Essence of Africa 2025 highlights demand for sustainable, diverse travel
Essence of Africa 2025 concluded in Malindi, Kenya, on 9 October, bringing together 150 vetted African exhibitors and 158 international buyers from 39 countries. Over three days the B2B forum delivered 5,682 buyer – seller meetings, with first‑time buyers accounting for 81% of attendance, alongside regional familiarisation trips – signalling rising demand for diverse, sustainable product and renewed interest in Kenya’s coast beyond the traditional safari circuit.
The programme underscored action on sustainability, with a keynote by explorer Riaan Manser, a Long Run session on regenerative tourism guided by the 4Cs (Conservation, Community, Culture and Commerce), and Bahari Hai’s call for active coastal conservation around sites such as Mida Creek.
Market updates pointed to demand for meaningful, values-driven travel in the Americas; sustainability‑premium spend from Northern Europe and fast‑rising Eastern European interest; Asia‑Pacific’s varied requirements – from India’s ethical focus and China’s digital fluency to Australians’ longer, multi‑country trips; and high‑spend, long‑stay Middle Eastern travellers, while intra‑Africa travel grows despite access and visa hurdles. Essence of Africa returns in 2026, with dates and location to be announced.
Source: Essence of Africa
