The Akwaaba African Travel Market (often referred to simply as Akwaaba) was inaugurated in 2005 in Lagos, Nigeria.
The name "Akwaaba" is a Ghanaian Akan word meaning "Welcome", chosen intentionally to symbolize warm African hospitality, borderless brotherhood, and continental unity.
The event was conceived out of frustration with a glaring irony in global tourism. In the late 1990s and early 2000s, African tourism ministers, national board directors, and tour operators were flying to London every November for the World Travel Market (WTM) just to meet with colleagues from neighboring African countries. The realization struck: Why must Africans travel to Europe to sell Africa to each other and to the world? Why not build our own marketplace on African soil?
1. The Founder and Organizers
The Convener: The event was founded by Ambassador Ikechi Uko, a renowned Nigerian travel business consultant, tourism developer, media entrepreneur, and publisher of ATQ News (African Travel Quarterly).
The Organizing Body: The exhibition is produced annually by Akwaaba Travel Market Limited, supported by private-sector travel groups, African tourism ministries, the International Tourism Trade Fair Association (ITTFA), and global endorsements from the United Nations World Tourism Organization (UN Tourism / UNWTO).
Early Resistance: When Ikechi Uko launched the fair in 2005, many industry veterans dismissed it as impossible. Globally, major expos like FITUR in Madrid or ITB Berlin were bankrolled by national governments with multi-million-dollar budgets. Akwaaba was launched as an independent private-sector initiative.
2. Growth from Humble Beginnings
The 2005 Debut: The very first edition opened at the Expo Hall of Eko Hotels & Suites in Lagos with only two foreign countries participating alongside Nigeria: Ghana and São Tomé and Príncipe.
The Turning Point: Over the first five years, major destinations like Kenya, Zimbabwe, South Africa, Rwanda, and The Gambia recognized Lagos as the economic and outbound travel engine of West Africa.
Current Scale: Celebrating its 22nd edition in September 2026, Akwaaba has grown into the single largest international travel trade expo in West Africa. It convenes more than 3,000 registered trade delegates, dozens of international airlines, 50+ exhibitors, and official delegations from over 20 countries.
3. Traditional Venue
Akwaaba has maintained its spiritual and logistical home at the Convention Centre, Eko Hotels & Suites, on Victoria Island, Lagos. Eko Hotels has served as both the venue and a key foundational partner since day one.
4. Signature Pillars and Highlights
The Jollof Rice War (Culinary Tourism): Launched as an official cultural fixture, this national cooking rivalry brings together 15 to 25 master chefs from Nigeria, Ghana, Senegal, Sierra Leone, The Gambia, and Togo. It is widely recognized as one of the most successful cultural diplomacy activations in African tourism, proving that food is a powerful economic hook.
The African Tour Operators Summit: A B2B trade engine that bridges regions—specifically linking the safari and leisure powerhouses of East Africa (Kenya, Rwanda, Tanzania, Uganda) with the high-spending outbound travelers and corporate planners of West Africa.
Aviation Day: A dedicated platform for airline executives, civil aviation directors, and airport authorities to resolve bilateral air service agreements (BASA), single-African sky policies (SAATM), and intra-African flight connectivity.
Youth in Tourism & Career Development: Practical training tracks where upcoming hospitality professionals, travel creators, and event planners learn how to commercialize tourism skills.
Africa Travel 100 Awards: An annual gala honoring the top 100 women in African tourism, top tour operators, and young destination promoters across the continent.
5. Notable Dignitaries, Heads of State, Royalty, and Leaders Who Have Attended
Over its 22-year history, Akwaaba has hosted some of the most influential political, traditional, and business figures on the continent:
Heads of State and Former Presidents
Chief Olusegun Obasanjo: Former President of the Federal Republic of Nigeria, who has physically attended and headlined major sessions, championing intra-African visa-free travel and regional trade integration.
Sir Dawda Kairaba Jawara (Late): Former President of The Gambia, who attended the expo to build bilateral tourism bridges between West African coastal destinations.
Traditional Rulers and African Royalty
His Imperial Majesty Oba Adeyeye Enitan Ogunwusi (Ojaja II): The Ooni of Ife, who served as Special Guest of Honour at the African Tourism Diaspora Conference at Akwaaba, using the platform to invite the global Black diaspora back to their ancestral home.
Alhaji Ibrahim Sulu-Gambari: The Shehu of Ilorin and prominent Nigerian royal father, gracing official opening ceremonies to advocate for cultural preservation.
His Royal Majesty Oba Adeyemi Obalenlege: The Olota of Ota, an academic and traditional ruler who has frequently participated in cultural tourism panels.
Chief Okatakyi Nana I: President of the Association of Chiefs in Ghana, who traveled from Ghana to Lagos to officially declare Akwaaba open, embodying the sisterhood between Nigeria and Ghana.
African Tourism Ministers and Foreign Dignitaries
Alain St. Ange: Renowned former Minister of Tourism and Culture of Seychelles and global tourism icon, who has delivered keynote addresses on marketing island and eco-destinations.
Dr. Walter Mzembi: Former Minister of Tourism and Hospitality Industry of Zimbabwe and former UNWTO Secretary-General candidate, an anchor speaker on continental tourism policies.
Dr. Memunatu Pratt: Former Minister of Tourism and Cultural Affairs of Sierra Leone, recognized for her work in repositioning Sierra Leone's post-war tourism image across West Africa.
Abdoulie Jobe: Minister of Tourism, Arts, and Culture of The Gambia, who co-opened the 22nd edition in 2026 alongside Lagos State leadership.
Lola Ade-John: Federal Minister of Tourism of Nigeria, serving as Special Guest of Honour to champion sustainable tourism and the African Youth Tourism Bantaba.
Lilly Ajarova: Chief Executive Officer of the Uganda Tourism Board and Senior Presidential Advisor, who has led high-level East African trade delegations to Lagos.
State Governors and First Ladies
Dr. Claudiana Ibijoke Sanwo-Olu: First Lady of Lagos State, who officially cut the ribbon to flag off the 22nd edition in 2026 and presided over the Jollof Rice War tasting.
Mrs. Obioma Liyel-Imoke: Former First Lady of Cross River State, who used the Akwaaba platform to promote the world-famous Calabar Carnival.
State Delegations & Governors: Former governors and state leaders including Donald Duke (Cross River State), Babatunde Raji Fashola, Akinwunmi Ambode, Babajide Sanwo-Olu (Lagos State), and Biodun Oyebanji (Ekiti State) have deployed state investment desks to Akwaaba to showcase regional destinations like Ikogosi Warm Springs and Obudu Cattle Ranch.
Aviation Giants and Business Leaders
Dr. Allen Onyema: Founder, Chairman, and CEO of Air Peace, West Africa’s largest airline, who regularly uses Akwaaba’s Aviation Day to negotiate regional routes and champion open skies for Africa.
Dr. Harold Demuren: Former Director-General of the Nigerian Civil Aviation Authority (NCAA), who set key regulatory benchmarks during Akwaaba aviation panels.
Otunba Olusegun Runsewe: Former Director-General of the Nigerian Tourism Development Corporation (NTDC) and National Council for Arts and Culture (NCAC), an enduring patron and government partner of the fair.
Folorunsho Folarin-Coker: Director-General of the Nigerian Tourism Development Authority (NTDA), driving public-private collaboration.
Dr. Danny Jordaan: President of the South African Football Association (SAFA) and CEO of the 2010 FIFA World Cup South Africa, who addressed the expo on leveraging mega sports tournaments for continental tourism growth.
Lady Maiden Alex Ibru: Chairman and Publisher of The Guardian Newspapers, supporting media visibility for African tourism.
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