Essence of Africa 2025 concludes in Malindi, Kenya

Welcomed 150 vetted African exhibiting companies and 158 international buyers from 39 countries over three days.

Essence of Africa 2025 concluded in Malindi, Kenya, on October 9, bringing together tourism professionals, welcomed 150 vetted African exhibiting companies and 158 international buyers from 39 countries over three days. This year's edition reported to have 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 Four 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. 

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.”