Essence of Africa

Essence of Africa – Africa’s International Buyer Forum – offers a unique meetings‑driven approach, connecting pre‑qualified international buyers with leading African tourism businesses. Unlock Africa’s tourism potential and forge meaningful new partnerships through pre-scheduled meetings, insightful discussions, networking events, and unforgettable experiences in Africa.

Our successful inaugural event in Nairobi in 2024 brought together over 360 tourism professionals from 37 countries, We connected 130 top producing buyers with 125 African exhibiting companies through more than 4,200 scheduled meetings.

Curated by On Show Solutions and ATTA® Events, Essence of Africa is a private sector-led initiative designed to drive sustainable tourism growth across Africa. We leverage our global reach and facilitate targeted engagement between buyers and sellers, fostering long-term collaborations that benefit all stakeholders.

Supported by an esteemed advisory panel of African tourism leaders, Essence of Africa benefits from decades of collective experience and strategic guidance. This ensures a dynamic and effective platform, delivering maximum value for both buyers and sellers of African tourism products and services.

Essence of Africa is designed to be hosted in different African regions each year, giving destinations across the continent a platform to welcome international buyers, present their unique offerings, and elevate service standards. The 2025 edition takes place 7-9 October at Diamonds Malindi on the Kenyan coast.

Exhibitor Application

Exhibitors at Essence of Africa gain unparalleled access to pre-qualified international buyers actively seeking new partnerships. Maximise your investment through pre-scheduled meetings, showcase your offerings to a targeted audience and expand your business network. Deepen buyer engagement by offering unique familiarisation trips, showcasing the soul of Africa and the distinct experiences you provide.

Direct access to pre-qualified buyers
Up to 38 pre-scheduled appointments
Global Networking Opportunitnies
Educational Seminars
Exclusive Familiarisation trips

Rates include

Exhibitor Registration
Two Exhibitor Badges
1 Meeting point with shared power & company signage
Daily lunch & networking catering
Online Catalogue Entry

CLICK HERE TO APPLY

Buyer Application

Buyers at Essence of Africa enjoy exclusive access to a diverse range of African tourism products and services. Benefit from pre-scheduled appointments with leading suppliers, gain valuable market insights, and expand your network. Post-event familiarisation trips, offered by exhibitors, provide first-hand experience of Africa’s diverse destinations and authentic adventures, enabling you to curate unforgettable experiences for your clients.