Kenya’s coastal tourism industry is poised for a significant lift as Essence of Africa brings 150 international travel buyers to Malindi from 7 to 9 October. This high-impact B2B forum connects carefully selected global buyers with top-tier African tourism businesses through targeted, pre-scheduled meetings designed to spark partnerships and drive measurable business results.

“Our goal is simple. By the time buyers board their flights home, they should have African tourism products loaded, contracted and ready to sell for the 2026 to 2027 seasons,” says Chris Mears, co-founder of Essence of Africa.

All 150 exhibitor spaces for Essence of Africa 2025 have already sold out, with 80 percent representing East African businesses. The event received over 380 buyer applications for the limited 150 hosted buyer spots, with final participants including key decision-makers from the Americas (40 percent), Europe (23 percent), Australasia (18 percent), and Africa and the Middle East (19 percent). Malindi’s historic ties to the Italian market make it a timely choice to introduce products to buyers from newer markets across the Americas, Australasia and parts of Europe.

Following its successful debut in Nairobi last year, this year’s edition will take place at Diamonds Malindi. Mears notes that rotating the location across the region is a strategic way to promote East Africa’s diverse offerings. “When buyers are immersed in a place like this, they gain a much deeper understanding of what sets Kenya apart. That experience makes them far more likely to promote the country as a complete journey, worth 10 to 14 days of travel — not just a short safari,” he says.

The coastal setting also supports Kenya’s larger ambitions to be seen as a year-round destination, helping to spread tourism benefits more evenly across regions, communities and seasons. “Malindi puts buyers right where Kenya’s coastal experiences shine brightest,” said Amanda Margison, co-founder of Essence of Africa. “It ensures the benefits reach coastal communities while showcasing authentic marine and cultural offerings alongside easy connections to wildlife areas.”

“We wanted to expose buyers to a destination that doesn’t always get the global attention it deserves,” adds Mohammed Hersi, a member of the Essence of Africa advisory board. “Diani and Mombasa are already well known in the international market — but Malindi offers something different. It’s time the world saw the richness, authenticity and opportunity of this part of Kenya’s coast.”

While Nairobi has established itself as a leading MICE (Meetings, Incentives, Conferences and Exhibitions) destination in Africa, hosting Essence of Africa in Malindi underscores the region’s growing capacity to hold high-level business events. This adaptability strengthens Kenya’s position in the expanding global events and incentives travel sector.

The immediate economic impact of the event is expected to be significant. According to the 2024 Business Travel Index Outlook report, business travellers spend an average of $834 per trip. For a three-day forum with 300 delegates, this represents a considerable injection into the local economy — further amplified by extended stays, supplier partnerships and follow-up travel stemming from new business relationships.

More importantly, the long-term business ripple effect is substantial. At last year’s edition held in Nairobi, more than 4,200 one-on-one meetings led to confirmed bookings and long-term partnerships.

“These are the kinds of experiences that shape selling strategies,” said Amanda Margison. “When travel agents and tour operators visit East Africa for the first time, they don’t just take back brochures – they take back belief. They integrate Kenya, Tanzania, Rwanda and Uganda into their programs not because they have to, but because they’re inspired to. That influence shows up in published itineraries, in client recommendations, and in how East Africa is positioned on the global stage.”

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. These trips foster confidence, enable authentic storytelling, and often lead directly to confirmed bookings.

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. As sustainability becomes a non-negotiable in global travel decisions, Kenya’s leadership in conservation is a growing draw.

“When we were deciding where to host Essence of Africa 2025, Malindi Marine National Park sealed the deal for us,” says Margison. “There is no better place to show what responsible tourism looks like in practice.”

A designated UNESCO Biosphere Reserve and Kenya’s first Marine Protected Area, the park is home to over 600 species of fish, coral gardens, sea turtles and dolphins.

“Malindi allows us to spotlight both the product and the principles that will define the future of African travel,” Margison concludes. “By bringing top buyers here, we’re helping shape a vision of tourism that values sustainability, community, and long-term growth — and Kenya is leading that conversation.”