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To browse Academia. As the market share for cultural tourism increases, studies indicate that tourists chose destinations based on its cultural traditions and history.
East African Community is one of the leading tourism destinations in Africa, but its absolute reliance on beach and wildlife safari products has threatened to stagnate growth of tourism in the region. Despite East African Community having unique diverse cultures, for example, the Maasai in both Kenya and Tanzania, the rich culture of the Baganda kingdom in Uganda, and the captivating dances of the Banyarwanda in Rwanda, cultural tourism in East African Community has not received significant attention in terms of policy, packaging, and marketing.
The underutilization of cultural tourism has resulted to most cultural practices now abandoned due to lack of incentives to preserve and show case. In communities where cultural tourists have attempted to visit like the Maasai culture, there are no proper policies to protect them from the negative influences of tourism such as commodification and demonstration effect.
This study explores the prospects of developing cultural tourism within East African Community by looking at the strengths of cultures in the region, threats to cultural tourism, strategies for packaging them as cultural tourism products, and adequate policies to ensure sustainability. The scope of this paper was limited to selected cultures in Kenya, Uganda, Tanzania, and Rwanda.