Akwaaba 2026 Spotlights AFCON 2027 to Boost African Tourism and Investment

The 22nd Akwaaba African Travel Market is set to take place from September 13 to 15, 2026, at the Eko Hotel and SuitesVenue·Eko Hotel and Suites in Lagos, Nigeria. This year's edition will prominently feature sports tourism, with a significant focus on leveraging the 2027 Africa Cup of NationsCompetition·Africa Cup of Nations (AFCON) to stimulate intra-African travel, foster tourism investment, and strengthen regional partnerships across the continent.

A key highlight of Akwaaba 2026 is the reintroduction of the African Tour Operators' Summit, returning after an eight-year absence since its inaugural event in 2018. This summit aims to forge connections between tour operators from West African nations, including Nigeria, and their counterparts from East African countries such as Kenya, Tanzania, Uganda, and Rwanda. The primary objective is to facilitate the collaborative development of travel packages tailored for football enthusiasts planning to attend AFCON 2027, which will be co-hosted by Kenya, Tanzania, and Uganda under the banner of "PAMOJA 2027."

Organizers anticipate that this initiative will capitalize on the distinct strengths of both regions. West Africa is widely recognized for its footballing heritage, while East Africa offers renowned wildlife, pristine beaches, expansive national parks, and diverse adventure tourism opportunities. This strategic collaboration is expected to generate new business avenues for airlines, hotels, and destination management companies across Africa.

During Akwaaba 2026, the Africa Travel 100 Awards for African Tour Operators will be presented on September 14. These accolades, referred to by organizers as the "Africans for Africa Awards," will honor tour operators who have made substantial contributions to promoting African destinations to African travelers, thereby advancing intra-African travel and cultural exchanges.

The Africa Cup of NationsCompetition·Africa Cup of Nations 2027 is regarded as a significant tourism marketing opportunity for the East African co-hosts. Projections indicate a combined economic impact exceeding USD 2 billion, a figure consistent with the economic benefits observed during AFCON 2025 in Morocco. Major sporting events like AFCON provide host nations with unparalleled exposure to vast global audiences through television broadcasts, digital platforms, and extensive media coverage, surpassing the reach of traditional tourism campaigns.

"Imagine three billion television viewers around the world seeing your brand during AFCON matches. This is the power of AFCON — an incredible platform for investment and tourism growth."— Hassan El Kamah, CAF Commercial Director.

In preparation for AFCON 2027, the host nations are actively investing in tourism infrastructure, enhancing visitor services, and improving the overall quality of the experience. This includes the construction and upgrading of stadiums, improvements to transportation networks, expansion of hotel capacity, and enhancements to national park visitor services. These developments are designed to benefit both tournament attendees and the broader tourism economy. Tanzania, for example, aims to leverage the tournament to convert football fans into safari tourists. The event is expected to stimulate local economies, create employment opportunities, and increase revenues for small businesses, with the infrastructure improvements leaving a lasting legacy for local communities long after the tournament concludes.