Africa Tourism and Creative Economy Expo 2025 : Abuja at the Heart of Africa’s Tourism and Creative Economy Transformation

Africa, a continent endowed with exceptional cultural and natural wealth, is preparing to take a decisive step in unlocking the potential of its tourism and creative industries. The Africa Tourism and Creative Economy Expo 2025 (AFTCEE), to be held in Abuja on November 24–25 and organized by Afrocultour with the support of the Federal Ministry of Arts, Culture, Tourism and the Creative Economy (FMACCE), is positioned as a strategic catalyst to reveal the untapped potential of these two sectors. According to a report published by the organizers in August 2025, the goal is clear: to transform Africa into a global hub for tourism services and the creative economy, while stimulating intra-African and international trade.

Many tourism assets remain underutilized due to insufficient infrastructure and limited international marketing

Despite the continent’s richness—iconic East African safaris, cultural diversity, and millennia-old traditions—many tourism opportunities remain largely untapped due to inadequate infrastructure and limited international promotion. Similarly, Africa’s creative industries—music, film, and fashion—are growing rapidly but remain fragile, constrained by a lack of robust structures and an appropriate investment framework.

“Africa must leverage its comparative and competitive advantages to accelerate trade and economic growth,” the organizers emphasize. The Expo will bring together key players from across Africa and the world: international investors, business leaders, government officials, and creators. Its aim is to create a space for exchange that both showcases Africa’s cultural and tourism heritage and establishes sustainable economic partnerships.

The creative economy and tourism are of pivotal importance to Africa’s economy in the coming years

AFTCEE 2025 underscores the importance of institutional support. The WTO has recently expressed its endorsement of the initiative, reinforcing its strategic significance. The organization’s Director-General, Dr. Ngozi Okonjo-Iweala, stated: “The creative economy and tourism are of pivotal importance to Africa’s economy in the coming years. Africa’s heritage and tourism resources hold tremendous potential, and AFTCEE is the best opportunity to take advantage of them.”

This international recognition positions the Expo as a central event to integrate Africa into the global service value chain, while promoting foreign direct investment and building local capacities.

By emphasizing creative industries and tourism, the continent can generate new jobs, boost human capital, and develop infrastructure suited to 21st-century needs. The Expo will also foster intra-African cooperation, essential for strengthening regional value chains and promoting sustainable tourism and creative innovation initiatives.

The event will feature numerous workshops, panels, and networking sessions to identify collaboration and investment opportunities. Participants will exchange ideas on smart city projects, innovative tourism circuits, cultural infrastructure development, and talent training in creative industries. AFTCEE aims to turn dialogue into concrete action, fostering synergies between governments, the private sector, and educational institutions.

The initiative also highlights the importance of digital innovation and fintech solutions to support these sectors. Digitalizing tourism services, promoting ticketing and accommodation platforms, and supporting African creative startups are identified as key levers to enhance the continent’s competitiveness on the global stage.

AFTCEE represents a unique platform to transform African heritage and creativity into engines of sustainable growth, employment, and international competitiveness

In sum, the Abuja Expo aims to reinvent Africa’s tourism and creative economy. By maximizing the continent’s comparative advantages, promoting investment and international cooperation, and mobilizing local talent and infrastructure, Africa could position itself as a central player in the global services trade. As its organizers note: “AFTCEE represents a unique platform to transform African heritage and creativity into engines of sustainable growth, employment, and international competitiveness.”

With this initiative, Abuja becomes more than just an exhibition venue: it transforms into a strategic hub for Africa’s economic vision, a space where culture, creativity, and commerce converge to shape the continent’s future.