EAC unveils ‘Visit East Africa: Feel the Vibe’ tourism brand at ITB Berlin

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.

Source : East African Community

The East African Community to Promote the Region as a Unified Tourism Destination at ITB Berlin 2025

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.

Rural Tourism: The Chance to Reshape Africa’s Tourism Landscape

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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:

  1. Community engagement. Rural communities must be involved in shaping tourism initiatives to ensure that growth is inclusive and beneficial. 
  2. Authenticity over imitation. Rather than designing artificial attractions, rural tourism should highlight real traditions and livelihoods. 
  3. Infrastructure investment. Reliable roads, internet access, and essential services are critical for tourism businesses to operate effectively. 
  4. 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.

Source: ATTA

State targeting 10 million domestic tourists this year

The government is targeting 10 million domestic tourists this year, Tourism and Wildlife Cabinet Secretary Rebecca Miano has said.

Miano said that the government is working on a plan to encourage more local travel through marketing campaigns and development of attractive domestic tourism packages.

With a robust recovery and growth in the tourism sector, the CS said local tourists have expressed a heightened interest in local tourism facilities across the country.

“We saw an upward surge in domestic tourism numbers last year where 5 million tourists visited the various facilities. This shows an increase as compared to successive years,” she said.

During that period, the country earned Sh452 billion in foreign earnings, up from Sh377billion in 2023 which represented a 20 percent increase that the CS attributed to aggressive marketing campaigns and tourism products.

She, however, noted that a large number of local tourists were not properly documented as some visited guest houses and Airbnbs which are not in the government’s records.

Miano made the remarks while commissioning the newly refurbished Maasai Mara Research Centre in Narok county on Friday.

She also revealed that the state is also targeting 3 million international tourists this year up from the 2.4 million who toured the country last year and that the government has sought other markets to increase international visitors.

“We have now diversified our products to new markets like Poland, Czech Republic, Australia who are now heavily coming into our country while USA and Uganda have remained our source markets and China and India continue to remain resilient,” said Miano.

On his part, Narok Governor Patrick Ole Ntutu said the close relations between his administration and the Wildlife Research and Training Institute is a testament of strong collaboration among the two institutions supported by the recent established framework agreement.

The partnership, he said, is a significant step towards enhancing research and monitoring within Maasai Mara national reserve, a landscape that has long been at the forefront of ecological studies.

While Masai Mara boasts a rich legacy of ecological research, the county boss said it is imperative that such research is directly applicable to the practical management of the Reserve.

“Historically, much of the scientific work done here has not always translated into actionable conservation strategies.”

“This is an issue we must address and I’m proud to note that the refurbishment and upgrading of this research station is a critical step in aligning research efforts with the urgent needs of conservation and sustainable management in the Mara ecosystem,” said Ntutu.

He added that his administration is actively recruiting reserve ecologists and veterinary experts who will play a pivotal role in strengthening research and conservation efforts in the Masai Mara.

“This investment in human capital underscores our commitment to evidence-based decision-making in the management of this globally significant ecosystem,” the county chief said.

In attendance were Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute (WRTI) chairperson David Nkedienye, WRTI CEO Patrick Omondi and Narok executive in charge of tourism Jackson Sipitiek.

Source: The-star

Uganda Unveils Cultural Splendor during its Cultural Exhibition at Mamba Village Mombasa

In a magnificent display of East African unity, Uganda’s rich cultural heritage took center stage at Mamba Village Mombasa on February 22nd, 2025. The vibrant exhibition transformed the coastal venue into a mesmerizing showcase of Ugandan traditions, featuring an array of cultural performances, authentic crafts, and tourism opportunities that highlighted the Pearl of Africa’s diverse attractions.

The event, which drew prominent figures from the regional tourism sector, served as a dynamic platform for cross-border cooperation and cultural exchange. Attendees were treated to captivating demonstrations of traditional Ugandan dance, music, and artistry, while tourism stakeholders explored potential partnerships to enhance regional travel experiences. The exhibition successfully bridged cultural and commercial interests, showcasing Uganda’s commitment to expanding its tourism footprint in the East African region.

Distinguished members of Kenya’s travel industry actively participated in the cultural extravaganza, engaging in meaningful discussions about strengthening tourism ties between the two nations. The choice of Mombasa’s Mamba Village as the venue added a unique coastal charm to the Ugandan cultural showcase, emphasizing the growing importance of regional tourism cooperation and cultural preservation in East Africa’s tourism landscape.

International tourism in Kenya, 15% growth in 2024

International tourism in Kenya is still growing. In 2024, the increase over the previous year was 15%, with the ‘wall’ of 2 million visitors broken through for the second consecutive season. This is an excellent result, considering that the United Nations, in their report, estimated a global growth in tourism of around 5%.
This was announced yesterday by the Kenyan Minister of Tourism, Rebecca Miano, during a press conference in Mombasa. The first data released, pending the annual report that will give us more specifics, speak of approximately 2.4 million tourists, compared to 2.9 million in 2023 and even 1.4 million in 2022, the first year of post-COVID recovery.
Income from the hospitality and travel sector is also increasing: from around 377 billion shillings in 2023 to 452 billion in 2024, an increase of around 20%.

The upward trend also concerns domestic tourism, which has increased by 12% in terms of overnight stays, from 4,618,094 in 2023 to 5,173,966 in 2024. This is also due to conferences, trade fairs and events, for which the numbers are no longer mainly those of the capital Nairobi, but also those of the coast, which with the construction of new conference rooms in hotels, has an increasing potential for attraction. The MICE (Meetings, Incentives, Conferences and Events) category accounts for almost a third of tourism and is growing by more than 10%.
From the first data transmitted, the United States is confirmed as the first nation from which tourists come, with safari, business, social and diplomacy as the main activities. But in the influx of foreign visitors we must also consider the two ‘neighbours’ who, with just under 10% each, represent the first African markets of origin. While we wait to find out the figures for Italy, where there is talk of a ‘significant increase’, we do know that the biggest increase in tourist arrivals compared to the previous year is from China, with almost 30 thousand more visitors than in 2023. 

While it is true that the USA is in first place, as a continent it is always Europe that represents the greatest external force, with 28% of intercontinental arrivals, while the African market always represents a higher percentage (around 40%), or almost one million entries per year.
Finally, this year’s projections are optimistic. It will be difficult to reach 3 million, the threshold expected by 2027 (with the dream of 5 million tourists in 2030), but the gradual increase is a given.
It will be essential to continue opening up to all airlines that wish to land or return to Kenya, in the so-called ‘open skies’ policy that creates competitiveness and lowers prices, as well as improving infrastructure and services.

Source: Malindi kenya

How Can Kenya’s Tourism Earnings, Reaching Ksh 452B, Boost Its Global Appeal and Shape the Future of Travel in East Africa?

Kenya’s tourism industry saw a remarkable growth in 2024, with the country earning a total of Ksh 452.2 billion, marking a significant 20% increase from the Ksh 377.5 billion recorded in the previous year. According to reports, the tourism sector has been thriving, driven by various factors, including strategic marketing efforts, diversification of tourism products, and the introduction of new scheduled flights, all of which have attracted more international visitors.

Tourism’s Impact on Kenya’s Economy

Tourism remains one of Kenya’s most vital economic sectors, ranking as the second-largest foreign exchange earner after agriculture. Agriculture, contributing around 70% to the nation’s Gross Domestic Product (GDP), has long been the dominant industry in Kenya. However, tourism has consistently played a significant role in supporting the country’s economy. The impressive growth in earnings demonstrates the sector’s resilience and its potential to provide additional support to the national economy, helping it withstand fluctuations in other sectors.

In 2024, the number of international tourists visiting Kenya reached 2.4 million, which is a notable increase. The surge in arrivals is attributed to aggressive marketing campaigns, effective product diversification in the tourism sector, and the opening of new scheduled flights, all of which have made Kenya more accessible to global travelers.

Key International Markets for Kenya’s Tourism

Kenya’s top source of international tourists in 2024 was the United States, which accounted for 12.8% of the total arrivals. This market has consistently been a strong contributor to Kenya’s tourism industry. Following the U.S., neighboring countries Tanzania and Uganda ranked second and third, respectively, contributing significantly to the increase in regional tourism.

Moreover, there were 975,883 tourists from the African continent alone, which made up 40.8% of the total international arrivals to Kenya. This rise in African tourists highlights the growing interest within the region, with more African travelers discovering Kenya’s rich cultural heritage, wildlife, and scenic landscapes. The increased interest in Kenya from these regions suggests a rise in intra-African tourism, presenting opportunities for local tourism-related businesses to tap into this growing demand.

Bed Night Occupancy and Its Growing Impact

The rise in international visitors has also been reflected in the increase in bed night occupancy, which surged by 12% to reach 5.17 million nights in 2024. This growth is a clear indicator of the thriving hospitality sector and the expanding demand for accommodation options across Kenya. As international arrivals continue to rise, the number of overnight stays and the overall tourism expenditure is expected to grow, benefiting the local economy by supporting hotels, lodges, restaurants, and other tourism-related services.

Tourism Targets for the Future

Looking ahead, Kenya aims to continue building on the momentum gained in 2024. The tourism sector’s new targets for 2025 include attracting at least 3 million international tourists and increasing the earnings from tourism to Ksh 560 billion. These ambitious goals highlight the government’s commitment to furthering the growth of tourism in Kenya and establishing it as a leading destination for global travelers. The emphasis on expanding marketing efforts, developing new tourism products, and improving infrastructure will be crucial in achieving these targets.

Global Impact on Travel and Tourism

Kenya’s tourism growth has far-reaching implications, not only for the country but also for the global travel industry. With the increased number of international tourists and the sector’s growing contributions to Kenya’s GDP, more travel companies, international airlines, and hospitality providers are likely to focus on Kenya as a primary travel destination. This increased interest will help diversify the global tourism market, encouraging more travelers to explore the unique offerings that Kenya has.

This growth could also have a ripple effect on neighboring countries as they benefit from the rising number of tourists in East Africa. As Kenya becomes an even more significant player in the international tourism sector, travelers from different parts of the world may start exploring the wider region, thereby benefiting other East African countries with similar attractions.

The growing appeal of Kenya’s natural wonders, such as the world-famous Maasai Mara, Amboseli National Park, and the beaches along the Indian Ocean, will likely continue to drive tourism interest. Additionally, Kenya’s expanding tourism infrastructure, such as improved transport connections and accommodations, will help support the increasing number of visitors, making the country more accessible and welcoming to global travelers.

A Bright Future for Kenya’s Tourism

Kenya’s tourism industry has demonstrated impressive growth in 2024, driven by increased international arrivals, strategic marketing efforts, and the development of new tourism products. With a strong economic contribution, tourism continues to be a key pillar of Kenya’s economy, second only to agriculture. The government’s ambitious plans for 2025 show a clear vision for sustained growth in the tourism sector. As Kenya’s appeal as a global travel destination continues to rise, the effects on the global travel industry will be significant, leading to greater regional collaboration and a stronger position for Kenya on the world stage.

Source: Travel and tour world

South Africa Readies for Meetings Africa 2025

As the clock ticks down to the 19th edition of Meetings Africa (MA) 2025, South Africa is poised to host what promises to be a transformative gathering for the global business events sector.

Scheduled to take place at the Sandton Convention Centre in Johannesburg from February 25 to 26, this prestigious event, organised by South African Tourism in collaboration with Gauteng Tourism Authority, Johannesburg Tourism Company, and the Sandton Convention Centre, is set under the theme of “Africa’s success built on quality connections”.

At the recent media launch held at the Johannesburg Stock Exchange, Tourism Minister Patricia de Lille underscored the significance of this event in bolstering the African business events industry.Expand article logo  Continue reading

“The objective of shows like Meetings Africa is to ensure that Africa gets its fair share of this business events market.

“In the same spirit, Meetings Africa 2025 will highlight the economic benefits of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, positioning the event as a driver of investment, innovation, and job creation throughout Africa,” De Lille stated.

Source: msn.

Zambia Launches Study to Harness MICE for Tourism Sector Growth

The Ministry of Tourism, in partnership with the Zambia Institute for Policy Analysis and Research (ZIPAR), has launched a groundbreaking study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.” 

This research explores the vast potential of MICE tourism in driving economic growth, creating jobs, and positioning Zambia as a leading business tourism destination in Africa.

MICE tourism plays a crucial role in diversifying Zambia’s tourism beyond leisure travel. Its ability to attract high-value business travelers, stimulate infrastructure development, and enhance global visibility presents a strategic opportunity for Zambia’s economic advancement. 

The study highlights the potential for Zambia to tap into a sector that is projected to reach $1.44 trillion globally by 2025. In the past two years alone, Zambia has seen a 67.5% revenue increase from MICE activities.

At the study launch, Minister of Tourism, Rodney Sikumba, expressed the government’s commitment to unlocking the full potential of MICE tourism in Zambia. “Zambia has the capacity to become a preferred destination for international conferences and business events. 

This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market,” Sikumba said.

He urged stakeholders, including government agencies, the private sector, and development partners, to collaborate in implementing the study’s recommendations. By harnessing MICE tourism, Zambia can achieve sustainable growth, boost foreign direct investment, and create a more resilient tourism sector.

Zambia Institute for Policy Analysis and Research (ZIPAR) Interim Executive Director, Mr. Zali Chikumba, emphasized that the study serves as a roadmap for the nation’s tourism strategy. It offers clear guidelines for attracting more MICE activities and boosting economic growth. 

Chikumba noted the importance of aligning Zambia’s natural assets with global MICE trends to position the country as a premier business tourism destination in Africa.

Source: Efficacy News

Kenya Targets Australian Market with New Tourism Campaign

Kenya is stepping up efforts to unlock the potential of the Australian travel market as part of a strategic push to boost international arrivals.

Speaking during a high-level engagement with tourism stakeholders and media in Melbourne, Cabinet Secretary for Tourism and Wildlife, Hon. Rebecca Miano, underscored the immense growth opportunities in the Australian market and highlighted the longstanding historical ties between the two nations.

“Australia has always been a valued tourism partner for Kenya, and we are eager to re-engage with Australian travellers, making up for lost time during the Covid-19 pandemic. With our unparalleled wildlife, breathtaking beaches, and rich cultural heritage, Kenya is ready to deliver the unforgettable and authentic experiences that Australian travellers seek,” CS Miano stated.

In 2024, Kenya welcomed 27,396 Australian visitors, a number the CS is optimistic will significantly increase as the country strengthens its tourism links with Australia.

As part of her visit to key Australian cities, CS Miano will hold discussions with leading tour operators, and interact with the Kenyan diaspora community. She reiterated the Ministry’s commitment to showcasing Kenya’s diverse tourism offerings, tapping into Australia’s growing appetite for travel experiences that encompass culture, cuisine, wellness, wildlife, and adventure.

“We want to captivate the Australian market with the magic that is Kenya. Whether travelers seek adventure, relaxation, or meaningful cultural connections, Kenya has something special to offer. Our discussions with tour operators will focus on making travel to Kenya seamless and irresistible for Australians,” she added.

The Kenyan diaspora remains a crucial pillar of the country’s tourism agenda, and the CS’s engagements in Australia align with the “Ziara Kenya: One Diaspora, One Tourist” campaign. This initiative seeks to rally the diaspora community to serve as ambassadors for Kenyan tourism, encouraging more Australians to visit.

Australia ranks 6th globally in international tourism expenditure, with Australians spending over USD 41.4 billion annually on outbound trips — a market Kenya is keen to tap into.

CS Miano also took the opportunity to commend the Kenya 7s rugby team for their recent participation in the Perth 7s tournament, noting the event’s role in enhancing Kenya’s visibility on the global stage and boosting the country’s growing sports tourism sector.

“As we continue to market Kenya’s diverse tourism offerings, sports tourism will remain a key focus. The electrifying reception and appeal of our Kenya 7s team at the Perth 7s showcased our country’s sporting excellence while also serving as a powerful platform to drive interest in Kenya as a travel destination. Such impactful showcases by our sports ambassadors help place Kenya on the global map, inspiring tourism growth,” she remarked.

With renewed focus and strategic partnerships, Kenya is positioning itself as a top destination for Australian travellers, promising a vibrant mix of adventure, heritage, and world-class hospitality.

Source: Voyages Afriq