Akwaaba 2026 to Celebrate 100 Leading African Tour Operators, Targets AFCON 2027 to Drive Regional Tourism Growth

The organisers of the 22nd Akwaaba African Travel Market have unveiled plans to honour 100 outstanding African tour operators as part of efforts to deepen intra-African tourism and strengthen regional partnerships, while positioning the 2027 Africa Cup of Nations (AFCON) as a major catalyst for tourism development across the continent.

The annual travel and tourism exhibition, scheduled to hold from September 13 to 15, 2026, at Eko Hotel and Suites, Lagos, will place sports tourism at the forefront of discussions, bringing together tourism stakeholders, government officials, airlines, hospitality operators, destination marketers and travel professionals from across Africa.

One of the centrepieces of the event will be the revival of the African Tour Operators’ Summit, which returns after an eight-year hiatus following its inaugural edition in 2018.

The summit is expected to provide a strategic platform for collaboration between tour operators from West Africa and their counterparts in East Africa ahead of the 2027 AFCON, which will be jointly hosted by Kenya, Tanzania and Uganda.

According to the organisers, the objective is to encourage African tour operators to jointly develop attractive travel packages that will enable football fans attending the continental championship to experience the tourism attractions of the host countries while also promoting travel across the African continent.

The initiative is expected to strengthen business relationships among operators from Nigeria and other West African nations with their counterparts in Kenya, Tanzania, Uganda and Rwanda, paving the way for increased tourism exchanges, cross-border investment and long-term commercial partnerships.

Organisers noted that the collaboration is built on the comparative advantages of both regions. While West Africa has earned a reputation as the continent’s football powerhouse, producing some of Africa’s biggest football stars and attracting passionate supporters, East Africa is internationally recognised for its spectacular wildlife, pristine beaches, mountain landscapes, national parks and adventure tourism experiences.

By combining football with leisure tourism, the organisers believe AFCON 2027 presents a rare opportunity to expand intra-African travel, encourage visitors to explore multiple destinations and generate substantial economic benefits for airlines, hotels, tour operators, transport providers and other tourism-related businesses.

The summit will also create opportunities for tour operators to exchange ideas, establish strategic alliances and jointly market multi-country tourism products capable of extending visitors’ length of stay beyond football matches.

As part of the event, Akwaaba African Travel Market will host the Africa Travel 100 Awards for African Tour Operators on September 14, where 100 operators from across the continent will be recognised for their contributions to promoting African destinations to African travellers.

The organisers explained that only operators with proven experience in promoting tourism within Africa will qualify for the awards.

Nominees must have at least five years’ experience selling outbound tours within Africa, have organised no fewer than five tours to African destinations during the last 18 months and be based on the continent.

Prospective award recipients may either be nominated by previous winners of the Africa Travel 100 Awards or nominate themselves, provided they receive endorsement from a tour operator based in another African country.

Describing the recognition programme as the “Africans for Africa Awards”, the organisers said it was established to celebrate businesses and professionals driving tourism integration, promoting African destinations and encouraging Africans to travel within the continent rather than relying solely on overseas holiday destinations.

Beyond the awards and tour operators’ summit, the 22nd edition of Akwaaba African Travel Market will feature an extensive programme of conferences, exhibitions and networking sessions aimed at expanding tourism opportunities across Africa.

Participants will take part in the African Food Fair, African Medical Tourism Forum, African Tourism Conference, Wonders of Nigeria Expo, Africa Youth Tourism Bantaba, destination wedding showcase, travel technology sessions, CHINET Aviacargo, Aviation and Cargo Conference, business-to-business meetings and several networking engagements.

Recognised as West Africa’s largest and longest-running travel exhibition, Akwaaba African Travel Market has over the years evolved into one of Africa’s most influential tourism promotion platforms, bringing together governments, tourism boards, airlines, hotels, investors, travel agencies and destination marketers under one roof.

The event has also consistently recognised excellence across the travel industry through the Africa Travel 100 Awards, celebrating outstanding travel companies, women leaders, tour operators, global tourism personalities, emerging young professionals and industry leaders from across the continent.

Its growing international profile has attracted participants and exhibitors from numerous countries, including Ghana, Kenya, Uganda, Rwanda, Ethiopia, Tanzania, South Africa, Namibia, Morocco, Togo, Benin, The Gambia, Seychelles, São Tomé and Príncipe, the United Arab Emirates, Turkey, India, Spain, Malta, Bahrain, the Netherlands and the Bahamas.

Over the years, the exhibition has hosted an impressive array of distinguished guests, including President Bola Ahmed Tinubu during his time as a senator, former President Olusegun Obasanjo, former Gambian President Sir Dawda Jawara, former Commonwealth Secretary-General Chief Emeka Anyaoku and former Vice-President Dr Alex Ekwueme.

The organisers said the annual event continues to attract ministers of tourism, state governors, ambassadors, high commissioners and senior industry executives from Africa and other parts of the world, reinforcing its reputation as a key platform for promoting tourism, trade, investment and regional integration across the continent.