Akwaaba African Travel Market (AFTM) is an international travel, tourism, and hospitality event organized annually in Lagos, Nigeria. It targets businesses, investors, government decision-makers, and industry buyers—offering business opportunities, industry insights, and showcasing tourism products from Africa and around the world. The event serves as a major platform for trade and networking.
Background
- First Edition: 2005, held in Lagos.
- Initial Participants: Ghana and São Tomé.
- Growth:
- Over 20 participating countries
- Approximately 10,000 attendees
- Partnerships with:
- African countries’ tourism boards
- UNWTO (World Tourism Organization)
- ATA (Africa Travel Association)
- Kwanza Trade Marketing of Dubai
- ABTA (African Business Travel Association)
- ITTFA (International Tourism Trade Fair Association)
- IATA (International Air Transport Association)
As quoted by AFTM organizer Ikechi Uko:
“The fair has opened the door to Nigeria and Africa tourism markets and served as a platform for exchange of cultural and tourism potentials among participating countries.”
Recognition
South Africa
Used AFTM as a platform to strengthen tourism relations with Nigeria.
According to the South African Tourism (SAT):
"During Akwaaba, we officially announced our partnership with the National Association of Nigeria Travel Agencies (NANTA), who will help boost tourist arrivals growth from Nigeria to South Africa by developing a range of packages to suit the Nigerian travelers."
Lagos State Endorsement
The Lagos State Government designated Akwaaba African Travel Market as the official travel event in the state.
From the Lagos State Ministry for Tourism, Arts and Culture:
"This is in fulfillment of the state government promise to announce a yearly calendar of events to guide programming, visiting tourists and visitor's decisions."
Aviation Day Collaboration
In partnership with IATA, AFTM organized an edition of Aviation Day at Akwaaba, aligning with IATA’s goal to foster air connectivity in Africa.
Culinary Tourism: The Jollof Rice War
Akwaaba introduced the Jollof Rice War in 2017 as a cultural branding strategy to unite and promote West Africa as a tourism destination.
From Ikechi Uko:
"Sometime in 2016, I called a Strategy meeting at Akwaaba and told the team that we will start a Jollof Rice war between Nigeria and other West African countries at Akwaaba... West Africa has no Common Tourism Product unlike East Africa with its rich Wildlife and we needed to create one."
- Participants: 30 chefs from Nigeria and Ghana
- Judges: From East and Southern Africa
- The event became a culinary tourism success, drawing international attention.
- Notably, Cardi B, during her visit to Nigeria, expressed a desire to try Nigerian jollof rice.
References
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