September 08, (THEWILL) – The highly anticipated 20th edition of Akwaaba African Travel Market, Africa’s leading tourism and hospitality event, is set to take place in Lagos, Nigeria. The major highlight of this year’s event is the 7th African Youth Tourism Bantaba, where Nigeria’s Minister of Tourism, Lola Ade-John, will serve as the Special Guest of Honour.
The Minister’s involvement underscores the Nigerian government’s dedication to youth empowerment and tourism development. Ade-John, a strong advocate for sustainable tourism, will deliver the keynote address, focusing on the role of young Africans in shaping the future of tourism on the continent.
The African Youth Tourism Bantaba has grown into one of the most important segments of the Akwaaba Travel Market, providing a platform for young tourism enthusiasts, students, and emerging professionals to interact with industry leaders, share ideas, and gain insights into the workings of the tourism and hospitality sectors. With Africa’s tourism industry projected to grow rapidly, this year’s Youth Bantaba will focus on “Activating The Youth Tourism Potentials of Africa, A Call To Duty”.
Ade-John’s participation as the Special Guest of Honour signals the Nigerian government’s support for youth engagement in tourism and its long-term vision for the industry’s role in economic development. Also, the famous Jollof Rice challenge will kick off on September 22, with chefs from top Hotels in Nigeria vying for mouthwatering prizes.
Furthermore, the organisers of Akwaaba African Travel Market will be giving out a N5 million grant to selected institutions, brands, journalists and young tour operators, each recognised for their contributions to the growth and development of Nigeria’s tourism industry as part of the Fatima Garbati Tourism Outreach Grant. It is an initiative aimed at empowering the next generation of tourism leaders in Nigeria.
The 20th edition will also witness several high-profile newcomers making their debut. Mövenpick Hotel & Residence Nairobi, Kenya, Memorial Healthcare Group from Turkey, and Costa Cruises from Italy will be participating for the first time, adding a new dimension to this prestigious event scheduled to take place from September 22 to 24, 2024, in Lagos, Nigeria.
Mövenpick Hotel & Residence Nairobi, renowned for its upscale hospitality and prime location in the heart of Kenya’s capital, will be showcasing its luxurious offerings to a diverse audience at Akwaaba. The hotel, which embodies African-themed design and world-class service, is eager to connect with key stakeholders in the African travel market.
Joining Mövenpick at Akwaaba for the first time is Memorial Healthcare Group, a leading private healthcare organisation based in Turkey. Memorial Healthcare is known for its cutting-edge medical services and state-of-the-art facilities, and its participation at Akwaaba underscores the growing intersection of healthcare and tourism. The group’s presence at the event highlights the increasing importance of medical tourism within Africa, offering new opportunities for collaboration and growth.
Costa Cruises, the only cruise line flying the Italian flag and a member of the Carnival Corporation & Plc Group, will also be making its first appearance at the Akwaaba Travel Market. With a legacy of 75 years, Costa Cruises is celebrated for its Italian style and hospitality, offering unparalleled cruise experiences across the globe.
Their participation marks a significant step in expanding their footprint within the African market, bringing world-class cruising experiences to potential travellers from the region.
In 2023, more than 25 hospitals participated in the medical tourism expo with many more indicating interest in this year’s event. The 2024 Akwaaba Travel Market promises to be an exciting and transformative event, celebrating two decades of shaping the travel and tourism landscape in Africa.
The inclusion of these esteemed new participants not only broadens the scope of the event but also reflects the growing interest of global brands in the African market. This year’s event is set to attract top government officials, industry leaders, and professionals from across the travel, tourism, and healthcare sectors, making it a pivotal gathering for fostering new connections and exploring innovative opportunities.
The 3-day event is scheduled to hold from September 22 to 24 at the prestigious Eko Hotels & Suites, Lagos. As Akwaaba African Travel Market reaches the remarkable milestone of 20 years, the event stands as a testament to its enduring commitment to promoting the rich tapestry of travel and tourism in Africa.
Over the years, Akwaaba has evolved into a pivotal platform that facilitates connections, fosters collaborations, and showcases the diverse offerings of the African travel industry. The upcoming 2024 event holds the promise of being a truly captivating experience, with the participation of more than 50 countries adding a global dimension to the celebration.
Akwaaba has played host to prominent African leaders, including former President Olusegun Obasanjo, former Vice President Alex Ekwueme, former President of the Republic of The Gambia, Dawda Jawara; former Commonwealth Secretary, Sir Emeka Anyaoku, and President Bola Ahmed Tinubu.
Others are former Nigeria Minister of Tourism, Amb. Frank Nchita Ogbuewu; Amb. Bianca Ojukwu; former deputy Tourism Minister of Zimbabwe, Anastasia Ndhlovu; Tourism Minister of Sierra Leone, Dr. Mrs. Memunatu Pratt; former and present Governors of Cross River State, Senator Ben Ayade, bad Sen. Prince Bassey Otu, as well as the Olota of Ota HRH, Oba Adeyemi Abdulkabir Obalanlege among others.
The event has successfully organised various initiatives such as the Africa Travel 100 Awards, Medical Tourism editions, Africa Youth in Tourism Conference, and Destination Wedding, earning recognition with an Award of Excellence in Tourism from the Nigerian Government and UNWTO at the Global Tourism Summit in 2022.
Akwaaba has also successfully organised the Africa Travel 100 Awards for women, Youth under 40, Tour Operators, two successful editions of Medical Tourism, Africa Youth in Tourism Conference, Destination Wedding. As Akwaaba African Travel Market looks ahead to its 20th-anniversary celebration, the event’s legacy as a catalyst for positive change in the travel and tourism sector is poised to continue.
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
