Media Partner / Sponsor
Discover How Essence Of Africa Is Creating Lasting Value For Destinations, Empowering Local Tourism Businesses And Connecting Africa With International Markets
Business events are increasingly taking on a broader role in tourism, with their success measured not only by business generated but also by the opportunities they create for host destinations. This is the thinking behind Essence of Africa, a tourism trade forum curated by On Show Solutions and ATTA®, which brings together international buyers and African tourism businesses for pre-scheduled business meetings while immersing delegates in the destinations hosting the event.
Having made its debut in Nairobi in December 2024, attracting 130 international buyers and 125 exhibitors from 37 countries, Essence of Africa has demonstrated how combining structured business engagements with destination experiences can create meaningful connections between buyers and African tourism products. Its second edition in 2025 took this approach to Malindi, Kenya, bringing international tourism buyers to one of the country’s established coastal destinations while creating opportunities for local hospitality businesses, suppliers and tourism operators.
The Malindi edition highlighted the wider economic and professional benefits of hosting international business events. Beyond facilitating commercial engagements, the forum gave local tourism businesses direct access to international buyers while exposing delegates to the destination’s accommodation, experiences, culture and tourism value chains. For participating hospitality establishments, the event also provided an opportunity to strengthen operational capacity through staff recruitment, specialist training and enhanced service delivery.
Diamonds Malindi, which hosted the 2025 edition, exemplified how business events can leave a lasting legacy beyond their duration. The property’s preparations included additional staffing and specialist training, while its commitment to local sourcing and community participation illustrated how hospitality businesses can extend tourism’s economic benefits to surrounding communities. Its supply chain, which incorporates produce and seafood from nearby farmers and fishermen, further demonstrated the connections between tourism, local enterprise and destination development.
The forum also provided an opportunity to explore the growing importance of sustainable tourism. Through a session led by The Long Run, delegates were introduced to the organisation’s 4Cs framework of Conservation, Community, Culture and Commerce, highlighting how tourism businesses can communicate their environmental, social and economic contributions to customers and trade partners.
As Essence of Africa prepares for its October 2026 edition at Diamonds Bijoux in Zanzibar, the forum continues to build on its approach of combining business opportunities with meaningful destination experiences. The Zanzibar edition will extend the platform’s reach to another African tourism destination, bringing international buyers together with tourism businesses while creating opportunities for local engagement.
For Africa’s tourism and hospitality industry, Essence of Africa offers a perspective on the evolving role of business events. By connecting international buyers with destinations and the businesses that sustain them, the forum highlights how tourism trade platforms can contribute to market visibility, professional development and broader participation in the tourism economy.
As the industry looks towards more inclusive and sustainable growth, Essence of Africa’s approach reinforces the importance of creating business events that deliver value not only to delegates and exhibitors but also to the destinations and communities that host them.
Discover more about Essence of Africa: 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.
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