Following an emotional site visit in early May, African Essence confirmed that this year's edition is ongoing on the Kenya coast at Diamond Malindi on October 7-9, 2025.
Curated by On Show Solutions and Atta® events, Assence of Africe continues its mission to enhance Africa's tourism through a shocking meeting between pre-qualified international buyers and top Africa travel suppliers. The team's recent ground assessment highlighted why Malindi is a destination with great potential as a driving force for sustainable regional growth.
“Come on the beach and do business!” said Amanda Margison, co-founder of African Essence. “By holding the African Essence at Diamond Marindi, tourism experts from all over the world can be welcomed and met in the sand under the sand trees, against the Indian Ocean background.”
“The essence of Africa is more than an exhibition, it's an experience rooted in the vibrant coastal charm of Malindi,” added Chris Mears, co-founder of African Essence. “We bring meaningful business to life in an environment filled with Swahili culture, hidden beach bars, free ho bullet boutiques and ancient coastal treasures.”
Future editions promise up to 38 targeted quality reservations per attendee over three days, with 150 buyers meeting 150 exhibitors. The first edition of the 2024 event attracted participants from 37 countries, including North America, Europe, Asia-Pacific, Latin America and Africa.
In addition to the core matchmaking programme between buyers and sellers, attendees look forward to the thought leadership seminar led by pioneers in Africa's industry. A networking event infused with local culture. Educational experience across Africa is hosted directly by exhibitors.
As part of a rotating format across the continent's main travel hub, the essence of Africa aims to promote trade relations and reposition how global buyers perceive African destinations beyond traditional gateways.
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