The African International Tourism and Entertainment Council (AITEC World) has officially launched on the global stage at the World Travel Market (WTM) London, calling for stronger partnerships, collaboration and investment to unlock Africa’s tourism potential.
The global launch, held on Wednesday, November 4, 2026, at the South Gallery, Room 20, ExCeL London, United Kingdom, brought together African countries participating in WTM London, tourism leaders, tour operators, investors and media representatives.
The event marked the council’s third major launch following its regional unveiling in Abuja, Nigeria, and continental launch in Addis Ababa, Ethiopia.
Speaking at the event, AITEC World’s Global Adviser and Honorary Senior Special Adviser on Culture and Tourism to the Governor of Akwa Ibom State, Mr. Nkereuwem Onung, described the theme, “Come. Connect. Collaborate. Invest,” as a practical call for stronger tourism relationships between Africa and the rest of the world.
Onung explained that the Abuja launch was designed to connect Nigeria, while the Addis Ababa event focused on bringing the African continent together. He said the London launch was intended to strengthen Africa’s relationship with international tourism markets.
“We launched regionally in Abuja to connect Nigeria. We launched continentally in Addis Ababa to connect Africa. Today, we launch globally here in London to connect Africa to the World and the World to Africa,” he said.
Addressing concerns about accessibility to African destinations, Onung dismissed the perception that Africa was difficult to reach. He argued that the continent already had important transport and digital infrastructure, including airports, seaports and fibre-optic networks.
According to him, the major challenge was no longer physical connectivity but the need to establish stronger relationships among tourism stakeholders.
He stressed that Africa needed partnerships that would create opportunities for local businesses and communities rather than relationships focused only on attracting visitors.
Onung also highlighted the tourism potential of Akwa Ibom State, describing it as an emerging destination for international visitors and investors.
He identified the state’s 129-kilometre Atlantic coastline, Ibeno Beach and the Oron Museum, which houses some of Africa’s oldest wood carvings, as important tourism attractions.
He further noted that the hospitality of the people and ongoing infrastructure development under Governor Umo Eno were helping to position the state for greater tourism activities.
The AITEC World adviser urged international tourism operators and investors to establish meaningful business relationships with African destinations.
He maintained that Africa should not be approached merely as a destination for sightseeing but as a partner in developing tourism products, cultural experiences and investment opportunities.
“Africa does not need pity tourism. Africa needs partnership tourism. Do not come to Africa to take pictures of poverty. Come to Africa to build products with us. Collaborate with our tour operators, our museums, our cultural festivals,” he stated.
He added that stronger partnerships would help create employment, support local businesses, strengthen cultural institutions and improve the livelihoods of communities.
Onung also emphasised the importance of investment, arguing that international visits alone would not deliver the full economic benefits of tourism without corresponding investments in infrastructure, cultural assets and tourism enterprises.
He described Africa’s youthful population, cultural heritage and natural attractions as major advantages in the global tourism industry.
He also cited tourism-related developments in Akwa Ibom, including Arise Park, Ibom Hotels and the state’s road network, as examples of infrastructure supporting the state’s readiness to work with international partners.
Tourism Stakeholders Call for African Unity
Also speaking at the event, the Director-General of the Nigeria Tourism Development Authority (NTDA), Mr. Ola Awakan, called for greater unity and collaboration among African tourism stakeholders.
Awakan said the continent needed a coordinated strategy to develop a sustainable cultural tourism economy that would create opportunities across national boundaries.
He commended AITEC World’s leadership for establishing a platform aimed at strengthening cooperation among tourism stakeholders.
Similarly, the immediate past President of the National Association of Nigeria Travel Agencies (NANTA) and Deputy President of the Federation of Tourism Associations of Nigeria (FTAN), Mrs. Susan Akporiaye, called for practical action plans to transform Africa’s tourism potential into economic opportunities.
Akporiaye warned against relying on declarations and promises without effective implementation. She stressed that international stakeholders were interested in seeing how African countries would develop their tourism resources into viable investment opportunities.
Meanwhile, the President of the National Association of Tour Operators (NATOP), Mrs. Bolaji Mustapha, reaffirmed the association’s commitment to promoting Nigeria as a competitive destination in the international tourism market.
She said NATOP would continue to use strategic platforms and partnerships to attract international visitors to Nigeria.
Mustapha also commended AITEC World President, Mr. Dine Bouraima, for his commitment to establishing a continental platform for promoting cultural tourism.
NATOP Unveils Nigerian Tourism Passport
One of the major highlights of the event was the unveiling of NATOP’s Nigerian Tourism Passport, a handbook showcasing major tourist destinations across the country.
Designed in Nigeria’s national colours and bearing the country’s identity, the publication is intended to promote awareness of the country’s tourism attractions.
The NTDA Director-General commended NATOP for the initiative and its efforts to encourage domestic tourism.
However, Awakan expressed the desire for similar initiatives to incorporate the input and endorsement of the national tourism regulatory authority to strengthen institutional collaboration.
Earlier, AITEC World President, Mr. Dine Bouraima, welcomed participants and called on African countries to take greater ownership of their tourism narratives.
Bouraima emphasised the need to give African cultural assets stronger visibility in international markets.
He also called on African governments, development partners and international donor agencies to support the council’s vision of expanding cultural tourism and creating opportunities for international engagement and investment.
AITEC World is a global council established to connect Africa with international markets through tourism, culture, entertainment and investment partnerships.
The organisation aims to provide a platform for cooperation between African destinations and international stakeholders, with the goal of promoting the continent’s tourism potential.
The London launch represents another step in the council’s efforts to strengthen Africa’s position in the global tourism industry and encourage international stakeholders to participate in developing the continent’s tourism economy.
As the event concluded, the council reiterated its message that Africa’s tourism future would depend not only on attracting international visitors but also on building sustainable partnerships that support investment, local businesses and communities.
