Essence of Africa 2025 event highlights shift toward diverse, sustainable African travel

Essence of Africa 2025 event took recently place in Malindi, Kenya. The event marked another milestone for what has become the continent’s most influential business-to-business tourism forum. Over three days, 150 vetted African exhibitors and 158 international buyers from 39 countries gathered for a dynamic exchange of ideas, market intelligence, and partnerships aimed at reshaping Africa’s travel narrative.

“This year, we saw the power of connection on full display,” said Jacqui Reynolds, Co-Founder of Essence of Africa. “Having buyers from all major global markets meant every conversation carried the potential for new understanding and growth—not just for destinations, but for how we tell Africa’s story to the world.”

Hosted at the Diamonds Malindi resort, the event received strong endorsement from Kilifi County Governor Gideon Mung’aro, who credited the forum with helping restore Malindi’s post-pandemic tourism appeal.

Delegates had also the opportunity to explore nearby Watamu’s Mida Creek and joined regional familiarization trips, gaining first-hand experiences across East Africa to strengthen future sales.

Fresh Energy for a New Era

This year’s edition facilitated 5,682 pre-scheduled meetings and achieved a record 81% first-time buyer attendance. “These newcomers instinctively understand what today’s travelers want—authentic sustainability, digital storytelling, and purposeful connection,” said Co-Founder Chris Mears. “With Gen Z influencing travel spending, this generational alignment on both sides of the marketplace is transforming how Africa engages the world.”

According to Co-Founder Amanda Margison, hosting the event in Malindi was strategic. “It’s changed how international buyers see Kenya’s coastal tourism potential,” she said. “Our local partners delivered a world-class welcome that generated immediate employment and repositioned Malindi in the global tourism conversation. Experiencing this destination firsthand will drive bookings well beyond the traditional safari circuit.”

Ideas with Impact

The content program opened with an inspiring keynote from South African explorer Riaan Manser, who urged the industry to move from words to action. “There’s an ocean between saying and doing,” he said. “Essence of Africa is where we start to build that bridge.”

Two headline sessions followed. The Long Run Panel – Regeneration as Strategy explored how the “4Cs” of regenerative tourism—Conservation, Community, Culture, and Commerce—can guide businesses toward long-term resilience. “It’s about leaving destinations stronger than we found them,” said ATTA®’s Kgomotso Ramothea.

The second, Bahari Hai – Coastal Conservation in Action, led by Justin Beswick, highlighted Kenya’s marine conservation efforts. “Tourism isn’t the threat but indifference is,” Beswick said. He pointed to community-managed marine areas like Mida Creek that are restoring biodiversity while supporting local education and employment.

Market Insights and Global Trends

Essence of Africa’s Market Buzz sessions revealed shifting global travel patterns. In the Americas, buyers reported rising demand for authentic, purpose-driven experiences. Europeans are increasingly willing to pay for sustainable travel, while emerging Eastern European markets show growing interest in multi-country itineraries.

In Asia-Pacific, Indian travelers prioritize comfort aligned with ethical values, Chinese groups value digital fluency, and Australians favor longer, off-peak safaris. Meanwhile, Middle Eastern travelers are driving high-value, long-stay segments, while intra-African tourism continues to expand despite infrastructure and visa barriers.

“The new global traveler is more informed, intentional, and ready to invest in Africa, provided the experience is meaningful, accessible, and well-communicated,” said Reynolds.

Essence of Africa will return in 2026, with dates and location to be announced soon.

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