W@ssup

The 3rd edition of the East African Regional Tourism Expo (EARTE) and the 13th edition of the Magical Kenya Tourism Expo (MKTE) commenced today, marking the launch of a concerted effort by the East African Community (EAC) to bolster regional tourism initiatives.
During the opening ceremony, Hon. Rebecca Alitawa Kadaga, 1st Deputy Prime Minister of Uganda and Minister for East African Affairs, emphasized the crucial obligation of all member nations to uphold the Single Tourist Visa across the seven East African member states. She underscored the abundant opportunities inherent in the region, notably highlighting the shared resource, Lake Victoria, among Kenya, Uganda, and Tanzania. Hon. Kadaga urged stakeholders to leverage the pandemic's lessons by tapping into the untapped regional market, ensuring competitive pricing to benefit the youth in the area. Additionally, she extended a warm invitation to experience Uganda's picturesque crater lakes, relish the famous 'rolex' delicacy, and partake in the vibrant annual Nyege Nyege music festival.

Echoing Hon. Kadaga's sentiments, Hon. Martin Mugarra Bahinduka, Minister for Tourism and Antiquities, lauded the collaborative spirit of the expo. He stressed the importance of tapping into the underutilized regional market, with host Kenya accounting for half of the 75% market share. He also extended an invitation to attend the Pearl of Africa scheduled for March, emphasizing its allure akin to Winston Churchill's famed travelogue, "My African Journey," capturing the beauty, wildlife abundance, and diversity of Uganda.

Annette Mutaawe Ssemuwemba, Deputy Secretary-General - Customs, Trade, and Monetary Affairs, EAC, highlighted the EAC's premier tourist destination potential. Ssemuwemba stressed the importance of joint tourism promotion through initiatives like the EARTE annual tourism expo, part of the Regional Tourism Marketing Strategy 2021-2025 aimed at revitalizing visitor arrivals to pre-pandemic levels.
John Ololtua, Tourism PS, reiterated Kenya's commitment to collaborating with regional partners for product diversification, a key strategy in positioning East Africa as a global tourism hub.
The joint EARTE and MKTE expo, hosting 266 exhibitors and 109 buyers from 31 countries, aligns with the theme 'Tourism for Green Growth.' The event combines the two expos into a unified platform, amplifying engagement and value for all participants.

The adoption of the new EAC Tourism Destination Brand, "Visit East Africa – Feel the Vibe," underpins the objective of showcasing East Africa as a diverse, unique, beautiful, and culturally rich destination.
The EARTE expo, an annual regional travel fair, and the MKTE, Kenya's flagship travel trade fair, have united to create a more comprehensive and engaging event for tourism stakeholders and consumers.