African Tourism Conference 2025 at Akwaaba Travel Market in Lagos will spotlight growth opportunities and strategies for Africa’s tourism sector

African Tourism Conference will take center stage on September 15, 2025, at the Eko Hotels and Suites Convention Centre, Lagos, during the 21st Akwaaba African Travel Market.

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The event is set to spotlight powerful growth opportunities across the continent’s travel and tourism ecosystem.

The conference will gather policymakers, investors, industry leaders, and travel enthusiasts to exchange insights, assess national strategies, and chart a roadmap for a stronger, more connected African tourism industry.

Founder and organiser Ikechi Uko emphasized Africa’s untapped potential. Despite a population of 1.4 billion across 54 nations, the continent attracts fewer than 100 million tourists annually.

“If each African country generated 10 to 20 percent of its population as domestic tourists and shared just five percent as intra-African travelers, tourism would flourish—transforming local communities and industries,” Uko said.

He noted that the COVID-19 pandemic spurred greater appreciation for domestic tourism. Campaigns such as Tembea Kenya, South Africa’s Sho’t Left, and Nigeria’s Naija7Wonders have showcased how homegrown strategies can ignite industry growth.

This year’s keynote speaker, Ms. Lilly Ajarova, Senior Presidential Advisor for Tourism in Uganda, will share her expertise in destination branding and policy innovation.

Also read: 20th Akwaaba African travel market strengthens African tourism collaboration

The African Tourism Conference promises to be a vital forum for shaping the future of the sector—bridging policy gaps, encouraging collaboration, and unlocking billions in potential revenue while fostering cultural exchange and community empowerment.