The beach is about 17 kilometers long, from the Kongo river to the north and Galu beach to the south (the southern point of reference is an old Baobab tree). Diani is one of the most prominent tourism resort areas of Kenya. The indigenous people of the area are the Digo, one of the nine ethnic communities known as the Mijikenda. Today the area includes Kenyans of various ethnicities who have migrated to Diani, drawn by the tourism-related economy.
With a population of over 100,000 inhabitants, the Diani/Ukunda urban area is one of the largest at the Kenyan coast and forms part of the larger Mombasa metropolitan region. A small airstrip – Ukunda Airport – is located between the beach area and the Mombasa-Lunga Lunga road.