The 2026 edition of Essence of Africa opened on Monday evening, 19 October 2026, at Diamonds Bijoux on Zanzibar’s Indian Ocean coast. A full audience of tourism leaders, exhibitors, international buyers and media gathered for an evening that brought trade connections and a distinctly Zanzibari welcome together, with traditional music and dance.
Earlier that day, organisers held a press conference to brief the media on the forum’s objectives and this year’s participation. The three-day buyer forum, organised by On Show Solutions and the African Travel and Tourism Association (ATTA), is the largest edition to date.
Guest of Honour Shariff Ali Shariff, Zanzibar’s Minister of Labour and Investment, welcomed delegates and outlined the government’s ambitions to extend tourism development across the archipelago. “We want visitors to come for our beaches, but stay longer for everything else Zanzibar has to offer,” he said.
His remarks reflected Zanzibar’s effort to diversify its visitor experiences through cultural and heritage tourism, culinary experiences, wellness, sports, family-friendly and halal tourism, as well as meetings and events. He also highlighted infrastructure investment and the potential of Pemba, citing eco-tourism, marine tourism, wellness retreats and boutique resorts.
The Minister said Zanzibar welcomed 917,167 international visitors in 2025, a record, and more than 633,000 between January and August 2026. He said the government wanted tourism growth to generate broader economic benefits and employment.
Jacqui Reynolds, co-founder of Essence of Africa and On Show Solutions, described the gathering as a forum focused on the quality of business connections. This year’s event has 162 exhibiting companies and 178 international buyers from 40 countries. “Essence has never simply been about getting bigger. It is about getting the right people into the room,” Reynolds said.
East Africa accounts for 79% of exhibiting companies, with the remaining 21% from elsewhere on the continent. Accommodation providers make up 61% of exhibitors; destination management companies and tour operators account for 25%, while other segments represent 14%.
ATTA CEO Virginia Messina pointed to growing air capacity as a sign of stronger access to the region. Data Appeal figures she cited showed airline seat capacity across East Africa rose by 3.6% this summer, with long-haul capacity up 7%. In Zanzibar, capacity had increased by more than 11% over the past year and was forecast to rise by 33% in the following six months. “That momentum is set to continue,” she said.
Almost 75% of the buyers, 133 of the 178 attending, were at Essence of Africa for the first time. Europe accounts for 39% of buyers, the Americas 23%, Asia-Pacific 19%, Africa 18% and the Middle East 1%. The delegation includes strong representation from the United States, India, South Africa, China, Poland, France, Mexico, Germany and Brazil.
Today, Tuesday 20 October, the programme opens with Welcome & Destination Zanzibar, a panel moderated by Virginia Messina, Group CEO of ATTA. Representatives of the Zanzibar Commission for Tourism, Zanzibar Investment Promotion Authority and ENVI Lodges will discuss the island’s tourism offer, from investment to itinerary. Scheduled buyer meetings follow from 10:30 a.m. to 1 p.m.
This afternoon’s Market Buzz sessions will turn to the Americas and Africa. The Americas discussion will examine changing demand in North America and Latin America and opportunities for African tourism businesses. The Africa session will focus on intra-African travel: what people are booking, what influences their choices and how businesses can better attract and serve African travellers.
For Reynolds, hosting the forum in Zanzibar continues a journey that began in Nairobi in 2024, moved to Malindi in 2025 and has now brought the event to the island. She urged buyers to experience Zanzibar as a destination in its own right, citing Stone Town, Swahili culture, spices, marine reserves, food and hospitality.
The forum’s commercial purpose is to connect buyers and African tourism businesses, introduce destinations to new markets and build partnerships with the potential to deliver measurable business. Its meetings and market discussions continue through 22 October.
