Learning lessons about marketing Africa's story at Essence of Africa
Fresh insights emerged from Essence of Africa on Day 3, the final day of Africa's International Buyer Forum, as tourism leaders unpacked how to tell Africa's story in today's digital world.
The Global Tourism Marketing Strategies panel at Essence of Africa brought together Michael Njogu (Sense of Africa), Judith Lagat (Cheli & Peacock Safaris), and Craig Drysdale (Inspirations Travel & Tours), moderated by Jan Hutton, global business transformation advisor.
Today's travellers arrive with more knowledge and deeper curiosity than ever before. "Consumers are more involved, not just about airlines or destinations, but in the intrinsic nature of these destinations," noted Njogu. This shift demands a fresh approach to marketing African experiences.
The power of authentic storytelling emerged as a central theme. "We are selling experiences. We are selling emotions. We are changing lives," emphasised Lagat. The panel agreed that while AI and technology offer valuable tools for speed and reach, the human element remains crucial in tourism marketing.
Looking ahead, success lies in balance - embracing digital innovation while maintaining authentic connections, using targeted marketing while telling genuine stories, and leveraging technology while preserving the personal touch that makes African tourism unique.
The message was clear: Africa's tourism story isn't just about beautiful destinations - it's about meaningful experiences, community connections, and transformative moments that need to be shared authentically with the world.
The inaugural Essence of Africa concluded yesterday after three highly productive days that saw 255 tourism professionals from 37 countries engage in over 4,000 meetings. The meetings-driven event connected 130 pre-qualified buyers with 125 African exhibitors, with participants praising both the quality of connections made and the professional organisation throughout.
The grand finale took place at Kwetu Nairobi, Curio Collection by Hilton, where delegates celebrated the successful conclusion of the event in true African style. The evening saw tourism professionals mingling through beautifully curated spaces, enjoying craft cocktails and live cooking stations, while a DJ transformed the venue's pool and surrounding deck into a vibrant dance floor. A fitting end to an event that not only facilitated business connections but also showcased the warmth and vibrancy of African hospitality.
