The Akwaaba African Travel Market organisers announced plans to harness the 2027 Africa Cup of Nations (AFCON) for promoting intra-African tourism. The event’s 22nd edition runs from September 13 to 15, 2026, in Lagos, Nigeria. Concurrently, the second African Tour Operators Summit will convene, aiming to foster continental travel partnerships and capitalize on AFCON 2027.
Focus on East-West African Tour Operator Partnerships
The African Tour Operators Summit will emphasize collaborations between East and West African tour operators. Its agenda includes the creation of specialized travel packages and curated tourism experiences centered on AFCON 2027, co-hosted by Kenya, Tanzania, and Uganda. The summit promotes designing cross-border itineraries that
attract African travelers by linking football events with tourism opportunities.
Africa Travel 100 Awards and Additional Akwaaba Events
On September 14, 2026, the Africa Travel 100 Awards will recognise tour operators excelling in marketing African destinations to continental travelers. Returning after its first session in 2018, the African Tour Operators Summit forms part of a broader program at Akwaaba, including the Africa Food Fair, African Medical Tourism Forum, African Tourism Conference, Destination Wedding showcase, African Youth Tourism Bantaba, Travel Technology sessions, CHINET Aviacargo meetings, exhibitions, and networking events.
Akwaaba’s Regional Significance and Recognitions
Akwaaba serves as West Africa’s largest travel and tourism expo, attracting participants from more than 20 countries, including Kenya, Uganda,
Rwanda, Tanzania, Ghana, Ethiopia, The Gambia, Seychelles, South Africa, Egypt, Türkiye, and the United Arab Emirates. The event received an Award of Excellence in Tourism from the Nigerian Government and the United Nations World Tourism Organisation in 2022, reflecting its influence in advancing African tourism trade.
The initiative aims to connect Africa’s significant football fanbase in West Africa with East Africa’s growing status as a premier tourism destination. By aligning leisure tourism with sports events, Akwaaba 2026 seeks to unlock economic opportunities through this strategic cross-sector partnership.
Travelers can anticipate tailored itineraries during AFCON 2027 that integrate football matches with
cultural, leisure, and adventure experiences. Tour operators involved in the summit will work to develop cross-border travel routes, enabling African travelers to combine support for their teams with regional tourism exploration.
