CS Alfred Mutua yesterday opened the East African Regional Tourism Expo (EARTE) and the Magical Kenya Travel Expo (MKTE) at the Kenyatta International Convention Centre. As the chief guest, Hon. Mutua highlighted the untapped potential that East Africa holds.

“I believe our approach to marketing the entire East African region needs a transformative shift. The current state of tourist arrivals remains distressingly low, presenting us with a challenge that demands immediate action” – stated the Tourism CS.

This event serves as a vital platform for tourism service providers and trade partners to join forces, fostering joint efforts to advance the tourism sector’s diverse attractions in the East African Community.

At the event, Hon. Mutua called for the need to change and reimagine the region’s strategies. East Africa is in the heart of the Africa Savannah, where wildlife roams free and breathtaking landscapes captivate yet the tourist numbers continue to disappoint.

The East African region boasts an array of treasures, from the diverse wildlife to enchanting landscapes and vibrant cultures.

However, these remain concealed from the world’s view. It’s imperative for the region to unveil the marvels of East Africa on a global stage, urging each nation to actively participate in this ambitious endeavor.

Beyond just enhancing marketing efforts, the CS emphasized the need to improve services and broaden our offerings to align with the changing expectations of modern travelers.

“I envision a future where tourists not only witness the iconic savannahs and majestic animals but also immerse themselves in the warmth of local communities and the richness of cultural exchanges,” said Hon. Mutua.

Dr. Mutua revealed the Ministry of Tourism’s intention to convene all regional tourism ministers to collaboratively develop a comprehensive marketing strategy. Furthermore, he aims to encourage stakeholders in the tourism sector to create a circuit that covers the entire region.

Together, the region is committed to reshaping the narrative of East African tourism, striving to offer unforgettable experiences that resonate deeply with the visitors and place the region at the forefront of global travel destinations.

During the event, a new logo aimed at marketing East Africa as a tourist destination, encapsulated by the catchphrase, “Visit East Africa, Feel the Vibe” was unveiled.

The CS’ efforts were supported by Hon. Peninah Malonza, Cabinet Secretary for East African Community, Mr. John Ololtuaa, Principal Secretary for Tourism, Anastacia Nyalita, Nairobi CEC in charge of Tourism.