At a Glance
- Malindi will host the Essence of Africa 2025 forum, drawing 150 international buyers and 150 exhibitors.
- The event highlights Kenya’s shift from safari-only branding to a broader focus on beaches, culture, and marine conservation.
- With all exhibitor slots sold out and strong global demand, the forum is set to boost local economies and strengthen Kenya’s global tourism appeal.
Kenya is set to take the spotlight on the global tourism stage as Malindi prepares to host the second edition of Essence of Africa, a leading buyer-driven travel forum that brings together decision-makers shaping the continent’s tourism industry.
The event, scheduled for Oct. 7–9, 2025, at Diamonds Malindi, is expected to attract 150 top international buyers and 150 exhibitors from across Africa.
For decades, Kenya has been best known for its safari circuits.
But the shift from Nairobi—host of the inaugural edition in 2024—to Malindi reflects a broader strategy: to showcase the East African nation as more than a safari destination.
Tourism leaders say the move signals a push to highlight Kenya’s beaches, Swahili culture, and marine conservation alongside its wildlife offerings.
The timing is crucial. With global travel rebounding, Kenya is racing to attract long-haul travelers looking for immersive and authentic experiences.
Malindi, with its Indian Ocean beaches, centuries-old heritage, and access to marine reserves, offers a powerful stage to reposition the country’s image on the international market.
Strong global interest in Malindi edition
Essence of Africa is organized by On Show Solutions in partnership with ATTA® Events.
Its debut in Nairobi in 2024 drew more than 360 delegates from 37 countries and facilitated more than 4,200 one-on-one meetings, generating bookings and long-term partnerships.
The 2025 edition is already gaining traction. All 150 exhibitor spaces have sold out, with 80 percent representing East African businesses.
According to co-founder Chris Mears, the demand has been unprecedented.
“We had over 380 applications for just 150 hosted buyer spots,” he said.
“By the time buyers fly home, they’ll have African tourism products contracted and ready to sell for the 2026 and 2027 seasons.”
Applications reveal the event’s global reach: 40 percent of buyers will come from the Americas, 23 percent from Europe, 18 percent from Australasia, and 19 percent from Africa and the Middle East.
Malindi’s long-standing connection with Italian travelers also gives the coastal town a unique advantage in connecting East Africa with new and emerging markets.
“When buyers are immersed in a place like Malindi, they gain a deeper understanding of what sets Kenya apart,” Mears added.
“That experience makes them far more likely to promote the country as a complete journey—worth 10 to 14 days, not just a short safari.”
Showcasing coastal Kenya
The 2025 program blends scheduled business meetings with immersive experiences. Highlights include:
An opening keynote by explorer Riaan Manser, “There is an Ocean Between Saying and Doing.”
Living Oceans, Thriving Tourism, a conservation-focused session by Bahari Hai.
Impact and Integrity workshops on sustainable tourism hosted by The Long Run.
Four “Market Buzz” panels covering Europe, the Americas, Asia Pacific, and Africa & the Middle East.
More than 38 sessions, plus curated familiarization trips across Kenya’s coast.
“Malindi puts buyers right where Kenya’s coastal experiences shine brightest,” said Amanda Margison, co-founder of Essence of Africa.
“It ensures communities benefit directly, while showcasing authentic cultural and marine products alongside easy connections to wildlife areas.”
Local benefits and long-term impact
Beyond the showcase, the forum carries economic weight. According to the 2024 Business Travel Index Outlook, business travelers spend an average of $834 per trip.
With about 300 delegates expected in Malindi, the short-term spending on accommodation, dining, and services is expected to be significant, with long-term ripple effects through new bookings and partnerships.
Industry experts say the familiarization trips remain one of the event’s most valuable features, allowing buyers to see firsthand East Africa’s conservation models, community projects, and hospitality standards.
Malindi Marine National Park, a UNESCO Biosphere Reserve, will be a centerpiece of this year’s program, featuring coral gardens, dolphins, turtles, and over 600 fish species.
“There is no better place to demonstrate what responsible tourism looks like,” Margison said.
“Malindi captures both the product and the principles that will define the future of African travel—sustainability, community, and long-term growth. By bringing top global buyers here, we’re helping Kenya lead that conversation.”
