Tourism players in Kenya and across Africa have been challenged to rethink how they package their products to attract today’s global travellers, especially the younger generation.
Speaking to journalists on the First Day of the three-day Essence of Africa 2025 tourism conference at a Malindi hotel on Tuesday, experts said tourism offerings must be tailored to suit different age groups and regions.
Experts from various countries noted that Generation Z travellers, for instance, prefer longer stays and work remotely, unlike older tourists who typically book trips years in advance.
The three-day event has brought together 150 vetted international buyers and 150 African exhibitors from 39 countries. It’s the second time Kenya is hosting the forum, following last year’s edition in Nairobi.
Essence of Africa is a private sector led initiative that is designed to connect international buyers with African tourism suppliers.
