Permanent Secretary of the Federal Ministry of Arts, Culture, Tourism, and Creative Economy, Dr. Mukhtar Muhammad, has Called for Intra-Africa Collaboration and Investment.
He also highlighting the need to promote community-based tourism, upgrade tourism infrastructure, and strengthen and strengthen creative industry linkages.
Muhammad while delivering the keynote address at the he 21st edition of the Akwaaba African Travel Market held between September 14 to 16, 2025 at the Eko Hotels Convention Centre in Lagos, Nigeria, emphasised the importance of domestic tourism in driving national development and economic growth
The event, themed “Domestic Tourism in Africa,” brings together stakeholders from over 20 countries to celebrate Africa’s diversity, showcase opportunities, and strengthen tourism partnerships.
He noted that by encouraging citizens to explore their own cultural heritage, natural landscapes, and creative expressions, countries can build national pride, create jobs, and stimulate inclusive economic growth.
The Permanent Secretary highlighted Nigeria’s efforts to promote community-based tourism, upgrade tourism infrastructure, and strengthen creative industry linkages. He also called for stakeholders’ contributions to the review of the National Tourism Policy, emphasising the need for public-private partnerships to drive innovation and investment in the sector.
Muhammad outlined key areas for focus in the future of African tourism, including building stronger intra-African travel networks, investing in youth, embracing technology and digitisation, and telling Africa’s own story to the world confidently and proudly.
The Akwaaba African Travel Market has evolved into a continental hub of ideas, innovation, and collaboration, showcasing Africa’s compelling destinations for both leisure and business.
The event featured specialised segments, including the Africa Food Fair, Medical Tourism, the Youth Tourism Conference, and the Africa Travel 100 Awards.
Participants had opportunities for networking, partnerships, and collaborations, with the aim of building a resilient, inclusive, and prosperous tourism industry in Africa.
