World Travel Market 2024 Concludes in London: Nigeria Steals the Show on Final Day

London, November 2024 — The World Travel Market (WTM) event in London has reached its grand finale, bringing together industry leaders, travel enthusiasts, and key tourism stakeholders from around the globe. The event’s last day, held at the ExCeL London Exhibition Centre, saw a vibrant display of Nigerian culture and tourism potential that captivated attendees and positioned Nigeria as a thriving destination in Africa’s tourism landscape. Thanks to the outgoing Minister of Tourism, Mrs. Lola Ade-John, for partly making the event possible.

Other key players are the Lagos State Ministry of Tourism, Arts, and Culture, the President and National Association of Nigeria Travel Agencies (NANTA) members, and the Nigeria Association of Tour Operators (NATOP). Other participants that made this year’s event possible are representatives from Ibom Air, Air Peace, Wakanow, the Federation of Tourism Associations of Nigeria (FTAN), the Federal Ministry of Tourism, and the Ministry of Art, Culture, and the Creative Economy (FMACCE), along with various independent tour operators.

A Slow Start to a Grand Finale

The final day of the WTM 2024 began on a subdued note, with attendees trickling into the exhibition space as exhibitors prepared for last-minute business. Many exhibitors, including those representing Nigerian tourism, were hopeful about finalising deals and securing new partnerships. By mid-morning, the energy in the ExCeL hall had begun to shift as crowds grew, fueling a lively atmosphere of networking and deal-making.

For many industry professionals, this day presents a crucial opportunity to connect with international partners and explore collaboration possibilities within Nigeria’s burgeoning tourism market. Delegates from NANTA and NATOP joined forces with various Nigerian travel businesses, aiming to showcase Nigeria’s diverse offerings to a global audience.

Nigeria Steals the Spotlight

The Nigerian stand at WTM 2024 quickly became a focal point of the day’s activities. As the afternoon progressed, the Nigerian exhibitors turned up the energy, transforming their booth into a vibrant celebration of the nation’s culture. With rhythmic beats and dynamic dance performances, the Nigerian stand created a lively environment that drew the attention of attendees from various backgrounds. The festivities showcased Nigeria’s rich cultural heritage, reinforcing the country’s reputation as a warm, welcoming, and dynamic destination.

Under the direction of the federal ministry Ministry of Tourism, Arts, and Culture, the Nigerian stand offered a distinctive experience featuring interactive performances and displays of cultural artefacts. The booth provided a sensory journey through Nigeria, highlighting the country’s unique blend of history, arts, and hospitality. Lagos State’s contributions helped create a platform that allowed visitors to engage meaningfully with Nigeria’s tourism potential, positioning the state as an essential part of the country’s travel landscape.

A Taste of Nigerian Hospitality

One of the highlights of the Nigerian showcase was the generous offering of Nigerian cuisine. Attendees were treated to a selection of traditional dishes, which added authenticity to the country’s exhibition and provided a taste of Nigeria’s vibrant culinary culture. From jollof rice to Mio-Mio, the Nigerian stand served various dishes that delighted visitors and gave them a glimpse into Nigeria’s famous hospitality.

The food experience and the energetic atmosphere created a welcoming space that stood out amid the more traditional business displays around the exhibition hall. Nigerian airlines such as Ibom Air and Air Peace reinforced the country’s accessibility, highlighting the convenience and diversity of options available for international travellers visiting Nigeria.

Last-Minute Deals and Closing Connections

As the day progressed, exhibitors capitalised on final opportunities to forge connections and secure deals. By the late afternoon, the Nigerian stand had established itself as one of the highlights of WTM 2024. The festive mood and active engagement drew a large crowd, reflecting Nigeria’s reputation for lively gatherings and its ability to attract interest through authentic cultural expressions.

Representatives from Wakanow, Ibom Air, Air Peace, and other industry players worked tirelessly, networking with international businesses and finalising partnerships that promise to enhance Nigeria’s tourism sector. Thanks to the country’s distinctive presentation and the enthusiastic efforts of its tourism leaders, many attendees left with a renewed interest in exploring Nigeria.

READ MORE: Nigeria’s Grand Return to the World Travel Market After a Decade-Long Absence

Nigeria’s Impact on the Global Stage

As WTM 2024 came to a close, the impact of Nigeria’s participation was evident. The enthusiastic response from attendees at the Nigerian stand underscored the country’s growing appeal and underscored Nigeria’s role as a vibrant, must-visit destination in Africa. Nigeria’s efforts at WTM 2024 have set the stage for future growth. New partnerships and increased global awareness pave the way for more international visitors to discover the nation’s rich cultural heritage and dynamic landscapes.

With this year’s WTM serving as a testament to Nigeria’s potential, the country’s tourism stakeholders are optimistic about opportunities to engage global audiences and foster sustainable tourism development.