Akwaaba African Travel Market to Harness AFCON 2027 for Continental Tourism Growth
The organisers of the Akwaaba African Travel Market have unveiled plans to use the 22nd edition of the annual tourism exhibition to strengthen collaboration between Africa’s sports and tourism sectors, with the 2027 Africa Cup of Nations (AFCON) expected to serve as a major catalyst for cross-border travel.
The event, scheduled to take place in Lagos from September 13 to 15, 2026, will host the second African Tour Operators’ Summit, bringing together leading tour operators from East and West Africa to develop travel partnerships and tourism packages centred on the 2027 AFCON, which will be jointly hosted by Kenya, Tanzania and Uganda.
Organisers said the summit is designed to position football as a driver of tourism by encouraging collaboration among African travel professionals and creating seamless travel experiences for supporters expected to attend the continental championship.
They noted that West Africa remains the continent’s football stronghold, consistently producing the highest number of teams that qualify for the Africa Cup of Nations, while East Africa has emerged as one of Africa’s most attractive tourism regions, with Kenya, Tanzania, Uganda and Rwanda offering diverse wildlife, cultural and leisure attractions.
According to the organisers, the co-hosting of AFCON 2027 by Kenya, Tanzania and Uganda presents a unique opportunity to showcase East Africa to millions of football enthusiasts while stimulating tourism across the region.
The African Tour Operators’ Summit, returning for its second edition after its successful debut in 2018, will provide a platform for travel professionals to exchange ideas, forge strategic partnerships and jointly market multi-country travel packages that combine football with sightseeing, wildlife safaris, cultural experiences and leisure tourism.
The summit is also expected to encourage greater collaboration between tour operators across the continent, helping to promote intra-African travel and strengthen regional tourism integration.
A major highlight of the event will be the presentation of the Africa Travel 100 Awards for African Tour Operators on September 14. The awards are aimed at recognising tour operators that have demonstrated exceptional commitment to promoting and marketing African destinations to African travellers.
Described by the organisers as the “Africans for Africa Awards”, the initiative seeks to celebrate businesses that have contributed significantly to increasing awareness of the continent’s tourism offerings while encouraging Africans to explore destinations within the region.
Akwaaba African Travel Market has established itself as West Africa’s largest international travel and tourism exhibition and is widely regarded as one of the five leading tourism expos on the continent.
Its growing influence was recognised in 2022 when it received an Award of Excellence in Tourism from the Nigerian Government and the United Nations World Tourism Organization (UNWTO) for its contribution to tourism development.
The annual event attracts participants from more than 20 countries across Africa and beyond, including Kenya, Uganda, Rwanda, Tanzania, Ethiopia, Ghana, The Gambia, Seychelles, South Africa, Egypt, Turkey and the United Arab Emirates.
This year’s edition will feature an extensive programme of activities, including the Africa Food Fair, African Medical Tourism Forum, African Tourism Conference, destination exhibitions, business-to-business meetings, networking sessions, Destination Wedding showcase, African Youth Tourism Bantaba, Travel Technology exhibition, CHINET Aviacargo and the Africa Travel 100 Awards.
Organisers expressed confidence that the convergence of sports and tourism at Akwaaba 2026 would not only boost preparations for AFCON 2027 but also strengthen Africa’s tourism industry by fostering partnerships, encouraging innovation and promoting travel within the continent.
