Malindi Becomes a Hotspot for Tourism Innovation at Essence of Africa Forum

Published on October 14, 2025

The Essence of Africa 2025 started its second edition on October 2025 in Malindi, Kenya, and it will continue until the 9th of October 2025. It includes more than 300 participants, like buyers, exhibitors, and stakeholders in the tourism industry from 40 different countries. It emphasises new partnership integrations, increasing business opportunities, and demonstrating Kenya’s growing business prospects in coastal tourism, gastronomy, wellness, and marine tourism.

This edition of the forum will take place in one of the most spectacular coastal areas of Kenya, the Diamond Malindi resort. The attendees will get to experience the coastal tourism offerings of the Kenya coast. The forum aims to establish sustainable partnerships and positive outcomes and elicits this from its business meetings, sessions, and coast experience.

Coastal Tourism and Marine Conservation: The Heart of Malindi’s Appeal

Essence of Africa 2025, one of the flagship initiatives of the Kenya National Tourism Policy, sought to market the coast of Kenya, and more specifically, Malindi, as one of the prime coastal tourist destinations in Africa. Captivating scenery, which includes the untamed coastline, sand beaches, exotic marine life, and marine parks, promises the tourist ample opportunities to unwind and find adventure. During the Essence of Africa forum, Malindi Marine National Park was highlighted, which boasts Kenya’s commitment to eco-tourism, having been recognised for its coral reefs, diverse marine vegetation, and mangrove ecosystems alongside other marine life.

Among the discussions, a member of the forum’s advisory board, Mohammed Hersi, underscored Malindi’s distinct uniqueness in the marine tourism market regards its value proposition. In comparison to the likes of Diani and Mombasa, which are well-known and actively sought after in the global arena, Malindi promises peace and seclusion, an offering that is gaining attention with the new breed of adventurous travellers. Malindi’s historic relationship with the Italians is a potential line of advantage, as it puts the region as a very strong candidate for tourism growth in the coming years.

Gastronomy and health tourism: New strategies for Kenya tourism

Apart from coastal tourism, the forums for the Essence of Africa 2025 positioned Kenya for the burgeoning fields of gastronomy and wellness tourism. The country’s wellness focus, coupled with a rich culinary heritage, provides Africa with a unique tourism proposition that extends beyond sightseeing.

These included presentations for Kenya’s gastronomy which focus on showcasing the rich regional diversity of local cuisine, food culture and culinary artistry. The introduction of food tourism stems from the desire to tap into the growing clientele of travellers who seek authentic and unique culinary dishes that focus on local ingredients and recipes.

Wellness tourism is also emerging with burgeoning offerings within various resorts and lodges in the country, incorporating wellness retreats, yoga, spa services, and holistic health experiences. The breathtaking coastal landscapes of Malindi and other coastal regions provide a serene ambience that is increasingly attractive for the global health tourism market, which is growing at a fast rate.

Business and Development: Strengthening Tourism Partnerships

The Essence of Africa 2025 project goes beyond promoting the country’s tourism industry. It is about designing and cultivating sustainable business partnerships that propel the industry forward. Having a B2B model enabled the forum to go beyond 3,200 scheduled appointments between exhibitors and buyers. This targeted strategy made it easier for participants to collaborate for effective partnerships and contracts to boost tourism in Kenya. 

The forum served as a primary venue for businesses to meet potential partners, tour operators, travel agents, and local suppliers—all of whom are instrumental in shaping the future of tourism in Kenya. Essence of Africa attempts to quicken the promotion of Kenya’s tourism assets through integrated collaboration of local stakeholders and international buyers, which results in enhanced development of Kenya’s tourism products, increased investments and sustainable growth in the sector.

Integrating Sustainability as a Main Pillar of the Essence of Africa

Sustainability emerged as a central focus of the event. The discussions in panels explored how practising sustainable tourism can support the community and the environment while fostering growth in the sector. The forum included marketplace buzz panels that delved into the trends and sustainability initiatives within the primary source markets, assisting attendees in understanding how to respond to the increasing requests from travellers for more sustainable tourism offerings.

The event also included panels on community conservancies, a vital aspect in Kenya for wildlife protection and natural heritage preservation. The forum showed the linkage of tourism to wildlife conservation, as tourism is the driver of economic growth.

The Future of Tourism in Kenya

As Essence of Africa 2025 came to a close, it was quite evident that the future of tourism in Kenya is promising, creative, and teeming with possibilities. Opening new possibilities in gastronomy, wellness, and maritime tourism, the country is beginning to focus on its distinctive specialisation in the world tourism market. The country is appreciating Kenya’s emphasis on sustainability developments and emerging business integrations, for that will surely provide a strong base of growth in the tourism sector for Kenya and for Africa as a whole.

Those who wish to capture the essence of nature and culture as well as mouth-watering cuisine alongside wellness escapes, will appreciate the Kenya Coast with Malindi as an ideal destination that combines relaxation and adventure. Essence of Africa 2025 serves to continue the evolution of the tourism sector with the promise of new experiences and opportunities for travellers from every region of the globe.