Akwaaba African Travel Market opens in Lagos with 3,000 stakeholders, showcasing tourism, aviation and culture to boost intra-African travel
The five-day event, running until 18 September, has been hailed as a landmark for Africa’s travel and tourism sector, offering fresh opportunities for collaboration, business and cultural exchange.
Hosted by Akwaaba Travel Market Ltd. alongside partners such as Wakanow, Air Peace, Interswitch, Lagos State and The Gambia, the expo reinforces its role as a hub for promoting intra-African tourism and strengthening aviation connectivity.
Convener Ikechi Uko stressed the importance of the event in bringing airlines, tour operators and tourism boards together to create a more connected and accessible Africa.
This year’s edition features the largest gathering of airlines at any African travel expo, underscoring the growing demand for improved aviation partnerships and regional infrastructure.
A major highlight of Akwaaba 2025 was the Jollof Rice War, where 10 chefs from across the continent competed to present the most innovative take on the beloved dish, with styles ranging from seafood to coconut-infused creations.
The contest celebrated Africa’s culinary diversity while shining a spotlight on Nigeria’s own contribution to global cuisine. NIHOTOUR Director-General, Dr Abisoye Fagade, also praised Chef Hilda Baci for her record-breaking feat of preparing the world’s largest pot of Jollof rice.
Beyond food, the expo emphasised the power of travel content creators in boosting Africa’s visibility on the global stage. Jibola Abati, founder of Taste of African Vibes, called for stronger collaboration between governments and creatives to ensure African destinations receive the recognition they deserve.
Akwaaba also served as a platform for vital discussions on aviation. With a focus on strengthening regional air travel, stakeholders debated how to improve ticketing systems, airline cooperation and travel affordability to make Africa more connected for both tourists and business travellers.
The event further highlighted the importance of regional partnerships in building a stronger tourism economy. By encouraging cross-border travel, visa facilitation and joint initiatives, Akwaaba aims to unlock Africa’s immense potential as a tourism powerhouse.
Celebrations of African talent ran throughout the week, with NIHOTOUR announcing plans to attempt a Guinness World Record in December for the longest dining table, showcasing African hospitality and culinary innovation.
As the curtains close, the 21st Akwaaba African Travel Market is being recognised not only as a celebration of African diversity but also as a catalyst for future growth, reaffirming the continent’s place on the global tourism map.
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