Kenya’s coastal tourism industry is poised for a major uplift as Essence of Africa brings over 500 tour operators and agents from 39 countries in the world to Malindi, Kilifi county from October 7 to October 9, 2025 for a conference to boost the sector.
Essence of Africa is a private sector led initiative that is designed to connect international buyers with African tourism suppliers.
The event which is set to attract over 500 people features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
The Immersive Coastal event which kicks off at the Diamonds resort, in Malindi Sub County of Kilifi County will give an opportunity for tour operators and agents to experience the Coastal tourism products.
Curated by On Show Solutions and ATTA® Events, Essence of Africa continues its mission to elevate African tourism through high-impact meetings between pre-qualified international buyers and top-tier African travel suppliers.
On Monday night, the tour operators and agents were treated to a mega dinner at the Kilili Baharini resort in Malindi which was graced by Kilifi Governor Gideon Mung’aro accompanied by his Trade and Tourism CEC Raymond Ngalla together with Essence of Africa Founder Jacqui Reynolds, Nigel Vere Nicoll the President and Group Managing Director of Experience Africa and Chris Mears the Chief Executive Experience Africa Events
Addressing journalists, Reynolds said the upcoming edition – Essence of Africa 2025 promises up to 38 targeted quality appointments per participant over three days, with 150 buyers meeting 150 exhibiting companies.
She said the inaugural edition of the event in 2024 attracted participants from 37 countries including North America, Europe, Asia-Pacific, Latin America and Africa.
“We looked at various parts of the East African Region because the idea that Essence of Africa is a Travelling show, so to bring it to Malindi is very special we looked at where could we go last year we showcased cool fun in Nairobi, this year we want to showcase the Coastal Charm and something really special for our international buyers who have never explored the coastal region,” she said.
In addition to its core matchmaking programme between buyers and sellers, attendees can look forward to thought-leadership seminars led by African industry trailblazers; networking events infused with local culture; and educational experiences across Africa hosted directly by exhibitors.
“Essence of Africa is more than a trade show – it’s an experience rooted in Malindi’s vibrant coastal charm,” said Chris Mears, co-founder of Essence of Africa. “We’re bringing meaningful business to life in a setting filled with Swahili culture, hidden beach bars, boho boutiques, and ancient coastal treasures.”
As part of its rotating format across key travel hubs on the continent, Essence of Africa aims to both facilitate trade relationships and reposition how global buyers perceive African destinations beyond traditional gateways.
“This is Africa’s warmth, diversity, and opportunity – all in one unforgettable place,” concluded Mears.
In his address, the Kilifi Governor thanked Essence of Africa for organising the event in Malindi, saying the county boasts of being the only destination where one can have breakfast on the beach, lunch in the park and dinner on the beach.
Mung’aro said as a country they have been pushing to have visa free entry within the region.
“What we will do is to make sure we have the best and conducive environment for the visitors to enjoy and market Malindi,” he said.
Nigel Vere Nicoll, the President and Group Managing Director Experience Africa said their aim is to showcase the Kenyan Coast which has not been explored well by the International Market.
According to the 2024 Business Travel Index Outlook report, business travellers spend an average of $834 per trip.
For the three-day forum with over 500 delegates, it represents a considerable injection into the local economy — further amplified by extended stays, supplier partnerships and follow-up travel stemming from new business relationships.
A central feature of Essence of Africa is the series of familiarisation trips hosted by local suppliers, allowing buyers to experience the region’s accommodations, guiding standards and hospitality firsthand.
From high-end lodges to community conservancies, these immersive experiences demonstrate not just the quality of Kenya’s tourism offering, but also its commitment to responsible travel.
