Ejiro Efenudu
Dr. Ngozi Okonjo-Iweala, Director-General of the World Trade Organization (WTO), has thrown her weight behind the upcoming Africa Tourism Economy Expo scheduled to hold in Abuja, Nigeria’s Federal Capital Territory.
The event, billed as one of Africa’s most significant gatherings for tourism, trade, and investment stakeholders, aims to promote the continent’s vast tourism potential while fostering economic cooperation across borders. Organizers say the expo will bring together policymakers, investors, innovators, and industry leaders from across Africa and beyond.
In a statement confirming her support, Okonjo-Iweala highlighted the vital role of tourism in boosting trade, creating jobs, and driving sustainable development in Africa. She noted that tourism is not only a cultural showcase but also a powerful vehicle for economic diversification, particularly for nations seeking to reduce dependence on extractive industries.
“Africa’s tourism sector has the capacity to generate millions of jobs, stimulate local enterprises, and strengthen regional integration,” she said. “The Africa Tourism Economy Expo is a timely platform to connect opportunities with action, ensuring that tourism becomes a sustainable pillar of our economies.”
Boost for Nigeria’s Tourism Agenda
Nigeria, as host, is expected to leverage the expo to position itself as a leading tourism and investment destination in West Africa. Industry analysts believe the event could significantly improve the country’s visibility on the global tourism map, especially at a time when stakeholders have been calling for stronger participation in international tourism platforms.
The Minister of Tourism, Lola Ade-John, welcomed Okonjo-Iweala’s endorsement, describing it as a strong signal of the event’s credibility and importance.
“Dr. Okonjo-Iweala’s support underscores the strategic role tourism plays in Africa’s trade and economic growth agenda. Her endorsement is a rallying call for all stakeholders to collaborate in unlocking Africa’s tourism potential,” Ade-John stated.
Showcasing Opportunities Across Africa
The Africa Tourism Economy Expo will feature exhibitions from tourism boards, travel operators, airlines, hospitality businesses, cultural institutions, and technology providers. Discussions will cover themes such as eco-tourism, digital transformation in travel, heritage preservation, and intra-African tourism promotion.
Workshops and networking sessions are expected to create opportunities for small and medium enterprises (SMEs) to engage with investors and policymakers, with a focus on inclusive growth that benefits rural communities and women-led businesses.
Economic Impact and Regional Collaboration
Tourism accounts for over 8% of Africa’s GDP and supports millions of livelihoods. However, industry experts note that the sector remains underdeveloped compared to other global regions. The expo seeks to address barriers such as inadequate infrastructure, limited air connectivity, and restrictive visa regimes by fostering regional cooperation.
The African Continental Free Trade Area (AfCFTA) framework is also expected to feature prominently in discussions, with stakeholders exploring how its provisions can be leveraged to boost tourism-related trade and services across the continent.
Global Attention on Abuja
With Dr. Okonjo-Iweala’s involvement, the Africa Tourism Economy Expo is poised to attract high-level attention from both the trade and tourism communities worldwide. Organizers project a strong turnout from African heads of state, ministers, and private sector leaders.
The event will run over several days, culminating in a gala night celebrating African culture through music, dance, and culinary showcases.
By aligning tourism with trade and investment, the Africa Tourism Economy Expo hopes to cement its place as a catalyst for Africa’s sustainable economic transformation.
