21st Akwaaba African Travel Market showcases W’Africa’s tourism potential, champions women’s leadership

Abdullateef Fowewe

The 21st Akwaaba African Travel Market commenced on Sunday at Eko Hotel and Suites, Lagos, and will run through September 16, 2025.

The event highlights West Africa’s leading international travel and tourism exhibition, designed to promote intra-African travel, trade, and cultural exchange.

Conceived by tourism expert Ikechi Okoh and supported by partners including the Lagos State Government, Air Peace, Gambia, Wakanow, and Interswitch, the second day of the market featured a vibrant cultural display by Cross River State, showcasing the famous Calabar carnival that captivated attendees.

Lilly Ajarova, Senior President Adviser on Tourism from Uganda, emphasised the importance of domestic tourism, saying, “Domestic tourism is six times larger than international tourism,” and highlighted its economic impact: “We know in some of our countries, we are let down by our own citizens, when you get your own citizens to travel and appreciate the country they are living in, they become your marketeers. They become your ambassadors.”

Critically, she noted travel challenges in Nigeria, “If not for my position I wouldn’t have made it here, Nigeria why?” and appealed for better air connectivity, stating, “We need more air connectivity.”

Ugochi Madueke, Enugu’s Commissioner for Tourism, spoke passionately about women’s pivotal role in tourism.

“When you talk about tourism, you talk about women. We have taken over the policing room. Yes, now we are there,” said Madueke.

She encouraged women to stay resolute despite challenges stressing, “Remain focused, be determined. No matter the challenges. Look on to God, who is the author and finisher of our faith and I tell you, you will get there.”

Sierra Leone’s Minister of Tourism, Nabeela Farida Tunis, who was represented at the event hailed women as “the heartbeat of African tourism” and stressed their expansive contributions, “Women dominate the workforce and shape digital experience. Women are now living in conservation and violence management—owning and managing celebrated hotels.”

She acknowledged ongoing challenges such as limited access to finance but called for systemic change.

“Our goal must move beyond empowerment to full expression, positioning women as drivers of inclusive growth,” she added.

In closing, Ikechi Okoh thanked all participants for their contributions to making the event a success.