All roads led to the Eko Hotel Convention Centre, Lagos, between Sunday and Tuesday,as the facility hosted 20th Akwaaba African Travel Market. The three-day event, organised by Ambassador Ikechi Uko, attracted a host of travel and tourism industry experts.
Highlight of the three day event was the address by the Minister of Tourism, Lola Ade-John, who commended organisers of the travel market for their vision and dedication while noting that Nigeria stands at the forefront of a tourism revolution, positioned to become a leading global destination. She said, “Our numbers tell a compelling story as tourism contributed 3.65% ($17.3 billion) to our 2022 GDP, with vast untapped potential. The sector employs 1.91 million people, aiming to multiply this in coming years. Domestic tourism saw 3 million trips in 2023, up 20% from 2022, with 200 million potential travellers. We welcomed 1.2 million international visitors in 2023, boosting foreign exchange.
“Our cultural landscape boasts 1,000+ annual festivals, 1,000+ attractions, two UNESCO World Heritage Sites, and diverse parks and reserves. Over $500 million in foreign direct investment secured in two years and projected to triple by 2028. However, the most exciting story lies in our youth. With 70% of our population under 30, Nigeria’s young people are our greatest asset in tourism. 65% of domestic trips in 2023 were undertaken by travellers aged 18-35. Youth-led tourism startups have grown by 150% in the last three years. Social media engagement in travel content has surged 300% among Nigerian youth since 2021. 80% of our tourism workforce is under 40, bringing innovation and digital savvy to the sector. These young Nigerians are not just travellers; they are storytellers, digital nomads, and entrepreneurs reshaping our tourism landscape.”
She continued: “The Federal Ministry of Tourism has a huge role to play in leading this mission. We are committed to unlocking our potential through governance and stakeholder engagement by implementing a thorough National Tourism Policy and Tourism Development Masterplan; and reactivating key structures like the Presidential Council on Tourism, chaired by Mr. President himself.
“Also, we are leveraging digital transformation and online presence to develop a comprehensive tourism database, website, mobile app, and virtual tours. We are partnering with private sector players like Cavista Holdings as well as tech-savvy youth to drive this digital revolution. Also, infrastructure rehabilitation where we will collaborate with states to provide counterpart investments that enhance attractions like Obudu Mountain Resort and Yankari Game Reserve. Community-Based Tourism and Skills Development where we will empower local communities through initiatives like the ‘Doctrine According to Tourism’ and ‘EcoGenesis Incubator Series.’ We are also working with the Ministry of Education to include History and Tourism in the curriculum from primary school level.”
The third day also featured prominent industry stakeholders including The Guardian Publisher, Maiden Alex-Ibru, whose intervention in the activities was a boost to the industry.