Akwaaba African Travel Market of this Year in Lagos, Nigeria Unites Tourism Leaders to Boost its Intra-African Travel

The 21st Akwaaba African Travel Market officially opened on September 14, 2025, in Lagos, Nigeria, as a landmark for Africa’s travel industry. The event until September 18, hosts over 3,000 stakeholders such as the tourism boards, travel agents, airlines, tour operators, as well as content creators from the African continent and worldwide. The expo provides a venue for networking, business opportunities, and the promotion of intra-African travel, cultural exchange, and tourism collaborations. Hosted by Akwaaba Travel Market Ltd. in association with industry giants like Wakanow, Air Peace, Interswitch, Lagos State, and Gambia, the event will be a main driver of the future of African tourism as it promotes the rich diversity of destinations, cultures, and experiences on the continent.

The Role of Akwaaba in Promoting Intra-African Tourism

Akwaaba has long been recognized as West Africa’s largest international travel exhibition, and this year’s edition promises to be even more significant. Ikechi Uko, the convener of the event, emphasized the expo’s role in promoting intra-African tourism, improving aviation connectivity, and facilitating trade and cultural exchange across African nations. The event also aims to foster strategic partnerships between airlines, tour operators, and tourism boards to make Africa a more connected and accessible destination.

The 2025 edition is expected to host the highest number of airlines at any African travel expo, reinforcing Akwaaba’s importance as a hub for aviation connectivity in the continent. This milestone underscores the growing demand for aviation partnerships and the need to improve regional travel infrastructure to meet the evolving needs of African travelers.

Celebrating African Cuisine: The Jollof Rice War

One of the standout features of Akwaaba 2025 was the Jollof Rice War, a unique culinary competition that showcased the diverse ways in which Jollof rice is prepared across the continent. 10 chefs from different African countries competed to create the most flavorful and innovative versions of this iconic dish. The competition featured variations of Jollof rice including asun, native, ofada, seafood, and coconut-infused styles.

The Jollof Rice War not only highlighted Nigeria’s culinary contributions but also celebrated the diverse food cultures that make Africa unique. Dr. Abisoye Fagade, the Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), took the opportunity to congratulate Chef Hilda Baci on her record-setting achievement of preparing the largest pot of Jollof rice, further cementing the dish’s place as Nigeria’s gift to the world.

Empowering Travel Content Creators to Promote African Destinations

The expo also featured a segment focused on the role of travel content creators in promoting African destinations. Jibola Abati, Founder of Taste of African Vibes, highlighted the significant impact that content creators have had in raising the profile of African tourism. He emphasized the importance of collaboration between governments and content creators to give African countries the visibility they deserve on the global stage.

Abati, who is also the convener of the African Travel Content Creator Conference, called for more support from tourism boards and governments to collaborate with creatives who are using their platforms to promote African destinations, with a particular focus on Nigeria. He believes that content creators are crucial to showcasing the richness of African cultures, heritage, and tourism offerings to the world.

Akwaaba’s Impact on African Aviation and Tourism

The Akwaaba African Travel Market 2025 also put a spotlight on aviation partnerships, a critical component of Africa’s tourism growth. With increased focus on regional air travel, the event offered a platform for discussions on how airlines can enhance connectivity across the continent. The expo’s goal is to strengthen the aviation sector to make travel within Africa more efficient, affordable, and accessible to tourists and business travelers alike.

By gathering key players from aviation, tourism, and hospitality, Akwaaba serves as a catalyst for aviation partnerships and regional airline cooperation. The event is designed to address challenges in aviation infrastructure, ticketing, and inter-airline coordination to promote smoother travel experiences for African tourists.

Strengthening Cross-Border Travel and Regional Partnerships

Akwaaba 2025 not only focused on aviation but also explored how regional partnerships can drive economic growth and tourism development in Africa. With the continent’s vast and diverse tourism offerings, the expo emphasized the importance of creating cross-border travel initiatives to increase the number of African tourists traveling within the continent.

By enhancing visa facilitation, improving transportation networks, and fostering collaborations between tourism stakeholders, the event sought to create a more cohesive tourism market across Africa. Akwaaba 2025 emphasized that collaboration between countries is crucial to unlocking the full potential of Africa’s tourism industry.

Celebrating African Talent and Achievements in Tourism

Throughout the expo, Akwaaba also celebrated outstanding achievements in the tourism and hospitality industries. Dr. Abisoye Fagade announced that NIHOTOUR plans to host an event in December to attempt the Guinness World Record for the longest dining table, showcasing the continent’s hospitality and culinary talents on a global scale. Such initiatives are meant to highlight Africa’s growing influence in the global tourism industry and foster pride in the continent’s rich cultural heritage.

Akwaaba’s Role in Shaping Africa’s Tourism Future

The 21st Akwaaba African Travel Market has been a turning point for the African tourism sector, uniting a diverse group of players from the tourism, aviation, and hospitality industries. In networking, cultural sharing, and food celebrations, the event has cemented Akwaaba’s position as champion for intra-African travel and the showcasing of Africa as a premier global tourism destination. As the tourism sector continues to bounce back and expand, Akwaaba’s dedication to collaboration, sustainability, and aviation connectivity will form a vital part of determining the future of Africa’s tourism. This year’s event has successfully showcased Africa’s diversity, talent, and potential and given a platform for future expansion and cross-border collaboration.

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