Redefining Travel: Valentina Ijeoma Akpa Expressed her Vision for Sustainable and Connected Tourism Future in West Africa.

In this interview with Folalumi Alaran, we speak with Ms. Valentina Ijeoma Akpa, Chief Operating Officer of Juyonna Travels and Tours, one of West Africa’s top travel agencies. She discusses her journey into the industry, the impact of digital transformation, and her commitment to sustainable tourism. Ms. Akpa also shares her vision for a more responsible, connected future of travel.

Thank you, Ms. Akpa, for joining us today. As the Chief Operating Officer of Juyonna Travels and Tours, you’re at the helm of one of West Africa’s most dynamic travel agencies. Could you start by telling us about your journey into the travel and tourism industry and your role at Juyonna?

Thank you for having me. My journey into travel and tourism began from a genuine love of culture and exploration, coupled with a background in international relations and linguistics, which has allowed me to see travel from both a global and local perspective. At Juyonna Travels and Tours, I focus on overseeing operations, refining our service offerings, and driving growth strategies that connect travelers with enriching experiences. We’ve expanded our services significantly to become a key player, not just in Nigeria but across West Africa, and we’re now reaching out to international travelers with services that resonate globally.

The travel industry has undergone tremendous change in recent years, especially with evolving global travel policies. How do you navigate these challenges to enhance the travel experience?

It’s true—the landscape has changed drastically. Navigating these challenges involves staying informed and proactive. The key is understanding both local and international regulations, from health and safety protocols to entry requirements, which vary significantly across borders. I believe in a hands-on approach: monitoring policy updates, coordinating with local partners, and, most importantly, making sure travelers feel secure and informed. My role is to simplify these complexities for clients, so they can focus on enjoying the experience. It requires agility, foresight, and a commitment to exceptional service despite the challenges.

In light of the post-COVID landscape, what changes have you implemented to address the shifting needs of travelers, and how do you see these adaptations shaping the future of tourism?

The post-COVID world has redefined travel in many ways, placing a stronger emphasis on flexibility, safety, and trust. We’ve adapted by offering flexible booking policies, enhanced health protocols, and by prioritizing clear, timely communication with travelers about any policy updates or requirements. Clients today seek reassurance, so we ensure they have all the necessary information to travel confidently and safely. These adaptations aren’t temporary; I believe they’ll continue shaping the industry, pushing us toward a model that’s more resilient and customer focused. Ultimately, this shift has brought the industry closer to what travel should be—a seamless, secure experience built on understanding and care for the traveler’s needs.

You’ve been an advocate for sustainable tourism. Could you explain your vision of responsible travel and why it’s essential for the future of tourism?

Absolutely. Responsible travel is about creating a positive impact—for travelers and destinations alike. To me, sustainable tourism means respecting and preserving cultural heritage, minimizing environmental impact, and ensuring local communities benefit economically. I work to integrate eco-friendly choices and culturally immersive options in travel packages, ensuring that clients are not just observers but active participants in a respectful, sustainable way. Tourism has the power to educate, bridge divides, and support local economies, but only if we approach it thoughtfully. It’s essential because, ultimately, our natural and cultural resources are limited. Protecting them is crucial for the longevity of tourism itself.

What challenges do you face in implementing global standards for tourism within regional contexts, especially in places with diverse cultural and economic landscapes?

Implementing global standards in diverse regions definitely has its challenges. Every destination has its unique cultural, economic, and infrastructural landscape, and it’s my responsibility to respect those nuances while upholding standards of quality and safety. For instance, regions may have limited infrastructure or regulatory differences that require creative solutions. Working with local experts is key—they provide insight and cultural understanding that enrich the travel experience. This adaptability allows us to implement global standards in a way that feels authentic and respectful of each destination’s character. It’s about balancing high standards with cultural sensitivity.

*Digital transformation is revolutionizing travel. How do you see it shaping the future of tourism, and how have you incorporated it into your work?

Digital transformation is a game-changer in tourism. For clients, it means easier planning, enhanced personalization, and real-time support. Personally, I’ve focused on using digital tools to make travel more accessible, efficient, and responsive to individual needs. Data, for example, allows us to understand traveler preferences better and tailor our services accordingly. I also value digital solutions for their ability to streamline logistics, such as real-time booking updates and automated support. As digital integration grows, I see it empowering travelers to explore more independently, confidently, and consciously, which is an exciting direction for the industry.

In a rapidly changing world, what trends do you see shaping the future of tourism?

We’re definitely seeing shifts toward sustainable tourism, experiential travel, and wellness-focused journeys. People today want meaningful experiences that go beyond sightseeing—they’re seeking cultural immersion, relaxation, and connections with locals. Another trend is the demand for eco-conscious options, as travelers are more mindful of their impact. And, of course, digital innovation will continue to reshape how we plan and experience travel. The tourism industry is moving towards a more inclusive, experience-driven model, where travelers seek deeper connections with destinations. I think that trend is here to stay and will help tourism evolve in a way that’s more conscious and rewarding.

What advice would you give to future tourism professionals who want to make a lasting impact in the industry?

I’d say start with a strong understanding of the traveler’s journey and the impact of tourism on communities. Have a genuine respect for the places and people you work with and be adaptable to change. The industry is ever evolving, so flexibility is essential. Additionally, focus on relationship-building—whether with local vendors, clients, or international partners. And, of course, embrace sustainability. Tourism should enrich rather than exploit, and that perspective will resonate strongly with travelers. The future of tourism belongs to those who can blend service excellence with ethical practices and a commitment to meaningful, memorable experiences.

Finally, what’s your vision for the future of tourism? How would you like to see the industry evolve?

My vision for tourism is one where travel is accessible, sustainable, and enriching for everyone involved. I’d love to see more initiatives that encourage respectful engagement with cultures, that promote eco-friendly practices, and that support local communities. Ideally, tourism would become a force for good, helping to preserve natural and cultural heritage while fostering global connections. I envision an industry where travelers leave a positive impact and come back changed by their experiences. The future is about reimagining travel as a journey that respects, uplifts, and connects the world.

Thank you for sharing your insights, Ms. Akpa. It’s inspiring to hear your vision and passion for a more sustainable, connected tourism industry

Thank you. It’s been a pleasure to discuss my journey and the future of tourism. I’m excited to continue contributing to an industry that has the potential to transform lives and build a more connected, conscious world.