Kenya, Uganda unveil plans to market East Africa as single tourist destination
Kenya is preparing to showcase its pristine sandy beaches, marine parks, sky diving, deep-sea diving and game drives, while Uganda is focusing on its unique mountain gorillas, tree-climbing lions and over 1,063 species of birds in its national parks.
Kenya and Uganda have unveiled plans to jointly promote their tourism products in a bid to strengthen cross-border travel and position East Africa as a single destination with diverse experiences.
The initiative will be spearheaded through the 4th Uganda–Kenya Coast Tourism Conference, to be held in Malindi from October 22 to 29 this year.
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The week-long gathering is expected to draw more than 750 stakeholders, including hoteliers, tour operators, investors and government representatives from both countries. Officials say the event will provide a platform to market unexplored opportunities, consolidate networks and stimulate investment in the tourism sector.
Uganda’s Consul General in Mombasa, Ambassador Paul Mukumbya, said the collaboration is intended to move away from competition and instead build a complementary partnership. “Since 2022, we have facilitated over 100 Kenyan stakeholders to explore Uganda, while more than 300 Ugandans have been hosted at the Kenyan coast,” he said.
“Many Kenyans have been attracted to our sporting events such as rugby and golf tournaments, as well as music concerts and cultural festivals. This year, we are highlighting the role of young people, innovation and technology in shaping inclusive tourism.”
Kenya is preparing to showcase its pristine sandy beaches, marine parks, sky diving, deep-sea diving and game drives, while Uganda is focusing on its unique mountain gorillas, tree-climbing lions and over 1,063 species of birds in its national parks.
Officials believe the mix of wildlife and coastal products will create an integrated circuit attractive to both local and international travellers.
Kilifi Governor Gideon Mung’aro said both nations have already recorded strong cross-border traffic, with more than 250,000 Ugandans visiting Kenya’s tourism circuits, particularly the coast, while over 600,000 Kenyans visited Uganda in the past year.
“This conference is a call to action. In Kilifi, we are proud of treasures such as Watamu Marine National Park, Arabuko-Sokoke Forest, the Mijikenda Kaya Forests, Gede and Mnarani Ruins, Kilifi Creek, Bofa Beach, Marafa Hell’s Kitchen, Mambrui’s golden beach, the Snake Park and the Watamu Turtle Sanctuary. We are also advancing cultural tourism, sports tourism and wellness retreats powered by the creativity of our communities,” said the governor.
Mung’aro emphasised the need for joint tourism circuits that could link Uganda’s gorilla sanctuaries with Kenya’s coastal heritage. He further called for unified regional branding, expanded investment in eco-lodges, transport infrastructure and community enterprises to create jobs and generate sustainable livelihoods.
Kilifi County’s Executive Committee Member for Trade and Tourism, Raymond Ngala, said preparations were in top gear and organisers expected full attendance. “We are targeting 750 strategic partners, including investors, airlines, hotels and tour companies. The goal is to unlock the untapped potential of tourism in this region,” he said.
Industry experts say the partnership reflects a broader regional agenda to enhance intra-African travel and reduce reliance on international markets. The East African Community has been working to harmonise policies to allow tourists to move more easily between member states, a move expected to increase arrivals and boost revenue.
Officials hope the October conference will not only increase visitor numbers but also establish a long-term framework for Kenya and Uganda to co-create experiences and position East Africa as one destination offering multiple attractions.
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