Lagos has once again become the heartbeat of Africa’s tourism scene as the 21st Akwaaba African Travel Market opened on Sunday. Thousands of delegates, exhibitors, and travel lovers from across the continent poured into the city for the annual celebration.
The three-day event, held from September 14 to 16, is more than just a travel expo. It is a showcase of culture, food, aviation, and creativity, turning the venue into a lively marketplace of ideas and opportunities.
Organised by Akwaaba Travel Market Ltd in partnership with Wakanow, Air Peace, Interswitch, Lagos State, and The Gambia, the fair has grown into one of the continent’s most important meeting points for networking, business deals, and cultural exchange. With over 3,000 participants expected, the scale reflects its growing influence.
Airlines, tour operators, hoteliers, travel agents, and content creators are all part of the line-up, showing off Africa’s potential as a global tourism hub. The convener, Ikechi Uko, called this year’s edition historic. He also revealed that NIHOTOUR will attempt the world’s longest dining table in December, putting Nigeria’s hospitality on the global map.
This year’s edition has also put a spotlight on digital storytellers. Jibola Abati, founder of Taste of African Vibes and convener of the African Travel Content Creator Conference, reminded the audience of their power in destination marketing. According to him, creators have been using their own resources to tell African stories, and with more support, they can give the continent the visibility it deserves.
The awards segment added even more colour. Ekiti State Governor Abiodun Oyebanji was honoured as Tourism Governor of the Year, while Ekiti State itself was named Most Active Tourism State. The recognition highlighted the importance of state governments in driving Nigeria’s tourism growth.
Now in its 21st year, Akwaaba has grown beyond being an exhibition. It has evolved into a cultural movement that celebrates Africa’s diverse food, music, creativity, and entrepreneurial spirit, while fostering partnerships that will shape the future of travel. This year also set a record by bringing together the highest number of airlines ever assembled at an African travel event, strengthening its role in aviation connectivity across the continent.
The opening day ended on a delicious note with the much-anticipated Jollof Rice War. Ten chefs reimagined the West African classic in creative ways, from coconut-flavoured plates to seafood-inspired recipes. Each dish carried a piece of history and identity, drawing loud cheers from the crowd.
Dr Abisoye Fagade, Director-General of NIHOTOUR, described the competition as more than entertainment. He called it an example of Nigeria’s culinary diplomacy and praised celebrity chef Hilda Baci, who previously set a Guinness World Record for the largest pot of jollof rice.
As the Lagos edition continues, the message is clear. Africa is ready to travel within itself, share its own stories, and proudly present its heritage to the world.
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