Kenya’s coastal tourism gem, Malindi, played host to a transformative tourism summit this week.
The event attracted over 500 delegates from 39 countries for the 2025 edition of the ‘Essence of Africa Conference’.
Held from Tuesday to Thursday at a leading Malindi hotel, the three-day forum brought together international buyers, African tourism suppliers, and global experts to chart a new course for the continent’s travel industry.
Curated by On Show Solutions and ATTA® Events, ‘Essence of Africa’ is a private sector-led initiative designed to connect vetted international buyers with Africa’s top-tier travel companies.
“This is more than a trade fair – it’s an experience rooted in Malindi’s coastal charm,” said Chris Mears, CEO of Experience Africa, during the opening dinner, attended by Kilifi Governor Gideon Mung’aro and other dignitaries.
Governor Mung’aro welcomed the delegates with a poetic pitch: “This is the only destination where one can have breakfast on the beach, lunch in the park, and dinner back on the beach.”
The Conference featured 38 targeted appointments per participant, with 150 buyers meeting 150 exhibitors.
Delegates also embarked on familiarisation trips across the coast, exploring high-end resorts, cultural heritage sites, and conservation hubs – underscoring Kenya’s growing appeal as a sustainable travel destination.
According to the 2024 Business Travel Index Outlook, business travellers spend an average of $834 per trip. With over 500 delegates in attendance, the event injected millions into Malindi’s hospitality and service sectors.
Local leaders estimate the economic impact at over Sh55 million, with most hotels in Malindi and Watamu fully booked.
Kate Mwikali, Chairperson of the Progress Welfare Association of Malindi (PWAM), noted the ripple effect across transport, cultural tourism, and local trade, with Maureen Awuor Obunga, the Chairperson of the Kenya Association of Hotel Keepers and Caterers, Kilifi Region, saying hotels were fully booked during the event.
Day One of the Conference focused on emerging travel trends, with experts urging African stakeholders to tailor offerings for younger, tech-savvy travellers.
Paula Newton of Rethink Travel Marketing (USA) highlighted the influence of social media platforms such as Instagram and WhatsApp in shaping destination choices. “Authentic experiences matter more than big resorts,” she said.
Andrea Landaeta from Sariri Terra (Brazil) described Latin America as an untapped tourism goldmine, while Lin Yu of Travel World China emphasised the importance of localised, visually rich content to attract Chinese tourists, emphasising the need for marketers to use WeChat to reach the market.
Jacqui Reynolds, co-founder of Essence of Africa, stressed the need for ecotourism and responsible travel.
“East Africa must lead with sustainability. Over 70 percent of travellers in some markets demand eco-friendly options,” she said.
A recurring theme throughout the Conference was the urgent need for African nations to invest in strategic communication and public relations. Experts lamented the dominance of foreign narratives and called for embedded media professionals within tourism bodies.
Paddington Tucker of Travel Advance (Czech Republic) urged tourism boards to adopt a Business-to-Consumer (B2C) model by hosting influencers and journalists from key markets. “Governments must shape positive stories that inspire travel to Africa,” he said.
Heena Munshaw of Beacon Holidays (India) advocated for visa-free access and removal of Yellow Fever vaccination requirements to ease travel for Indian tourists. Johnson Uankhide of Almates Travel and Tours (Nigeria) praised Kenya’s removal of the Electronic Travel Authorisation (eTA) for Nigerians, citing a surge in travel and profits.
Regional voices, including Priscilla Bulimo (Tanzania) and Catherine Ainembabazi (Uganda), called for unified continental marketing to amplify Africa’s global impact.
From October 27 to 28 this year, Malindi will play host to the Uganda-Kenya Coast Tourism Conference and Exhibition, an event designed to deepen cross-border cooperation and tap into the growing number of visitors between the two countries.
The two-day Summit will run under the theme “Harnessing Youth Creativity and Technology for Inclusive Tourism”.
It comes on the back of a memorandum of understanding signed on July 30 this year between the two nations to jointly promote and market tourism.
By Emmanuel Masha and Shani Rhai
