Essence of Africa 2025 concluded in Malindi, Kenya, on 9 October, bringing together tourism professionals for what has firmly established itself as Africa’s most dynamic business-to-business tourism forum. The event welcomed 150 vetted African exhibiting companies and 158 international buyers from 39 countries over three days. This year’s edition surpassed all targets, delivering exclusive networking, business meetings and market intelligence sharing throughout the forum.
“This year, we saw the power of connection on full display,” said Jacqui Reynolds, Co-Founder of Essence of Africa. “Having buyers from all of our major global source markets meant that every conversation held the potential for new understanding and growth, not just for our destinations, but for how we tell Africa’s story to the world. These buyers aren’t just selling products; they’re shaping opinions, driving bookings and influencing the future of travel to Africa.”
The event was hosted at coastal resort Diamonds Malindi, with an opening reception at Kilili Baharini. Delegates were welcomed by Kilifi County Governor Gideon Mung’aro, who praised the forum’s role in revitalising tourism in Malindi, particularly post-pandemic. “Essence of Africa is putting Malindi back on the global travel map,” he said.
Guests were also hosted to an event at Temple Point Resort in nearby Watamu to highlight one of the area’s signature experiences on the Mida Creek. Pre- and post-show, international buyers also attended familiarisation trips across the East Africa region, gaining first-hand experiences to sell the East African region better to their clients.
Fresh Talent and Coastal Impact Signal a New Era
Essence of Africa 2025 created 5,682 buyer-seller meetings. With a focus on attracting new buyers to meet exhibitor demand, the event achieved 81% attendance of buyers attending for the first time.
“These newcomers understand intuitively what today’s travellers seek: authentic sustainability, digital storytelling, and purposeful connections. With Gen Z travellers now driving significant spending decisions, having their peers on both sides of our marketplace creates a powerful alignment,” said Chris Mears, Co-Founder of Essence of Africa.
“Hosting Essence of Africa 2025 in Malindi has transformed how international buyers see Kenya’s coastal tourism potential,” explained Amanda Margison, Co-Founder of Essence of Africa. “Our local partners invested significantly in creating a world-class welcome. Along with generating immediate employment and training opportunities for locals, this forum has strategically repositioned Malindi in the global tourism conversation. Having influential buyers from so many countries experience this remarkable destination first-hand will drive bookings far beyond the traditional safari circuit, highlighting the diversity of experiences from bush to beach.”
Content Designed for Impact
The forum’s content programme launched with an electric keynote from South African explorer and pan-African advocate Riaan Manser, who reminded attendees why tourism must be driven by action, not only words. “There’s an ocean between saying and doing,” he urged. “And Essence of Africa is where we start to build the bridge.”
That message framed the two headline sessions to follow:
1. The Long Run Panel – Regeneration as Strategy
Led by African regenerative tourism pioneers The Long Run, the session with Dr Anne-Kathrin Zschiegner and Joy Mbatau focused on regenerative tourism. It used the “4Cs” framework (Conservation, Community, Culture, and Commerce) to showcase how tourism operations can be a catalyst for restoration and resilience.
“Some of the ideas might have been ambitious or new – like shifting from “sustainable” to “regenerative” – but they reflect a growing trend where travel businesses are expected to play a more proactive role in protecting natural and cultural resources,” said Zschiegner.
CEO of ATTA® Memberships, Kgomotso Ramothea, supported this sentiment: “Regenerative tourism is about leaving destinations stronger than we found them. For example, when buyers at Essence of Africa prioritise partners who conserve wildlife or uplift local artisans, they’re not just selling trips – they’re investing in Africa’s legacy.”
2. Bahari Hai – Coastal Conservation in Action
Led by Justin Beswick, Director of Bahari Hai, this session focused on Kenya’s marine ecosystems and posed a clear challenge to the tourism industry: move from passive admiration of Africa’s coasts to active participation in their protection. The session highlighted the fragility of the coastal environment while showcasing how community-managed marine areas are reversing this trend with tangible results.
“Tourism isn’t the threat, indifference is,” said Beswick. He illustrated how local conservation efforts in areas like Mida Creek are restoring biodiversity while also funding community development, including schooling and jobs, through responsible eco-tourism.
Market Buzz Sessions: What the World Wants
The Market Buzz sessions at Essence of Africa 2025 provided a rich overview of evolving trends across all major global regions, highlighting what international travellers are now looking for, and what this means for African tourism businesses.
Across the Americas, there is a clear shift toward meaningful experiences. Buyers highlighted growing demand for multigenerational trips, slower travel styles, and authenticity over luxury. Travellers are increasingly seeking real cultural exchanges and purpose-driven trips that include conservation, community connection, and storytelling. This signals a crucial opportunity for African operators to craft more experience-rich and values-based itineraries.
From Europe, two ideas stood out: premium travellers from Northern Europe are prioritising sustainability, often willing to pay more for travel that reflects their environmental values. In contrast, Eastern European markets are emerging fast, driven by increased spending power, easier visa access, and a hunger for multi-country African journeys. African DMCs and suppliers who adapt quickly to the needs of these new markets can grow significantly.
In Asia-Pacific, three distinct market behaviours were shared. From India, travellers want comfort without compromising ethical values – sustainability, plastic-free policies, farm-to-table dining, and responsible lodges matter deeply. From China, success is tied to digital fluency (like knowing how to use WeChat) and the ability to handle group travel logistics. Meanwhile, Australian travellers favour longer, multi-country safaris and increasingly seek exclusive-use offerings and off-peak travel. This diversity means African tourism businesses need highly adaptable messaging and operational flexibility to meet each market segment meaningfully.
In the Middle East and Africa session, the message was clear: travel within Africa is growing, but infrastructure, cost, and visa challenges remain barriers. Meanwhile, Middle Eastern travellers represent high-spend, long-stay clients across family, honeymoon, and luxury segments. Corporate and incentive bookings are also on the rise, but travellers now want immersive impact, not just glitz. For African operators, this points to the need for improving air access, strengthening regional collaboration, and positioning products around authenticity and substance.
“The sessions revealed a global traveller who is more informed, more intentional, and more willing to invest in Africa, provided the offering is meaningful, accessible, and well-communicated,” noted Reynolds.
Essence of Africa returns in 2026, with dates and location to be announced soon.
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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.
