Here’s a bold statement: Africa is sitting on a goldmine of untapped potential in global trade, yet it barely scratches the surface with less than three percent of the world’s market share. But here’s where it gets exciting—the Africa Tourism and Creative Economy Expo (AFTCREE) is poised to change that. Scheduled for November 24–25, 2025, at the Nicon Luxury Hotel in Abuja, this landmark event promises to deliver a clear, actionable roadmap for Africa to expand its footprint in global trade through the dynamic intersection of culture and tourism.
Announced by the Chairman of AFTCREE’s Local Organising Committee (LOC), the Expo is more than just a gathering—it’s a catalyst for transformation. At its core is the launch of Agenda 2030, an ambitious initiative aimed at skyrocketing Africa’s contribution to global trade from its current negligible share to a robust 10 percent by the end of the decade. “Our goal is to position Africa as a global leader in tourism and creative industries by fostering collaboration, peer learning, and strategic investments across the continent,” the Chairman emphasized.
And this is the part most people miss: AFTCREE isn’t just talking the talk—it’s backed by heavyweights like the World Trade Organization (WTO), led by Dr. Ngozi Okonjo-Iweala, the African Union (AU) Social Secretariat, and other regional powerhouses. The LOC has also rallied a diverse coalition of stakeholders, from African envoys and foreign missions to tourism boards, airlines, and creative industry leaders, ensuring the Expo becomes a continental hub for policy dialogue, business networking, and cultural exchange.
One of the most groundbreaking features set to debut at AFTCREE is the Cultourmetre, a cutting-edge digital tool designed to track, in real time, Africa’s progress in tourism and creative economy sectors. Think of it as a pulse monitor for the continent’s economic growth in these areas. Meanwhile, Mr. Chuks Akamadu, Managing Director of Afrocultour Limited and CEO of the Expo, aptly described culture and tourism as Africa’s “low-hanging fruits” for economic revival.
But here’s where it gets controversial: Despite Africa’s exports reaching a staggering $614.58 billion in 2023, the continent still lags behind, capturing only a fraction of global trade and tourism revenue. Why is this the case? And what systemic barriers are holding Africa back from fully capitalizing on its rich cultural heritage and natural attractions? These are the questions AFTCREE aims to tackle head-on.
The Expo will be officially inaugurated by Senate President Godswill Akpabio, with Minister of Arts, Culture, Tourism, and the Creative Economy Hannatu Musa Musawa co-hosting the event in partnership with Afrocultour Limited. This historic gathering isn’t just about numbers—it’s about reimagining Africa’s role on the global stage.
So, here’s a thought-provoking question for you: Can AFTCREE truly unlock Africa’s potential, or are there deeper challenges that even this ambitious initiative can’t overcome? Share your thoughts in the comments—let’s spark a conversation that could shape the future of Africa’s global trade!
