In a decisive move to strengthen Africa’s travel industry from within, Nigeria has placed domestic tourism at the forefront of its strategy, emphasizing the role of local experiences in building a resilient and sustainable sector.
The message was underscored during the 21st Akwaaba African Travel Market, where Dr. Mukhtar Muhammad, Permanent Secretary of the Federal Ministry of Arts, Culture, Tourism and Creative Economy, delivered a keynote address highlighting the continent’s untapped potential.
Describing Akwaaba as more than a conventional exhibition, Dr. Muhammad portrayed it as a catalyst for innovation, collaboration, and strategic dialogue. Now in its 21st edition, the event has evolved into a premier gathering for global travel leaders, international organizations, industry innovators, and millions of visitors, all contributing to Africa’s rise as a prime destination for both leisure and business travel.
This year’s theme, “Domestic Tourism in Africa,” resonates strongly amid ongoing global economic and geopolitical challenges. Dr. Muhammad emphasized that sustainable growth in Africa’s tourism sector begins with cultivating a strong domestic market. “When Africans explore their own regions—through heritage, landscapes, cuisine, and festivals—they ignite national pride, generate employment, and foster inclusive economic growth that touches local communities,” he stated.
The Nigerian government is taking tangible steps toward realizing this vision. Dr. Muhammad highlighted ongoing investments in community-based tourism, targeted infrastructure upgrades, and the integration of creative industries as critical drivers of the sector. Public-private partnerships, he added, are central to unlocking new investment and operational expertise.
A key development is the comprehensive review of Nigeria’s National Tourism Policy. Dr. Muhammad described the process as consultative and inclusive, inviting input from stakeholders across the travel ecosystem. The goal, he explained, is to develop a policy framework that reflects local aspirations while enhancing global competitiveness.
Nigeria’s showcase at Akwaaba demonstrated the country’s rich cultural diversity and natural attractions, highlighting its potential as a leader in Africa’s domestic tourism revival. The ministry actively pursued partnerships in investment, cultural exchange, aviation, hospitality, technology, and youth development—emphasizing that cross-sector collaboration is essential to sustaining growth.
Dr. Muhammad also stressed Akwaaba’s role as a platform for deepening alliances and expanding networks across borders. “Intra-continental collaboration is the next frontier for Africa’s tourism industry,” he said, calling for concerted investment in youth, digital technology, and public-private initiatives to modernize the sector and make African destinations more accessible and competitive.
At the heart of his message was a call for Africa to tell its own story—one rooted in confidence, authenticity, and pride. By controlling the narrative, Dr. Muhammad argued, African nations can reshape global perceptions and assert their place in the international tourism market.
As the continent adapts to shifting market dynamics and intensifying competition, his message is clear: investment in local infrastructure, innovation, and creative capital is essential for sustainable success. Akwaaba’s 21-year legacy stands as a testament to Africa’s capacity for reinvention and collaboration, and Dr. Muhammad urged participants to seize the opportunities presented to forge partnerships and build a prosperous, inclusive future.
The spotlight on domestic tourism at this year’s Akwaaba marks a broader strategic shift in Africa’s travel industry, one that prioritizes homegrown experiences, celebrates cultural diversity, and strengthens sustainable value chains. Nigeria’s leadership in this movement signals a united call for the continent to embrace its own tourism potential and propel Africa onto the global stage.
SOURCE: brandiconimage.com
