AKWAABA African Travel Market Opens In Lagos With Colour, Culture, Continental Flair

LAGOS – The city of Lagos came alive today as the 21st edition of the AKWAABA African Travel Market opened its doors, welcoming delegates, exhibitors, and government representatives from across the continent.

The premier travel and tourism expo, which began in 2003 as a daring dream to promote Africa to Africans, has now blossomed into a flagship event attracting participants from Kenya, Zimbabwe, Tanzania, Uganda, Zambia, Rwanda, Ghana, South Africa, and beyond.

Convener, Ambassador Ikechi Uko, recalled the difficult beginnings of the project during his welcome remarks. He narrated how his idea of creating a platform for Africans to sell Africa in Africa was once dismissed as “impossible.”

“I was attending World Travel Markets in London, and I found out that all of us had to go to London to sell Africa. I asked myself, why can’t we get Africans to sell Africa in Africa?” he said, reflecting on the ridicule he faced in the early 2000s. “When we started the show in 2003, 2004, Africans never travelled to Africa. It took like five years before Kenya and Zimbabwe got the vision.”

Two decades later, the once-doubted dream has transformed into a thriving marketplace. Today, countries like Rwanda, Kenya, Ghana, and South Africa are celebrated leaders in continental tourism, and Africans themselves have become the biggest travellers within Africa.

Ambassador Uko painted a picture of Africa’s potential: “If we could get 500 million Africans to travel within Africa, imagine the impact. We have everything we need to create the tourism we desire. Today, we are 21 years into that vision, and we are happy, ambitious, and seeing real results.”

This year’s edition has drawn an impressive line-up of African nations and Nigerian states. Lagos, Ekiti, Cross River, and Akwa Ibom are among the Nigerian states showcasing their rich heritage and attractions, while countries such as Kenya, Zimbabwe, Tanzania, Uganda, and Zambia have brought delegations to strengthen intra-African tourism ties.

Beyond exhibitions and networking, the event serves as a forum for policymakers, industry experts, and entrepreneurs to chart a growth path for Africa’s tourism and hospitality sector.

Delivering a keynote, Dr Abisoye Fagade, Director General of the National Institute for Hospitality and Tourism, underscored the need for standardisation across the industry.

“From hotels to restaurants, from stores and operators to event managers, we must upgrade to globally recognised standards to inspire confidence, attract investment, and guarantee quality,” he said. “When every participant is properly regulated, we build a strong international reputation and a credible, competitive ecosystem.”

He urged African countries to seize the momentum created by AKWAABA and work towards a unified voice in global tourism.

Adding spice to the opening day was a spirited contest for the “Best Jollof Rice,” featuring nine contestants from different regions. The culinary showdown thrilled participants and guests alike, culminating in five winners: one champion, a runner-up, and three contestants who tied for third place. 

The competition not only celebrated West Africa’s most beloved dish but also highlighted the role of food in promoting cultural tourism.

From its humble beginnings in Lagos 21 years ago, AKWAABA has grown into a continental platform that links African nations, businesses, and communities. It has weathered scepticism, financial hurdles, and cultural barriers to become a resounding success story.

Hotels, airlines, tour operators, and governments now consider the annual gathering indispensable for promoting African destinations, building partnerships, and driving tourism investments. 

As domestic and regional tourism booms – with bus companies recording higher passenger numbers than some airlines in Nigeria – the event continues to serve as a barometer of Africa’s travel future.

Ambassador Uko expressed optimism about the years ahead: “Africa can be great, and Africa can be big, if we believe in ourselves. Every billionaire in Nigeria made their wealth here, without foreign inputs. Imagine if we replicate that across our countries through tourism.”

As the event progresses, participants will explore themes of innovation, sustainability, and intra-African travel. Panel discussions, exhibitions, and networking sessions promise to further strengthen the continent’s tourism value chain.

The 21st AKWAABA African Travel Market has once again proven its worth as more than just a fair – it is a movement, a vision realised, and a celebration of Africa by Africans.