Akwaaba African Travel Market

Akwaaba African Travel Market (AFTM)is an annual international travel event organized by Akwaaba Travel Market Limited and founded by Ikechi Uko.^[1][2][3] It is the only international travel fair in West Africa; it's a face to face marketing platform for travel companies; and a meeting place for travel and tourism investors to network. It’s held every year in Lagos, Nigeria. Because of the large turnout of participation, drawing attendance from over 20 countries; numerous airlines, both domestic and foreign; and leading Africa hotel chains, attracting more than 10, 000 visitors, ^[4] it is referred to as ‘‘ Where Africa meets the world ’’.

Each year, there is an official theme that reflects the current changes and challenges in the travel tourism sector with experts and top tourism players to proffer solutions.^[5] The event has exhibitions from airlines, hotels, restaurants and destinations in Africa, with exhibitors depicting their uniqueness during the event; workshops and lectures by experts; Africa Travel Awards; business networking; live entertainment with cultural display across different countries; wine tasting; culinary events; opportunities to win free airline tickets and free tickets to stay at exotic hotels in Africa.

Akwaaba African Travel Market is the only international travel fair in West Africa in partnership with the Nigerian Tourism Development Corporation (NTDC); listed by the United Nations World Tourism Organization ( UNWTO ); a partner event of the Africa Travel Association (ATA) in the region and the only member of the International Tourism Trade Fairs Association (ITTFA) in West Africa.^[6][7][8][9]

History

The first Akwaaba African Travel Market (AFTM) was held in Lagos in 2005.^[10] It came as a result of the rebranding of the name of the Travelers Awards and Exhibitions, which was launched in 2004. Subsequent editions have been held in Lagos. The word "Akwaaba" means "Welcome" in Ghana and Côte d'Ivoire.

At Akwaaba African Travel Market

Akwaaba African Travel Market came at a time the West Africa travel market and tourism industry developments, innovations, challenges and untapped travel and tourism investment potentials were unnoticed to the broader global communities.^[11][12] West Africa, a region with 270 million people, 15 countries, numerous airports and hotel chains, and the largest number of travelers in Africa.

At Akwaaba African Travel Market, stakeholders in the travel and tourism industries gather every year to discuss on ways to promote and improve the travel tourism in Africa and investors meet to network on business potentials and investment opportunities in the travel tourism sector. Today, Akwaaba African Travel Market contributes to the growth of travel and tourism in Africa.^[13]

Exhibitors

Akwaaba African Travel Market brings together travel professionals from different African countries, airlines, hotels, resorts, tourism boards, national parks, transport companies, destination marketers, travel and tour operators.^[14][15]

Brand effects

AKWAABA AFRICAN TRAVEL MARKET STRENGTHENS THE TIES AMONG AFRICAN COUNTRIES AND ORGANIZATIONS IN THE PROMOTION OF ECONOMIC TRADE IN THE TRAVEL AND TOURISM MARKETS.

Seeing the power of tourism, South Africa used Akwaaba African Travel market as a reaching platform to bridge her gap with Nigeria. Thulani Nzima, chief executive officer of the South African Tourism (SAT) is quoted saying: ‘’ During Akwaaba, we officially announced our partnership with the National Association of Nigeria Travel Agencies (NANTA), who will help boost tourist arrivals growth from Nigeria to South Africa by developing a range of packages to suit the Nigerian travelers ’’. As quoted by Akwaaba African Travel Market organizer, Ikechi Uko: ‘’The fair has opened the door to Nigeria and Africa tourism markets and served as a platform for exchange of cultural and tourism potentials among participating countries.

The Nigeria College of Aviation Technology (NCAT), the largest training institute in Africa, partners with Akwaaba African Travel Market to reach out to the West Africa region in the areas of pilot training. Akwaaba offers NCAT a platform to reach out to a large audience of top players in the Aviation industry from West Africa. According to Capt. Chinyere Kalu, former rector of the institute, she said in 2012: The current growth of NCAT and its excellent positioning in the region is a reflection of the vision of the minister of Aviation, Princess Stella Oduah, who has supported the college tremendously and Akwaaba helps us reach more organization to take advantage of the wonderful training opportunities in Nigeria.

In 2012, Gambia organized 'Gambia day' at the 2012 Akwaaba African Travel Market, inviting her business partners around the world to Akwaaba event to witness the ' Gambia day'. Gambia used the Akwaaba African Travel Market platform to showcase Gambia to the world and seeks investments.

At Akwaaba event.L-R- Otunba Runsewe,( NTDC former DG), Olusegun Obasanjo ( Nigeria former president), Dawda Jawara ( Gambia former president), Danny Jordaan, Ikechi Uko and Obioma Liyel Imoke

Akwaaba African Travel Market is the official travel partner for the National Association of Nigeria Travel Agencies (NANTA). This enables NANTA, as an organization to further strengthen her relationship with other African countries and international organizations.

To foster the relationship of East Africa with West Africa, East Africa adopts Akwaaba African Travel Market as the official tourism expo in West Africa; and the Economic Community of West African States (ECOWAS) adopts Akwaaba African Travel Market as the official travel expo in the region of West Africa.

IT IS A ONE STOP EVENT TO NETWORK AND LEARN ABOUT INNOVATIONS IN GLOBAL TOURISM.

The Nigeria former Minister of Land, Housing and Urban development, Mrs. Akon Eyakenyi, said: Akwaaba gives people in the tourism industry room to interact with hoteliers, travel and transports industry operators and to share their individual experience’’.

PRODUCTS AND SERVICES EXHIBITED ON THE AKWAABA AFRICAN TRAVEL MARKET FLOOR GAIN HIGH INTERNATIONAL EXPOSURES AND RECOMMENDATIONS.

During Akwaaba 2014, South African Tourism (SAT) used the fair as an avenue to meet with exhibitors, present them with the country's value proposition and sign business deals with the exhibitors.

Event features

Africa Travel Awards

The Africa Travel Awards marks the formal opening of the fair and features speeches and presentations, award presentation, cultural dance displays from various dance troupes across Africa, music performances and dinner.

Instituted in 2008, the African Travel Awards is one of the high points of the fair, drawing distinguished personalities from all over Africa. Winners are first screened by a panel of experts from across Africa and voting by the general public on africantravelmarkets.com. The aims is to celebrate Africans who have thrived and pioneered different areas of travel and to reward excellence in terms of facility management and quality service delivery and celebrate excellence in travel, tourism and hospitality in Africa.

Over the years, attendance include former president of Nigeria, General Olusegun Obasanjo; former Secretary-General of the Commonwealth, Sir Emeka Anyaoku; former Vice President of Nigeria, Chief Alex Ekwueme; Executive Secretary of ATA, Eddie Bergman; others include Heads of States of African nations; governors; ambassadors; heads of tourism boards both local and foreign, CEOs of corporations; heads of International Institutions; General manager of hotels, airlines; tour operators and travel agents; celebrities and the media.

Past recipients of the Awards includes former president of Gambia, Sir Dawda Jawara; Dr Danny Jordaan, the CEO of South Africa World Cup LOC; Capt Irene Mutungi, the first lady airline captain in Africa; Capt Desta Zeru, the first African to captain a B787;Capt Chinyere Kalu, first female pilot in Nigeria.

Past and present committee members of the Africa Travel Awards include:

Chika A. Onyeani - Publisher/Editor-in-Chief, African Sun Times, USA based publication (USA)

SHEIKH Tejan Nyang - Tourism Expert from Gambia.

Denis Gathanju - CEO of Safari Communications based in Nairobi, (Kenya) and Kigali, (Rwanda).

Janjay F. Campbell - of The INQUIRER Newspaper (Liberia)

Ogo Sow - Journalist and host of OgoSow.com (Atlanta, USA)

Mrs. Tinuke Nwakohu - Managing Director, Aviator Travel & Tours Limited (Nigeria)

Monique Swart - Founder, African Business Travel Association (ABTA), (South-Africa)

Gordon Adoboe - Former President, Tour Operators Union of Ghana and a founding member of the West African Tourism Union based in Ghana.

Consiga Khiga - Ceo of Destination Connect (Kenya)

Adefunke Adeyemi - IATA representative in Africa

Yunus Saliu - Columnist at Daily Observer Newspaper (Gambia)

Ali Diouf - of The National Daily of Senegal “Le Soleil” (Senega)

Samuel Doe - A Journalist from Ghana Daily Graphics Newspapers (Ghana)

Yvette smith Cole - Producer with the Sierra Leone Broadcasting Corporation (Sierra Leone)

Patricia Ellis - Producer, Explore Zambia TV program on ZNBC (Zambia)

Waturi Matu - Business Environment Director at TradeMark East Africa (Kenya)

Olanma Ojukwu - Managing Director, God’s Own Travel Agency (Benin)

Amos Wekesa - Founder of Great Lakes Safaris and Uganda Lodges Limited (Uganda)

Chiquita Johnson - Hospitality Professional (Liberia)

Khomotso Ketsall - (South-Africa)

Nancy Sam - President, Tour Operator Union of Ghana (TOUGHA) (Ghana)

Africa Travel and Tourism Conference

The Africa Travel and Tourism Conference is to address the challenges and solutions of travel and tourism development in Africa. With expert speakers and discussants drawn across the globe, delegates, guests and exhibitors will be enriched with vital knowledge and information on the up-to-date changing trends in the practice and operations within the related sectors of the travel and tourism businesses.^[16]

Aviation day

This day focuses on the Aviation Industry .The Aviation day features workshops and presentations where industry experts discuss the outlook for the Africa region, find out what trends are affecting Africa, the challenges and opportunities in the long-term and learn how to adapt to changing market conditions as well as celebrates Top Brands. The event is rounded off with Lunch and Musical Performance.

In 2015,^[17] in line with IATA's objective, to bring connectivity in Africa, Akwaaba African Travel Market (AFTM) partnered with IATA to organize the 2015 Edition of Aviation Day at Akwaaba. In the past, AFTM has also collaborated with ABTA (African Business Travel Association) to host these sessions.

Hospitality day

This day focuses on the hospitality industry, with attendance of nearly all the managers from the top international hotel brands in the Africa region. It features presentations by notable individuals on the latest trends, tools and technology to help hotels stay ahead of competition and increase guests experience. In 2014, Samsung West-Africa launched their new set of Hospitality TV into the West-African Market at the event. This event is rounded off with lunch, Raffle-draw, musical performances and Wine-tasting.

Country day celebration

The country day celebration is aimed at promoting travel within Africa through showcasing the food, Culture and destinations of participating countries. These countries in conjunction with their embassies in Nigeria can organize a food, wine tasting event or bring along a cultural troupe to entertain at the event. Ghana, Gambia, Rwanda, South Africa, Kenya and Nigeria day have all been celebrated.

The Wedding & Spa Event

This event segment of the AFTM features services and professionals in this business, these include the best African hotels; spa houses; event planners; caterers; makeup artists; photographers; fashion designers with designs from top fashion houses and bridal designers. This event segment includes a raffle draw where couples get to win fantastic honeymoon getaways and weekend stays.

Wine tasting

Attendees to the Akwaaba fair have the opportunity to sample different top wines and spirits from the exhibiting wine dealers and manufactures from all over the world.^[18] The Akwaaba African Travel Market offers wine sellers and buyers the opportunity to engage with the traveling public. The event is a marketing platform for wine manufacturers and distributors across Africa.^[19][20][21]

Partnerships and associations

Tour Operators Union of Ghana (TOUGHA )

National Association of Nigeria Travel Agencies (NANTA)

Nigerian Associations of Tour operators(NATOP )

International Tourism Trade Fair Association (ITTFA)

Africa Travel Association (ATA)

Nigeria Tourism Development Corporation (NTDC)

The United Nations World Tourism Organization (UNWTO)

African Business Travel Association (ABTA)

Nigeria College of Aviation Technology (NCAT)

Kwanza Trade Marketing of Dubai

Federal Airport Aviation Authority of Nigeria (FAAN)

Nigerian Civil Aviation Agency (NCAA)

References