Nigeria Champions Domestic Tourism as Catalyst for Africa’s Travel Renaissance
At the heart of this year’s Akwaaba African Travel Market in Lagos, the Federal Government of Nigeria has once again underlined its resolve to make domestic tourism the cornerstone of a resilient and sustainable African travel industry. Dr. Mukhtar Muhammad, Permanent Secretary for the Federal Ministry of Arts, Culture, Tourism and Creative Economy, delivered a keynote address that set the tone for a future where African nations look inward to harness the economic and cultural power of their own destinations.
Describing Akwaaba as much more than a conventional expo, Dr. Muhammad cast it as a continental catalyst for innovation, collaboration, and strategic dialogue. Now in its 21st edition, the event has grown into a preeminent meeting ground for global travel leaders, international organizations, industry trailblazers, and millions of curious visitors—each contributing to Africa’s emergence as a sought-after location for both business and leisure travellers.
This year’s theme, “Domestic Tourism in Africa,” could not be more pertinent. As the global travel industry wrestles with economic and geopolitical headwinds, Dr. Muhammad reminded delegates that true sustainability for Africa’s tourism sector must begin with robust local foundations. He stressed that when Africans are inspired to discover their own regions—through heritage, landscapes, cuisine, and vibrant festivals—it not only ignites national pride, but also drives job creation and inclusive economic growth that reverberates through communities.
The Nigerian government is making visible strides toward this vision. Dr. Muhammad highlighted the prioritization of community-based tourism, targeted upgrades to infrastructure, and the integration of the creative industries as vital components of the country’s strategy. Key to this approach is a commitment to nurturing public-private partnerships, which are expected to unlock new investment and operational expertise.
Significantly, Nigeria’s National Tourism Policy is undergoing a comprehensive review—a process Dr. Muhammad described as open and consultative. By inviting contributions from all corners of the travel and tourism ecosystem, the government aims to craft a policy that reflects the aspirations and realities of local stakeholders, setting the stage for long-term growth and global competitiveness.
With a rich tapestry of cultural diversity and an abundance of natural attractions, Nigeria is positioning itself as a leader in Africa’s domestic tourism renaissance. The ministry’s showcase at Akwaaba this year puts a spotlight on the country’s unique blend of traditions, arts, and creative assets, while actively seeking partnerships in investment, cultural exchange, aviation, hospitality, technology, and youth development.
Dr. Muhammad singled out the importance of Akwaaba as a platform where alliances are not only formed but deepened. The event provides fertile ground for building networks that extend across borders and sectors, reflecting a pan-African ambition to unlock the continent’s full tourism potential. Intra-continental collaboration, he argued, is the next frontier for Africa’s travel industry, and requires concerted action on several fronts.
He called for greater investment in Africa’s youth, recognizing them as both the drivers and beneficiaries of tourism’s evolution. Embracing digital technology and expanding the reach of public-private partnerships are essential for modernizing the sector and making African destinations more accessible and competitive. Most crucially, Dr. Muhammad advocated for a renewed commitment to telling Africa’s own story—one that is rooted in confidence, pride, and authenticity, and that can reshape global perceptions.
The Permanent Secretary’s remarks come at a pivotal time, as stakeholders across sub-Saharan Africa seek to adapt to shifting market dynamics and heightened competition. For African travel professionals, the message is clear: those who invest in local tourism infrastructure, foster innovation, and leverage the continent’s creative capital will be best placed to thrive in a rapidly changing industry landscape.
Akwaaba’s 21-year legacy stands as proof of the continent’s capacity for reinvention and collaboration. Dr. Muhammad’s congratulations to the organizers underscored the vital role such gatherings play in fostering dialogue and opportunity. He urged participants to seize every moment to forge new partnerships, envisioning a future where Africa’s tourism sector is not only resilient and inclusive but also a beacon of prosperity for generations to come.
The focus on domestic tourism at this year’s Akwaaba signals a broader shift in the African travel industry—one that champions homegrown experiences, celebrates diversity, and builds sustainable value chains that benefit communities across the continent. As Nigeria leads by example, it invites its neighbors to join in creating a powerful, unified narrative that will propel Africa’s tourism industry to new heights.
