Introduction
On World Tourism Day 2025, the city of Abuja became the epicenter of a historic event—the official unveiling of the Tourism Across Africa Project. Spearheaded by Jet Age Nation Builders (JANB) and proudly supported by strategic partners and sponsors including Thuraya and Zuma Coffee, this ambitious initiative is being celebrated as the biggest African Unity Tourism expedition of the decade.
Designed to cover a 30-day journey from Nigeria to Ethiopia, the project aims to foster Pan-African unity, cultural exchange, and global visibility for Africa as a prime tourism destination.
Held at the Chinese Cultural Centre in Abuja, the launch drew top government officials, international dignitaries, and tourism stakeholders, all gathered to support what is now being described as a landmark moment for African tourism diplomacy.
The Significance of the Tourism Across Africa Project
The Tourism Across Africa Project is not just about travel—it’s about rebranding Africa as a unified tourism hub. For decades, African nations have promoted themselves individually, but this project emphasizes the collective promotion of Africa as one destination.
By embarking on this bold expedition, Jet Age Nation Builders are championing the African Union’s Agenda 2063, which envisions deeper regional integration, stronger economic ties, and a shared cultural identity.
The Grand Unveiling in Abuja
The unveiling ceremony was more than symbolic—it was a call to action for African unity. Attendees included:
- The Permanent Secretary, Federal Ministry of Arts, Culture, Tourism, and Creative Economy
- The Cultural Counsellor, Embassy of the People’s Republic of China in Nigeria
- A Representative of the National Institute for Hospitality and Tourism (NIHOTOUR)
- The Acting Director General of the Nigerian Tourism Development Authority (NTDA)
- Ambassador Phil Roberts, Team Lead of the Tourism Across Africa Expedition
Each of these key voices highlighted how tourism can serve as a bridge for peacebuilding, cultural preservation, and economic growth.
Key Speeches and Highlights
Permanent Secretary’s Message
The Permanent Secretary emphasized that tourism is more than leisure—it is a force for unity, cultural diplomacy, and economic empowerment. He noted that Nigeria’s leadership role in this initiative underscores its commitment to Agenda 2063 and to fostering African solidarity.
China’s Cultural Counsellor
The Cultural Counsellor of China’s Embassy in Nigeria praised the project as a model for China-Africa cultural cooperation. He highlighted tourism as a vehicle for cross-cultural understanding and promised ongoing support from China in advancing cultural and creative industries.
NIHOTOUR’s Commitment
Speaking on behalf of NIHOTOUR, the representative noted that tourism is an ideal instrument for diplomacy and education. He pledged technical support to ensure the sustainability of the project, stressing its role in inspiring youth empowerment and capacity building across Africa.
NTDA’s Perspective
The Acting DG of NTDA urged Africans to stop marketing their countries in fragments. He called for the collective promotion of Africa as a single, diverse tourism hub, reinforcing the message that unity drives visibility and global appeal.
The Vision of Ambassador Phil Roberts
Ambassador Phil Roberts, leader of the Tourism Across Africa Expedition, presented the detailed itinerary.
- Departure: October 1, 2025, from Nigeria
- Route: Nigeria → Benin → Togo → Ghana → Côte d’Ivoire → Liberia → Sierra Leone → Guinea → Mali → Niger → Sudan → Ethiopia
- Distance: Over 5,000 kilometers in 30 days
- Arrival: October 27, 2025, in Addis Ababa, Ethiopia
Upon arrival, the delegation will be welcomed at the African Union Headquarters, marking the symbolic conclusion of this unity journey.
Roberts passionately declared:
“This expedition is not just a road trip; it is a movement for African unity. We will carry the flags, stories, and cultural heritage of every nation we pass through, showcasing Africa’s beauty and resilience.”
Uniqueness and Impact of the Project
The Tourism Across Africa Project carries multiple objectives that set it apart:
- Tourism Diplomacy: Building stronger ties through cultural exchanges.
- Regional Integration: Promoting free movement and trade under the AfCFTA.
- Cultural Preservation: Showcasing African heritage, traditions, and diversity.
- Youth Empowerment: Inspiring young Africans to see tourism as a career path and economic driver.
- Continental Branding: Positioning Africa as a unified tourism powerhouse.
Through live media coverage and social platforms, millions across Africa and beyond will be able to follow the journey in real time.
A Call to Action for African Unity
Hon. Olarewaju Abdulrasheed, project media consultant, stressed the importance of media collaboration in shaping the narrative of Africa. He highlighted that the unveiling of the Tourism Across Africa Project was more than an event—it was Africa’s wake-up call to embrace collaboration and redefine its image on the global stage.
Why This Matters for Africa’s Future
The Tourism Across Africa Project is more than symbolic—it represents Africa’s readiness to:
- Break away from fragmented promotion
- Leverage tourism as an engine for economic growth
- Strengthen inter-African relationships
- Showcase Africa’s diversity under a single continental identity
As the Acting DG of NTDA aptly said:
“This is Africa’s time to shine—together, as one.”
FAQs
What is the Tourism Across Africa Project?
It is a 30-day adventure tourism expedition from Nigeria to Ethiopia, aimed at promoting Pan-African unity, cultural exchange, and tourism diplomacy.
Who is behind the Tourism Across Africa Project?
The project is powered by Jet Age Nation Builders (JANB), led by Ambassador Phil Roberts.
When does the expedition start and end?
It begins on October 1, 2025, in Nigeria and ends on October 27, 2025, in Addis Ababa, Ethiopia.
Which countries will be covered during the expedition?
The journey will span Nigeria, Benin, Togo, Ghana, Côte d’Ivoire, Liberia, Sierra Leone, Guinea, Mali, Niger, Sudan, and Ethiopia.
Why is the project important for Africa?
It highlights unity, cultural diplomacy, regional integration, and youth empowerment, aligning with the African Union’s Agenda 2063.
How can people follow the expedition?
The journey will be streamed and updated live on Jet Age Nation Builders’ media platforms, allowing global participation.
Conclusion
The Tourism Across Africa Project stands as a milestone in African unity and cultural diplomacy. By embarking on a journey that cuts across borders, cultures, and languages, the project sends a strong message: Africa is stronger together.
With Nigeria leading the charge, supported by global partners, the expedition will not only promote continental branding but also inspire a new generation to see tourism as a tool for peace, development, and prosperity.
From October 1 to October 27, 2025, the world will witness Africa’s most ambitious tourism diplomacy expedition yet—an adventure of hope, culture, and pride.
