… applauds ‘Jollof Rice War’
The Lagos State First Lady, Dr. Ibijoke Sanwo-Olu, has urged stakeholders in the tourism and hospitality industry to create more opportunities for young people to acquire practical skills and build sustainable careers in the sector.
Sanwo-Olu made the call at the 22nd edition of the Akwaaba Africa Travel Market, where she commended the organisers for sustaining the platform as a meeting point for tourism professionals, travel operators, hospitality providers and other stakeholders from across Africa and beyond.
She said tourism remained an important part of Lagos’ identity, economy and global appeal, noting that initiatives such as Akwaaba provided an avenue to showcase the richness of the state’s culture, creativity, warmth and enormous tourism potential.
According to her, Lagos has the capacity to attract visitors for business, leisure, entertainment and investment, while events such as Akwaaba help to connect the city with tourism destinations across Africa and expose Nigerians to opportunities within the continent.
“There’s a lot of tourism in Africa. And through Akwaaba, we’ve been able to see what is happening in other countries on television, and it has been able to bring them down here”, she said.
Sanwo-Olu noted that tourism had evolved beyond conventional holiday travel, with growing opportunities in sports tourism, medical tourism, food tourism and other specialised segments.
She said the various destinations, airlines and hotels showcased at the exhibition demonstrated the breadth of tourism opportunities available within Africa and encouraged Nigerians to explore the continent.
Jollof Rice War Promotes Youth Skills
The First Lady particularly applauded the introduction of the Jollof Rice War at the travel market, describing it as an exciting celebration of Africa’s culinary heritage, diversity and creativity.
She said food was much more than nourishment, noting that it carried history, told stories, connected communities and created opportunities.
“Nigerian Jollof Rice has earned its own place on our tables and menus all over the world. There’s no dispute”, she said, adding humorously that while Ghana, Sierra Leone and The Gambia had their own versions, “you’re in Lagos and this is Nigeria, so Nigerian Jollof Rice is the best. No discussion”.
She said the Jollof Rice War was particularly meaningful because it gave young people the opportunity to witness and participate in a professional culinary environment.
Sanwo-Olu disclosed that some boys who participated in the 2026 edition of the Lagos Boy Child Initiative and had developed interest and skills in culinary arts were at the event to participate in the initiative.
She specifically recognised Joelle, Goodluck and Daniel for their participation.
The First Lady said the Lagos State Government was committed to encouraging young boys to discover their talents, acquire practical skills and develop the confidence and character required to become productive and self-reliant members of society.
“We don’t want our boys to end up as yahoo-yahoo boys”, she said.
She added that it was particularly fulfilling when skills acquired through youth development programmes translated into real opportunities, urging tourism and hospitality stakeholders to provide more pathways for young people to participate meaningfully in the industry.
“From culinary arts and hospitality to travel management, event production, entertainment, and destination marketing, the opportunities are vast, and our young people must be equipped to take advantage of them”, she said.
Lagos’ Growing Tourism Appeal
Sanwo-Olu also highlighted Lagos’ cultural heritage and potential as a major tourism destination, describing the state as a “city of possibilities”.
She said the carnival presentation at the event reminded her of major international carnivals, including the Notting Hill Carnival in London, while noting that Lagos also had a rich tradition of festivals and carnivals.
The First Lady, who spoke about her family’s historical links with Brazil, said the cultural connection made the carnival tradition particularly meaningful.
She said Akwaaba had demonstrated the possibilities that existed when African countries came together to tell their own stories, promote their destinations and celebrate their cultural assets.
Sanwo-Olu commended Ambassador Ikechi Uko and the Akwaaba team for sustaining the platform and promoting African tourism, business networking, cultural exchange and collaboration.
She also challenged the organisers to maintain the culture of innovation by introducing new initiatives at successive editions of the travel market.
“We need more ideas coming from Akwaaba. We have heard about your Jollof Rice War. What is new? We’re 22 years. By 23rd, what is new?” she asked.
She expressed optimism that the Lagos State Government would continue to support initiatives that promote tourism and hospitality, while commending the state representative at the event for his interest in developing the sector.
The First Lady urged participants at the 22nd edition to embrace healthy competition, creativity, collaboration and innovation, stressing that tourism could provide a platform for cultural exchange, economic development and youth empowerment.
She formally recognised the opening of the Jollof Rice War, describing it as not only a celebration of culinary excellence but also a reminder of the power of culture to connect people and create opportunities.