Essence of Africa 2025 officially opened in Malindi today with a clear, action-oriented tone. The meetings-driven buyer forum organized by On Show Solutions in partnership with ATTA® Events and staged at Diamonds Malindi from 7–9 October, convened more than 300 delegates from 40 countries for a tightly scheduled programme of business appointments, content sessions and coastal familiarization experiences.
The opening keynote, delivered by explorer and author Riaan Manser, set the day’s agenda. Manser, the first person to cycle the entire perimeter of Africa, a 36,500-kilometre journey through 34 countries, urged delegates to move beyond rhetoric. “There’s an ocean between saying and doing,” he told the audience, drawing on solo journeys across Africa, Madagascar and the Atlantic Ocean to underline how commitment is realized through action. Manser challenged buyers and exhibitors to “think bigger, act braver, and build genuine connections,” arguing that relationships, not merely transactions, are the foundation of durable growth for destinations and suppliers alike.
The forum’s structure is purposefully practical. Essence of Africa has brought together 150 hosted buyers and 150 exhibitors in a fully sold-out exhibition, a setup Chris Mears, co-founder of Essence of Africa, described as deliberately transactional. “Our goal is simple,” Mears said. “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 hosted buying was strong: organizers received over 380 buyer applications for the limited places, and the final delegate mix reflects global reach with decision-makers from the Americas (40 percent), Europe (23 percent), Australasia (18 percent), and Africa and the Middle East (19 percent). Eighty percent of exhibitor spaces represent East African businesses.
Essence of Africa builds on a successful debut in Nairobi in December 2024, when more than 360 delegates from 37 countries conducted some 4,200 one-on-one meetings. This year’s move to Malindi signals a strategic shift, a deliberate effort to foreground Kenya’s coastal and marine product as part of a wider, year-round African offering. Amanda Margison, co-founder, noted that Malindi places buyers “right where Kenya’s coastal experiences shine brightest,” and ensures benefits reach coastal communities while showcasing marine and cultural offerings alongside easy connections to wildlife areas.
Amanda Margison
Day One reflected the forum’s dual emphasis on commerce and stewardship. Highlights include an opening keynote titled “There is an Ocean between Saying and Doing,” Bahari Hai’s session “Living Oceans, Thriving Tourism” sponsored by ResRequest, and The Long Run’s presentation “Impact and Integrity — Demonstrating Authenticity and Best Practice in Tourism,” sponsored by Tourplan. Four Market Buzz panels examined source-market trends across Europe, Africa & the Middle East, the Americas and Asia Pacific, while a broader programme features 38 scheduled sessions, pre-booked meetings and immersive familiarisation trips that range from high-end lodges to community conservancies.
Advisory board member Mohammed Hersi pointed to Malindi’s distinctive offer. He observed that while Diani and Mombasa enjoy strong international recognition, Malindi “offers something different” authenticity and untapped opportunity that the forum is designed to surface. The location’s historic ties to the Italian market add strategic value for exhibitors seeking new and emerging source markets.
Mohammed Hersi
Beyond immediate meetings and contracts, Essence of Africa aims to deliver measurable economic and development outcomes. By fast-tracking supplier-buyer connections, the forum seeks to increase bookings, stimulate training and capacity development across coastal communities, and encourage product quality improvements that support repeat visitation. For suppliers, the expectation is tangible: sellable inventory and contracting to support seasons ahead. For buyers, the promise is clearer product narratives and confidence to market East Africa as a longer, multi-experience trip.
Day One closed on a note that married urgency with purpose. Manser’s call to action that commitment is proven by doing, resonated with a forum designed to convert interest into trade. If Essence of Africa 2025 achieves what organizers intend, Malindi will not merely have hosted a marketplace; it will have advanced a practical model for how coastal conservation, community benefit and commercial success can be pursued in tandem.
