If there is a time that the country witnesses massive inflow of diplomatic visitors for industry way-forward objective, it is during Akwaaba Travel Market, which has been on for 21 years.

This year, ‘Domestic Tourism’ was the preoccupation, as stakeholders converged at Eko Hotels Convention Centre between September 14 and 16. The three-day event attracted guests, exhibitors, and participants from over 20 countries who all gathered for a common industry growth goal as well as to celebrate Africa’s diversity, showcase opportunities and strengthen tourism partnerships.

In his keynote address, the Permanent Secretary of the Ministry of Arts, Culture, Tourism and Creative Economy, Dr. Mukhtar Yawale Muhammad, who noted that the theme of this year’s edition, Domestic Tourism in Africa, could not be more timely or relevant as the first foundation for a sustainable tourism industry is the growth of domestic travel, commended the organiser of Akwaaba Travel Market, Ambassador Ikechi Uko, for sustaining this initiative, which has attracted world leaders, industry pioneers, international organisations, and millions of visitors.

He noted, “over the past two decades, Akwaaba has become more than just a travel destination; it has evolved into a continental hub of ideas, innovation, and collaboration.”

According to Muhammad, “through its specialised segments- from the Africa food fair to medical tourism, the youth tourism conference, the Africa Travel 100 awards and exhibitions – Akwaaba has consistently positioned Africa as a compelling destination for both leisure and business.”

Further speaking on the thematic preoccupation of the event, Muhammad said: “Across the continent, we are realising that by encouraging our citizens to explore their own cultural heritage, natural landscapes, cuisine, festivals, and creative expressions, we are building national pride, creating jobs, and stimulating inclusive economic growth.

“In Nigeria, the Ministry has prioritised domestic tourism as a driver of national development. We are advancing initiatives to promote community-based tourism, upgrade tourism infrastructure, strengthen Creative industry linkages, and encourage private-sector partnerships. Likewise, the ministry is reviewing the National Tourism Policy. May I use this platform to seek the contribution of stakeholders for the review! With over 200 ethnic groups and diverse landscapes from our forests and waterfalls to our historical monuments and festivals, Nigeria is well positioned to lead Africa’s domestic tourism renaissance.”

The Permanent Secretary, who reaffirmed the commitment of the Federal Ministry of Arts, Culture, Tourism and Creative Economy to working with Akwaaba, with all African partners and the global travel community to build a resilient, inclusive, and prosperous tourism industry, said, “the future of African tourism depends on us. We must build stronger intra-African travel networks and reduce barriers to movement; Invest in our youth and empower them with skills and opportunities in tourism and hospitality; Embrace technology and digitisation to enhance travel experiences; Strengthen public-private partnerships to drive innovation and investment, and above all, tell Africa’s own story to the world confidently, and proudly.”

The Senior Presidential Advisor for Tourism, Uganda, Lily Ajarova, in her keynote speech, said: “Only Africans can change their narrative to the world by doing it right. In Uganda, we have developed a policy on domestic tourism strategy and we are ensuring it is executed. This I believe is the way to go in Africa, our governments from all countries need to make sure tourism policy is prioritised by investing in infrastructure, experiences etc. There has to be a level of development to make domestic tourism more consumable.”

The event also featured panel sessions where leading industry stakeholders from across the continent also dissected the necessity for rapid Domestic Tourism in Africa.

CEO, Travel Lab Nigeria, Shalom Asuquo-Ankoh, said: “Before COVID-19, what used to happen was necessity travel, religious pilgrimage, etc. Then COVID-19 happened and everyone talked about what would happen in post-COVID and domestic travel was the way to go. Stake-holding associations had to plan domestic travels in Nigeria and we realised the beauty of these experiences within Africa. After this, we saw a dramatic leap in domestic tourism and the focus now is to raise the bar and make every nook and cranny of Africa a travel attraction destination that can’t be ignored.”

On her part, the Managing Director, GOTA Voyage-Benin, Olanma Ojukwu, who also serves as the President in charge of the Benin Tourism Development, said: “Airline, government and tourism stakeholders should come together to make possible easy access into all African countries. This is a priority for the Benin Republic government. The introduction of domestic airlines will make tourists access destinations within a short period of time. Benin is positioning herself as the country that is lifting domestic tourism very high.”

Also, a Ghanaian representative spoke about the impact of COVID-19 on domestic tourism in Ghana. He said: “During the pandemic, we came up with a campaign initiative called Stay Home Know Your Country. Then we also did ‘See Ghana –Know Ghana’, ‘Wear Ghana’, ‘Eat Ghana’. This is our way of prioritising and promoting domestic tourism.”