The 22nd Akwaaba African Travel Market commenced on September 13, 2026, at the Eko Hotel and Suites in Lagos, Nigeria, running through September 15. The event centers on sports tourism, exploring opportunities related to the 2027 Africa Cup of Nations (AFCON) to stimulate intra-African travel, tourism investment, and regional business partnerships.
Return of African Tour Operators’ Summit with AFCON 2027 Focus
The African Tour Operators’ Summit resumed at Akwaaba after an eight-year gap since its first edition in 2018. It connects tour operators from West Africa—including Nigeria—and East African nations like Kenya, Tanzania, Uganda, and Rwanda. The summit aims to create multi-destination packages for football supporters attending the 2027 AFCON,
which Kenya, Tanzania, and Uganda will co-host.
The summit aligns West Africa’s football influence with East Africa’s established tourist attractions, including wildlife reserves, beaches, and adventure tourism. Organisers expect the initiative to enhance cross-border tourism and business for airlines, hotels, and destination management companies through collaborative marketing and strategic partnerships.
Africa Travel 100 Awards to Honour Leading African Tour Operators
The Africa Travel 100 Awards ceremony will be held on September 14, 2026, as part of the Akwaaba event. These awards recognise African tour operators promoting African destinations specifically for African travellers. Eligibility requires at least five years of experience selling outbound tours within Africa, having conducted a minimum of
five tours to any African country in the previous 18 months, and being based on the continent.
Operators can be nominated by former award winners or through self-nomination endorsed by tour operators from other countries. The awards support the recognition of businesses advancing regional tourism and intra-African travel integration.
Scope and Highlights of West Africa’s Premier Travel Expo
Akwaaba African Travel Market is West Africa’s largest and only dedicated travel exhibition. The three-day platform attracts stakeholders from the African and international travel sectors, providing networking, recognition, and promotional opportunities. Akwaaba 2026 features multiple activities, including the African Food Fair, Medical Tourism Expo, Africa Youth Tourism Bantaba, Wonders of Nigeria
Expo, and the Aviation & Cargo Conference.
Since 2016, the expo has hosted annual editions of the Africa Travel 100 Awards across various categories, acknowledging travel companies, women leaders, global personalities, under-40 innovators, and regional tour operators.
Geographic Reach and Setting of Akwaaba African Travel Market 2026
The event draws participants and awardees from around Africa and beyond, including countries such as The Gambia, Kenya, Benin, Uganda, the United Arab Emirates, Ghana, Seychelles, Ethiopia, Rwanda, Tanzania, South Africa, Turkey, Namibia, Togo, India, São Tomé and Príncipe, Malta, the Netherlands, Bahrain, the Bahamas, Spain, and Morocco.
The 2026 edition continues a tradition of hosting prominent public figures. Past attendees include Nigerian
Senator Bola Ahmed Tinubu, former Nigerian President Olusegun Obasanjo, former Gambian President Dawda Jawara, former Commonwealth Secretary-General Sir Emeka Anyaoku, and former Nigerian Vice President Sir Alex Ekwueme. Ministers of Tourism, state governors, ambassadors, and high commissioners also frequently attend.
Driving Intra-African Collaboration Through Sports and Tourism
The 2027 AFCON football tournament serves as a catalyst for promoting travel within Africa. The Akwaaba African Travel Market and African Tour Operators’ Summit leverage this to enhance networking, strategic partnerships, and joint marketing across African tourism markets.
The event’s ‘‘Africans for Africa Awards’’ initiative specifically honours businesses pushing intra-regional travel and tourism integration. The three-day program also spans activities
related to African cuisine, medical tourism, youth tourism, destination weddings, travel technology, and aviation and cargo sectors, supported by business-to-business meetings and exhibitions.
