Uganda, Tanzania Join Forces to Create Unified East African Tourism Brand to Increase Regional Visitors

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A renewed push for stronger tourism ties between Uganda and Tanzania is gathering pace, as regional leaders emphasise the industry’s vital contribution to economic prosperity and integration within the East African Community (EAC). 

The call for a united front aims to leverage the unique strengths of both nations to create a world-class travel destination.

Speaking at Uganda’s 63rd Independence Anniversary celebration on October 14 in Arusha, Uganda’s Consul General, Ambassador Anne Katusiime Kageye, made a compelling case for the two countries to jointly promote their remarkable natural and cultural treasures through harmonised strategies. She argued that this partnership would significantly enhance East Africa’s global tourism profile while fostering inclusive growth and creating much-needed jobs.

“Uganda and Tanzania, both blessed with incredible natural beauty, have the potential to complement each other in promoting tourism across the region. While Tanzania is renowned for its iconic wildlife and breathtaking landscapes, Uganda equally offers unique and diverse experiences that make it a true gem in the heart of Africa,” she affirmed.

The ambassador’s appeal is timely, following a strong year for tourism in 2024. Tanzania recorded over 1.8 million international arrivals, generating $3.4 billion in revenue and supporting 1 million jobs.  5 million jobs. The sector, which contributes over 17% to the nation’s GDP, has shown a 30% recovery from pre-pandemic figures. Similarly, Uganda attracted more than 1.1 million tourists, who contributed $1.2 billion to the economy and supported over 600,000 jobs, accounting for 7% of the nation’s GDP.

Ambassador Katusiime believes a unified approach to policy, marketing, and product development could amplify these successes. “By collaborating in marketing and harmonising policies, Uganda and Tanzania can increase tourism arrivals, create more jobs for our youth, and elevate the visibility of the East African Community as a unified tourism destination,” she stated.

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This vision centres on building a powerful regional brand under the banner ‘Visit East Africa, Feel the Vibe’. The strategy would pair Tanzania’s legendary safari experiences with Uganda’s distinct adventure and cultural attractions, such as gorilla trekking in Bwindi Impenetrable Forest, adrenaline activities on the River Nile, and the magnificent Murchison Falls. “Our rich cultural heritage, vibrant traditions, festivals, and the warm hospitality of our people make Uganda a destination of authenticity and discovery,” Katusiime added.

The initiative is grounded in economic necessity, as tourism is a key driver of foreign exchange and youth employment. With a growing African middle class and rising global demand for sustainable travel, harmonising visa policies and creating cross-border travel packages is crucial.

The event, attended by East African Legislative Assembly (EALA) Speaker Joseph Ntakirutimana and other officials, signalled strong political support for regional integration. Ambassador Katusiime praised the gathering as “a testament to the growing spirit of regional integration within the EAC.”

Industry experts note that a multi-country visa and coordinated marketing campaigns across Europe, Asia, and North America could simplify travel, encourage more extended visits, and boost regional spending. Uganda and Tanzania, by combining their complementary offerings, have the potential to capture a larger share of the global travel market.

Future bilateral agreements are expected to focus on joint marketing efforts, streamlined visa processes, the development of cross-border tourism circuits, and unified training standards.

Reinforcing the link between stability and economic growth, Katusiime also affirmed Uganda’s commitment to peace and democracy ahead of its 2026 general elections. “Uganda remains steadfast in upholding democracy, peace, and cooperation within our region,” she declared.

This collaborative spirit, championed by the Uganda Consulate in Arusha, signals a clear path forward for East Africa: strategic partnership is the key to unlocking the region’s immense tourism potential on the global stage.

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Frequently Asked Questions (FAQs) And Answers

Why are Uganda and Tanzania collaborating on tourism? 

They are collaborating to combine their unique attractions, Tanzania’s wildlife safaris and Uganda’s adventure and cultural tourism, to attract more international visitors, increase revenue, create jobs for youth, and establish the East African Community as a single, premier tourist destination.

How did tourism perform in each country in 2024? 

In 2024, Tanzania welcomed over 1.8 million visitors, generating approximately $3.4 billion. Uganda received more than 1.1 million visitors, earning $1.2 billion.

What specific actions are being proposed? 

The proposed actions include creating joint marketing campaigns, harmonising visa and entry policies to facilitate easier cross-border travel, developing tourism packages spanning both countries, and coordinating participation in global travel expos.

Who is leading this call for collaboration? 

The call is being strongly advocated by Ambassador Anne Katusiime Kageye, Uganda’s Consul General based in Arusha, Tanzania, with support from political leaders within the East African Community.