In 2005, a visionary travel and tourism promoter flagged off the Akwaaba African Travel Market, with Ghana and São Tomé as the only two participating countries.
Then, many thought that the initiative was too ambitious for just a man, based on their argument that major travel expos across the world are sponsored or backed by the government due to the huge cost and logistics.
But Ikechi Uko, the visionary, went ahead and kept pushing the expo year after year, and even the pandemic couldn’t stop the expo, as it had a hybrid event in 2020.
Today and 21 years after, Akwaaba African Travel Market has weathered the storm successfully to become the largest travel expo in West Africa and one of the largest in Africa.
Read also: Akwaaba Travel Market opens today, unpacks strategies to grow tourism
The growth is evident at its just-concluded 21st edition, which was held at the Expo Hall, Eko Hotel and Suites, Victoria Island, Lagos from September 14-16, 2025.
The expo hosted over 3000 participants, about 20 countries, over 50 exhibitors, the panel discussions were richer with over 30 speakers, it had the greatest number of airlines since inception, more active youth participation and was fertile ground for hotel chains to engage.
Its long self-sustainability also had a boost this year with more partnerships as the 21st expo was organised by Akwaaba Travel Market Ltd in partnership with Wakanow, Air Peace, Interswitch, Lagos State, and Gambia.
Again, it has received necessary endorsements from the states, Federal Republic of Nigeria, International Tourism Trade Fair Association (ITTFA), United Nations World Tourism Organisation (UNWTO), tour operators, travel agencies and several tourism associations within and outside of the country.
At the Global Tourism Summit held at the National Theatre, Iganmu, Lagos, in 2022 by the Ministry of Information and Culture in partnership with the UNWTO, the United Nations agency honoured Akwaaba African Travel Market with an Award of Excellence in Tourism, in recognition of its role in promoting African travel and hospitality.
Speaking on the recognition, Zurab Pololikashvili, secretary general, UN Tourism, noted then that the recognition underscored Akwaaba’s long-standing commitment to showcasing Africa’s tourism potential and bringing together key industry stakeholders to foster growth and innovation on the continent.
Part of the endorsement of the travel expo across the 21 years includes the presence of many African heads of state, diplomats, notable industry players, global airlines, and hotel chains, among others.
From Dauda Jawara, former president of Gambia, Olusegun Obasanjo, former president of Nigeria, Bola Ahmed Tinubu, current president of Nigeria, to state governors, directors general, and to ambassadors, the expo has been generously endorsed in 21 years of its existence.
Read also: Tourism industry leverages Akwaaba Travel Market platform for exchange, growth
Yet again, the Nigerian government generously graced the event this year, amid support and calls for others to emulate Akwaaba’s image boost for the country.
Speaking at the expo, Hannatu Musawa, Minister of Arts, Culture, Tourism and Creative Economy, who was represented by Mukhtar Yawale Muhammad, permanent secretary of the ministry, commended Akwaaba for evolving beyond an exhibition into a continental hub of ideas, innovation, and collaboration, while attracting world leaders, international organisations, and millions of visitors over its two decades of existence.
The minister noted that Africa must first encourage its citizens to explore their own heritage, landscapes, cuisine, and festivals if the continent is to achieve a sustainable tourism future.
The minister also praised the organisers for the focus on domestic tourism this year, as reflected in the theme. “By strengthening domestic tourism, we are not only building national pride but also creating jobs, stimulating inclusive growth, and laying the foundation for a resilient industry,” the minister noted.
On behalf of the minister, the permanent secretary took advantage of the Akwaaba expo to announced the ministry’s initiatives in community-based tourism, infrastructure upgrades, creative industry linkages, public-private partnerships, as well as a review of the National Tourism Policy, which is underway, while urging stakeholders to support the process.
While congratulating the organisers for sustaining the event over the years, the federal government also reassured on its commitment to work with Akwaaba and regional partners in building a resilient and globally competitive tourism industry.
Also speaking at the expo, Abisoye Fagade, director general National Institute for Hospitality and Tourism (NIHOTOUR), commended the organisers of the expo for putting Nigeria on global spotlight, while also taking 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.
Fagade also invited the 20 participating countries at the expo for the institute’s gastronomy festival in December.
Read also: Cross River State Tourism Bureau wins big at Akwaaba 2024
As usual, the three-day expo had an exciting lineup of events; from the traditional exhibitions, food fair, domestic tourism session, medical tourism, youth tourism forum, Africa Travel 100 Awards, B2B networking sessions, country days and product launches.
It also elevated the 21st edition with the combined hosting of the 5th edition of Chinet Aviacargo Conference, which allowed the organisers to align tourism and air cargo to explore broader economic synergies.
Apart from the colourful opening ceremony, other highlights of the opening day were the ‘Jollof Rice War’ culinary contest, and awards ceremony.
The 12 chefs at this year’s ‘Jollof Rice War’ took the healthy rivalry to a higher level, creatively competing, preparing varieties of jollof rice dishes such as asun, native, ofada, seafood, and coconut-infused options.
At the end, Chef Olayinka Ogunlana of Eko Hotel and Suites emerged victorious over other contestants drawn from top hotels and restaurants in Nigeria’s vibrant hospitality industry.
He won a cash reward of ₦250,000, courtesy of the National Institute for Hospitality and Tourism (NIHOTOUR). Chef Emmanuel Mathew Ukachukwu of Mövenpick Hotel Ikoyi Lagos clinched the second spot, going home with ₦150,000, while the trio of Abioye Gbenga of Harmony Restaurant, Olumide Martins of Meeday Foode, and Mbah Blessing tied for third place, each receiving ₦100,000.
The sought-after domestic tourism session lived up to expectations as the expert panellists did justice to the issue, highlighting challenges, offering solutions and revealing useful trends.
From Shalom Asuquo-Ankoh, CEO, Travel Lab Nigeria; Olanma Ojukwu, managing director, GOTA Voyage, Benin Republic to Lily Ajarova, senior presidential advisor for tourism, Uganda, and to other panelists, boosting domestic tourism is the surest way to grow the sector away from dependence on tourist dollar, while governments across Africa have to truly commit to providing enabling policies, environment and infrastructure for tourism to thrive.
Read also: Akwaaba Travel Market: Celebrating 20 years of promoting travel, tourism in Africa
Ajarova highlighted the above in her keynote speech, saying, “Only Africans can change their narrative to the world by doing it right. In Uganda, we have developed a policy on domestic tourism strategy, and we are ensuring it is executed.
“This, I believe, is the way to go in Africa; our governments from all countries need to make sure tourism policy is prioritised by investing in infrastructure, experiences, etc. There has to be a level of development to make domestic tourism more consumable.”
They all agreed that collaboration is key, and both the government and private sector must commit to making it happen.
The aviation day was also explosive as stakeholders reviewed the industry, challenges and way forward.
Also, the awards were more this year. President Paul Kagame received the Champion of Travel and Tourism in Africa award; Governor Abiodun Oyebanji of Ekiti State emerged as Tourism Governor of the Year, while Ekiti State won the Most Active Tourism State; Wakanow won Best Exhibition Stand at 21st Akwaaba African Travel Market; Cross River State won two awards: Top Festival and Most Active Tourism State Awards, SAHCO won Best Cargo Handling Company In Nigeria, among other awards.
However, the organisers are excited that the 21st surpassed previous editions in the number of participants, exhibitors, rich programming, conferences, networking, and youth engagement, among others.
“Akwaaba continues to be the melting pot of Africa’s tourism, aviation, and hospitality industries,” Ikechi Uko, CEO, Akwaaba African Travel Market, enthused.
“With strong partnerships from leading players such as Air Peace, Lagos State, Gambia, Wakanow, and Interswitch, this edition once again showcased Africa’s potential as the world’s next tourism frontier.”
According to Uko, the expo has really come of age as the 21st edition not only spotlighted the growing influence of Lagos as Africa’s tourism and business hub, but also boosted opportunities for airlines, hospitality providers, and local entrepreneurs across the continent.
Read also: Akwaaba Travel Market: Consolidating industry feats with spectacular 20th edition
It would be recalled that earlier in his address Uko posited that if 10 percent of tourists from Africa patronised tourism on the continent, African airlines would not suffer.
He urged tourists in the continent to develop tourism within the continent rather than growing tourism in Europe, America and the Middle East.
Uko insisted that Africa had enough people to create the required tourism growth, but regretted that most of them looked elsewhere for leisure and tourism.
He charged tourists on the continent to emulate Americans, who develop their tourism all alone.
Again, the expo took the experience for the participants beyond the Eko Hotel and Suites, its traditional home for 21 years, with exciting tours of Lagos and an after-party, whose experience will linger for long in the memories of the attendees.
