African Tourism Takes Centre Stage at the 21st Akwaaba Travel Market in Lagos, Nigeria

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The 21st edition of Akwaaba African Travel Market kicked off in Lagos on September 14, bringing together tourism boards, travel practitioners, and industry stakeholders from across Africa. 

The three-day expo, running from September 14 to 18, is a gathering of airlines, travel agents, tour operators, hospitality brands, content creators, and tourism boards from various African countries.

Organised by Akwaaba Travel Market Ltd in partnership with Wakanow, Air Peace, Interswitch, Lagos State, and Gambia, the event began with exhibitions. Furthermore, it featured a culinary competition known as the ‘Jollof Rice War’. Ten chefs explored various jollof rice flavours, including asun, native, ofada, seafood, and coconut-infused. The expo also included an awards ceremony.

Ikechi Uko, the event’s convener, noted that the programme was carefully curated to provide maximum value for the more than 3,000 participants expected to attend. “Akwaaba, recognised as West Africa’s only international travel and exhibition and one of the largest in Africa, continues to play a pivotal role in promoting intra-African travel, trade, and cultural exchange,” he said. 

“This year’s edition promises to be historic, as it will host the highest collection of airlines at any travel expo in Africa, reinforcing its position as a hub for aviation connectivity and partnerships on the continent.”

During the event, Dr Abisoye Fagade, the Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), praised Nigerian Chef Hilda Baci for her recent Guinness World Record for cooking the largest pot of jollof rice, describing the dish as “Nigeria’s gift to the world”. 

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Dr Fagade also announced the institute’s plan to host a Guinness World Record event for the world’s longest dining table in December. Jibola Abati, the founder of Taste of African Vibes and convener of the African Travel Content Creator Conference, highlighted the vital role of travel content creators in promoting destinations. 

He urged governments to collaborate with these creatives to give the continent the visibility it deserves, stating, “They have been using their resources to promote Nigeria. Material support and partnerships will encourage them to do more.”

The awards ceremony honoured several key figures, with Governor Abiodun Oyebanji of Ekiti receiving ‘The Tourism Governor of the Year’ award. The state itself was recognised as the ‘Most Active Tourism State’.

African leaders should offer their full support to the Akwaaba African Travel Market for several compelling and strategic reasons. The expo is far more than a simple trade show; it is a critical platform for economic development, regional integration, and cultural promotion. Tourism is a powerful economic engine. By supporting the Akwaaba African Travel Market, leaders can help channel this potential. 

The expo provides a space for businesses, from major airlines and hotel chains to small-scale artisans and local entrepreneurs, to connect with buyers and investors. This directly translates into business deals, job creation, and increased revenue. The event’s focus on domestic and intra-African tourism is particularly significant, as it builds a resilient tourism economy that is less dependent on international visitors and can withstand global disruptions. 

The tourism sector, which includes hospitality, transportation, and creative industries, can diversify African economies that are often reliant on agriculture or natural resources.

 

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Frequently Asked Questions (FAQS) And Answers

What is the Akwaaba African Travel Market?

The Akwaaba African Travel Market is an annual international travel and exhibition event held in Lagos, Nigeria. It is one of the largest travel expos in Africa, bringing together airlines, tour operators, hospitality brands, and tourism stakeholders to promote intra-African travel, trade, and cultural exchange.

What is the “Jollof Rice War” mentioned in the article?

The “Jollof Rice War” is a culinary competition and a key feature of the Akwaaba Travel Market. It brings together chefs to showcase the various creative and traditional flavours of jollof rice, a popular West African dish.

Who was recognised at the awards ceremony?

At the awards ceremony, Governor Abiodun Oyebanji of Ekiti State was named “The Tourism Governor of the Year,” and Ekiti State was awarded the “Most Active Tourism State” for its efforts in promoting tourism.

What was a key message from industry leaders at the event?

Industry leaders underscored the importance of collaboration to boost African tourism. Specifically, speakers stressed the importance of governments and tourism boards collaborating with content creators to increase the visibility of African destinations and promote travel.