The 21st edition of the Akwaaba African Travel Market opened in Lagos on Sunday, attracting top airlines, tour operators, travel agencies, and tourism boards from across the continent.
The three-day international expo, organised by Akwaaba Travel Market Ltd. in partnership with Wakanow, Air Peace, Interswitch, Lagos State, and Gambia, runs from September 14 to 18, bringing together over 3,000 participants, including hospitality brands, content creators, and industry stakeholders.
The event began with exhibitions and featured the popular ‘Jollof Rice War’ culinary competition, where 10 chefs showcased unique versions of the West African delicacy, including seafood, coconut-infused, asun, native, and ofada styles.
Convener Ikechi Uko said the programme was designed to create maximum value for attendees, stressing Akwaaba’s unique role in driving intra-African travel, trade, and cultural exchange.
“This year’s edition promises to be historic as it will host the highest collection of airlines at any travel expo in Africa, reinforcing its position as a hub for aviation connectivity and partnerships,” he noted.
Dr Abisoye Fagade, Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), congratulated Nigerian chef Hilda Baci on her recent record feat of cooking the largest pot of jollof rice. He further revealed plans by the institute to host an event in December aiming for the Guinness World Record for the world’s longest dining table.
Also speaking, Jibola Abati, Founder of Taste of African Vibes and Convener of the African Travel Content Creator Conference, highlighted the vital role of digital creators in destination marketing. He called on African governments to collaborate with travel content creators, noting they have been promoting Nigeria with personal resources.
The event also featured an awards ceremony where Ekiti State Governor Abiodun Oyebanji was named ‘Tourism Governor of the Year’, while Ekiti received the award for ‘Most Active Tourism State’.
With its rich mix of aviation, hospitality, culture, and creativity, Akwaaba 2025 reaffirms its position as West Africa’s largest international travel exhibition.
