Kenya’s coastal town of Malindi is preparing to welcome global tourism leaders as the second edition of Essence of Africa takes place at Diamonds Malindi from 7–9 October 2025. The meetings-driven buyer forum, created by On Show Solutions in partnership with ATTA® Events, will bring together 150 carefully selected international buyers and 150 exhibitors for three days of pre-scheduled meetings, content sessions, and coastal familiarization experiences.
Following its successful debut in Nairobi in December 2024, where more than 360 delegates from 37 countries conducted over 4,200 one-on-one meetings, this year’s edition signals a shift in both setting and focus. Malindi offers buyers a first-hand immersion into Kenya’s coastal and marine tourism products, reinforcing the country’s ambition to be viewed not only as a safari destination but also as a year-round travel choice.
“All 150 exhibitor spaces for Essence of Africa 2025 have already sold out, with 80 percent representing East African businesses,” says Chris Mears, co-founder of Essence of Africa. “Our goal is simple. By the time buyers board their flights home, they should have African tourism products loaded, contracted and ready to sell for the 2026 to 2027 seasons.”
Interest in the forum has been strong, with over 380 buyer applications for the limited hosted spots. Final participants include decision-makers from the Americas (40 percent), Europe (23 percent), Australasia (18 percent), and Africa and the Middle East (19 percent). Malindi’s historic ties to the Italian market also make it a strategic location to connect with new and emerging source markets.
“When buyers are immersed in a place like this, they gain a much deeper understanding of what sets Kenya apart,” Mears adds. “That experience makes them far more likely to promote the country as a complete journey, worth 10 to 14 days of travel not just a short safari.”
The programme in Malindi remains firmly meetings-led while also integrating coastal field experiences and targeted content. Highlights for 2025 include:
- An opening keynote by explorer Riaan Manser titled “There is an Ocean between Saying and Doing.”
- Living Oceans, Thriving Tourism: Conservation Lessons from Kenya’s Coast, presented by Bahari Hai and sponsored by ResRequest.
- Impact and Integrity — Demonstrating Authenticity and Best Practice in Tourism, presented by The Long Run and sponsored by Tourplan.
- Four Market Buzz panels covering Europe, Africa & the Middle East, the Americas, and Asia Pacific unpacking traveller expectations and source-market trends.
- 38 scheduled sessions alongside a broader calendar of meetings, networking events, and fam trips showcasing marine, cultural, and hospitality products.
“Malindi puts buyers right where Kenya’s coastal experiences shine brightest,” says Amanda Margison, co-founder of Essence of Africa. “It ensures the benefits reach coastal communities while showcasing authentic marine and cultural offerings alongside easy connections to wildlife areas.”
For Mohammed Hersi, member of the Essence of Africa advisory board, Malindi offers a timely opportunity. “Diani and Mombasa are already well known in the international market but Malindi offers something different. It’s time the world saw the richness, authenticity and opportunity of this part of Kenya’s coast.”
The forum’s structure is designed to reduce friction for buyers while delivering commercial opportunities for African suppliers. No-cost participation for hosted buyers, pre-booked meetings, and immersive fams are all geared toward fast-tracking product evaluation and contracting.
The economic impact extends well beyond the forum itself. According to the 2024 Business Travel Index Outlook report, business travellers spend an average of $834 per trip. With 300 delegates expected in Malindi, the immediate spend on accommodation, dining, and services is significant, further amplified by extended stays and follow-up travel. The long-term ripple effect is even greater: last year’s edition in Nairobi directly translated into bookings and long-term partnerships across East Africa.
“These are the kinds of experiences that shape selling strategies,” notes Margison. “When travel agents and tour operators visit East Africa for the first time, they don’t just take back brochures, they take back belief. They integrate Kenya, Tanzania, Rwanda and Uganda into their programs not because they have to, but because they’re inspired to.”
A defining feature of Essence of Africa is the use of familiarisation trips to build confidence in the destination. From high-end lodges to community conservancies, these immersive encounters give buyers a first-hand understanding of East Africa’s hospitality and conservation models.
“When we were deciding where to host Essence of Africa 2025, Malindi Marine National Park sealed the deal for us,” says Margison. “There is no better place to show what responsible tourism looks like in practice.”
The park, Kenya’s first Marine Protected Area and a UNESCO Biosphere Reserve is home to over 600 species of fish, coral gardens, sea turtles, and dolphins. For Margison, this backdrop captures the forum’s wider purpose: “Malindi allows us to spotlight both the product and the principles that will define the future of African travel. By bringing top buyers here, we’re helping shape a vision of tourism that values sustainability, community, and long-term growth and Kenya is leading that conversation.”
