Essence of Africa’s second edition begins today (October 7) at Diamonds Malindi in Malindi, Kenya. The show will run until October 9.
The private sector-led initiative is designed to connect international buyers with African tourism suppliers through targeted, pre-scheduled meetings to initiate 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,” said Chris Mears, Co-Founder of Essence of Africa.
All 150 exhibitor spaces for the trade show have sold out with 80% representing East African tourism products. The show saw over 380 applications for the 150 hosted buyer spots. Buyer participants are from the Americas (40%), Europe (23%), Australasia (18%) and Africa and the Middle East (19%).
Following the show’s debut last year at the Sarit Expo Centre in Nairobi, Mears noted the show’s rotating location model as 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 added.
This year’s coastal setting aims to support the country’s work to be seen as a year-round destination, spreading tourism benefits more evenly across various regions, communities and seasons while also showcasing the region’s growing ability to hold high-level business events.
“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.”
Mohammed Hersi, Member of the Essence of Africa Advisory Board, added: “We wanted to expose buyers to a destination that doesn’t always get the global attention it deserves. 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.”
Another central feature of the show is a series of familiarisation trips allowing buyers to experience the region’s accommodation – guiding standards and hospitality, fostering confidence and enabling authentic storytelling.
“Malindi allows us to spotlight the product and the principles that will define the future of African travel,” said Margison. “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 conservation.”
