AITEC World takes African Tourism Vision to global stage at WTM London

By Admin

The African International Tourism and Economic Council (AITEC World) has taken its vision of connecting Africa’s tourism industry with international markets to the global stage with its official launch at the World Travel Market (WTM) London, United Kingdom, calling for stronger partnerships, collaboration and investment to unlock the continent’s tourism potential.

The global launch, held on Wednesday, November 4, 2026, at the South Gallery, Room 20, ExCeL London, attracted African countries participating in WTM, tourism leaders, tour operators, investors and media representatives.

The event marked AITEC World’s third major launch, following its regional unveiling in Abuja, Nigeria, and continental launch in Addis Ababa, Ethiopia.

Speaking on the theme, “Come. Connect. Collaborate. Invest,” the Council’s Global Adviser and Honorary Senior Special Adviser on Culture and Tourism to the Governor of Akwa Ibom State, Mr Nkereuwem Onung, said the London launch was designed to deepen Africa’s engagement with the global tourism market and create opportunities for mutually beneficial partnerships.

He explained that the Abuja launch was intended to connect Nigeria, while the Addis Ababa event focused on bringing the African continent together, adding that the London unveiling represented an opportunity to connect Africa with the rest of the world.

“We launched regionally in Abuja to connect Nigeria. We launched continentally in Addis Ababa to connect Africa. Today, we launch globally here in London to connect Africa to the World and the World to Africa,” he said.

Onung challenged the perception that African destinations were difficult to access, arguing that the continent already possessed the necessary air, maritime and digital infrastructure to support international tourism.

According to him, the priority should now be building stronger relationships and partnerships among tourism stakeholders rather than focusing exclusively on physical connectivity.

“Africa is connected. From Uyo, where I arrived from a few days ago, to London where I am today, it is six hours. We have airports, we have seaports, we have fibre optics. What we need is not connection of cables, but connection of minds,” he stated.

Using the opportunity to promote Akwa Ibom State as an emerging tourism destination, Onung highlighted its 129-kilometre Atlantic coastline, Ibeno Beach, the Oron Museum, which houses some of Africa’s oldest wood carvings, and the hospitality of its people.

He said the state, under Governor Umo Eno, was open to international tourism partnerships and investments, noting that ongoing infrastructure development was positioning it to attract more visitors and investors.

The AITEC World adviser particularly urged international tourism operators and investors to move beyond conventional sightseeing and establish practical partnerships with African destinations, local tour operators, museums and cultural institutions.

“Africa does not need pity tourism. Africa needs partnership tourism. Do not come to Africa to take pictures of poverty. Come to Africa to build products with us. Collaborate with our tour operators, our museums, our cultural festivals,” he said.

He explained that such partnerships would create employment, strengthen local businesses, support cultural institutions and improve the livelihoods of communities hosting tourism attractions.

Describing AITEC World as a council rather than a travel agency, Onung said the organisation was established to build bridges between African tourism destinations and international markets.

He maintained that increased visitor numbers alone would not deliver the full economic benefits of tourism without corresponding investments in infrastructure, cultural assets and tourism enterprises.

“Visit is good. But investment is better. Africa has 1.4 billion people, 60 per cent under 25. The future of global tourism is African. The world will come to Africa because Africa has what the world no longer has: authentic culture, untapped destinations and natural warmth,” he added.

He cited investments in Akwa Ibom, including Arise Park, Ibom Hotels and the state’s road network, as examples of infrastructure and tourism developments that could support international partnerships.

Onung, in an illustration, compared African tourism to a hidden Manchester United trophy in a London home, arguing that the continent’s enormous tourism potential had remained largely underappreciated despite its rich cultural and natural heritage.

He insisted that Africa was ready to welcome the international community not merely as visitors but as partners in developing its tourism industry.

“Africa is not just inviting the world to visit. Africa is inviting the world to partner, to participate, and to prosper,” he said.

Also speaking, the Director-General of the Nigeria Tourism Development Authority (NTDA), Mr Ola Awakan, called for stronger unity and collaboration among African tourism stakeholders, stressing that the continent could achieve more through collective efforts.

Awakan said African countries and industry operators needed to adopt a strategic approach to building a sustainable cultural tourism economy across national boundaries.

“I believe in the philosophy of togetherness and unity, key ingredients to personal growth and national development. Our industry must adopt a strategic process to sustain the vision of African cultural tourism economy across our borders. I must commend the President of AITEC for this great initiative,” he said.

Similarly, the immediate past President of the National Association of Nigeria Travel Agencies (NANTA) and Deputy President of the Federation of Tourism Associations of Nigeria (FTAN), Mrs Susan Akporiaye, called for practical action plans to translate Africa’s tourism potential into tangible economic opportunities.

Akporiaye cautioned against relying on elaborate declarations without corresponding implementation, noting that the international community was watching how African countries and industry stakeholders would transform their cultural and tourism resources into viable investment opportunities.

The President of the National Association of Tour Operators (NATOP), Mrs Bolaji Mustapha, reaffirmed her association’s commitment to promoting Nigeria as a competitive destination in the global tourism market.

Mustapha said NATOP would continue to leverage strategic platforms and partnerships to attract international tourism traffic to Nigeria.

She also commended AITEC World President, Mr Dine Bouraima, for his commitment to establishing a continental platform for advancing cultural tourism.

A major highlight of the event was the unveiling of NATOP’s Nigerian Tourism Passport, a handbook showcasing major tourist destinations across the country.

Designed in Nigeria’s national colours and bearing the country’s identity, the publication attracted the attention of Awakan, who commended NATOP for the initiative and its contribution to promoting domestic tourism.

The NTDA Director-General, however, expressed the desire for similar initiatives to incorporate the input and endorsement of the national tourism regulatory authority to encourage greater institutional collaboration.

Earlier, Bouraima welcomed participants and reiterated the need for Africa to take greater ownership of its tourism narrative and position its cultural assets more prominently in the global market.

He said the Council’s previous unveiling in Abuja demonstrated Nigeria’s diplomatic and economic relevance within Africa and the international community.

Bouraima called on African governments, development partners and international donor agencies to support AITEC World’s vision of expanding the visibility of African cultural tourism and creating opportunities for international engagement and investment.

AITEC World is a global council dedicated to connecting Africa with international markets through tourism, culture, entertainment and investment partnerships. The organisation seeks to provide a platform for cooperation between African destinations and global stakeholders to promote the continent’s tourism potential and facilitate sustainable economic opportunities.