The 22nd Akwaaba African Travel Market began on September 13, 2026, at Eko Hotel and Suites in Lagos, Nigeria. Running through September 15, the event emphasizes sports tourism, using the 2027 Africa Cup of Nations (AFCON) as a platform to promote intra-African travel, tourism investment, and regional partnerships.
African Tour Operators’ Summit Returns After Eight Years
The African Tour Operators’ Summit reconvened at Akwaaba after an eight-year gap since its initial 2018 edition. The summit connects tour operators from West Africa, including Nigeria, with counterparts from East African countries such as Kenya, Tanzania, Uganda, and Rwanda. The goal is to develop joint football fan travel packages for the
AFCON 2027 tournament, which will be co-hosted by Kenya, Tanzania, and Uganda.
The collaboration leverages West Africa’s strong football culture and East Africa’s established tourism assets like wildlife parks, beaches, and adventure offerings. Operators aim to promote multi-destination itineraries allowing football fans to attend matches while exploring leisure activities across East Africa. This initiative is designed to generate revenue opportunities for airlines, hotels, destination management companies, and other tourism suppliers.
Africa Travel 100 Awards Recognize Tour Operators Promoting Intra-African Travel
On September 14, the Africa Travel 100 Awards will honor African tour operators advancing travel within the continent. To be eligible, operators must have at least five years of experience,
have conducted at least five outbound tours to any African country within the last 18 months, and be based in Africa. Nominations require endorsement from either a past Africa Travel 100 winner or from a tour operator in another African country.
These awards celebrate businesses that enhance regional integration by marketing African destinations to African travelers. They form part of the event’s broader effort to position Akwaaba as a leading platform for recognition within the African travel sector.
Additional Akwaaba Features and Notable Attendance
The three-day market also includes the African Food Fair, Medical Tourism Expo, African Youth Tourism Bantaba, Wonders of Nigeria Expo, and Aviation
& Cargo Conference. Akwaaba is known as the largest and only travel expo in West Africa, attracting Ministers of Tourism, state governors, ambassadors, and high commissioners from Africa and beyond.
Over its history, the event has hosted prominent figures such as Senator Bola Ahmed Tinubu, former Presidents Olusegun Obasanjo and Dawda Jawara, former Commonwealth Secretary-General Sir Emeka Anyaoku, and former Nigerian Vice President Sir Alex Ekwueme. These attendees underscore the event’s significance in the African tourism industry.
AFCON 2027 as a Catalyst for Regional Travel Development
The 2027 Africa Cup of Nations tournament serves as the primary driver behind the event’s focus on sports tourism. Organizers aim to stimulate
increased travel demand, tourism investment, and partnerships across African countries in both West and East Africa. The synergy between football and tourism is seen as a vehicle to encourage cross-border visitor flows and economic cooperation.
By combining football fan travel with leisure tourism across multiple destinations, the Akwaaba African Travel Market seeks to expand business opportunities for airlines, hotels, and tour operators throughout the continent. This aligns with the event’s role as a hub for industry networking, exhibitions, travel technology sessions, and forums such as the African Medical Tourism Forum and African Tourism Conference.
