The First Lady of Lagos State, Dr Ibijoke Sanwo-Olu, has called for stronger government and private-sector support for tourism and hospitality, as the 22nd Akwaaba Africa Travel Market opened in Lagos with participation from tourism stakeholders and destinations from different parts of Africa.
Sanwo-Olu made the call on Sunday while declaring the 22nd edition of the continent’s major travel and tourism exhibition open at the Eko Hotels and Suites Convention Centre, Lagos.
The event brought together travel professionals, tour operators, destination marketers, airlines, hospitality businesses, investors and other tourism stakeholders from Nigeria and several African countries, providing a platform for cross-border tourism promotion, business networking and cultural exchange.
The Lagos First Lady described tourism and hospitality as critical to the identity, economy and global appeal of Lagos, stressing the need for continued innovation and stronger collaboration between government and industry stakeholders to unlock the sector’s potential.
She said Lagos had enormous opportunities in business tourism, leisure, entertainment, culture and investment, noting that the state’s tourism and hospitality industry could create more opportunities for young people.
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Sanwo-Olu commended Akwaaba for sustaining a platform that brings together tourism stakeholders from across Africa and promotes destinations on the continent.
According to her, the travel market has evolved into an important meeting point for African tourism professionals to showcase destinations, build partnerships and encourage intra-African travel.
She urged stakeholders to continue developing initiatives that would encourage Africans to explore destinations within the continent rather than looking primarily outside Africa for tourism experiences.
Akwaaba showcases Africa’s tourism potential
The First Lady said events such as Akwaaba were important to the growth of African tourism because they provided opportunities for countries to showcase their attractions, culture, hospitality products and investment opportunities to an international audience.
She encouraged participants from different African countries to use the platform to strengthen partnerships and develop tourism products that could attract more visitors across the continent.
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Sanwo-Olu also challenged the organisers to continue introducing innovative ideas that would make Akwaaba more relevant to the changing needs of the tourism industry.
She commended Ambassador Ikechi Uko and the Akwaaba team for sustaining the travel market over the years and for using the platform to promote African destinations, business networking, cultural exchange and collaboration.
First Lady highlights Jollof Rice War
A major attraction highlighted by the First Lady was the Jollof Rice War, an initiative celebrating Africa’s culinary heritage and diversity.
Sanwo-Olu described food as an important component of tourism, noting that cuisine can tell the story of a people, preserve cultural heritage and create economic opportunities.
“Food is much more than nourishment. It carries our history, it tells our stories, it connects communities and creates opportunities,” she said.
She noted that young participants from the 2026 Lagos Boy Child Initiative, including Joelle, Goodluck and Daniel, were involved in the culinary initiative after developing interests and skills in the area.
According to her, exposing young people to practical opportunities in culinary arts could help build their confidence, independence and professional skills.
She called for more opportunities for young Nigerians in culinary arts, hospitality, travel management, event production, entertainment and destination marketing.
Call for stronger government-industry partnership
Sanwo-Olu stressed that the growth of tourism required closer cooperation between government and private-sector operators.
She said stronger collaboration would enable Lagos to maximise its tourism assets, improve visitor experiences and attract more domestic and international travellers.
The First Lady urged tourism stakeholders to continue innovating and creating products capable of positioning Lagos and other African destinations competitively in the global tourism market.
She said the continued growth of Akwaaba demonstrated the importance of providing platforms where African tourism stakeholders could meet, exchange ideas and develop business relationships.
The 22nd Akwaaba Africa Travel Market is therefore providing a pan-African marketplace where destinations and tourism businesses from across the continent can promote their products, establish partnerships and explore opportunities to grow intra-African travel and tourism.
