Akwaaba 2026 to Unite Sports and Tourism Ahead of AFCON 2027 in East Africa
Africa's biggest football spectacle is already unlocking exciting new tourism opportunities long before the first whistle is blown. Organisers of the 22nd Akwaaba African Travel Market have announced ambitious plans to fuse the power of sport with the enormous potential of tourism ahead of the highly anticipated 2027 Africa Cup of Nations (AFCON), which will be jointly hosted by Kenya, Tanzania and Uganda. For sub-Saharan African travel professionals, this convergence signals a pivotal moment in the growth of sports tourism as a serious economic force on the continent.
Scheduled to take place in Lagos from 13 to 15 September 2026, the three-day travel and tourism exhibition will host the second edition of the African Tour Operators Summit, bringing together operators from East and West Africa to design compelling travel packages tailored for football fans travelling to AFCON 2027. This is a landmark initiative that acknowledges what industry insiders have long known: modern football supporters are not simply match-goers but discerning travellers who seek immersive cultural, culinary and adventure experiences during their trips abroad.
Organisers have emphasised that the summit will strengthen commercial partnerships between travel businesses across regions, promote intra-African travel, and firmly position sports tourism as a major driver of economic growth. The event will also feature the prestigious Africa Travel 100 Awards, which recognise outstanding tour operators promoting African destinations across the continent. For agents and operators, this represents a valuable opportunity to network, forge new supplier relationships and gain visibility on a Pan-African stage.
The Akwaaba African Travel Market, widely regarded as West Africa's largest international travel expo, attracts participants from more than 20 countries and will once again showcase tourism conferences, exhibitions, business-to-business meetings, travel technology innovations and hospitality presentations. The scale and diversity of the gathering make it an essential fixture in the annual calendar for any travel professional serious about tapping into intra-African tourism flows.
The strategic decision to align Akwaaba 2026 with AFCON 2027 preparations is particularly astute. East Africa's hosting of the tournament under the AFCON PAMOJA 2027 banner is being widely viewed as potentially the most historic and commercially significant edition ever staged. From the vast plains of the Serengeti and the majestic slopes of Mount Kilimanjaro to the spice-scented shores of Zanzibar, the wildlife spectacle of the Maasai Mara and the mountain gorilla sanctuaries of Uganda, the tournament promises unprecedented global exposure for East African tourism industries. This is an opportunity that trade professionals across the continent cannot afford to overlook.
Uganda's tourism authorities have already declared AFCON 2027 as, in the words of Uganda Tourism Board CEO Juliana Kagwa, "our single biggest tourism marketing opportunity in a generation," with plans in motion to connect visiting fans with the country's rich array of experiences beyond match venues. Aza Taibu, second vice president of FUFA, has confirmed that Uganda is investing more than two trillion shillings into roads, sanitation, hospitals and sports infrastructure ahead of the tournament, viewing the event as a rare opportunity to diversify tourism products and unlock investments in music, culture, transport, hospitality and nightlife.
Tanzania is similarly positioning AFCON 2027 as a springboard for long-term tourism growth. The government sees the tournament as a powerful platform to market globally recognised attractions such as Mount Kilimanjaro, Serengeti National Park, the Ngorongoro Conservation Area and the beaches of Zanzibar to entirely new audiences who may extend their stays well beyond the football fixtures. Officials believe this blend of sports promotion and destination marketing will significantly increase international visitor numbers while cementing Tanzania's reputation as one of Africa's leading travel destinations.
The broader picture is equally exciting. AFCON 2027 is projected to expose Uganda, Kenya and Tanzania to an audience of around three billion global viewers, creating a once-in-a-generation opportunity for East Africa to experience unprecedented tourism visibility For visitors, the tournament will offer a unique proposition blending world-class football with authentic African travel, culture and entertainment in ways rarely seen before on the continent.
For African travel professionals attending Akwaaba 2026 in Lagos this September, the message is clear. The tournament represents far more than a sporting occasion; it is a catalyst that will reshape travel flows, unlock cross-border partnerships and generate lasting economic impact. Those who prepare product, capacity and marketing strategies now will be best positioned to convert the AFCON 2027 buzz into sustained business growth in the years that follow.
