Akwaaba AfTM to Celebrate 20-Years with Focus on Youth Empowerment, as Nigeria’s Tourism Minister Graces Occasion 

The highly anticipated 20th edition of the Akwaaba African Travel Market, Africa’s foremost tourism and hospitality event, is poised to take place in Lagos, Nigeria, from the 22nd to 24th of September, 2024. 

This year’s event promises to be a landmark occasion, featuring high-profile participants and significant initiatives aimed at fostering growth within the African tourism sector.

A major highlight of the event will be the 7th African Youth Tourism Bantaba, with Nigeria’s Minister of Tourism, Lola Ade-John, serving as the Special Guest of Honour. 

Minister Ade-John, a passionate advocate for sustainable tourism, is set to deliver a keynote address on the critical role of young Africans in shaping the future of tourism on the continent. 

Her involvement signals the Nigerian government’s firm commitment to youth empowerment and tourism development.

The Youth Tourism Bantaba has evolved into one of the most crucial segments of the Akwaaba Travel Market. 

It serves as a unique platform for young tourism enthusiasts, students, and emerging professionals to engage with industry leaders, exchange ideas, and gain insights into the intricacies of the tourism and hospitality sectors. 

This year’s theme, “Activating the Youth Tourism Potentials of Africa: A Call to Duty,” highlights the importance of youth engagement in realising Africa’s tourism potential.

Adding to the excitement, the event will feature the famous Jollof Rice Challenge, kicking off on the 22nd of September. 

Chefs from top Nigerian hotels will compete for enticing prizes, showcasing their culinary skills in a friendly rivalry.

Moreover, the organisers of Akwaaba African Travel Market have announced the distribution of a N5 million grant as part of the Fatima Garbati Tourism Outreach Grant. 

This grant will be awarded to selected institutions, brands, journalists, and young tour operators, recognised for their contributions to the growth and development of Nigeria’s tourism industry. 

The initiative aims to empower the next generation of tourism leaders and strengthen the country’s tourism infrastructure.

This year’s edition will also see the debut of several prominent international participants, adding a fresh dimension to the event. 

Making their first appearance at this year’s Akwaaba include 

Mövenpick Hotel & Residence Nairobi from Kenya, Memorial Healthcare Group from Turkey, and Costa Cruises from Italy, further elevating the event’s global appeal.

The Mövenpick Hotel & Residence Nairobi, known for its luxurious hospitality and prime location in Kenya’s capital, will be showcasing its world-class offerings. 

Their presence underscores their eagerness to connect with key stakeholders in the African travel market.

Memorial Healthcare Group, a leading private healthcare organisation based in Turkey, will also make its first appearance at the event. 

Recognised for its cutting-edge medical services, Memorial Healthcare’s participation highlights the growing intersection of healthcare and tourism, particularly in the field of medical tourism.

Costa Cruises, the only cruise line flying the Italian flag and a member of the Carnival Corporation & plc Group, will be another key debutant at Akwaaba. 

With a legacy spanning 75 years, Costa Cruises is renowned for its Italian-style hospitality and unparalleled cruise experiences, now set to capture the African market.

In addition to these high-profile newcomers, the 2024 Akwaaba Travel Market will attract top government officials, industry leaders, and professionals from across the travel, tourism, and healthcare sectors. 

The event is expected to draw participants from over 50 countries, offering an unparalleled opportunity for networking and collaboration.

As Akwaaba African Travel Market marks its 20th anniversary, the event stands as a testament to two decades of shaping and promoting the travel and tourism landscape in Africa. 

Over the years, it has facilitated meaningful connections, fostered collaborations, and showcased the diverse offerings of the African travel industry.

Akwaaba has earned a reputation for hosting prominent African leaders, including former Nigerian Presidents Olusegun Obasanjo and Alex Ekwueme, The Gambia’s former President Dauda Jawara, and former Commonwealth Secretary-General Sir Emeka Anyaoku. 

Past participants also include Senator Bola Ahmed Tinubu, Ambassador Bianca Ojukwu, and several high-ranking tourism officials from across Africa.

The event has successfully organised notable initiatives such as the Africa Travel 100 Awards, Medical Tourism editions, and the Africa Youth in Tourism Conference. 

Recognised by the Nigerian Government and the UNWTO at the 2022 Global Tourism Summit, Akwaaba’s legacy continues as a catalyst for positive change in the industry.

As the 20th edition approaches, Akwaaba African Travel Market remains a pivotal force in shaping the future of tourism in Africa, positioning the continent as a leading global travel destination.