Algiers, Algeria – A City That Captured My Soul
Photo by Layomi Cole
After an exhilarating week in Algiers attending the #IATF2025 with a spotlight on the Creative Africa Nexus (#CANEX), I’m thrilled to share my journey and discoveries.
As a Lagos native, punctuality is my travel mantra-I always arrive at the airport well ahead of time. On September 2nd, by 3:27 p.m., I was already settled at Murtala Muhammed International Airport for my 8:50 p.m. flight bound for Algiers.
Since there are no direct flights from Nigeria to Algeria, my itinerary included a stopover in Istanbul with a nine-hour layover. While long waits can be daunting, this one came with a pleasant surprise: complimentary accommodation at the airport. This trip was full of firsts-my inaugural visit to Algeria, my first time in Istanbul, and the delightful discovery that some airports offer lodging for transit passengers.
Flying has become less enjoyable for me over time; the airplane environment often unsettles me, and the onboard meals rarely help. So, I opt to stay hydrated and catch some rest instead. The nearly seven-hour flight to Istanbul tested my endurance, but I landed at 3:01 a.m., two hours ahead of Lagos time. Istanbul Airport’s vastness reminded me of Amsterdam’s Schiphol, bustling yet organized.
Curiously, I decided to find my hotel on foot. After two hours of wandering and nearly collapsing from exhaustion, I finally spotted the “Yotel Air” kiosk I had passed multiple times. Grateful and famished, I accepted the attendant’s guidance to my room.
Settling into my ‘Premium Queen’ room, I refreshed and napped before heading to my gate by 1:30 p.m. Istanbul time. Having explored the terminal earlier, navigating was a breeze this time.
By 4:45 p.m., my plane touched down in Algiers. Stepping into the terminal, I immediately sensed the vibrant energy that would define the week. IATF officials greeted arriving journalists with warm welcomes, and I soon found myself among fellow Nigerian and Kenyan reporters, including the spirited Judie and Jackie, who became my companions for the trip.
Hotel Mercure Alger Aeroport
Shortly after arrival, Judie checked into the Marriott, just a few minutes from our lodging at Hotel Mercure. The receptionist handed me my key with a warm greeting, “Mr Samuel for room 217.”
After nearly twenty hours of travel, including flights and layovers, I was utterly drained. Having fasted for a full day, I craved nothing more than a refreshing shower and a hearty meal. Room service delivered a hamburger that instantly became the best I’ve ever tasted.
Day 1: The Journey Begins
Breakfast is sacred to me, and this morning was no exception. I vividly recall the savory ham, though the other dish remains a delightful mystery. Paired with fresh juice, it was a perfect start.
By 9 a.m., I was in the lobby, ready to explore. One highlight of IATF 2025 was the abundance of shuttle buses ferrying guests between hotels and the SAFEX exhibition center. I boarded a large bus, which, to my surprise, was initially empty-luxury treatment for a brief moment.
Our journey paused briefly due to a language barrier-the driver spoke only French and Arabic, while I only English. Thankfully, the situation resolved quickly, and we continued to the Algerian Company of Fairs and Exports (SAFEX).
While registering at the Centre International de Conférences Abdelatif Rahl, the exciting announcement came through: Lagos, Nigeria, will host IATF 2027. Truly, the event is coming home.
Aside from meeting a new friend, Tsephele from South Africa, the day was calm and smooth.
Day 2: Exploring Club Olympique Chrarba
Day two began early, with the bus departing at 8 a.m. This time, I had company. The short ride to SAFEX was quick, and the expansive grounds felt more like a lively village than a fair.
Layomi and Jackie
Dressed casually in a white tee, black jeans, and comfortable shoes, I joined Judie and Jackie to explore. The air was filled with enticing aromas from the Junior Chef Competition, where judges Rabah Ourrad, Andile Sondaka, and Taymor Mason evaluated young culinary talents.
About forty children from the Club Olympique Chrarba karate club arrived, their white tops and blue track pants a striking sight. One girl, Maria, greeted us warmly, instantly connecting with Judie. This encounter highlighted how rare and cherished black women are in Algiers, as Jackie and Judie were frequently stopped for photos.
By day’s end, I had a small celebrity moment myself. Sunburned and waiting for the bus, a group of boys admired my hairstyle and eagerly asked questions.
“Where are you from?”
“Nigeria,” I answered.
Their faces lit up. “Ahhh Nigeria! Victor Osimhen! Lookman! Lookman!”
CANEX Mega Concert
Unlike typical events that conclude with a concert, the CANEX Mega Concert energized the second day of IATF 2025. I eagerly anticipated seeing Wizkid live, an experience I hadn’t enjoyed since 2013.
As a fan of skilled DJs, I was also excited to see MusaKeys. Two other artists quickly became favorites: South Africa’s DJ De-Ben Gogo and Algeria’s own Mouh Milano. Mouh’s smooth, unique sound captivated me, opening a new musical avenue to explore.
Willy Dumbo masterfully hosted the event, keeping spirits high. De-Ben Gogo’s energetic beats and dancers thrilled the crowd, while Mouh Milano’s local charm had everyone singing along. His performance introduced me to a fresh genre worth delving into.
As for Wizkid, my excitement surprised even me. I sang my heart out to “Ojuelegba,” and every moment was worth it.
Day 3: Launching CANEX
The third day marked the official commencement of the Creative Africa Nexus Summit at IATF 2025. Unlike typical lengthy summits, this one blended insightful discussions with vibrant entertainment to keep attendees engaged.
Tayo Conga
A Brazilian ensemble set the mood, followed by the renowned @Olodum_oficial, whose vibrant rhythms had the crowd on their feet. South Africa’s @kangaroozuludancers brought dynamic dance performances, fueling my South African pride.
Spoken-word artist ibquake captivated the audience with powerful verses, and Nigerian percussionists @tayocongaglobalpercussionist and @tumbadoraafrica closed the day with masterful rhythms.
The evening concluded with a sophisticated networking dinner hosted by Le Conseil du Renouveau Economique Algérien (CREA) at Nautilus Restaurant, Sheraton Club des Pins. Dressed in gold, I anticipated a buffet but was treated to a five-course seafood feast, with the fourth course-a perfectly cooked fish-stealing the show.
Day 4: Culinary Battles and Fashion Flair
Day four spotlighted food and fashion. I joined Jackie at the second CANEX Jollof Wars, where the sun blazed but the enticing aromas from the cooking stations were even stronger. What began as a simple cook-off evolved into a spirited international exchange.
Chef Stone introduced the competitors: four chefs representing Suriname, Nigeria, Senegal, and Ghana, all vying for the coveted crown.
The audience served as judges, their excitement growing with each dish. Ghana’s Chef Abiro defended his nation’s pride, Senegal’s @lesateliersdeiba showcased the original jollof style, Suriname’s Chef Jennifer Wolff added a bold Caribbean twist, and Nigeria’s Chef Muse proved that “Naija no dey carry last.”
In a surprise twist, Chef Eros (@thebillionairechef) presented a “Unity Jollof,” symbolizing the power of togetherness. After live voting, Senegal’s @lesateliersdeiba was crowned champion, bringing jollof back to its roots.
Fashion Show Highlights
The fashion segment dazzled with Algeria’s Haciba Creations opening with grace, followed by Nigeria’s The Ladymaker blending heritage and modern style. Cameroon’s @kiboneneofficial impressed with originality, while @winstonleather showcased exquisite Nigerian leatherwork. Algerian brands @makeba.algerie and @yasminegadouche radiated local pride, and Kigali’s @asantii_official celebrated rich textile traditions.
@larallan shared her narrative through a short film before unveiling stunning handbags that stole the spotlight. The legendary Alphadi from Niger closed the show to a standing ovation, honoring his pioneering contributions to fashion.
Day 5: Immersed in Culture and Connection
IATF 2025 beautifully united Africa’s diverse cultures in one vibrant space. On day five, a casual walk through SAFEX turned magical when Rai folk dancers erupted into song and dance, drawing a crowd that soon joined in the celebration.
Olatunbosun Ayodeji of @xpressionale_afrodesignz engaged in a lively dance-off, creating unforgettable moments where admiration blossomed into participation, and culture became a shared rhythm.
Day 5: An Unforgettable Road Trip
Remember @tayocongaglobalpercussionist from the CANEX Summit? I’ve admired his artistry since his April 2025 performance. After meeting backstage, we stayed connected.
On Tuesday morning, he invited me on a city tour of Algiers he had taken the day before. My reply was simple: “Count me in, bro.”
Notre Dame d’Afrique Basilica
As a summit invitee, Tayo had access to both a bus and a car. By noon, he, Emmanuel, and Tobi picked me up from SAFEX. We headed to the Sheraton to switch vehicles and pick up more friends. The vehicle change became an entertaining experience, thanks to our witty driver and guide, B.G.
Our first stop was the stunning Notre Dame d’Afrique Basilica, perched atop a hill with panoramic views of the sea and a nearby football stadium. The weather, however, turned windy and rainy, cutting our visit short before the official 3 p.m. opening.
Next, we aimed to visit a historic African market, but B.G. got lost, leading to nearly two hours of circling before finding a familiar landmark.
Djamaa el Djazaïr
The Great Mosque of Algiers, known as Djamaa el Djazaïr, dominates the city skyline with the world’s tallest minaret. It is Algeria’s largest mosque and one of the grandest worldwide.
Visiting Djamaa el Djazaïr was a highlight for our group, especially for Jackie and me, who had longed to explore it together. The experience was seamless and welcoming, creating memories to cherish.
Tayo Conga, B.G & Layomi at Djamaa el Djazaïr
Day 7: Farewell and Reflections
The final day of IATF 2025 featured three key events:
- Presentation of certificates recognizing media contributions by the President of the National Organisation of Algerian Journalists
- A group photo of the media team
- The closing ceremony
Sam, Jacky and Layomi
Algeria reminded me of Nigeria in many ways. I anticipated a simple certificate but was pleasantly surprised by a beautifully framed glass award-an elegant touch that Nigerians will appreciate.
Following the presentations, the African media team gathered for a memorable group photo, symbolizing unity and shared purpose.
At the closing ceremony, Nigeria earned two prestigious awards:
- Best Stand for Doing Business: Nigeria’s pavilion was recognized for creating the most effective networking and transaction space-proof that no one does business quite like us.
- Most Sustainable/Going Green: Ogun State received accolades for its dedication to environmental sustainability.
It was a fitting conclusion to an unforgettable seven-day journey.
P.S. My final meal in Algiers mirrored my first-a mouthwatering hamburger from Hotel Mercure that left a lasting impression.
Africa is poised for greatness, and the IATF showcased the continent’s immense potential. The week-long event attracted 112,000 visitors both in person and online from 132 countries, hosted 958 buyers, and facilitated trade and investment deals totaling US$48.3 billion.
Organized by the African Export-Import Bank (Afreximbank) in collaboration with the African Union Commission and the African Continental Free Trade Area Secretariat, the fourth Intra African Trade Fair (IATF 2025) truly lived up to its reputation as the largest and most impactful edition yet.
Beyond the fairgrounds, Algeria itself is a destination worth discovering. While a little French helps, the warmth and hospitality of the people transcend language barriers, making every visitor feel at home.
Final Thoughts
With every African journey, my affection for this continent and its people deepens. This trip was especially memorable thanks to the incredible friends I made-Jackie, Judie, Mukami, Siphelele, Joey, Sam, and Enoulagnon-who brightened every moment.
To the Algerian government and citizens, your unmatched hospitality made this experience extraordinary. I eagerly await what Afreximbank, the African Union Commission, and AfCFTA have planned for IATF 2027 in Lagos.
Thank you for joining me on my #IATF2025 adventure.
It was truly unforgettable.
Layomi signing off! *mic drop*
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