Tourism players in Kenya and across Africa have been urged to rethink how they package their products to meet the evolving preferences of global travellers, particularly the younger generation.

Speaking to journalists on the opening day of the three-day Essence of Africa 2025 tourism conference at a Malindi hotel on Tuesday, experts emphasized the need for the tourism sector to adapt to new market dynamics and emerging travel behaviours.

The experts noted that Generation Z travellers, for example, tend to prefer longer stays and often work remotely while travelling, a stark contrast to older tourists who book trips years in advance.

The ongoing three-day event has brought together 150 vetted international buyers and 150 African exhibitors from 39 countries. It marks the second time Kenya is hosting the forum, following last year’s successful edition in Nairobi. Essence of Africa is a private sector-led initiative designed to connect international buyers directly with African tourism suppliers.

Paula Newton from Rethink Travel Marketing in the United States highlighted that younger travellers make spontaneous decisions and share their experiences instantly on social media platforms such as Instagram and WhatsApp, an opportunity that African destinations should harness for marketing. She encouraged suppliers to prioritise authentic, culturally rooted experiences over large resort developments.

Andrea Landaeta from Sariri Terra in Brazil described Latin America as an “untapped tourism goldmine.” He pointed out that travellers from Mexico and Brazil often book trips at the last minute but desire immersive experiences covering several destinations, from the Maasai Mara to Cape Town, within a short period. She said many Brazilians are now exploring new African destinations such as Botswana, Mozambique and Uganda, seeking high-end but meaningful travel experiences.

Lin Yu from Travel World China underscored the importance of leveraging digital platforms like WeChat to reach the Chinese market. She said Chinese travellers increasingly seek visually engaging, localised content and are willing to pay for unique and genuine experiences. Yu also called for diversified packages catering to both luxury families and group travellers.

Jacqui Reynolds, co-founder of Essence of Africa, stressed that sustainability is now at the heart of global tourism. “East Africa must lead with eco-tourism and responsible travel. Over 70 per cent of travellers in some markets demand sustainable options,” she said.

Kgomotso Ramothe, CEO of Memberships at the African Travel and Tourism Association (ATTA), said the conference provides an opportunity to strengthen linkages between African sellers and international buyers. She urged African governments to invest in local talent to enhance how the continent is showcased to the world.

Locally, Kate Mwikali, Chair of the Progress Welfare Association of Malindi (PWAM), said the event is projected to inject over Ksh55 million into the Malindi economy through accommodation, transport and cultural tourism.

Her remarks were echoed by Maureen Awuor Obuga, Chairperson of the Kenya Association of Hotel Keepers and Caterers, North Coast Region, who noted that most hotels in Malindi and Watamu were fully booked during the conference.

• A Tell Media / KNA report / By Emmanuel Masha