Nigeria displayed its cultural heritage and tourism potential at the World Travel Market (WTM) London 2026, held from 3 to 5 November 2026 at ExCeL London in the United Kingdom. The Nigeria Pavilion attracted international visitors, tourism professionals, and members of the Nigerian and African diaspora residing in the UK, positioning the country prominently on the global travel stage.
Leadership and Key Organizations Driving Nigeria’s Participation
The Nigerian Tourism Development Authority (NTDA) led the national delegation, under the direction of Director General Dr Olayiwola Awakan, who also actively participated in cultural presentations. NTT Global Destinations (NGD), led by Founder and CEO Elizabeth Agboola, served as the Strategic
and Pavilion Implementation Partner, coordinating exhibition planning, stakeholder engagement, and international liaison. Nigeria’s private tourism sector was represented by the National Association of Nigeria Travel Agencies (NANTA), reinforcing industry expertise and entrepreneurial presence at the event.
Cultural Showcases and Performances at the Pavilion
The Nigeria Pavilion featured traditional talking drums and cultural performances that brought attention to the country’s rich creative identity. On opening day, Dr Olayiwola Awakan joined drummers and dancers in a cultural performance, engaging beyond a ceremonial role to become part of the attraction. The pavilion also connected global audiences with Nigerian cultural exports such as Nollywood and Afrobeats, enriching visitor experience with authentic
expressions of contemporary African creativity.
Diaspora Engagement and Community Mobilization
Strong participation from Nigerians and Africans living in the United Kingdom marked the pavilion’s community presence. NTT Global Destinations leveraged diaspora media partnerships, including collaboration with DJA Media, to mobilize community attendance and involvement. This engagement highlighted the African diaspora’s role not just as spectators but as influential advocates in tourism diplomacy and destination promotion. The presence of these diaspora networks enhanced the pavilion’s visibility and strengthened connections between Nigeria’s official tourism efforts and international communities.
Tourism Diplomacy, Networking, and Nigerian Day Celebrations
Tourism diplomacy was a core theme throughout the three-day event. The second day included networking sessions featuring a traditional
palm wine experience that facilitated dialogue between Nigerian tourism stakeholders and international visitors. The final day culminated with Nigerian Day celebrations emphasizing music, cultural pride, and national identity. These events provided platforms for interaction among government agencies, private sector representatives, and community members, demonstrating a multifaceted approach to international tourism promotion.
NGD’s strategic coordination underpinned these activities, highlighting the importance of collaboration between institutional leadership, private travel businesses, and diaspora networks in enhancing Nigeria’s global tourism profile.
NTT Global Destinations continues to advance tourism development objectives by focusing on international market access, Africa and diaspora engagement, tourism diplomacy, and integration
within the emerging Halal economy. The firm’s approach affirms that sustainable destination visibility depends on combining exhibition presence with sustained institutional, private sector, and community partnerships.
