With a population of 1.4 billion across 54 nations, Africa receives fewer than 100 million tourists annually. Yet, the potential for growth is immense. 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. Since the COVID-19 lockdown in 2020, Africa has awakened to the opportunities offered by domestic tourism. Kenya’s Tembea Kenya campaign emerged as an early success story, followed by South Africa’s Sho’t Left initiative and Nigeria’s Naija7Wonders. Grassroots movements like Naija Explorers and Nigerian Tourism Lovers have proven that domestic travel is not only viable but sustainable. Many African nations have since invested in developing domestic tourism infrastructure and marketing strategies.

These were the words of the Akwaaba African Travel Market organiser, Ambassador Ikechi Uko, while announcing that all is set for the 21st Akwaaba African Travel Market billed for September 15, 2020 at the Eko Hotels & Suites Convention Centre, Lagos.

The travel expo will feature industry leaders, policymakers, investors, and travel enthusiasts who will share insights, profile country-specific strategies and chart the way forward for a more connected and vibrant African tourism market.

The incoming African Tourism Conference at the 21st Akwaaba African Travel Market will serve as a platform to examine these efforts in depth –unpacking what has worked, what has not and the lessons learned along the way.

The African Tourism Conference will feature keynote speaker Lilly Ajarova, Senior Presidential Advisor for Tourism, Uganda. Before her appointment, she served as the Chief Executive Officer of the Uganda Tourism Board (UTB).

During her tenure at UTB, Ms. Ajarova oversaw the development launch and rollout of the Explore Uganda destination brand, improved quality assurance service delivery in tourism establishments across the country, enhanced tourism product development including MICE tourism promotion, created partnerships with stakeholders and development partners.

She will be joined by the Chief of Executive Officer, TheXperts, Rwanda and Congo, Fifi J. Rurangwa. Ms. Rurangwa was one of the winners of the African Travel 100 Global Leaders Award for her remarkable achievement towards the growth of the tourism sector in Africa. Another member of the panel session is Alisa Osei Asamoah. She is the CEO of Riali Consult and a member of Ghana’s prestigious Club 100; an elite club of Ghana’s most successful and respected CEOs and the immediate past President of the Tour Operators’ Union of Ghana (TOUGHA) after serving for four continuous years each as treasurer and Vice President, respectively, of TOUGHA since 2012.

The CEO of Travel Lab, Nigeria, Mrs. Shalom Asuquo-Ankoh will also be sharing game-changing insights as one of the panelists.  Also among the panelists is Mrs. Olanma Ojukwu, the Managing Director of GOTA Voyage-Benin. Her agency became the national GSA of the biggest Nigeria airline in Benin Republic called Air Peace. Currently, she serves as the President of the Commission in charge of Benin tourism development at CTM Benin (Benin tourism stakeholders association). Another panelist is Ayman Thomas Mahinda of Zee Travel & Tours-Zanzibar. And lastly, Dr. Adama Bah, the Chairman of the Institute of Travel and Tourism of Gambia (ITTOG). Dr. Bah has over 40-year experience of working in the tourism industry in The Gambia and other West African countries.

Akwaaba African Travel Market is the only international travel and tourism expo in West Africa, bringing together professionals from airlines, tourism boards, travel agencies, hotels and other tourism service providers.

Recognised by the United Nations World Tourism Organisation (UNWTO), Akwaaba serves as a hub for collaboration, learning and market access in the African travel industry.