The decision by Kenya and Uganda to join hands and market East Africa as a single tourist destination could not have come at a better time. For far too long, each country in the region has tried to persuade tourists on its own, showcasing its safaris, beaches or cultural experiences in isolation. Yet the truth is simple: A visitor from Germany or China doesn’t just want Kenya’s Big Five or Uganda’s gorillas. They want the full East African experience.
That is why the upcoming Uganda–Kenya Coast Tourism Conference in October feels like an awesome start. Finally, two neighbours are embracing the spirit of the EAC – a union that was meant to promote integration, cooperation and shared prosperity. But it also raises a big question: Why has it taken that long?
The EAC was revived in 2000 with the promise of bringing about the free movement of people, goods and services. Tourism was supposed to be one of its biggest winners. A tourist should be able to land in Nairobi, visit Entebbe for gorilla trekking, get to Serengeti in Tanzania, and relax in Zanzibar – all under one regional brand. Instead, bureaucracy, costly cross-border flights and uneven visa policies have slowed things down. The East Africa Tourist Visa exists, yes, but only Kenya, Uganda, and Rwanda use it. Tanzania, Burundi, South Sudan and the DRC are still missing. Without them, “One Destination” risks becoming just another slogan.
The Malindi conference offers a chance to dream big. Imagine one East African visa, one fee and unlimited travel. Picture joint marketing campaigns, influencer trips, and global expos selling East Africa as the epitome of tourism.
But tourism isn’t just about paperwork. Infrastructure matters, too. Regional airlines should coordinate flights to connect beaches, parks and cultural hubs seamlessly. Roads and railways must make travel between countries smooth and stress-free.
East Africa already has everything any traveller could dream of: wildlife safaris, diverse cultures, attractive beaches, and endless adventure. What it has lacked, however, is just the coordination, each country having to market itself in isolation.
It’s time for the EAC to move beyond talking and actualise promises. The world is waiting, ready to experience the region not as broken-off destinations but as one unforgettable journey that captures the true spirit of East Africa. Because in the end, tourists don’t see borders. They see memories waiting to be made across the entire region.
