The 21st Akwaaba African Travel Market, scheduled for September 14 to 16, 2025, in Lagos, Nigeria, will bring together industry leaders, policymakers, investors, and travel enthusiasts to share insights and strategies for growing Africa’s tourism industry through domestic travel.
The event’s African Tourism Conference will examine successful initiatives and lessons learned, with the goal of creating a more connected and vibrant African tourism market. With Africa’s vast population of 1.4 billion people receiving fewer than 100 million tourists annually, the potential for growth is immense.
According to the Organiser of the yearly event, Amb. Ikechi Uko, if each African country could generate 10 to 20 per cent of its population as domestic tourists and share just 5 per cent as intra-African travellers, the continent would witness a thriving tourism economy.
Several African countries have already seen success with domestic tourism initiatives. Kenya’s Tembea Kenya campaign, South Africa’s Sho’t Left initiative, and Nigeria’s Naija7Wonders have proven that domestic travel is viable and sustainable. Grassroots movements like Naija Explorers and Nigerian Tourism Lovers have also contributed to this growth.
The African Tourism Conference will feature notable speakers, including Lilly Ajarova, Senior Presidential Advisor for Tourism, Uganda, who previously developed and launched the Explore Uganda destination brand as CEO of the Uganda Tourism Board. Fifi J. Rurangwa, CEO of TheXperts, Rwanda and Congo, and winner of the African Travel 100 Global Leaders Award, will also be speaking. Alisa Osei Asamoah, CEO of Riali Consult and member of Ghana’s prestigious Club 100, is another key speaker.
Other notable speakers include Mrs. Olanma Ojukwu, Managing Director of GOTA Voyage-Benin and President of the Commission in charge of Benin tourism development; Mrs. Shalom Asuquo-Ankoh, CEO of Travel Lab, Nigeria; Ayman Thomas Mahinda of Zee Travel & Tours-Zanzibar; and Dr. Adama Bah, Chairman of the Institute of Travel and Tourism of Gambia (ITTOG) with over 40 years of experience in the tourism industry.
The Akwaaba African Travel Market is recognised by the United Nations World Tourism Organisation (UNWTO) and serves as a hub for collaboration, learning, and market access in the African travel industry.