The African International Tourism and Economic Council (AITEC World) has officially launched on the global stage at the World Travel Market (WTM) London, with a call on international stakeholders to move beyond conventional tourism to meaningful partnerships, collaboration and investment in Africa’s tourism industry.
The global launch, held on Wednesday, November 4, 2026, at the South Gallery, Room 20, ExCeL London, United Kingdom, attracted African countries participating in WTM London, tourism leaders, tour operators, investors and media representatives.
The event, which marked AITEC World’s third major launch following its regional unveiling in Abuja and continental launch in Addis Ababa, was headlined by the Council’s Global Adviser and Honorary Senior Special Adviser on Culture and Tourism to the Governor of Akwa Ibom State, Mr. Nkereuwem Onung.
Speaking on the theme, “Come. Connect. Collaborate. Invest, Onung described the message as a practical call to action aimed at strengthening tourism relationships between Africa and the rest of the world.
He explained that the Abuja launch was designed to connect Nigeria, while the Addis Ababa event sought to connect the continent, adding that the London launch was intended to deepen Africa’s engagement with the global tourism market.
“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.
Addressing concerns about accessibility to African destinations, Onung dismissed the perception that the continent was difficult to reach, arguing that Africa already possessed the necessary transport and digital infrastructure to support international tourism.
According to him, the challenge is no longer simply about physical connectivity but about building stronger relationships and partnerships among tourism stakeholders.
“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.
Onung also used the opportunity to promote Akwa Ibom State as an emerging tourism destination, highlighting 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 investment, noting that ongoing infrastructure development was positioning it to attract more visitors and investors.
On collaboration, the AITEC World Global Adviser urged international tourism operators and investors to establish genuine partnerships with African destinations rather than approach the continent solely as a sightseeing destination.
“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 added that such partnerships would create employment opportunities, support local businesses, strengthen cultural institutions and improve livelihoods in host communities.
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 further called for increased investment in the continent, arguing that international visitation 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.
Onung cited investments in tourism infrastructure in Akwa Ibom, including Arise Park, Ibom Hotels and the state’s road network, as evidence of its readiness to work with international partners.
In a colourful illustration towards the end of his address, he compared African tourism to a hidden Manchester United trophy in a London home, arguing that the continent’s tourism potential had remained largely underappreciated despite its rich cultural and natural heritage.
He maintained that Africa was ready to showcase its tourism assets and invite the international community to participate in their development.
“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’s tourism industry could achieve more through collective efforts.
Awakan said African countries and industry players needed to adopt a strategic approach to developing 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 convert their cultural and tourism resources into viable investment opportunities.
Meanwhile, the President of the National Association of Tour Operators (NATOP), Mrs. Bolaji Mustapha, reaffirmed her association’s commitment to promoting Nigeria as a competitive tourism destination in the global 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 what she described as a continental platform for advancing cultural tourism.
At the event, NATOP unveiled its Nigerian Tourism Passport, a handbook showcasing major tourist destinations across the country.
The publication, designed in Nigeria’s national colours and bearing the country’s identity, attracted the attention of the NTDA Director-General, who commended NATOP for the initiative and its efforts towards promoting domestic tourism.
However, Awakan expressed the desire for similar initiatives to incorporate the input and endorsement of the national tourism regulatory authority to encourage greater institutional collaboration.
Earlier, the President of AITEC World, Mr. Dine 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.
Bouraima said the Council’s previous unveiling in Abuja demonstrated Nigeria’s diplomatic and economic relevance within Africa and the international community.
He 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.
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