More Than A Ceremony: How The Africa Tourism Awards Seeks To Transform The Continent’s Tourism Story

In this special interview, Lucky Onoriode George engages Efetobo Awhana, Founder of the Africa Tourism Awards, in a conversation that goes beyond the surface of recognition and celebration. The Africa Tourism Awards is steadily carving out its place as a transformative force in the sector, with ambitions that extend far beyond an annual ceremony.

From the creation of regional editions and roadshows across Africa to mentorship and accelerator programmes for youth and start-ups, an Africa Tourism Hall of Fame to preserve legacies, a data and insights hub for evidence-based policy, and long-term global partnerships, Awhana envisions a platform that will redefine how Africa tells its tourism story. Excerpt:

What inspired the creation of the Africa Tourism Award, and how has it evolved over the years?

The Africa Tourism Awards was born from a deep conviction that Africa’s tourism excellence deserved its own spotlight, beyond international validation and mainstream narratives. The inspiration came from years of working within Africa’s tourism ecosystem and seeing firsthand the innovation, resilience, and world-class experiences being delivered across the continent, often without the global recognition they merit.

The journey began in 2017 in Nigeria with the launch of the Balearica Project with Nigeria Travel Week and Nigeria Tourism Awards. The idea was to grow tourism in Africa, starting from the biggest source market on the continent. The practical experience garnered from these platforms have helped shape the concept and process of the Africa Tourism Awards: a continent-wide initiative, symbolised by the Crowned Crane, Africa’s elegant and resilient bird.

This inaugural edition in 2025 marks a historic milestone. It’s the first time the continent will be celebrated at this scale and at such a globally strategic choice of venue of London, in the presence of the world’s tourism decision-makers. The awards have evolved from a national platform to a hybrid global event featuring 30+ categories, a transparent multi-tiered judging process, and a growing community of partners, stakeholders, and tourism icons from across Africa and the diaspora.

Why was London chosen as the host city for the 2025 edition?

London was deliberately chosen as the host city for the inaugural Africa Tourism Awards 2025 because of its global influence, diverse population, and strategic positioning as a bridge between Africa and the world. It is home to one of the largest African diasporas, a major aviation hub, and a central stage during World Travel Market [WTM] week, when global tourism leaders, investors, and influencers converge in the UK capital.

Hosting the awards in London allows us to amplify the stories of African tourism excellence in front of a global audience. It’s not just about visibility, it’s about positioning Africa at the heart of tourism dialogue, investment conversations, and global strategy.

Additionally, Canary Wharf, known for its modern skyline and international energy, mirrors the bold, forward-thinking spirit of African tourism today. It’s the perfect backdrop for an awards platform that celebrates innovation, resilience, and world-class storytelling from across the continent.

What is the main theme or vision guiding this year’s award ceremony?

The tagline for Africa Tourism Awards- “Celebrating Excellence, Inspiring Tomorrow”, reflects the dual mission of the awards. First, to shine a spotlight on the incredible achievements, creativity, and resilience of Africa’s tourism stakeholders, those who are building experiences, preserving heritage, driving sustainability, and welcoming the world to Africa’s diverse destinations. And second, to inspire the next generation of tourism leaders, innovators, and storytellers to dream bigger, reach further, and build a stronger, more connected industry.

The ceremony will serve as a platform for recognition, networking, and collaboration, while also sending a clear message: Africa’s time is now. With over 30 award categories this year and double that next year, a hybrid global audience, and an intentional celebration of both innovation and heritage, the 2025 edition is designed to honour the present and energise the future.

How do the awards contribute to promoting Africa as a global tourism destination?

The Africa Tourism Awards play a vital role in reframing the global narrative about Africa, not as a single story, but as a vibrant mosaic of world-class destinations, experiences, and innovations. By recognising and celebrating the continent’s most outstanding tourism brands, personalities, and initiatives, the awards elevate African excellence onto the global stage.

They provide credibility, visibility, and validation, three powerful forces that shape traveller perceptions, influence policy, and attract investment. Winners and nominees are not just honoured; they are positioned as ambassadors of African tourism, with their stories amplified across media, trade platforms, and industry networks.

Moreover, the awards encourage healthy competition, drive quality improvement, and promote innovation within the sector. They also foster cross-border collaboration, which is crucial for boosting intra-Africa travel and strengthening regional integration, key pillars for sustainable tourism growth on the continent.

In essence, the awards act as a marketing engine, storytelling platform, and industry catalyst, advancing Africa’s position as a dynamic, diverse, and desirable global tourism destination.

Can you highlight some of the categories or recognitions in the 2025 awards?

The Africa Tourism Awards 2025 features over 30 carefully curated award categories, spanning the full spectrum of the tourism ecosystem; from destinations and experiences to media, innovation, and leadership. These categories are designed to reflect the richness, diversity, and dynamism of African tourism today.

Some of the headline categories include: Best Tourism Board, Best Safari Destination, Best City Destination, Best Beach Destination, Best Tourism Video, Best Travel Blog, Best Travel Writer, Best Tourism Photography amongst others.

In addition to these competitive categories, the awards also include special recognitions for individuals and institutions making significant impact: Tourism Personality of the Year, Hotel Personality of the Year, Airline Personality of the Year, Women in Tourism Leadership Award, and Lifetime Achievement Award.

How are nominees selected, and what criteria guide the judging process?

Nominees for the Africa Tourism Awards 2025 are selected through a multi-layered nomination and evaluation process designed to ensure fairness, inclusivity, and credibility.

Nominations are opened to the public, industry professionals, and tourism boards across Africa. Individuals and organisations can nominate themselves or others via a dedicated online portal. Each nomination is then reviewed for eligibility based on category-specific criteria. A longlist of nominees is reviewed by the awards team and the judges. Finalists are then shortlisted in each category, typically 5 to 6 per category.

Winners are determined using a three-tiered scoring system:

Public Voting [20%] – Open to the general public to vote for their preferred nominees, ensuring community engagement and broad visibility.

Balearica Awards College [40%] – This is a diverse group of tourism professionals from across Africa whose votes carry weighted influence. Members are carefully selected for their expertise, industry involvement, and regional representation.

Expert Judges Panel [40%] – Comprising seasoned professionals in tourism, media, hospitality, conservation, and technology. Judges assess finalists using category-specific criteria, including Innovation & Creativity, Impact on Local Communities, Sustainability Practices, Brand Storytelling, Customer Experience, and Contribution to African Tourism Development.

What measures are taken to ensure transparency and credibility in the awards?

Ensuring transparency, integrity, and credibility is fundamental to the Africa Tourism Awards. From the outset, the entire process, from nominations to final selections, has been intentionally designed to be inclusive, balanced, and professionally accountable.

Key measures introduced include the three-tier evaluation system for the awards – Public Voting [20%], Balearica Awards College [40%], Independent Expert Judges [40%]. This structure balances popularity with professional insight and ensures that outcomes are not driven by large populations or lobbying alone.

Diverse & Representative Judges – The judging panel is composed of experts from across Africa and the diaspora, with backgrounds in hospitality, conservation, media, aviation, and destination marketing. Their selection is based on merit, experience, and regional diversity.

Clear Criteria & Scoring Guidelines – Each category has predefined judging criteria, aligned with global best practices in awards evaluation, such as innovation, impact, sustainability, storytelling, and service delivery. Judges use structured scoring sheets for consistency.

The scoring process includes internal cross-checks and, where applicable, third-party oversight. Scores from all tiers are aggregated independently and securely stored. Discrepancies are flagged and resolved via an internal review committee.

In what ways do the Africa Tourism Awards impact the winners’ brands or destinations?

Winning or even being nominated for an Africa Tourism Award can be a game-changer for tourism brands, destinations, and professionals across the continent. The awards are more than recognition, they are a springboard for growth, visibility, and credibility on both a continental and global scale.

Being recognised by an independent, credible awards platform instantly elevates a brand’s reputation. It signals trustworthiness, quality, and excellence, which are crucial factors in influencing consumer and trade decisions.

Award recognition also usually translates into increased bookings, especially for destinations, lodges, tour operators, and restaurants. Many past winners of similar awards have reported significant spikes in inquiries and conversions post-recognition.

Exposure at the awards event and through follow-up campaigns helps winners connect with investors, collaborators, media platforms, and development organisations. It opens doors to strategic partnerships and funding opportunities.

Winners are given an opportunity to tell their stories on a global stage, through interviews, digital campaigns, and the awards’ media network. This storytelling power helps shape the narrative of African tourism and gives winners a lasting voice in that story.

Participating in the awards also offers internal value, encouraging organisations to assess their operations, improve service standards, and innovate to remain competitive in future editions.

How do you see the awards shaping conversations around sustainable and responsible tourism in Africa?

The Africa Tourism Awards are intentionally positioned not just to celebrate excellence, but to influence the future of African tourism, especially around sustainability, responsibility, and inclusive development.

At a time when global travellers and industry stakeholders are demanding more ethical, community-driven, and eco-conscious experiences, these awards provide a powerful platform to spotlight African brands that are leading by example.

How are young professionals and start-ups in tourism represented in the awards?

One of the core pillars of the Africa Tourism Awards is the belief that the future of African tourism lies in its youth and emerging innovators. As such, the awards are intentionally structured to give young professionals, entrepreneurs, and start-ups the visibility, encouragement, and recognition they need to grow and lead. Interestingly, his year, two young professionals will be honoured with the Young Tourism Personality of the Year award, emphasizing the importance we have attached to encouraging young professionals and start-ups.

Looking forward, what is your long-term vision for the Africa Tourism Awards?

The long-term vision for the Africa Tourism Awards is to become the most prestigious and impactful tourism recognition platform on the continent, shaping the way Africa is seen, celebrated, and experienced, both by Africans and the world.

At its core, the awards aim to celebrate excellence and innovation, influence tourism policy and investment, and foster intra-Africa collaboration. But beyond the annual ceremony, our ambition is to evolve the Africa Tourism Awards into a continent-wide movement, with year-round programming, thought leadership, destination showcases, and capacity-building for tourism professionals across all African countries and the African diaspora.

“We envision a future where the Africa Tourism Awards becomes the gold standard, where winning one is seen as a mark of trust, quality, and impact anywhere in the world. But more importantly, we want it to serve as a platform that helps build a stronger, more united African tourism sector.”