12 May 2025 – Following an inspiring site visit early May, organisers of Essence of Africa have confirmed plans are well underway for this year’s edition, taking place on the Kenyan coast at Diamonds Malindi from 7-9 October 2025. With its lush oceanfront setting and open-air spaces, the resort and surrounding experiences, sets the stage for a powerfully immersive business event rooted in coastal charm and natural beauty.
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. The team’s recent on-the-ground assessment underscored why Malindi is a destination with significant potential as a driver of sustainable regional growth.
“Come and do business at the beach!” stated Amanda Margison, co-founder of Essence of Africa. “Hosting Essence of Africa at Diamonds Malindi allows us to welcome tourism professionals from around the world to meet on the sand, under the palm trees, with a backdrop of the Indian Ocean.”
“Essence of Africa is more than a trade show – it’s an experience rooted in Malindi’s vibrant coastal charm,” added 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.”
The upcoming edition promises up to 38 targeted quality appointments per participant over three days, with 150 buyers meeting 150 exhibiting companies. The inaugural edition of the event in 2024 attracted participants from 37 countries including North America, Europe, Asia-Pacific, Latin America and Africa.
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.
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.
Interested buyers and exhibitors can apply via www.essenceofafrica.travel.
About Essence of Africa:
Essence of Africa is a private sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
