Tourism Enthusiasts to Spotlight Growth Strategies at 21st Akwaaba African Travel Market in Lagos
Tourism leaders, policymakers, investors, and travel enthusiasts from across the continent are set to converge on the Eko Hotels & Suites Convention Centre in Lagos on 15 September 2025 for the African Tourism Conference, a major highlight of the 21st Akwaaba African Travel Market.
The conference will provide a platform to examine country-specific strategies aimed at building a more connected and vibrant African tourism market, with a focus on what has worked, what has failed, and the lessons learned along the way.
According to the event organiser, Ambassador Ikechi Uko, Africa – with its 1.4 billion people across 54 nations – attracts fewer than 100 million tourists annually. Yet, he believes the growth potential is enormous.
“If each African country could generate between 10% and 20% of its population as domestic tourists and share just 5% as intra-African travellers, the continent would witness a thriving tourism economy capable of transforming local communities and industries,” Uko stated.
He noted that since the COVID-19 lockdown in 2020, Africa has awakened to the power of domestic tourism. Initiatives such as Kenya’s Tembea Kenya, South Africa’s Sho’t Left, and Nigeria’s Naija7Wonders have shown early success, while grassroots movements like Naija Explorers and Nigerian Tourism Lovers have demonstrated that domestic travel can be both viable and sustainable.
Many African nations have since channelled investments into infrastructure and marketing to stimulate this sector.
The keynote address will be delivered by Lilly Ajarova, Senior Presidential Advisor for Tourism in Uganda and former CEO of the Uganda Tourism Board (UTB).
During her UTB tenure, she spearheaded the Explore Uganda destination brand, enhanced tourism quality assurance, promoted Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, and strengthened partnerships with key stakeholders.
She will be joined by an impressive line-up of panellists, including: Fifi J. Rurangwa, CEO of TheXperts, Rwanda and Congo, and recipient of the African Travel 100 Global Leaders Award.
Alisa Osei Asamoah, CEO of Riali Consult, member of Ghana’s Club 100, and immediate past President of the Tour Operators’ Union of Ghana (TOUGHA).
Mrs. Olanma Ojukwu, Managing Director of GOTA Voyage-Benin, national GSA for Air Peace in Benin Republic, and President of the Commission for Benin Tourism Development at CTM Benin.
Others include: Mrs. Shalom Asuquo-Ankoh, CEO of Travel Lab, Nigeria, Ayman Thomas Mahinda, Zee Travel & Tours, Zanzibar, Dr. Adama Bah, Chairman of the Institute of Travel and Tourism of Gambia (ITTOG), with over four decades of experience in the tourism industry across West Africa.
The Akwaaba African Travel Market remains West Africa’s only international travel and tourism expo, attracting airlines, tourism boards, travel agencies, hotels, and other service providers. Recognised by the United Nations World Tourism Organization (UNWTO), Akwaaba is a hub for networking, learning, and gaining market access within Africa’s growing travel sector.
This year’s African Tourism Conference aims to inspire collaboration, innovation, and actionable strategies that could reshape the continent’s tourism landscape, with Lagos poised to play host to some of the industry’s most influential voices.
