Transforming tourism: Tapping into Nigeria’s trillion-naira treasure
Nigeria stands at the cusp of unlocking its vast tourism potential, BusinessDay’s first annual tourism event brought together industry leaders, innovators, and policymakers to tackle the most pressing challenges and opportunities in the sector. However, the path forward requires not just ambition, but a concerted effort to innovate, regulate, and empower.
Themed: “Unlocking Nigeria’s Tourism Potential: Strategies for Sustainable Growth and Global Competitiveness,” key discussions at the event underscored the urgency of embracing Nigeria’s authentic identity, shifting the narrative from imitating international trends to celebrating indigenous experiences. Whether through elevating local cuisine, promoting gender equity in hospitality, or fostering public-private collaborations, the vision for Nigeria’s tourism sector is clear: it must be inclusive, culturally proud, and economically transformative.
Now is the time to act – to craft policies that drive investment, to curate experiences that tell Nigeria’s unique story, and to champion innovation that rises from within our communities.
Frank Aigbogun, publisher and CEO of BusinessDay Media Limited, represented by Tayo Fagbule, editor of BusinessDay, delivered the opening remarks. He challenged the perception that a large population is necessary for tourism success, citing Rwanda and Mauritius – two smaller nations that have built thriving tourism sectors despite their size and challenging histories.
He pointed to Rwanda, once known for the genocide, now a top eco-tourism destination, and Mauritius, which transformed from a sugarcane-dependent economy to one that heavily benefits from tourism. He further referenced South Sudan, where tourism thrives despite conflict, due to attractions like the KOB migration, considered one of the world’s largest land animal migrations.
Safety concerns, though significant, don’t always deter tourists. The key lies in infrastructure and manpower, as evidenced by destinations like Marrakesh, which have turned minimal resources into tourism gold through strategic connections. He also highlighted that Nigeria’s cultural exports – like Nollywood and Afrobeats – are already making waves globally, and the challenge is to translate this soft power into tourism-driven opportunities within the country.
As travelers seek less crowded destinations, Nigeria could fill the gap by developing themed tourism initiatives around food, music, and festivals. The country’s vibrant culture, combined with careful planning, could turn Nigeria into a sought-after tourism destination, especially as countries like Italy and Switzerland face challenges with over-tourism.
Iyadunni Atinuke Gbadebo, director of Sales and Marketing at Eko Hotel and Suites, shared how Eko Hotel transitioned from a primarily business-oriented hotel to a tourist destination. She highlighted the success of their annual “Tropical Christmas Wonderland” event, which has attracted over 4,890 visitors, including international tourists. The event illustrates how private-sector initiatives can create new avenues for boosting tourism and hospitality revenues.
Gbadebo urged the government to support such private initiatives, noting that public-private partnerships can amplify Nigeria’s presence in global tourism. She emphasised the need for Nigerians to appreciate domestic tourism, recounting her personal experience at Jara Beach, where her family enjoyed excellent service and an unforgettable stay, showing that local attractions hold immense value.
