Essence of Africa is heading to the sun-soaked shores of Malindi this October, with organisers confirming the 2025 edition will take place at Diamonds Malindi Beach Resort from 7 to 9 October. Following a recent site visit, the team behind the event shared that plans are well underway for what promises to be a unique trade gathering shaped by coastal charm and cultural depth.
Curated by On Show Solutions and ATTA Events, Essence of Africa is not just a trade show — it’s an experience designed to connect international buyers with Africa’s most inspiring travel brands, all in an atmosphere that reflects the warmth and creativity of the continent itself.
Trade meets tradition on the Indian Ocean
“Come and do business at the beach,” says co-founder Amanda Margison.
“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 the Indian Ocean as a backdrop.”
Fellow co-founder Chris Mears adds, “We’re bringing meaningful business to life in a setting filled with Swahili culture, hidden beach bars, boho boutiques and coastal treasures. Essence of Africa is about connection, storytelling and place.”
A curated programme with global reach
The 2025 edition promises up to 38 targeted appointments per participant, with 150 global buyers meeting 150 leading African suppliers over three days. In addition to one-on-one matchmaking, the programme includes:
- thought-leadership sessions led by African industry pioneers
- cultural networking events inspired by Malindi’s local identity
- educational journeys hosted by exhibitors across the continent
The 2024 edition welcomed attendees from 37 countries, spanning North America, Europe, Asia-Pacific, Latin America and Africa — a strong signal of the event’s global impact and appeal.
A rotating spotlight on Africa’s diversity
By hosting the event in a different African destination each year, Essence of Africa not only fosters valuable trade relationships but also repositions how global buyers experience the continent. Malindi, with its layered history, natural beauty and growing tourism potential, is the ideal setting for this next chapter.
“This is Africa’s warmth, diversity and opportunity — all in one unforgettable place,” says Mears.
