Akwaaba Travel Market Set to Catalyse Tourism Growth in Africa

Lilly Ajarova, Senior Presidential Advisor for Tourism, Uganda

On the 15th September 2025, industry leaders, policymakers, investors, and travel enthusiasts will gather at the Eko Hotels & Suites Convention Centre in Lagos to share insights, profile country-specific strategies and chart the way forward for a more connected and vibrant African tourism market.

The upcoming African Tourism Conference at the 21st Akwaaba African Travel Market will serve as a platform to examine these efforts in depth—unpacking what has worked, what has not and the lessons learned along the way. 

According to the organiser, Amb. Ikechi Uko, "with a population of 1.4 billion across 54 nations, Africa receives fewer than 100 million tourists annually. Yet, the potential for growth is immense. If each African country could generate between 10% and 20% of its population as domestic tourists and share just 5% as intra-African travellers, the continent would witness a thriving tourism economy capable of transforming local communities and industries."

"Since the COVID-19 lockdown in 2020, Africa has awakened to the opportunities offered by domestic tourism. Kenya’s Tembea Kenya campaign emerged as an early success story, followed by South Africa’s Sho’t Left initiative and Nigeria’s Naija7Wonders.

Grassroots movements like Naija Explorers and Nigerian Tourism Lovers have proven that domestic travel is not only viable but sustainable. Many African nations have since invested in developing domestic tourism infrastructure and marketing strategies," said Amb. Uko.

The African Tourism Conference will feature keynote speaker Lilly Ajarova, Senior Presidential Advisor for Tourism, Uganda. Before her appointment, she served as the Chief Executive Officer of the Uganda Tourism Board (UTB).

During her tenure at UTB, Ms. Ajarova oversaw the development launch and roll out of the Explore Uganda destination brand, improved quality assurance service delivery in tourism establishments across the country, enhanced tourism product development including MICE tourism promotion, created partnerships with stakeholders and development partners. 

She will also be joined by the Chief of Executive Officer, TheXperts, Rwanda and Congo, Fifi J. Rurangwa. Ms. Rurangwa was one of the winners of the African Travel 100 Global Leaders Award for her remarkable achievement towards the growth of the tourism sector in Africa.

Another member of the panel session is Alisa Osei Asamoah. She is the CEO of Riali Consult and a member of Ghana’s prestigious Club 100; an elite club of Ghana’s most successful and respected CEOs and the immediate past President of the Tour Operators’ Union of Ghana (TOUGHA) after serving for four continuous years each as treasurer and Vice President, respectively, of TOUGHA since 2012.

Also among the panelists is Mrs. Olanma Ojukwu, the Managing Director of GOTA Voyage-Benin. Her agency became the national GSA of the biggest Nigeria airline in Benin Republic called Air Peace, since February 2024. Currently, she serves as the President of the Commission in charge of Benin tourism development at CTM Benin( Benin tourism stake holders association).

Mrs. Shalom Asuquo-Ankoh, CEO of Travel Lab, Nigeria, will also be sharing game-changing insights as one of the panelists. Another panelist is Ayman Thomas Mahinda of Zee Travel & Tours-Zanzibar. And lastly, Dr. Adama Bah, the Chairman of the Institute of Travel and Tourism of Gambia (ITTOG). Dr. Bah has over 40 years experience of working in the tourism industry in The Gambia and other West African countries.

Akwaaba African Travel Market is the only international travel and tourism expo in West Africa, bringing together professionals from airlines, tourism boards, travel agencies, hotels and other tourism service providers. Recognized by the United Nations World Tourism Organization (UNWTO), Akwaaba serves as a hub for collaboration, learning and market access in the African travel industry.