A renewed push to market East Africa as a single tourism destination gained traction on Monday in Malindi, as Kenya and Uganda agreed to expand collaboration in tourism promotion, investment, and infrastructure development aimed at boosting intra-African travel and shared economic gains.
Tourism Cabinet Secretary Rebecca Miano said the partnership, launched under the regional campaign “Visit East Africa: Feel the Vibe,” seeks to blend Kenya’s coastal and safari attractions with Uganda’s mountain and adventure tourism to position the bloc as a seamless, multi-experience destination.
The partnership is anchored in a shared goal to attract at least 1.4 million African visitors to the region, a target that reflects the growing role of intra-African tourism in cushioning regional economies from external shocks in traditional source markets such as Europe and Asia.
Kenya recorded over 225,000 visitors from Uganda last year, a figure Miano said demonstrates the strength of transport linkages between the two countries through direct flights, road networks, and the Standard Gauge Railway.
She said the two governments were now prioritising multi-destination itineraries and investment models that increase visitor stays while distributing benefits more evenly across local communities.
Speaking at the event in Malindi, Miano said the Ministry of Tourism is working with county governments and private investors to streamline approval processes and provide attractive incentives for tourism-related projects, particularly in eco-friendly ventures, marine tourism, and community-based enterprises.
“Our nations are perfect complements, offering a rich immersion of experiences. The key to unlocking our full potential lies in collaboration and investment,” said Miano.
She added that Kenya’s coast and safari circuit, combined with Uganda’s lush highlands and gorilla trekking experiences, represent “the very essence of the new East African brand.”
The Malindi engagement follows the Kenya Coast Investment Forum, where the government outlined measures to attract capital inflows into the tourism value chain through tax incentives, streamlined licensing, and improved infrastructure at coastal destinations such as Kilifi, Watamu, and Diani.
Miano said her ministry is encouraging joint ventures between Kenyan and Ugandan operators to package regional products that appeal to long-haul travellers and the growing African middle class seeking diverse experiences within shorter travel distances.
The Ministry’s strategy aligns with the East African Community’s broader objective to boost intra-regional trade in services and develop tourism as a central pillar of economic integration.
Cross-border packages are expected to increase the average length of visitor stay from the current 6.2 days to at least 8 days by 2026, generating additional income for hotels, tour operators, and local artisans.
By harmonising marketing efforts under the “Visit East Africa” banner, the region hopes to reduce competition among member states and present a unified offering to global travellers.
Regional governments are also banking on improved connectivity to enhance accessibility.
Kenya Airways and Uganda Airlines currently operate direct routes between Nairobi and Entebbe, complemented by expanded road links through Busia and Malaba.
Investment in coastal ports and airstrips is further expected to boost inter-country travel and strengthen Kenya’s ambition to become the gateway for sustainable tourism in the western Indian Ocean corridor.
Miano called for deeper cooperation between public and private players in both countries to advance this agenda.
“Our partnership is a powerful, seamless experience for the world,” she said, adding that Kenya’s coast should be viewed as “Uganda’s coast in spirit and cooperation.”
The initiative marks a renewed determination by East African governments to shift from competing for tourists to building a shared brand rooted in cultural diversity, ecological wealth, and regional unity.
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