Janefrances Chibuzor
The 21st Akwaaba African Travel Market, widely recognised as the biggest travel and tourism exhibition in West Africa, has entered into a strategic parAkwaaba Travel Market Partners Wakanow to Boost Africa’s Tourism Growth
tnership with Wakanow, Africa’s foremost travel technology company. The annual event, which has grown into a continental brand over the past two decades, is scheduled to take place from 14 to 16 September 2025 at the prestigious Eko Hotel and Suites, Victoria Island, Lagos.
This year’s edition is expected to attract more than 3,000 participants, including tourism boards, airlines, hoteliers, tour operators, travel companies, government agencies and investors from across Africa and beyond. For many in the industry, Akwaaba has become more than an exhibition – it is the beating heart of Africa’s tourism conversation, a place where partnerships are forged, innovations unveiled, and the future of travel on the continent debated and shaped.
Since its inception in 2005, Akwaaba has grown steadily to establish itself as the most important platform for connecting Africa to the global travel market. Founded and driven by Ikechi Uko, the fair has consistently provided a meeting point for African tourism boards to showcase their destinations, airlines to launch new routes, and companies to introduce products. Over the years, countries such as The Gambia, Kenya, South Africa, Ghana, Rwanda, Uganda and Ethiopia have all used Akwaaba as a springboard to market themselves to Nigerian and West African travellers. Airlines including Ethiopian Airlines, Kenya Airways and South African Airways have also leveraged the platform to deepen their market penetration.
One of Akwaaba’s most enduring legacies has been its ability to bring Africa to Africans. Long before intra-African travel became a continental agenda through the African Continental Free Trade Agreement (AfCFTA), Akwaaba was already preaching the gospel of regional connectivity. It encouraged Nigerians to look beyond Europe and America for holidays and business travel, and instead explore destinations such as Zanzibar, Mombasa, Kigali, Accra and Banjul. The fair has therefore been a pioneer in shaping how Africans see travel within their own continent.
For Wakanow, joining forces with Akwaaba at this stage is a natural progression in its journey as a trailblazer in African travel technology. Since its founding in 2008, Wakanow has revolutionised the way Africans plan and experience travel, introducing products and services that address the peculiar challenges of the market. Earlier this year, it was crowned Travel Company of the Year in West Africa at the Accra Weizo event in Ghana, underscoring its leadership position in the industry.
Over the years, Wakanow has created a strong identity built on convenience, accessibility and innovation. Its PaySmallSmall product remains a flagship solution, allowing travellers to lock in travel plans with flexible payments spread over weeks or months – a product that has particularly resonated with the middle-class demographic across Africa. Its loyalty programme, WakaPoints, rewards repeat travellers, while WakaEvents has extended the company’s reach into the entertainment and events sector by offering seamless ticketing for concerts, festivals and shows.
Beyond product innovation, Wakanow’s global expansion has further distinguished it as a continental leader. As a Carlyle Group portfolio company, it has benefitted from significant investments that have fuelled its presence in Ghana, Kenya, South Africa, the UAE, the United States and Canada. With such a wide footprint, Wakanow has built bridges between Africans at home and those in the diaspora, ensuring that travel remains a strong thread binding the continent’s people together.
Speaking on the partnership, the management of Wakanow expressed deep excitement, describing Akwaaba as a strategic platform that has consistently delivered value to Africa’s tourism ecosystem. “Akwaaba is not just an exhibition; it is a movement that has redefined how Africa sees and presents itself to the world,” the company said. “By partnering with Akwaaba, we are reinforcing our belief in the power of collaboration to unlock Africa’s tourism potential, drive intra-African trade, and create opportunities for travellers, businesses and communities across the continent.”
The 21st Akwaaba African Travel Market is expected to feature a packed programme of exhibitions, high-level panel sessions, business-to-business meetings and networking opportunities. These sessions are often where key policy recommendations emerge, and where governments, private sector leaders and development partners chart new directions for tourism. In the past, Akwaaba has played host to aviation summits, women-in-tourism conferences, culinary showcases and cultural displays that have enriched the fair and broadened its influence beyond trade.
Last year’s edition, for instance, featured discussions on sustainable tourism, aviation safety and the role of technology in reshaping Africa’s tourism future. It also celebrated African gastronomy, with chefs from across the continent showcasing cuisines that told stories of heritage and identity. With Wakanow now part of the 2025 edition, industry watchers expect an even greater focus on technology-driven solutions, digital transformation and customer-centric innovations that can drive tourism growth.
Organisers have disclosed that this year’s theme will emphasise the opportunities and challenges of intra-African travel in the context of AfCFTA, an agenda that resonates strongly with Wakanow’s mission. Despite Africa being one of the fastest-growing travel markets in the world, intra-African connectivity remains limited by visa restrictions, high airfares and insufficient infrastructure. Akwaaba will therefore serve as a critical platform for stakeholders to address these barriers and push for solutions that make it easier for Africans to travel within Africa.
Industry observers believe the partnership between Akwaaba and Wakanow could mark a turning point for African tourism. By uniting the continent’s largest travel marketplace with its leading travel technology brand, the stage is set for new synergies that can drive innovation, expand networks, and amplify Africa’s narrative as a destination of choice. For hoteliers, tour operators and smaller travel businesses, the collaboration also promises increased visibility and access to tools that can help them compete in a digital-first travel landscape.
As the countdown to September begins, anticipation is building not only among stakeholders but also within the wider tourism community. The Akwaaba African Travel Market has always been a highlight on the industry calendar, drawing participants who see it as both a business opportunity and a cultural celebration. With Wakanow’s participation, the 21st edition is shaping up to be one of the most impactful yet, a true showcase of Africa’s best, and a rallying point for a stronger, more connected and more prosperous tourism industry.
