoods, or simply soaking in the serene atmosphere, Ramadan in Dubai is a journey worth taking.
So if you’re planning a trip in March 2025, embrace the cultural richness of Ramadan and discover a side of Dubai that few get to see.
Hundreds of tourism stakeholders attending the International Tourism Bourse (ITB) Berlin, witnessed the unveiling of the “Visit East Africa – Feel the Vibe” brand. This groundbreaking initiative aims to collectively promote the East African Community (EAC) as a single tourist destination.
Various stakeholders welcomed the move, recognizing it as a significant step toward enhancing regional tourism while ensuring the sustainable tourism practices.
Speaking at the event, the Chief Guest, Hon. John Ololtuaa, Chair of the Sectoral Council on Tourism and Wildlife Management and the Principal Secretary of Kenya’s State Department for Tourism, emphasized the importance of striking a balance between competition and collaboration among EAC Partner States.
He noted that while the region offers similar tourism experiences, embracing the spirit of “co-opetition”, a model where countries engage in healthy competition while actively cooperating, will be key to maximizing East Africa’s collective tourism potential.
Hon. Ololtuaa also highlighted that the EAC has developed a Common Classification Criteria for tourism accommodation establishments, restaurants, and conference facilities as well as minimum standards for various tourism service providers. These initiatives ensure uniform quality standards across the region, enhancing visitor experiences and boosting East Africa’s competitiveness as a premier tourism hub.
Representing the EAC Secretary General, the Head of the EAC Secretariat Tourism and Wildlife Department, Mr. Simon Kiarie, underscored the Secretariat’s commitment to strengthening the region’s tourism sector. Mr. Kiarie highlighted the development of an online capacity-building platform designed to enhance the skills of EAC’s tourism practitioners and service providers, featuring topics such as, implementation of sustainable tourism practices in product development, which are key focus points in the current tourism business environment.
“The platform ensures our industry professionals remain competitive and adapt to the changing global trends and costumer needs,” he said.
In a bid to position East Africa as a unified tourism destination, the EAC has been organizing Regional Tourism Expos, rotating among Partner States. These expos aim at bringing together service providers, buyers, and media to showcase the region’s diverse offerings. Additionally, the Community is developing a “Visit East Africa: Feel the Vibe” promotional video, which will be distributed digitally to enhance the region’s visibility and global appeal.
On his part, Marc Stalmans, the EU Head of Cooperation for the United Republic of Tanzania and the EAC, noted that the European Union is proud to support this transformative vision through the EU LIFTED project. He emphasized that by leveraging European agencies’ capacity to attract international tourists and East African operators’ deep understanding of the region, the EAC can develop tourism products that not only meet global demand but also celebrate and preserve local traditions and ecosystems.
Speaking at the event, Julia Hannig, Head of Division East Africa at the German Federal Ministry for Economic Cooperation and Development (BMZ), stated that a unified brand like “Visit East Africa: Feel the Vibe” strengthens the region’s competitive edge. Germany had initially supported the development of the brand, while its promotion is now being supported under #TeamEurope. “This initiative makes it easier for global travelers and investors to recognize East Africa as a top destination. It also demonstrates the EAC’s commitment to sustainable tourism, balancing economic growth with environmental and cultural preservation,” she stated.
On behalf of the German private sector, Mr. Christoph Kannengießer, CEO of the German-African Business Association pointed out that tourism was a vehicle for triggering investments as tourists would often times return to invest in a country. Additionally, he noted that private sector cooperation between Germany and East Africa – in tourism and beyond – would be mutually beneficial while initiatives like joint regional branding could support business partnerships.
Beyond the launch, discussions were held on how East Africa, under its new brand, could embrace sustainability. The event was graced by Honorable Deputy Ministers of the United Republic of Tanzania and the Federal Republic of Somalia, Honorable Ambassadors of Rwanda and Kenya to Germany, along with Chairpersons and CEOs of Tourism Boards, EU-based tour operators, and international tourism journalists.
Under the banner of “Visit East Africa: Feel the Vibe,” the region is not only showcasing its unparalleled beauty and cultural richness but also reinforcing East Africa’s appeal as a seamless, multi-destination experience.
The EAC recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-COVID levels of 7.7 million in 2019. By promoting the ‘Visit East Africa: Feel the Vibe’ brand alongside national tourism brands, the EAC hopes to surpass 11 million tourist arrivals by the end of 2027.
Amadeus’s bookings increased by 9 per cent year-on-year to 111.4 million in the fourth quarter of 2024, with a “gradual” rise in the proportion of NDC-based transactions.
Luis Maroto, CEO of the Madrid-based tech firm, said Amadeus had enjoyed “remarkable” revenue growth in Q4, with revenue per booking also increasing by 9 per cent, while total air distribution revenue grew by 14 per cent to €715.3 million.
Amadeus Travel’s president Decius Valmorbida said its results had been skewed by a “cancellation spike” experienced in Q4 of 2023, and excluding that, the year-on-year growth in bookings was about 7 per cent.
The percentage of NDC bookings in proportion to total bookings is “going to be in the teens for quite a while,” added Valmorbida. He noted that Amadeus has so far implemented 31 of its 70 NDC agreements with airlines and completing these adoption processes would take another couple of years.
“The vast majority of our travel agencies now have access and can service NDC content available through our platform,” he said. “Adoption is growing in all regions and across all types of travel sellers, including the corporate world.”
For the whole of 2024, Amadeus said that total bookings increased by 4.7 per cent year-on-year to 471.2 million, and air distribution revenue increased 10.9 per cent to €2.9 billion.
Amadeus’ total revenue in the fourth quarter was up by 13.8 per cent year-on-year to €1.5 billion. Air IT solutions revenue increased by 14.9 per cent in the quarter to €568.8 million, and hospitality and other solutions revenue rose by 10.8 per cent to €257.3 million over the same period.
The company reported a fourth-quarter profit of €266.5 million, up from its €210.1 million profit in Q4 of 2023. For the full year, Amadeus’ profit was €1.26 billion in 2024, up from €1.05 billion in the previous year.
“Looking ahead, Amadeus is poised for growth in 2025 and beyond,” added Maroto. “The advances on our NDC strategy and the signature of Air France-KLM for Amadeus Nevio show our continued commitment to transforming the travel industry.”
The Zambian Minister of Tourism, Honorable Rodney Sikumba, held a meeting with the Chairman of the Kenya Association of Travel Agents (KATA), Dr. Joseph Kithitu and Nicanor Sabula – CEO, to discuss strategic collaborations aimed at boosting travel and tourism between Kenya and Zambia.
During the meeting, both parties explored opportunities to enhance outbound tourism from Kenya to Zambia, addressing key challenges such as visa regulations, border restrictions and the need for a seamless travel experience across Africa. Minister Sikumba emphasized the importance of a unified approach to regional travel, stating, “Africa’s tourism industry has immense potential, but we must work together to make travel across the continent easier and more accessible.”
He also called on the private sector to invest in airport infrastructure, accommodation and health facilities to boost the tourism experience. Kithitu says KATA aims to drive initiatives that enhance regional travel by advocating for better aviation policies, best practice, expanding tourism offerings beyond traditional safari and wildlife experiences and facilitating stronger business-to-business linkages between Kenyan and Zambian travel agencies.
KATA and the Zambian Ministry of Tourism have been engaging in high-level discussions to strengthen bilateral tourism partnerships. This visit builds on a previous meeting in Nairobi in June 2023, where KATA hosted a Zambian delegation led by Minister Sikumba to explore new strategies for marketing Zambia as a prime destination for Kenyan travelers.
KATA CEO, Nicanor Sabula, reaffirmed the association’s commitment to supporting tourism growth in Zambia, stating, “Our members are ready to collaborate with Zambian stakeholders to promote the country as a leading travel destination. Strengthening air connectivity and tourism infrastructure between our two nations will be key to unlocking new opportunities.”
The partnership aims to diversify tourism products beyond traditional safari and wildlife experiences, exploring unique attractions in both countries. By leveraging visa-free access and liberalizing the aviation industry, the collaboration seeks to make air travel more affordable and accessible, thereby boosting tourist flows. This initiative aligns with the broader objectives of the African Continental Free Trade Area (AfCFTA), aiming to enhance intra-African travel and economic integration. Both Kenya and Zambia are poised to benefit from increased tourist traffic, cultural exchange and strengthened economic ties resulting from this partnership.
The East African Community (EAC) will, for the first time, participate as an entity having its own stand at the International Tourism Bourse (ITB) – Berlin, the world’s largest tourism trade fair, from 4th – 6th March, 2025. Representing the region as a single tourism destination, the EAC will showcase its diverse attractions under the brand “Visit East Africa: Feel the Vibe.”
The EAC Secretary General, Hon. Veronica Nduva observes that “this is part of the EAC’s efforts to position the region as a leading global tourism destination. The bloc aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty, and unique attractions.”
The region offers a wide range of experiences for travelers. It is home to some of the most iconic wildlife, including the traditional Big Five, with the highest population of lions in the world. Mount Kilimanjaro, the highest peak in Africa, continues to draw adventurers from around the world, while the Great Migration, a natural wonder shared between Kenya and Tanzania, remains a major highlight for visitors. The region’s vibrant cities, hospitable people, and diverse ethnic communities further enhance its appeal as a must-visit destination.
Participation at ITB Berlin will also serve as a platform to promote East Africa’s multi-destination tourism offerings and cross-border experiences. International visitors have an opportunity to explore the seamless travel possibilities across the region, with its breathtaking natural landscapes, pristine beaches along the Indian Ocean, and rich cultural traditions. The EAC aims to demonstrate the region’s potential to provide an unforgettable travel experience for tourists from around the world.
Moreover, the EAC stand at ITB offers the upcoming and undiscovered destinations within the region an opportunity to showcase their offerings and penetrate the international market.
In addition to showcasing East Africa’s unique attractions, the fair will create valuable opportunities for business partnerships. Exhibitors from the region will meet with buyers from international markets, strengthening relationships with global travel trade partners.
The EAC will also convene a platform to deliberate on sustainable tourism trends and joint tourism marketing efforts as it launches the Visit East Africa: Feel the Vibe” brand. Tourism remains a critical contributor to the region’s economy, driving foreign exchange earnings and creating employment. By presenting itself as a unified bloc at ITB Berlin, the EAC seeks to increase international tourist arrivals and encourage sustainable tourism practices. This approach also aligns with its broader strategy of standardizing services across member states, ensuring a high-quality experience for all visitors.
“We are delighted to note that the EAC has fully recovered from the impacts of COVID-19 in terms of tourism numbers, with the region having recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-COVID levels of 7.7 million arrivals in 2019,” Hon. Nduva stated. She further noted that through the promotion of the “Visit East Africa: Feel the Vibe” tourism brand, as well as the national tourism brands, the EAC will reach over 11 million tourist arrivals by the end of 2027.
The East African Community invites tourists and industry stakeholders to discover the beauty and vibrancy of the region. Whether exploring the majestic mountains, witnessing the breathtaking Great Migration, or immersing oneself in the warmth of East African culture, the region offers something special for every traveler.
The promotion of regional tourism under the “Visit East Africa: Feel the Vibe Brand” including participation at ITB is supported by the European Union via the LIFTED project. Speaking on the brand, the European Ambassador to Tanzania and the EAC, Christine Grau, highlighted, “The ‘Visit East Africa – Feel the Vibe’ brand is a bold celebration of this region’s diversity, culture, and natural wonders, a vision the European Union is proud to support through the LIFTED project. As the EAC is launching this brand globally, we are building bridges between East Africa and Europe, fostering sustainable tourism that empowers communities, preserves ecosystems, and inspires the world.”
Speaking on the upcoming event, the Chairman of the East Africa Tourism Platform, Mr. Fred Odek Odhiambo, highlighted the importance of EAC’s presence, describing it as a historic milestone in the collective efforts to elevate East Africa’s tourism sector on the global stage. “Under the banner of ‘Visit East Africa: Feel the Vibe,’ we are not only showcasing the unparalleled beauty and cultural richness of our region but also reinforcing East Africa’s appeal as a seamless, multi-destination experience,” he stated.
Mr. Odhiambo further emphasized that this is a pivotal moment for the world to discover East Africa in its full vibrancy. “We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” he added.
LIFTED “Leveraging Integration Frameworks for Trade in Services and CSOs in the EAC,” is a project jointly co-financed by the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ). It aims to increase EAC, continental and further bilateral trade with EU in Trade in Services and Civil Society engagement in the framework of the (AfCFTA) for people-centred EAC integration. It is implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat.
Sitting at a unique intersection of countryside, community, culture, farming and sustainable development, rural tourism connects travellers to the land – and the people who sustain it – offering perspectives far removed from traditional urban or safari experiences.
It taps into a global trend towards more immersive, meaningful experiences, but as Jacqui Taylor, Founder of Agritourism Africa and Regional Committee Chair of the Global Agritourism Network, rural tourism holds far greater economic and social benefits than many realise.
“When done right, rural tourism offers travellers authentic connections with local cultures while providing rural communities with vital income diversification,” says Taylor.
Africa is well-positioned to capitalise on this niche – but there are knowledge gaps and structural barriers preventing it from reaching its full potential.
Why Rural Tourism Remains Underdeveloped
“Government departments tend to operate in silos. Departments of tourism, agriculture, and rural development work independently, which prevents any coordinated strategy,” says Taylor. “Only a few countries, like Namibia, have begun to bridge these divisions.”
Awareness and education are other challenges.
“Unfortunately, not many tourism leaders understand agritourism. They keep referring to farm stays or accommodation,” explains Taylor. “Agritourism is rural tourism development, and it includes many different rural activities and experiences, from stargazing to farm-to-fork lunches. Agritourism also includes physical activities, for example, mountain-biking, trail running, fishing and more. It would benefit all, if there was a unified approach to agritourism, otherwise we won’t make the impact we need from a rural tourism development perspective.”
Community-Driven Agritourism as an Economic Force
Agritourism, an aspect of rural tourism, is primarily about connecting tourists with farming life and is often hosted by working farms or agribusinesses. According to Grand View Research, the global agritourism market, valued at USD 8.10 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 11.9% over the next five years. But there needs to be sustained integration between tourism, farming, and rural development, because while ecotourism and national parks receive significant attention, agritourism remains largely misunderstood – and absent from policy discussions.
The Appeal and Impact of Rural Tourism
Rural tourism experiences appeal to international travellers (who are increasingly demanding more sustainable and immersive travel experiences, especially those that connect them with authentic activities and rural lifestyles), domestic travellers, and travellers on a budget, as it’s often cheaper for a family to enjoy a farm holiday than a city break.
Rural escapes are also great in terms of physical and mental wellbeing, but there’s an even more important impact: when visitors immerse themselves in farm life and village rhythms, rural communities flourish.
In Africa, where rural youth unemployment is intertwined with under-employment and working poverty, rural tourism creates transformative opportunities. When young people and women engage in tourism activities – whether leading agricultural experiences or managing homestay programmes – they gain not just an income, but valuable business skills and leadership experience.
For young women especially, these opportunities can break generational cycles of poverty, providing them with direct income and the chance to become entrepreneurs in their own communities. As Taylor explains, you can see young people transform from job seekers to job creators, rebuilding rural economies while preserving their cultural heritage.
What Makes Rural Tourism Unique?
“Every farm, village or rural destination is unique,” says Taylor. “And activities change with the seasons, making each visit different from the last.”
The rural tourism niche typically attracts conscious travellers looking for:
Authentic cultural immersion
Sustainable, responsible and locally driven travel experiences
Direct engagement with local communities
Farm-to-table culinary experiences
Outdoor activities in natural settings
The Foundations for Growth
For Africa to fully develop its rural tourism sector, a coordinated approach is needed. Taylor highlights four priorities:
Community engagement. Rural communities must be involved in shaping tourism initiatives to ensure that growth is inclusive and beneficial.
Authenticity over imitation. Rather than designing artificial attractions, rural tourism should highlight real traditions and livelihoods.
Infrastructure investment. Reliable roads, internet access, and essential services are critical for tourism businesses to operate effectively.
A ‘seasonal’ mindset. Agricultural seasons naturally create different experiences throughout the year. By embracing seasonal opportunities, from harvest festivals to planting activities, these rhythms and variations can become unique selling points rather than limitations.
Rural Tourism in Action
Across Africa, successful rural tourism projects are already demonstrating the sector’s potential.
In Gabon, Fanely Agnouga’s community homestay project is offering visitors direct engagement with rural life, ensuring that economic benefits stay within the community.
In Rwanda, Eco Terra Vista runs a social enterprise offering eco-friendly tours and treks to showcase the agricultural and natural beauty of the southern shore of the twin lakes.
In Ethiopia, rural coffee tours allow you to visit coffee plantations, learn about coffee production and experience local culture in the Kafa Biosphere Reserve, one of the few remaining wild coffee forests in the world. Visitors also have the chance to visit small-scale honey and spice producers – getting a real feel for rural life in this magical region.
In Uganda, in Kahangi Village, just next to Kibale National Park,13 integrated communities leading an agricultural life share their knowledge of basket weaving, cooking, beading, tea picking, and art with travellers keen to learn more about the region’s rich history , cultures and traditions.
In South Africa, Naledi Farm in Centurion, Gauteng focuses on educating young people about food systems and agriculture, while the Trail’s End Bike Hotel in Grabouw, in the Western Cape, supports adventure tourism while working with a community-driven non-profit to create employment opportunity and skills training.
These examples show how rural tourism can be a driver of economic progress while preserving cultural and agricultural heritage. With the right investment and strategic development, rural tourism has the potential to become a defining pillar of Africa’s tourism industry. The opportunity is there.
