Lagos has once again taken center stage in Africa’s tourism calendar as the 21st Akwaaba African Travel Market opened on Sunday, drawing thousands of delegates, exhibitors, and enthusiasts from across the continent.
Running from September 14 to 16, the bustling event is more than a travel expo—it is a festival of culture, cuisine, aviation, and creativity.
Organised by Akwaaba Travel Market Ltd. in partnership with Wakanow, Air Peace, Interswitch, Lagos State, and The Gambia, the expo has grown into a must-attend platform for networking, business deals, and cultural exchange.
With over 3,000 participants expected, the venue has transformed into a vibrant marketplace of ideas and opportunities.
Airlines, tour operators, hoteliers, travel agents, and content creators are showcasing Africa’s tourism potential, affirming Akwaaba’s place as West Africa’s only international travel fair and one of the continent’s largest gatherings.
Convener Ikechi Uko set the tone for the event, calling this year’s edition “historic.”
He noted that the expo is hosting the highest number of airlines ever assembled at an African travel event—proof of its growing role in aviation connectivity and partnerships across the continent.
Flavours of Africa: Jollof Takes the Stage
The opening day’s highlight was the much-anticipated “Jollof Rice War,” where 10 chefs reimagined the beloved West African staple—from asun jollof and seafood-infused versions to coconut-flavored varieties.
Each plate carried not just taste, but history and identity, drawing cheers from the audience.
Dr. Abisoye Fagade, Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), hailed the competition as more than entertainment.
He described it as an example of Nigeria’s “culinary diplomacy” and praised celebrity chef Hilda Baci, who set a Guinness World Record for the largest pot of jollof rice.
He also announced NIHOTOUR’s plan to host an attempt for the world’s longest dining table in December, showcasing Nigeria’s hospitality on the global stage.
Digital Storytellers and Tourism Awards
The expo also spotlighted the growing influence of travel content creators.
Jibola Abati, founder of Taste of African Vibes and convener of the African Travel Content Creator Conference, emphasized their role in destination marketing.
“These creators have been using their own resources to promote Nigeria and Africa. With greater support, they can amplify our stories and give the continent the visibility it deserves,” Abati said.
Ekiti State Governor Abiodun Oyebanji received the “Tourism Governor of the Year” award, while Ekiti State itself was named “Most Active Tourism State.”
The honors underscored the rising role of sub-national governments in advancing Nigeria’s tourism agenda.
Now in its 21st year, Akwaaba has grown beyond an industry exhibition to become a cultural movement—celebrating Africa’s food, music, creativity, and entrepreneurial spirit while forging partnerships that will shape the future of travel.
As the Lagos edition unfolds, the city is not just hosting an expo but a vision: an Africa that travels within itself, tells its own stories, and proudly showcases its heritage to the world.
Reporting By Chioma Ezike