While Africa’s rich cultural heritage, vast coastline, and vibrant creative industries position it as a premier global destination, long-standing systemic bottlenecks continue to suppress its full economic potential.
Deliberations at this year’s 22nd edition of the Akwaaba African Travel Market, yielded a clear consensus: transforming African travel into a sustainable economic powerhouse requires a fundamental overhaul of governance structures, seamless intra-African connectivity, data-driven policymaking, and strategic regional partnerships.
The event which was held at Eko Hotel and Suites in Lagos focused on the urgent need to address the structural deficiencies impeding tourism growth across West Africa. The private sector voiced strong calls for governments to move beyond surface-level promotional events and focus on institutionalizing clear, supportive policies.
Aliyu Badaki, the President of the Federation of Tourism Associations of Nigeria (FTAN), emphasized that the current state of tourism in the region stems directly from a lack of coordinated, sustainable planning.
He maintained that African nations cannot continue operating under archaic frameworks while expecting modern economic returns. According to Badaki, unlocking the continent’s true potential demands deliberate public policy intervention, dedicated funding mechanisms, and structured collaboration between government authorities and private operators.
The private sector’s focus is now firmly fixed on a comprehensive transformation agenda designed to establish accountability, streamline regulatory approvals, and create an enabling environment where tourism businesses can scale sustainably.
Leveraging data, technology and infrastructure
Addressing the broader strategic vision for the sector, Hannatu Musawa, Nigeria’s Minister of Art, Culture, and the Creative Economy, pointed to data accuracy and technological integration as the missing links in Africa’s tourism evolution.
She argued that effective governance and impactful advocacy are impossible without access to reliable, real-time statistics.
Musawa highlighted recent national digital initiatives, such as unified tourism applications, designed to consolidate information on travel offerings, heritage sites, and local services across all sub-regions.
By creating centralized digital hubs, destination marketers and investors gain precise insights into traveller behaviour, resource availability, and market opportunities.
She noted that digital tools and robust data gathering serve as critical bridges connecting the various sub-sectors of the travel economy, from transportation and lodging to arts and culinary tourism, positioning Africa as a globally competitive market ready for dynamic economic expansion.
Beyond policy and technology, the event served as a major rallying point for deepening bilateral and multilateral tourism ties within the continent. Stakeholders unanimously agreed that Africa must become its own primary tourism market by encouraging seamless cross-border travel among its citizens.
Abdoulie Jobe, the Minister of Tourism, Arts, and Culture of The Gambia, presented a compelling case for strengthening cross-border commercial ties, specifically targeting the Nigerian market.
Describing The Gambia as the ‘Smiling Coast of Africa,’ Jobe urged for stronger, formalized partnerships between Gambia tourism boards and Nigerian airlines, tour operators, and hospitality brands.
He emphasised that encouraging Africans to explore neighbouring destinations not only drives mutual economic growth but also builds long-term diplomatic and cultural resilience. By facilitating easier transit, synchronized visa policies, and joint marketing campaigns, African nations can retain valuable travel capital within the continent while showcasing their shared culinary, artistic, and historical assets.
Positioned as the gateway to creative economy
Host city representatives underscored the expanding scope of modern tourism, which has evolved far beyond traditional leisure trips into a multi-faceted industry encompassing business, gastronomy, sports, medical travel, and the creative arts.
Speaking on the importance of regional trade platforms, Ibijoke Sanwo-Olu, the First Lady of Lagos State, reaffirmed the state’s commitment to positioning Lagos as a primary hub for business, entertainment, and cultural investment.
She noted that initiatives integrating local culture such as regional culinary showcases like the celebrated ‘Jollof Rice War’, play a vital role in preserving social history while generating tangible economic opportunities for local micro-enterprises.
By linking the creative arts, hospitality, and corporate travel, destination managers can build multifaceted travel ecosystems that attract continuous domestic and foreign investment.
Sustaining the vision for long-term growth
Reflecting on more than two decades of driving regional integration through travel, Ikechi Uko, the founder of the Akwaaba African Travel Market, noted that the platform’s core mission remains cantered on empowering young operators, opening global market access for local travel firms, and championing intra-African connectivity.
The insights shared at this year’s gathering offer a clear roadmap for the future. For Africa to fully capitalize on its tourism resources, governments and industry leaders must move swiftly from policy debate to practical execution-establishing rigid institutional structures, adopting digital technologies, removing cross-border trade friction, and fostering public-private synergies capable of turning cultural wealth into lasting economic prosperity.