Essence of Africa 2025: Malindi Sets Bold Standard for Coastal Tourism and Business Partnerships

On the shores of Kenya’s coastline, Essence of Africa 2025 commenced with a clear focus on action and tangible results. From October 7th to 9th, more than 300 industry professionals from 40 countries gathered at Diamonds Malindi for a tightly orchestrated programme blending business appointments, knowledge-sharing, and first-hand coastal experiences. Organized by On Show Solutions in partnership with ATTA® Events, this meetings-driven buyer forum aims to redefine how the continent’s tourism products are contracted, marketed, and experienced—placing African innovation and stewardship at the centre of global attention.

The event’s tone was set by the opening keynote from renowned explorer and author, Riaan Manser. Drawing on his remarkable 36,500-kilometre solo journey cycling the perimeter of Africa, Manser challenged delegates to move decisively from ideas to action. “There’s an ocean between saying and doing,” he reminded the audience, urging both buyers and exhibitors to think bolder, act braver, and focus on building genuine relationships that underpin sustainable tourism growth. His message resonated strongly, reinforcing the forum’s emphasis that real progress in African tourism depends on practical commitment rather than rhetoric.

This year’s edition has been designed with purpose. The 150 hosted buyers and 150 exhibitors filled every available spot, creating a marketplace where business is the main event rather than an afterthought. Chris Mears, co-founder of Essence of Africa, made the goal explicit: by the time delegates leave Malindi, they should have African travel products ready for immediate contracting and inclusion in portfolios for the 2026-2027 seasons. The event’s popularity is evidenced by the over 380 hosted buyer applications received, ultimately selecting a delegate mix representing diverse markets: 40 percent from the Americas, 23 percent from Europe, 18 percent from Australasia, and 19 percent from Africa and the Middle East. Notably, 80 percent of the exhibiting businesses hail from East Africa—demonstrating the region’s drive to shape its own global narrative.

The shift from Nairobi, where the inaugural forum took place in December 2024, to the Kenyan coast represents a strategic evolution. By staging the event in Malindi, organizers are spotlighting Kenya’s coastal and marine tourism assets as integral components of Africa’s year-round appeal. Amanda Margison, co-founder, highlighted how Malindi’s location ensures that buyers can directly experience the vibrancy of the coast, from marine adventures to cultural heritage, while also supporting local communities. The approach ensures that the benefits of increased tourism extend beyond the well-known hubs of Diani and Mombasa, reaching less-explored destinations with untapped potential.

Day One’s programme blended commerce with conservation, reflecting the forum’s dual commitment to business growth and environmental responsibility. Riaan Manser’s keynote, “There is an Ocean between Saying and Doing,” was complemented by impactful sessions such as Bahari Hai’s “Living Oceans, Thriving Tourism” and The Long Run’s presentation on “Impact and Integrity—Demonstrating Authenticity and Best Practice in Tourism.” Four Market Buzz panels dissected trends from key source markets across Europe, Africa & the Middle East, the Americas, and Asia Pacific, while 38 scheduled sessions and immersive familiarisation trips offered buyers a deep dive into Kenya’s diverse product portfolio—from luxury lodges and marine parks to community conservancies.

Mohammed Hersi, a respected advisory board member, highlighted Malindi’s unique value proposition. While popular Kenyan destinations like Diani and Mombasa enjoy international acclaim, Malindi stands out for its authenticity and emerging market potential—particularly with its historic ties to the Italian market, offering strategic advantages for exhibitors targeting new source markets. This aligns with the forum’s goal to reveal lesser-known opportunities and expand Africa’s tourism map beyond traditional hotspots.

The forum’s transactional structure is not only about immediate deals but also about fostering long-term economic and developmental impacts. Essence of Africa is designed to accelerate supplier-buyer connections, driving bookings, and enabling capacity-building and quality improvements across coastal communities. For suppliers, the expectation is clear: leave Malindi with contracted, sellable inventory for the coming seasons. For buyers, the forum delivers compelling narratives and product confidence, positioning East Africa as the destination of choice for longer, multi-faceted itineraries. This approach is expected to stimulate repeat visitation, further supporting conservation and community initiatives.

Throughout the opening day, urgency and action were persistent themes. The call to move from intention to implementation echoed in every session and business meeting, with the overarching objective to convert interest into tangible trade. If the 2025 forum lives up to its ambitions, Malindi will be remembered not just as a host city but as the catalyst for a new model—one where coastal conservation, community benefit, and commercial success are inseparable components of Africa’s tourism future.

For Africa’s travel sector, the blueprint emerging from Malindi offers both inspiration and challenge. As the continent’s destinations compete for attention in a dynamic global market, forums like Essence of Africa provide a roadmap for how product innovation, strategic partnerships, and sustainability can drive business growth while ensuring that benefits are widely shared. The lessons from this gathering are clear: the future of African tourism lies in practical action, bold vision, and a relentless commitment to turning possibility into progress.