Malindi embraces inclusive tourism as local, foreign investors open doors to community

For decades, residents of Malindi in Kilifi County could only watch from a distance as luxury resorts catered exclusively to international elites. But that is beginning to change.

Local entrepreneurs and Kenya-based foreign investors are leading a quiet yet promising transformation of Malindi’s tourism industry—one that puts the local community at the centre.

A key symbol of this shift is the launch of Billionaire Plaza, a retail space within the upscale Billionaire Resort, now welcoming not just high-end visitors but also ordinary Kenyans and budget travellers.

Previously seen as a haven for wealthy tourists, the resort is opening its gates to the broader public, offering access to affordable fashion, food, ocean sports gear, and organic cosmetics.

“Our vision is to break the perception that Billionaire Resort is for the elite only,” said Simelda Veldas, founder of Bella Boutique, which sells coastal-inspired clothing.

Make Malindi vibrant again

She added, “Everyone deserves to experience this space. We want to make Malindi vibrant again, not just for visitors, but for the people who live here.”

Bella Boutique is one of several new businesses setting up shop at Billionaire Plaza. Others include Non-Solo Gelato, an Italian-owned ice cream parlour and restaurant; Jua by AGAR, a sustainable cosmetics brand; The White Shop, offering fashion apparel; and Pose Idon, which specialises in ocean sports equipment.

Non-Solo Gelato CEO Anna Leali described the move to Malindi as both strategic and community-oriented.

“We are proud to be here. Our business employs 170 people across the country, and Malindi offers great potential. We are creating more jobs and bringing our services closer to local families,” she said.

Inclusive growth

Tomasso Menini, founder of Jua by AGAR, echoed the focus on inclusive growth and sustainability.

“Malindi is globally recognised, but many of its people have been sidelined from the industry’s growth. We are here to invest not just in the location, but in the people,” he said.

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• Kilifi County
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• Kilifi tourism
• Malindi Billionaire Plaza
• Malindi Billionaire Resort
• luxury resorts
• Malindi embraces inclusive tourism as local
• foreign investors open doors to community

The shift toward inclusive tourism comes at a time when Malindi is grappling with economic decline and dwindling tourist numbers.

For years, the town’s tourism industry has been largely seasonal and dependent on international travellers. But entrepreneurs like Justin Chilumo, co-founder of Pose Idon, believe domestic inclusion could be the key to revitalising the sector.

“We are rebuilding Malindi’s image. It has history, beauty, and potential. If we reconnect locals with the tourism ecosystem, the whole county benefits,” said Chilumo.

The changes have been welcomed by many in the local community, particularly small-scale traders and job seekers, who now see Billionaire Plaza as a gateway to economic opportunity.