The inaugural Essence of Africa, Africa’s International Buyer Forum, concluded after three days of dynamic networking, strategic meetings, and thought-provoking discussions that brought together over 360 tourism professionals from 37 countries.
The event connected 130 pre-qualified international buyers with 125 African exhibiting companies through more than 4,200 scheduled meetings.
The official opening at Nairobi Street Kitchen set the tone with a dynamic keynote address and busy marketplace. The Market Buzz sessions provided intimate, region-focused discussions exploring Africa’s key source markets. Tourism experts from Africa & Middle East, Americas, Asia Pacific, and Europe engaged in candid conversations about market trends, challenges, and opportunities.
The informal, conversation-style format of these sessions with buyers revealed fascinating insights into evolving travel patterns and valuable market intelligence about changing consumer behaviours, booking patterns, and emerging opportunities, helping African suppliers better understand and serve their target markets.
Delegates were then transported to the main venue, Sarit Expo Centre, in traditional Nairobi matatus, offering an authentic taste of local culture that set the tone for an event focused on genuine African experiences.
“Essence of Africa has exceeded our expectations in terms of both participation and outcomes,” said Amanda Margison, Co-Owner of On Show Solutions. “By bringing together the right buyers with the right sellers, we’ve created a platform that truly serves the needs of African tourism. The energy and enthusiasm we’ve seen over these three days confirm that our industry is ready for this kind of focused, quality-driven event.”
The forum featured two significant panel discussions. “Building Sustainable Tourism Businesses for Africa and with Africa” explored how regional collaboration promotes cross-border initiatives and benefits local communities, while “Global Tourism Marketing Strategies” examined innovative ways to effectively market Africa on the global stage.
The sustainability panel, “Building Sustainable Tourism Businesses for Africa and with Africa,” saw industry leaders challenge traditional thinking about community engagement. Moving beyond the concept of ‘giving back,’ Mohanjeet Brar of Gamewatchers Safaris shared their groundbreaking model where 7,000 acres of community habitat is leased for every 10 guest rooms. Mohammed Hersi of Pollmans Tours & Safaris advocated for true stakeholder partnerships, while Amos Wekesa of Great Lakes Safaris demonstrated how simple products like coffee can amplify tourism’s economic impact in local communities. Moderator Jan Hutton introduced the concept of syntropy, urging the industry to move beyond sustainability to ensure tourism actively serves wildlife, communities, and delivers direct benefits.
The “Global Tourism Marketing Strategies” session explored how Africa positions itself on the world stage amid rapid technological change. Moderated by Jan Hutton, the panel featuring Craig Drysdale of Inspirations Travel & Tours, Judith Lagat of Cheli & Peacock Safaris, and Michael Njogu of Sense of Africa, and examined everything from AI’s role in tourism to the power of authentic storytelling.
While acknowledging technology’s importance for efficiency, the panel emphasised maintaining the human touch in African tourism marketing. They highlighted the evolution of consumer behaviour, with modern travellers seeking deeper connections with destinations, and stressed the importance of collaboration across the tourism value chain to market Africa effectively.
Feedback from participants has been overwhelmingly positive. Brian Tan, President TripToGo and a first-time visitor to Kenya, noted how the event transformed his perception: “Before this show, I knew very little about Kenya. After two days of productive meetings, I’ve completely changed my mind. Kenya is a place everybody should visit at least once in their lifetime.”
The event’s organisation received particular praise. “I’ve been to many shows, but none like this,” shared Fidelis Kanyi, Sales and Reservation Manager Marasa Africa Lodges which exhibited at the event.
“As a DMO, we had the opportunity to meet buyers who have been working with us indirectly through other channels. The quality of connections has been outstanding,” shared Zintle Mtsi, Product and Communications Coordinator Wesgro, who also praised the panel discussions for providing valuable industry insights and trends.
Anne Hiri from Air Kenya Express, emphasised the event’s efficiency: “There is no wastage of time, with everyone respecting their allocated meeting slots. We’ve had a real chance to showcase East Africa as a destination.”
“The format of bringing buyers to Africa instead of suppliers going to different countries means they can experience our offerings firsthand and see what we have to offer,” noted Christine Mwinike, Managing Director Crystal Safaris, highlighting the event’s strategic approach.
The forum concluded with a celebration at Kwetu Nairobi, Curio Collection by Hilton, where delegates gathered to mark the successful launch of what promises to become a key event in the African tourism calendar.
“What we’ve witnessed here is the formation of partnerships that will reshape how Africa is presented to the world. The quality of discussions and the level of engagement demonstrate the immense potential our continent holds,” concluded Nigel Vere Nicoll, President of ATTA®.
About Essence of Africa
Essence of Africa is a private sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
The event was guided by an esteemed advisory board comprising industry leaders: Mohammed Hersi (Group Director of Operations, Pollmans Tours & Safaris), Mohanjeet Brar (Managing Director, Gamewatchers Safaris & Porini Camps), Rajay Singh Thethy (CEO, Safari Trails), Leanne Haigh (CEO and Director of Operations, Tourvest East Africa), Lindelwa Mthethwa (Head of Sales and Marketing, Minor Hotels Africa), and Amos Wekesa (Founder and MD, Great Lakes Safaris Limited).
Essence of Africa was made possible through the support of key industry partners including airline partners Airlink, Kenya Airways, Skyteam (Air France/KLM) and Uganda Airlines; hospitality partners Minor Hotels, RSA Simba Hospitality Group, Kwetu Nairobi Curio Collection by Hilton, PrideInn, Hyatt Regency Nairobi, and Sankara; ground handling partners Sense of Africa, Great Lakes Safaris, and The Travel Hub; beverage sponsors Dion Wines, Bruce Jack and Love Artisan/Spice Island; technology partner Profitroom; media partners Go Places, VoyagesAfriq and Wetu; and safety partner Rescue.
