Essence of Africa: A Successful Launch for African Tourism
The inaugural Essence of Africa, Africa’s International Buyer Forum, concluded recently in Nairobi, exceeding expectations with its dynamic program. This three-day event brought together over 360 tourism professionals from 37 countries, fostering invaluable networking and strategic partnerships.
The forum facilitated over 4,200 scheduled meetings between 130 pre-qualified international buyers and 125 African exhibiting companies. The event kicked off at the Nairobi Street Kitchen with a vibrant keynote address and marketplace, setting a lively tone. Market Buzz sessions followed, offering intimate, region-focused discussions on Africa’s key source markets.
Experts from Africa & the Middle East, the Americas, Asia Pacific, and Europe participated in candid conversations about market trends, challenges, and opportunities. These informal sessions provided crucial insights into evolving travel patterns and consumer behavior, arming African suppliers with valuable market intelligence.
Delegates then journeyed to the Sarit Expo Centre in traditional Nairobi matatus, experiencing authentic local culture – a theme central to the event’s focus on genuine African experiences.
Amanda Margison, Co-Owner of On Show Solutions, expressed enthusiastic feedback: “Essence of Africa has exceeded our expectations in terms of both participation and outcomes. By bringing together the right buyers with the right sellers, we’ve created a platform that truly serves the needs of African tourism. The energy and enthusiasm we’ve seen over these three days confirm that our industry is ready for this kind of focused, quality-driven event.”
Two significant panel discussions highlighted key industry issues. “Building Sustainable Tourism Businesses for Africa and with Africa” explored regional collaboration and its benefits for local communities. “Global Tourism Marketing Strategies” examined innovative approaches to marketing Africa globally.
The sustainability panel featured impactful perspectives. Mohanjeet Brar of Gamewatchers Safaris shared their innovative model of leasing 7,000 acres of community habitat for every 10 guest rooms. Mohammed Hersi of Pollmans Tours & Safaris advocated for true stakeholder partnerships, while Amos Wekesa of Great Lakes Safaris showcased how simple products like coffee can significantly boost tourism’s economic impact on local communities.
Moderator Jan Hutton introduced the concept of syntropy, encouraging the industry to move beyond sustainability to ensure tourism actively benefits wildlife, communities, and delivers direct positive impacts.
The “Global Tourism Marketing Strategies” session, moderated by Jan Hutton and featuring Craig Drysdale of Inspirations Travel & Tours, Judith Lagat of Cheli & Peacock Safaris, and Michael Njogu of Sense of Africa, explored Africa’s global positioning in the context of rapid technological advancements. While acknowledging technology’s importance, the panel emphasized maintaining the human touch in marketing and highlighted the evolving preferences of modern travelers who seek deeper connections with destinations. The importance of collaboration across the tourism value chain was also stressed.
Participant feedback was overwhelmingly positive. Brian Tan, President of TripToGo and a first-time visitor to Kenya, stated: “Before this show, I knew very little about Kenya. After two days of productive meetings, I’ve completely changed my mind. Kenya is a place everybody should visit at least once in their lifetime.” The event’s organization also received high praise. Fidelis Kanyi, Sales and Reservation Manager of Marasa Africa Lodges, commented, “I’ve been to many shows, but none like this.” Zintle Mtsi, Product and Communications Coordinator of Wesgro, praised the quality of connections and insightful panel discussions.
Anne Hiri from Air Kenya Express highlighted the event’s efficiency, noting, “There is no wastage of time, with everyone respecting their allocated meeting slots. We’ve had a real chance to showcase East Africa as a destination.” Christine Mwinike, Managing Director of Crystal Safaris, emphasized the strategic advantage of bringing buyers to Africa: “The format of bringing buyers to Africa instead of suppliers going to different countries means they can experience our offerings firsthand and see what we have to offer.”
The forum concluded with a celebratory gathering at Kwetu Nairobi, Curio Collection by Hilton. Nigel Vere Nicoll, President of ATTA, offered a powerful closing statement: “What we’ve witnessed here is the formation of partnerships that will reshape how Africa is presented to the world. The quality of discussions and the level of engagement demonstrate the immense potential our continent holds.”
