AFRIMA 2026 in Lagos: How Africa’s Biggest Music Awards Drive Global Tourism

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​When the All Africa Music Awards (AFRIMA) was established in 2014 in partnership with the African Union Commission, it set out with a clear mandate: to celebrate musical excellence and project African culture onto the global stage. Fast forward to today, and AFRIMA has evolved from a mere awards ceremony into a powerhouse of “sonic tourism”, acting as a primary catalyst for travel and economic growth across the continent.

​​Nigeria, often referred to as the “Creative Powerhouse” of Africa, has always played a central role in the AFRIMA story. After several successful editions hosted in various African capitals, the awards return to their roots in Lagos for the 9th edition, scheduled for January 7–11, 2026.

​Leadership.ng reported that the event is more than symbolic. It signifies Nigeria’s undisputed position as the capital of Afrobeats and a hub for cultural diplomacy. For the 2026 edition, the city welcomed over 1,200 artists, delegates, and production professionals, turning the “Centre of Excellence” into a vibrant, five-day festival of sound and colour.

​​The relationship between AFRIMA and tourism is symbiotic. While the awards honour the artistry of icons and emerging stars, they simultaneously serve as a high-octane marketing campaign for the host city.

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​The 2026 schedule features a multi-faceted itinerary designed to keep international visitors engaged beyond the red carpet:

​The AFRIMA Music Village: A massive open-air festival that allows tourists to experience live performances in a high-energy environment.

​Africa Music Business Summit: An essential gathering for industry executives, attracting high-net-worth investors and media professionals to the city.

​Host City Tours: Curated experiences that take international delegates to Lagos’s historic landmarks, art galleries, and bustling markets.

​Tourism in Nigeria, and specifically Lagos, receives a tangible AFRIMA Bump. The influx of international visitors translates directly into a surge in hospitality, and hotels across Victoria Island and Ikeja report near-total occupancy during the event window.

​Aviation & Transport saw an increase in flight bookings and a spike in demand for local ride-hailing services. Likewise, local artistry increases patronage of local fashion designers (for red-carpet looks) and craft vendors.

​​AFRIMA’s objectives align perfectly with the African Union’s Agenda 2063, which seeks an integrated, prosperous, and peaceful Africa. By fostering cross-continental collaborations, the event breaks down barriers to travel within Africa. It encourages a “Visa-on-Arrival” mindset and promotes the ease of movement for creatives and fans alike.

​As Lagos hosts the world in January 2026, the city isn’t just selling concert tickets; it is selling an immersive experience. From the spicy aromas of Lagosian street food to the high-fashion displays at the welcome soirées, AFRIMA offers a sensory journey that encourages visitors to extend their stays and explore the broader Nigerian landscape.

AFRIMA’s evolution from a continental awards ceremony into an influential cultural festival has significantly strengthened Nigeria’s tourism landscape by promoting cultural exchange, driving demand in the hospitality industry, and affirming the country as a destination where Africa’s creative excellence is celebrated and experienced.

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Frequently Asked Questions (FAQs)

​When and where is AFRIMA 2026 taking place?

The 9th edition of AFRIMA is scheduled to take place in Lagos, Nigeria, from January 7 to January 11, 2026.

​How does AFRIMA benefit the local economy?

AFRIMA boosts the economy by driving high demand for hotel accommodations, local transport, restaurants, and the fashion industry. It also provides a global platform for local talent and small businesses.

​Can tourists attend the AFRIMA events?

Yes! While some industry summits necessitate registration, events such as the AFRIMA Music Village aim to unite the public and tourists in celebrating African music.

​Why is Lagos often chosen as the host city?

Lagos is considered the “entertainment capital of Africa” due to its massive music industry, world-class infrastructure, and its central role in the global explosion of the Afrobeats genre.