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The Nigerian tourism and hospitality industry is making significant strides through healthy partnerships

Nigeria was expected to be the fastest-growing hospitality market with a projected 12 percent compound annual increase from 2019 to 2023 according to a PwC projection. In early 2020 however, the COVID-19 pandemic spread globally, and the tourism industry was one of the worst-hit.

Globally, the tourism industry contributes about 10 per cent to the global GDP. This was expected to rise in four years with significant upward movement in Mauritius, Kenya, Nigeria, and South Africa. In Nigeria, the contribution of travel and tourism to Nigeria's GDP was 5.1 per cent in 2019. In 2020 however, the upward trajectory slowed down due to the pandemic.

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With the ban on international and even local travel shortly after the outbreak of the viral infection in Nigeria, non-essential travels were suspended. Travel for work and holidays were put on hold and the nation as well as the rest of the world was forced to go virtual as a method of work and entertainment. Due to this, hotels, tourist attractions, and air transportation were some of the industries hinged on tourism that were badly affected.

Job loss in the travel and tourism industry

The World Travel & Tourism Council estimates that 1 in 10 workers in the world work in the hospitality industry. This translates to 1 in 10 workers losing their jobs as a result of the industry being grounded because of the pandemic. From March 2020 to around March 2021, many countries announced a ban on international travel and closure of restaurants and hotels while also limiting gatherings. All these measures were put in place to reduce the spread of the virus. However, they also affected employment in the travel and hospitality sector.

The Regional Director of the World Travel and Tourism Council, Andrew Brown revealed that “$4.5tn was lost by the tourism and hospitality sectors as a result of the COVID-19 pandemic worldwide and over 770,000 jobs were lost in the sector in Nigeria alone.”

This figure also closely follows the estimation that 1 in 10 Nigerians lost his/her job in the tourism industry which also affected those whose goods or services are either directly or indirectly connected to it.For example, the production of in-flight magazines in Nigeria took a hit when the tourism industry suffered as a result of the pandemic. While magazine production would be appropriately considered a media and communication sector, its target audience is tied to the travel industry which ultimately meant that those who worked in the editorial, photography, copywriting, news gathering, typesetting, printing, and distribution department of the magazine lost their jobs during the aforementioned period.

Companies that also provide cleaning services, entertainment and advertising for travel and tourism companies also had to lay off their workers, reduce their pay or in some cases, keep them officially employed while not paying them during the heat of the COVID-19 pandemic.

Beyond the examples mentioned above, there are more sectors and industries whose existence is reliant on providing goods and services to the tourism sector or are part of the supply chain that need the industry to thrive for them to benefit. The people in these sectors belong to the so-called ‘other 9’ whose industries are not considered a part of travel and tourism but essentially dependent on the sustained operation of the tourism sector for survivability.

What does the future hold?

As the world is trying to adapt to the changes brought by the pandemic, the hospitality industry is also making a steady albeit slow return. Research by Jenny Southan, a travel editor and founder of Globetrender, projected that “ as people think more carefully about the way they travel, they will seek out hotels and travel companies that are doing everything they can to minimise their impact on the planet. We can also expect accreditation to gain prominence, as consumers look for reassurance from legitimate “eco-tourism” certifications (Visitors) will want to book trips that leave them feeling better than before when they return home. Wellness tourism will be increasingly popular.”

Globally, there is an optimistic projection that the hospitality industry will make a remarkable return. However, only the prepared can make a quick return, and to do so requires understanding the uniquely changing needs of customers and clients. Nigeria needs to take a proactive approach in order to be at par with global best practices and not wait for others to take advantage of the relatively small market that is just making a return.

A Harvard Business Review article referenced partnerships between or among companies as a means for providing shortcuts for companies racing to improve their production efficiency and quality control. This symbiotic relationship provides an essential opportunity for rapid growth in a period where quick recovery and adaptation to change is necessary.

According to Deloitte, “In an environment of dramatically lower revenues, high fixed costs, less than optimal asset returns, and the need to conserve capital, hospitality organisations will need to determine which areas to prioritise and invest in. They will need to find the right balance between investment and conservation, one that achieves the highest ROI in the near to medium term. Some of these decisions will endure; others may not. But the decisions made in the months to come will have a lasting impact on the operating models of the hospitality sector for years to come.”

This level of preparedness is evident in the way Radisson Blu Anchorage Hotel, a respected hospitality brand, and part of Nigeria’s leading investment holding company, Honeywell Group Limited (HGL), is fostering an alliance with the Bank of Industry to provide a basis for the recovery of the hospitality industry in Nigeria.

This partnership is hinged on mutual respect nurtured by the positive track record of Honeywell group over the years. Our impressive performance before the pandemic coupled with a sustained positive service delivery during the pandemic shows a clear path of contributing toward the growth of Nigeria’s economy.

Nigeria needs more of these important partnerships in the hospitality sector to give it a much-needed boost.

Our relationship with the BOI has been a beneficial relationship and the Bank of Industry has proven to be a valuable business partner. The bank has supported us in building our brand as a foremost hospitality business .”

With this sort of institutional support long term, the projected growth in Nigeria’s tourism industry which faltered due to the pandemic, can recover, and possibly reach the expected height.

According to Deloitte , “the COVID-19 pandemic will eventually fade. The economy will recover, and the hospitality sector—from restaurants to hotels, casinos to sports—will regain its footing and look forward with confidence to a successful, thriving future. Now is the time for companies to act, adapt to the new normal, position themselves for nimbleness, and thrive in the years ahead.”

Written by Kemi Adeoye, Chief Financial Officer at Honeywell Group Limited

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Tourism in Nigeria

Development of the tourism sector in nigeria from 1995 to 2021.

Revenues from tourism

All data for Nigeria in detail

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Statistics about Travel, Tourism & Hospitality in Nigeria

• Available capacity of hotels and similar accommodation in Nigeria 2010-2021
• Number of tourists from Nigeria in Israel 2018-2022
• Average daily rate of hotels in Nigeria 2013-2023
• Occupancy rate of hotels in Nigeria 2013-2023
• Available hotel rooms in Nigeria 2013-2023
• Hotel room revenue in Nigeria 2013-2023
• Number of hotel beds in Nigeria 2010-2021
• Number of domestic tourist trips carried out by road in Nigeria 2013-2021
• Number of domestic tourist trips in Nigeria 2021, by mode of transport
• Outbound departures from Nigeria 2022, by destination
• Inbound tourist arrivals in Nigeria 2022, by country of origin
• Number of tourism startup employees in Nigeria 2022
• Travel frequency for private purposes in Nigeria 2023
• Travel frequency for business purposes in Nigeria 2023
• Travel product bookings in Nigeria 2023
• Number of tourist establishments in Nigeria 2010-2021
• Domestic and international travel spending in Nigeria 2019-2022
• Leisure and business travel spending in Nigeria 2019-2022
• Number travel agencies and reservation service establishments in Nigeria 2015-2021
• Number of food and beverage serving establishments in Nigeria 2016-2021
• Outbound tourism spending as share of goods imports in Nigeria 2010-2021
• Number of visitors to the U.S. from Nigeria 2011-2022
• Direct tourism contribution of Lagos to GDP of Nigeria 2006-2026
• Direct tourism contribution of Lagos to employment of Nigeria 2006-2026
• Direct tourism contribution to GDP of the Middle East and Africa by city 2016
• Share of tourism to the GDP in the Middle East and Africa by destination 2016
• Outbound tourism spending as share of services imports in Nigeria 2010-2021
• Tourism contribution to GDP growth of the Middle East and Africa by city 2016-2026
• City tourism GDP as a ratio of country tourism GDP in MENA 2016 by city
• Inbound tourist expenditure in Nigeria 2010-2021
• Inbound tourism spending as share of exports goods and services in Nigeria 2010-2021
• Inbound tourism spending as share of exports of services in Nigeria 2010-2021
• Inbound tourism spending as a share of goods exports in Nigeria 2010-2021
• Inbound tourist spending in Nigeria 2010-2021, by type
• Outbound tourism expenditure as a share of GDP in Nigeria 2010-2020
• Inbound tourism expenditure as a share of GDP in Nigeria 2010-2020
• Average length of stay in hotels and similar establishments in Nigeria 2012-2021

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Nigeria Tourism Sector Research Highlights

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Welcome to Nigeria

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Embark on a transformative adventure with Tour Nigeria, guiding you into unexplored realms for an authentic Nigerian encounter.

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1. Choose Eco-Friendly Accommodation

Opt for eco-friendly lodges, resorts, or guesthouses that prioritize sustainability practices such as waste management, energy conservation, and water efficiency. Look for accommodations that are committed to reducing their carbon footprint and supporting local communities.

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When exploring Nigeria, seek out opportunities to support local communities and businesses. Stay in locally-owned accommodations, dine at family-owned restaurants, and purchase souvenirs from artisans and craftsmen. By investing in local economies, you can contribute directly to community development and empowerment.

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UNWTO Connects Tourism and Culture in Nigeria

• 18 Nov 2022

UNWTO brought together leaders and some of Africa’s best creative minds around a shared vision for advancing sustainable development and opportunity across the continent.

Held in Lagos, Nigeria, the first UNWTO Global Conference on Linking Tourism, Culture and Creative Industries , celebrated the close ties between the two major sectors. Around 40% of all tourists cite culture as the main motivation for travelling, and UNWTO is leading the way in bridging the two areas, including through strategic partnerships with Affiliate Members such as Netflix.

 Opening the event, UNWTO Secretary-General Zurab Pololikashvili told delegates: “The fortunes of tourism and culture are closely linked. When one thrives, the other does too .” He urged the public and private sectors to work together to create decent jobs, grow investments and embrace innovation and digital transformation.

The fortunes of tourism and culture are closely linked. When one thrives, the other does too.

Tourism and culture ‘in the spotlight’

Representing the Government of Nigeria, Vice President Professor Yemi Osinbajo addressed the Conference, stating: “Our desire to diversify our economy and explore other sustainable sources of revenue has led us to rank the tourism, culture and the creative sector among the priority sectors of the economy. Specifically, tourism has been recognized for its resilience and dynamism.” The vice President also highlighted the ability of music to serve as a “global language ”, bringing people together and allowing them to learn more about the “culture and ideas” of others.

Nigeria’s Minister of Tourism, Lai Mohammed, added: “Today, more than ever, tourism and the creative industry, due to their economic viability, are in the global spotlight and have their place at the forefront of national and international development agenda.”

As well as meeting with the Vice President and the Minister of Tourism, UNWTO Secretary-General Pololikashvili met with the Governor of Lagos, Babajide Olusola Sanwo-Olu, to explore new ways of harnessing the power of culture and tourism to create jobs and business opportunities and to drive inclusive development , both in Nigeria and across Africa. On the sidelines of the Conference, the Secretary-General also met with Aliko Dangote, a Nigerian businessman and philanthropist who has served as a UNWTO Ambassador since 2018.

Investments, youth empowerment and gastronomy

The two-day Conference focused on several of UNWTO’s key strategic objectives, most notably youth empowerment and boosting investments in tourism. On the first day, UNWTO hosted a special interactive session with youth from across Nigeria, fulfilling the commitments made in the Sorrento Call to Action to make young people active participants in decision-making in the sector. Also in Lagos, a panel discussion on Stimulating the Creative Industries for Social Entrepreneurship focused on the importance of supporting MSMEs and innovators in order to enhance competitiveness across the tourism sector.

Against the backdrop of the Global Conference on Linking Tourism, Culture and Creative Industries, UNWTO celebrated the richness of African gastronomy, a growing force within the continent’s tourism sector. A “Flavors of the World” exhibition showcased the very best culinary talent, and local gastronomy star Chef Coco Reinarhz joined a workshop and panel discussion focused on realizing the potential of gastronomy tourism to grow destinations and drive inclusive and sustainable development.

Lagos, Nigeria, 18 November 2022

Related links:

• UNWTO Regional Department for Africa
• African Tourism United to Transform Sector for Growth and Opportunity
• UNWTO Global Conference on Linking Tourism, Culture and Creative Industries: Pathways to Recovery and Inclusive Development

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• Nigerian Tourism 2024:…

Nigerian Tourism 2024: We Expect Positive Shift, Focus On Policy, Infrastructure, Partnerships, Domestic Market – Stakeholders

• January 13, 2024
• 23 minute read

Nigerian tourism ended year 2023 on a salutary note with little wins recorded by the sector. However, what was a major win and welcome development for the sector that has been on its back foot for years, especially in the eight years of the administration of former President Muhammadu Buhari, who only paid lip service to the sector and overlooked every opportunity to improve on the lots of the sector, except for personal aggrandisement that was brazenly promoted by the former Minister of Information and Culture, Alhaji Lai Mohammed, who was charged with the administration of the sector. This was because the then Federal Ministry of Tourism and Culture was merged with the Ministry of Information, which became known as Ministry of Information and Culture while tourism became a department in the ministry.

It was a sad development to see tourism in the eight years of Lai relegated to the background and only made a showpiece when it suited him and his boss, Buhari. It was against this background that President Bola Ahmed Tinubu on assumption of office as President of Nigeria on May 29, decided on a different path for the development of the nation’s cultural tourism sector by creating two separate ministries for the sector. The Ministry of Arts, Culture and Creative Economy and the Ministry of Tourism, with Hannatu Musawa and Lola Ade-John appointed as ministers for the respective ministry. It is on record that not much was really seen or heard of the two ministers shortly after their assumption of office.

This is understandable as the two ministers who are new to the environment needed time to understudy the ecosystem and the workings of their respective ministry so as to get a full benefit of the sector before launching out. Musawa closed the year on a record note by making public the focus of his ministry and a five-point agenda, with a target of N100 billion receipt to the country’s economy by year 2030. She, however, failed to disclose how she intends to achieve this ambitious target, which many say is more of an academic pronouncement because the indices on the ground does not support such project. While on the other hand, the Ministry of Tourism, witnessed a sad development, as the Minister, Ade-John, took ill shortly after assuming office and was out of the public space leaving tourism rudderless, with discordant tunes emanating from the ministry while the public sector operators as it has become the norms were left to run on their own steam.

The minister is yet to appear on the public space in the New Year, creating room for speculations as what becomes the fate of the new ministry in the New Year, with the ministry apparently left in the lurch as the civil servants in the absence of the minister, appeared lost, and not in control of happenings in the sector. This unfortunate development has, however, not put a lid on the sector as the private sector has continued to operate at their various spheres. It is against this backdrop that Saturday Telegraph spoke to a cross-section of tourism operators on what the unfolding year, 2024, holds for the sector. Below are excerpts of the views expressed by the different operators sampled:

Chinyere Umeasiegbu: I expect positive shift in tourism space

I expect that with the enthusiasm shown by the newly appointed Minister of Tourism, Lola Ade-John, when she came into office last year, that there will be a positive shift in the Nigerian Tourism space in 2024. She seems keen to put Nigeria on the world stage and we in the private sector of the tourism spectrum are also eager to throw in our support to make that vision come true. We are expecting growth and improvement in our own domestic tourism products. At the last World Travel Market (WTM) 2023 in London, where I participated under the umbrella of the National Association of Nigeria Travel Agencies (NANTA), we saw a lot of interest from foreign tourism practitioners in Nigeria.

I think we should be able to take advantage of the vast tourism assets we have in all the six geo-political zones of this country to harness the great potentials that we have. Tourism is a foreign currency spinner for most countries of the world and Nigeria is not an exception. We just need to focus and get it right. The government under the auspices of the Ministry of Tourism should go through the Nigerian tourism master plan to strategically look at all the tourism products per location and pick on the major ones that they can turn around for us to promote.

They should also address the issue of Security. While the private sector should not just wait for government to try and get some of the potential tourism destinations thriving. The gain is for all and not just the government. Once a destination is identified and done up properly then the private sector investors will make good return on their investments. So it is a win – win for all, both government and private sector, and the people on the ground will also benefit in terms of job and wealth creation.

*Pastor Mrs Chinyere Umeasiegbu, Managing Director/Chief Executive Officer, Global Links and Services Limited

Victor Nze: There is a glimmer of hope for resurgence

I remain positive for a change in the industry. Not entirely because relevant economic indices indicate such, but due to the resilience of the sector itself to shocks, cou- pled with the tenacity of the Nigerian industry operators. All of which at least provide some glimmer of hope for resurgence. The tourism industry typically thrives on the expendable or disposable income of the people. However, when that income is challenged, the sector takes an immediate hit. While the global industry has surmounted the COVID-19 setback, the Nigerian industry is still reeling from a plethora of self-mounted roadblocks in the forms of a fast declining economy, rising food inflation, high cost of living, soaring debts, corruption, and others.

So if the people are now spending this income just to navigate their way out of economic hardship, it remains a major challenge for industry operators who directly bear the brunt of a tanking economy. I expect to see an improved national brand identity promotion strategy, enhanced local capacity. It’s about the fiscal policies of government and the need to put aside rhetoric and embrace the political will to implement critical policies geared towards riving that growth. Seeing a dearth of departments and agencies in the newly-established Tourism Ministry, government should create more parastatals, including a data and statistics agency.

Implement a visa-free policy for all Africans, settle backlog of trapped airlines’ funds, and deepen the operators/regulators dialogue in the industry. Private sector operators should collectively explore ways of effectively influencing policy formulation, either at the executive level or the legislative level, via lobbying. It’s legal, leaving it to politicians has not helped much.

*Victor Nze, President, Association of Nigerian Journalists and Writers of Tourism (ANJET)

Abiola Adelana: Make tourism national project to enhance growth of Nigeria’s economy

2023 was a year of so much talking, and so little actually got done in terms of a countrywide focus on tourism growth. The wins recorded such as creating a Ministry of Arts, Culture and Creative Economy, the Lagos State Film city project, different infrastructure being put in place in different areas are still tiny drops in the ocean when it comes to tourism growth This year, I expect legislation to be passed to support the growth of tourism, making sure that public and private infrastructure do not impede but rather enhance the ability for us to become more tourism friendly as a country. The tourism development must move from being implemented by a few states to becoming a national project, backed by the government, the financial institutions, telecommunication companies and all concerned entities.

Our infrastructure development agenda must also inculcate tourism development into the planning phase. Government officials at different touch points need to be re-oriented to understand their unique roles in the growth of our tourism profile as a country and how their actions or inactions may affect the whole country. More funding needs to be made available facilities, and subsidised shared resources should be made available for entities that are willing to grow the tourism profile in the rural communities and other deserving areas. Government needs to do a lot more to positively sell the image of Nigeria globally. That is the first step to attracting visitors and much needed foreign exchange into our economy.

*Abiola Adelana, Manager, Tourism and Creative Art Business, Sterling Bank

Emmanuel Okon: Private, public sector operators should partner to grow tourism

My expectations are that the tourism sector in Nigeria will be more organised and articulated both at government and private levels so that the required synergies will be established to ensure that the needful are done to stabilise, standardise and sustain the sector for the attraction of prospective investors, domestic and international tourists as well as to generate more jobs and employment opportunities for the citizens, youths and adults alike, as well as contribute to the country’s Gross Domestic Product (GDP).

I also expect growth and improvements in the areas of cultural sites and festivals, tourism facilities and sites, indigenous arts and crafts development and promotion The government at all levels should live up to the expectations of providing the needed major infrastructural facilities such as rehabilitation and opening of new roads to sites, ensure power supply to sites and security of tourists. Encourage investment and investors through soft loans and rebates on landed and other property procurement, build and outsource government sites to the private practitioners for proper management and maintenance as well as collaborate with the organised private sector associations and practitioners on programmes and projects.

The private sector is expected to form a common front for harmonisation of business and associations, engage in the marketing and promotion of the endowments, programmes and projects either independently or in collaboration with other organisations, practitioners or government agencies.

*Emmanuel Okon, President, Youth Tourism Development Organisation- Nigeria (YTDO-Nigeria)

Susan Akporiaye: Address myriad of challenges, leverage on our natural assets to boost economy

Nigeria has very rich cultural heritage, diverse natural attractions, and vibrant cities, has great potential for tourism. However, as a country, we are facing various challenges that have limited our tourism industry’s growth, such as security concerns, inadequate infrastructure, lack of interest in tourism development, inability to see the wealth and opportunities in tourism, lack of promotion and marketing. If these challenges are addressed, we can leverage on our cultural assets: Festivals, historical sites, national parks, and b e a u t i f u l landscapes to attract both domestic and international tourists. Nigeria could see an increase in tourist arrivals and a boost to her economy. Based on the potential and existing strengths of Nigerian tourism industry, several areas could see growth and improvement: Areas such as; Cultural Tourism-Our rich cultural heritage, including traditional festivals, art, music, dance and food presents a significant opportunity for growth;

Eco-Tourism and Natural Attractions-Nigeria is home to diverse ecosystems, including national parks, wildlife reserves, and natural landmarks. Developing sustainable eco-tourism initiatives could drive growth in this sector; Heritage Tourism-Our wealth of historical sites, including ancient cities, monuments, and archaeological treasures such as the Nok Terracotta sculptures. Investment in preserving and promoting these sites could appeal to history enthusiasts and cultural tourists; Urban Tourism-Nigeria’s vibrant cities, such as Lagos and Abuja, offer a mix of modern attractions, including nightlife, shopping, and cultural experiences. Infrastructure improvements, enhanced security, and marketing efforts could further position these cities as tourist destinations;

Film and Entertainment Tourism-Nigeria’s thriving film industry, Nollywood, has gained international recognition. Promoting film tourism, such as studio tours and film-related events, could attract fans of Nigerian cinema from around the world. The government should focus on keys areas such as: Infrastructure Development; Security and Safety; Preservation of Cultural and Natural Assets; Marketing and Promotion; Regulatory Fram ework and Incentives; Training and Capacity Building; and Collaboration and Partnerships. While the private sector should be collaborating with ourselves and the government, leveraging digital technologies to enhance the country’s appeal as a tourist destination.

This collaboration and support are crucial for the growth and recovery of Nigeria’s tourism industry. Ethical practices and strategic planning should be paramount; Professional certification and training should be introduced and taken seriously; as well as Regulation.

*Mrs Susan Akporiaye, President, Nation- al Association of Nigeria Travel Agencies (NANTA)

Dayo Adedayo: Lagos, Akwa Ibom, Cross River, Kwara to show strength

My expectations on tourism this year are not different from what we’ve seen in the last few years by the federal government. Some sub-nationals might take it higher. Lagos, Kwara, Akwa Ibom, and Cross River states might improve on their standings in the New Year. Lagos is going for a break to make Lagos State a destination of choice. They are working on new initiatives to draw more people into the state, so also is Akwa Ibom State. The private sector promotes tourism much more than government in terms of investment and advertisements. However, the national and sub-nationals are yet to see the impact of tourism on the economy and security.

*Dayo Adedayo, Ace Nigerian photographer, author and promoter of Cultural Tourism

Ime Udo: Tourism to experience transformative journey in 2024

The Nigerian tourism industry over the years has greatly evolved despite all odds and is poised for a potentially transformative journey in 2024. There is no debate that our country’s rich cultural heritage, diverse landscapes, culinary expertise, and vibrant cities have been able to advertise its offerings on an international scale. My expectations for 2024 is centred around-Infrastructure Development: I eagerly anticipate increased investments in accommodation, transportation, upgraded airports and services, enhanced road networks and accessibility, development of tourist sites across the states . This is one of the key factors that can greatly improve the tourism sector across all states, contributing immensely to visitor experiences; Branding Cultural Experiences: Nigeria is home to an array of diverse cultures, each with its own unique festivals, culture and art forms.

With the magnitude of festivals in Nigeria such as the Akwa Ibom Christ- mas Carols and Cultural Festival, Greater Lagos Fiesta, and Carnival Calabar, we should greatly anticipate for 2024 a more concentrated effort to promote and preserve these cultural treasures and heritage tours, with the aim to pull in both domestic and International travelers; Digital transformation: In this era of digital marketing, chat bots, virtual reality and artificial intelligence, Nigerian tourism ought to infuse technology into the tourism industry. I look forward to a digital transformation in 2024 through the adoption of digital storytelling and virtual tours, and artificial intelligence to create personalised experiences for visitors. Better efforts need to be made towards sustainable tourism trends, we need to take on projects with proper Tourism Master Plans that ensure its sustainability, especially the Nigerian eco-tourism sector.

It is crucial that the government allocates resources into developing and rebranding tourist destinations and attractions of which I must commend the ongoing efforts in Akwa Ibom, Cross River, Ekiti, Edo, Lagos, and kebbi states amongst others. Government needs to implement clear and supportive regulations to facilitate tourism development such as establishing policies that encourage tourism businesses, especially in the Aviation and Creative sectors. I expect more opportunities for collaboration with the private sector and tourism stakeholders, especially tour operators, to boost tourism development in Nigeria. Private sector involvement in tourism cannot be overemphasized, especially in infrastructure, such as hotels, destination management, transportation services and digital platforms. The private sector could play a significant role in leveraging technology to improve tourism services.

This may include the use of digital platforms for bookings, virtual tours, and other innovations to enhance the overall tourist experience. I mostly look forward to their collaboration with the government in areas of trainings and skills development, public-private partnerships and business investments for the sustainable growth of the tourism industry.

*Ime Udo, President, Nigeria Association of Tour Operators (NATOP) and Managing Director/Chief Executive Officer, Leadway Travels and Tours

Abigail Olagbaye: We need to properly organise tourism, focus on policy, marketing

Organising and Integrating the Sector: We need to organise our tourism sector into products. We need to have interactive forums amongst stakeholders and practitioners in the industry. Right now the sector is in disarray, everybody is on their own. There is currently a chronic lack of direction in the industry. Promote Grassroots/ LCDA/LG Tourism Development: Tourism is local, for the tourism sector to grow organically then we must look inwards into community-based tourism and institutionalise tourism at the local level. Each community should have a tourism desk with available information about tourism products in the locality with concentration and selection of the most attractive, most attention grabbing, and most inspiring tourism stories.

A good example is how the United Nations World Tourism Organsiation (UNWTO) promotes the Best Tourism Village Awards. This brings about healthy comgrowth of community tourism. Organise a tourism stakeholders’ roundtable between public, and private sectors; Research/Academia and Civil Society, Media, Youths, Women, and Communities to drive partnership, investment and development. Tourism Infrastructure Financing and Investment: There must be improved quality and safe roads and rail network. There also must be improved connectivi- ty of destinations via air and waterways. Financing of tourism infrastructure must be a priority. Tourism Cluster Planning and Marketing: Product cluster branding and marketing require attention. We need to develop clusters across the geographical regions and also according to each region’s comparative advantage and draw up the requisite marketing fit for such.

Policy: Initiate policy to make tourism as a non-oil export, the economic base of Nigeria’s economy and facilitate growth of the sector. Implement Past Reports and Findings in Policymaking: It’s the role of the government to provide an enabling environment and foster growth. The government should bring back research and findings that had been carried out by previous foras and institutions but not implemented or implemented halfway and abandoned due to lack of leadership. There is so much we are leaving on the table tourism wise. Bring Back Presidential Tourism Council: Also create a Tourism Think Tank to brainstorm on ideas, especially policy implementation. The Nigerian Economic Summit Group (NESG) is making efforts in this area of advisory to the government but the government has to get into the driver’s seat.

Meaningful and Focused Political Leadership that targets Development through Tourism: We must begin to take cognisance and harness our Soft Power, which I will refer to as the CCIT Matrix; Culture, Creativity, Innovation and Tourism. Looking at the kind of leadership in the United Arab Emirates (UAE), through Innovation and futuristic thinking, they have been intentional with strategy, planning and investment and these reflect in their bottom line and tourism receipts annually.

*Abigail Olagbaye, Founder and Chair, Sayari Dunia Sustainable Tourism Foundation and Chief Executive Officer

Adedayo Adesugba: Stakeholders, associations must partner to create standards, regulate operations

The virus that’s plaguing tourism in Nigeria is well known to all and can be mentioned as a lack of regulations, undefined and compromised standards, lack of compliance and lack of industry collaboration amongst stakeholders, weak corporate governance systems, mediocre training, unskilled staff, low funding capacity, and the ownership scourge. The need to apply tourism sense to develop the tourism value chain so that it will benefit not just a few but most of those that subscribe to that chain cannot be overemphasised. Noting that sense is no longer common in today’s world, we need to begin with focused and willful public sector participation to establish the connecting nodes. If tourism will be allowed to take its rightful position in 2024, then, associations must come together to collaborate and self-regulate.

Standards have to be defined, with compliance systems embedded into its operations. Compromise must be checkmated, while education must be tailor-made to ensure its practicality within the industry. Funding for new products and projects has to be made available for entrepreneurs at low-interest rates. Lack of credit is a huge bane in the industry. Duty should be removed on equipment, while manufacturing must be encouraged in the country. Tourist arrivals are usually low in countries that are perceived to be insecure. Tourism sense demands that we responsibly change the narratives regarding our security.

A unit of the Nigerian Civil Defense Corps can be specifically designated to provide security for tourism. As we proceed into a post-fossil energy global economy, it is inevitable within the next 10 years for Nigeria to take tourism much more seriously than we presently do.

*Adedayo Adesugba, Industry Head of Department of Tourism and Hospitality Management, University of Abuja, Nigeria

Andy Ehanire: Focus on community-based tourism, policy, PPP

Tourism development would seem stagnated or even hopeless in Nigeria of today, in view of so many discouraging indices. The first law in the universe is order; same governs tourism, in essence. Insecurity remains such a monster in Nigeria that it tends to freeze all facets of life. Since tourism is not a critical life essential, it is amongst the first to be given up in terms of priorities, especially when economic downturn is added. However, local tourism may continue to thrive, since it is also a good relief for mounting frustration due to economic and social challenges. While tourism infrastructure continues to grow in some sectors, there is deterioration in others.

Some new facilities such as malls, amusement centres, and parks, among others are making good entry into the tourism offerings, but some infrastructure deficits are creeping in due to poor transportation systems, bad roads, intermittent power, poor labour skills, and sanitation problems among others. There should be more focus on community tourism if socio-political strategies can put renewed interest in reviving neglected neighbouhoods and abandoned rural communities. Government should remain the enablers, with the right tool kits in tourism master plans that provide roadmaps with action plans that are domesticated and user friendly, as well as having loads of options for private sector initiatives.

Public and Private sector synergy is still desperately needed to drive pilot schemes in grassroots tourism development. Not to forget that heritage conservation and restoration activities should be driven through verifiable rolling plans. Summation: so much challenges, yet much promises.

*Andy Ehanire, Managing Director, Ogba Zoo, Benin City, Edo State

Abiola Ogunbiyi: Focus on domestic tourism, building coalitions, strengthen stakeholders’ associations

We need to streamline our understaning of tourism. As a developing nation with limited resources and fundamental unmet needs of the people, a proper understanding of the industry is required. Nigerian tourism should be more focused on domestic tourism, with particular emphasis on the communities, commerce, and alleviating the security challenges. The wordings of the Nigerian constitution, without any doubt, expect collaboration, which is what the tourism industry brings to the table. Identifying and supporting the existing low-hanging tourism products and marketing same for domestic tourism. In policy thrust, enlightenment, collaborative work, accessibility, customer service, policing, affordable funding, people involvement, youth engagement, commerce, and value derived.

The government should stop thinking that tourism will be raining in dollars in the short term and acknowledge that they are not participants but facilitators. Tourism should be used as a tool for development to support commerce and all other aspects of people involvement and nation building. An example is using the practice of tourism in gathering data and statistics. Local governments and all ministries should have a tourism desk/officer to ensure government is at the forefront of sponsoring enlightenment programmes, showcasing the present status on infra- structure, tourist attractions, stakeholders’ support initiatives/institutions, and opportunities, among others. Citizens must cultivate a lifestyle that embraces wellness and value leisure, achievable if the federal, state and local governments place less emphasis on tourism as a cash cow and more as a tool for inclusion to address the present security challenges.

All said, the government should instil collaboration at all levels, engage stakeholders, enlighten the people, and promote public private partnerships. While the private sector should among others identify, harness and improve our relative strength, avoid reinventing the wheel, work with what is available, appreciate the challenges government faces, embrace collaboration, streamline and strengthen stake- holders’ associations, galvanise passion, experience and commitment. Find our common story! This industry is key to Nigeria’s success.

*Abiola K. Ogunbiyi, Founder, Tourism Flow Merchant; SJ Tours and Allied Services Limited

Anago Osho: Govt at all levels should support private sector to create enabling conditions for tourism entrepreneurs to thrive My expectation for the year 2024 is for all tiers of government to support and create an enabling environment for tourism entrepreneurs. Their offices should be opened for questions, complaints, suggestions, and challenges in the tourism industry. This will encourage open communication, feedback, and discussion about any concerns the practitioners may have. As the Federal Government has created a sole Ministry for Tourism in 2023, I will suggest that a committee is selected from the private tourism practitioners. This committee will work with the ministry to promote tourism.

The committee members should be active tourism practitioners that knows where the shoe pinches. Members should be selected from among tour operators, travel agents, hoteliers, resort owners, park owners, and tour guides, among others. Tourism is a practical profession and theoretical tourism promoters will not take the industry anywhere. I am expecting growth and improvement in the area of accessibility and communication between private tourism operators and government tourism agencies. The relationship will produce constructive solution as both private operators and government representatives convene to discuss the practical aspect of tourism that involve real situations and events, rather than just ideas and theories. The government should create an enabling environment and policies that aid growth and development to ensure the survival of tourism businesses in Nigeria. The government agencies are in charge of implementing policies.

No matter how great the innovation of a tourism operator is, no matter how creative the ideas the private tourism sector implements, bad government decisions and policies can easily kill them. The private sector should be able to organise itself and identify real tourism practitioners. An avenue should be created to discuss industry problems and sought practical solutions as regard our immediate environment. It is the private sector that builds the tourism industry worldwide and Nigerian tourism practitioners should position itself well to be taken serious by the government. The industry can only be supported when the private tourism sector have a united front devoid of selfishness, arrogance and nepotism. The industry is wide with numerous sub-sectors. Let the private sector select the best practical brains to represent them.

*Anago Osho, one of Nigeria’s leading tour guides, is of Anago Osho Adventures

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The Nigerian Tourism Sector: Economic Contribution, Constraints, and Opportunities

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Disciplines in Nigeria

Nigeria’s tourism sector: a deep dive for university students.

Last Updated on December 6, 2023

Introduction

Nigeria Tourism Sector: Nigeria, located in West Africa, is a diverse country with a rich cultural heritage and natural beauty.

The tourism sector plays a significant role in the country’s economy, contributing to job creation and revenue generation.

Background information on Nigeria

Nigeria is the most populous country in Africa, with over 200 million people, and is known for its vibrant culture, historical landmarks, and breathtaking landscapes.

From the ancient city of Benin to the bustling city of Lagos, Nigeria offers a diverse range of experiences for tourists.

Importance of the tourism sector

The tourism sector in Nigeria has immense potential for growth and development.

It contributes to job creation, both directly and indirectly, and stimulates economic growth by attracting foreign exchange through tourist spending.

Additionally, tourism promotes cultural exchange and fosters national unity.

Tourism also plays a crucial role in showcasing Nigeria’s rich cultural heritage to the world.

By preserving and promoting historical sites, traditional festivals, and indigenous arts and crafts, Nigeria can attract a larger number of international tourists and promote a positive image of the country.

Moreover, tourism is an avenue for sustainable development, as it encourages the preservation of natural resources and the protection of wildlife habitats.

Through responsible tourism practices, Nigeria can leverage its diverse ecosystems, including wildlife reserves and national parks, to create unique and sustainable tourism experiences.

In fact, Nigeria’s tourism sector holds immense potential for economic growth, cultural preservation, and environmental conservation.

By investing in infrastructure, promoting tourist attractions, and implementing sustainable tourism practices, Nigeria can position itself as a top tourist destination for both domestic and international travelers.

Overview of Nigeria’s tourism sector

Current state of the sector.

• Nigeria’s tourism sector is currently at a nascent stage, with significant potential for growth.
• The country is blessed with diverse natural landscapes, rich cultural heritage, and historical landmarks.
• However, the sector has been largely untapped and underdeveloped due to various challenges.
• One major obstacle is the negative perception of Nigeria as a safe and secure destination for tourists.
• Inadequate infrastructure, including transportation and accommodation facilities, also hinders the growth of the sector.

Potential for growth

• Despite the challenges, Nigeria’s tourism sector has immense potential for growth and development.
• The country is home to numerous attractions, such as national parks, wildlife reserves, and pristine beaches.
• Tourists can explore the vibrant cultural festivals, traditional music and dances, and exquisite local cuisines.
• Nigeria’s diverse ethnic groups offer unique cultural experiences, making it a melting pot of traditions and customs.
• Moreover, the country has a rich history, with ancient sites like the Nok Terracotta and Benin City Walls.

In terms of employment, the tourism industry has the potential to create numerous job opportunities for Nigerians.

From tour guides to hotel staff and artisans, the sector can contribute to reducing unemployment rates.

Moreover, tourism can generate revenue for the country through foreign exchange earnings and taxes.

This can have a positive impact on the economy, leading to increased investments in infrastructure and other sectors.

In short, Nigeria’s tourism sector is currently in its early stages but holds immense potential for growth.

With its diverse natural and cultural attractions, the country has the ability to become a major tourist destination.

Efforts by the government to improve infrastructure and promote tourism have shown promising results.

By addressing the challenges and investing in the sector, Nigeria can harness the economic and social benefits of tourism.

It is essential for stakeholders to collaborate and develop sustainable strategies to unlock the full potential of Nigeria’s tourism sector.

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Popular tourist destinations in Nigeria

Nigeria, with its rich history, diverse landscapes, and vibrant culture, is a treasure trove for tourists.

In this section, we will explore some of the most popular tourist destinations in Nigeria.

Historical sites

Ancient cities and ruins.

Nigeria boasts a number of ancient cities and ruins that offer a glimpse into its historical past. Places like Kano, Benin City, and Ile-Ife are home to ancient structures and artifacts that date back centuries.

National monuments and museums

Nigeria proudly showcases its heritage through numerous national monuments and museums.

The National Museum in Lagos houses a vast collection of Nigerian artifacts, while the Olumo Rock in Abeokuta stands as a symbol of resilience and independence.

Natural attractions

Wildlife reserves and national parks.

Nigeria is blessed with diverse ecosystems and is home to several wildlife reserves and national parks. Yankari Game Reserve in Bauchi State is famous for its abundance of wildlife, including elephants, lions, and buffalos.

Waterfalls, caves, and mountains

The natural beauty of Nigeria is exemplified by its breathtaking waterfalls, mesmerizing caves, and majestic mountains.

Erin-Ijesha Waterfalls, Ogbunike Caves, and Aso Rock are just a few examples of the country’s natural wonders.

Cultural highlights

Festivals and cultural events.

Nigeria is known for its vibrant festivals and cultural events that celebrate its diverse ethnic groups.

The Osun-Osogbo Festival in Osun State and the Durbar Festival in Kano are among the most colorful and captivating cultural experiences.

Traditional arts and crafts

Nigeria’s rich cultural heritage is also reflected in its traditional arts and crafts. From intricately woven textiles to beautifully carved wooden masks, visitors can explore and appreciate the country’s artistic traditions.

Whether you are interested in delving into Nigeria’s ancient history, witnessing its breathtaking natural landscapes, or immersing yourself in its vibrant culture, the country offers a wide range of tourist destinations to cater to every traveler’s interests. Nigeria truly has something for everyone.

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Challenges and Opportunities in Nigeria’s Tourism Sector

Infrastructure limitations.

• Insufficient transportation networks and connectivity hamper the growth of Nigeria’s tourism sector.
• Inadequate accommodation facilities make it difficult for tourists to have a comfortable stay.
• Lack of well-maintained roads and transportation infrastructure inhibits easy access to tourist attractions.
• Limited availability of reliable electricity and water supply negatively impacts tourism facilities and services.

Security Concerns

• The presence of terrorism, kidnappings, and other forms of violent crime in some regions deters tourists from visiting Nigeria.
• The perception of insecurity and safety issues hampers the promotion of Nigeria as a tourist destination.
• Increased efforts are required to enhance security measures and ensure the safety of tourists.

Promoting Domestic and International Tourism

• Lack of awareness and promotion of Nigeria’s rich cultural and natural heritage poses a challenge to attracting domestic tourists.
• Inadequate marketing and branding strategies hinder the growth of international tourism in Nigeria.
• The need for effective tourism campaigns to showcase Nigeria’s diverse attractions and cultural heritage to potential tourists.

Collaborations and Partnerships

• Collaboration between the government, private sector, and local communities is crucial for sustainable tourism development.
• Encouraging public-private partnerships for investment in tourism infrastructure and services.
• Strengthening collaboration with international organizations to promote Nigeria’s tourism sector globally.
• Engaging local communities in tourism planning and development to ensure responsible and sustainable tourism practices.

Overall, Nigeria’s tourism sector faces various challenges but also presents significant opportunities for growth and development.

Overcoming infrastructure limitations, addressing security concerns, promoting domestic and international tourism, and fostering collaborations and partnerships can contribute to the sector’s success.

Through strategic planning and effective implementation of policies, Nigeria can unlock its vast tourism potential and boost economic growth while showcasing its rich cultural and natural heritage to the world.

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Importance of tourism education for university students

Advantages of studying tourism.

• Provides a comprehensive understanding of the tourism sector and its dynamics.
• Equips students with skills in tourism management, marketing, and sustainable development.
• Enhances cultural sensitivity and promotes intercultural communication.
• Offers practical knowledge through field trips, internships, and case studies.
• Prepares students for diverse career opportunities in the tourism industry.

Role of universities in shaping the sector

• Universities act as knowledge hubs, conducting research to improve the tourism sector.
• They contribute to policy development by providing insights and recommendations.
• Universities collaborate with industry stakeholders to address challenges and innovate.
• Through academic programs, universities produce skilled graduates for the sector.
• They offer specialized courses that keep pace with the evolving needs of the industry.

Career opportunities in Nigeria’s tourism industry

• Tourism management positions in hotels, resorts, and travel agencies.
• Opportunities in event planning and management for conferences and cultural festivals.
• Entrepreneurial ventures such as tour operators, eco-tourism initiatives, and hospitality businesses.
• Careers in destination marketing, promoting Nigeria’s tourist attractions locally and internationally.
• Jobs in heritage and cultural tourism, preserving Nigeria’s rich cultural heritage.
• Employment in transportation and logistics, facilitating seamless travel experiences for tourists.
• Government positions in tourism departments, working on policy development and promotion.
• Research and consultancy roles, providing expertise to enhance the sector’s sustainability and growth.

Moreover, individuals with a passion for entrepreneurship can establish their own ventures in tourism.

Opportunities exist in starting tour operator businesses, eco-tourism initiatives, and hospitality establishments.

Destination marketing is another attractive career path, promoting Nigeria’s unique attractions to both domestic and international audiences.

Nigeria’s rich cultural heritage provides avenues for careers in heritage and cultural tourism. Graduates can contribute to preserving and celebrating Nigeria’s diverse cultures and traditions.

Additionally, employment opportunities exist in transportation and logistics, ensuring seamless travel experiences for tourists visiting Nigeria.

Government positions within tourism departments allow individuals to contribute to the sector’s growth and development.

Working on policy development and promotion initiatives, they can shape the industry’s future.

Research and consultancy roles are also available for those interested in providing expertise to enhance the sustainability and growth of the tourism sector.

In essence, tourism education is of utmost importance for university students in Nigeria. It offers numerous advantages, equipping students with essential skills and knowledge .

Universities play a vital role in shaping the sector by conducting research, collaborating with stakeholders, and producing skilled graduates.

The career opportunities within Nigeria’s tourism industry are diverse, allowing individuals to contribute to the growth and promotion of the country’s tourism assets

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Initiatives and Support for Tourism Development

Government efforts and policies.

• The Nigerian government has implemented various initiatives to promote and support the development of the tourism sector.
• The National Tourism Development Master Plan has been formulated to provide a roadmap for sustainable tourism growth.
• The government has established agencies such as the Nigerian Tourism Development Corporation (NTDC) to regulate and promote tourism.
• Incentives and tax breaks are provided to encourage private investments in the tourism industry.
• The government has implemented policies to improve infrastructure, including transportation systems and hotel accommodations.
• Tourism-related laws and regulations have been revised to ensure visitor safety and enhance visitor experiences.
• The government has launched marketing campaigns both domestically and internationally to attract tourists to Nigeria.
• Emphasis has been placed on developing eco-tourism and cultural tourism to showcase the country’s natural and cultural heritage.

Private Sector Involvement

• The private sector plays a significant role in supporting and driving tourism development in Nigeria.
• Hotel chains and resorts have been established by private investors, providing quality accommodations for tourists.
• Tour operators and travel agencies offer diverse tour packages to showcase the country’s attractions.
• Private investors have developed tourist attractions such as amusement parks, wildlife reserves, and beach resorts.
• The private sector collaborates with the government to identify and address challenges facing the tourism sector.
• Training institutes and hospitality schools established by private entities help enhance the skills of tourism industry professionals.
• Public-private partnerships are formed to develop and manage tourism infrastructure, such as airports and convention centers.
• Private businesses sponsor cultural and sporting events that attract tourists and promote local traditions.

International Assistance and Collaborations

• Nigeria has sought international assistance and collaborations to support the development of its tourism sector.
• The government has partnered with international organizations such as the United Nations World Tourism Organization (UNWTO).
• Bilateral agreements have been signed with other countries to promote tourism exchanges and cooperation.
• Financial aid and technical expertise are provided by international organizations and foreign governments.
• International tourism conferences and exhibitions are hosted in Nigeria, attracting professionals from around the world.
• Capacity-building programs and training workshops are conducted with the support of international partners.
• Joint marketing campaigns are launched with foreign tourism boards to promote Nigeria as a tourist destination.
• Collaboration with international hotel chains ensures the availability of world-class accommodations for visitors.

All in all, Nigeria’s tourism sector is supported by various initiatives and collaborations, including government efforts and policies, private sector involvement, and international assistance.

These efforts aim to foster sustainable tourism development, enhance visitor experiences, and promote the country’s cultural and natural heritage.

With continued support and partnerships, Nigeria has the potential to become a sought-after tourist destination.

Recommendations for university students

By following these recommendations, university students can enhance their understanding of Nigeria’s tourism sector and develop valuable skills and connections for their future careers.

Internships and practical experience opportunities provide firsthand knowledge of the industry’s challenges, enabling students to apply their theoretical learning into practice.

Research projects and academic involvement contribute to the scholarly understanding of the sector, addressing critical issues and providing potential solutions for sustainable tourism development.

Additionally, networking and professional development activities create a strong foundation for students to establish meaningful connections within the industry, which can open doors to exciting career opportunities.

Internship and practical experience opportunities

Through internships, university students gain exposure to various roles and responsibilities in the tourism industry, including customer service, marketing, event management, and cultural preservation.

They can witness firsthand the positive impact of tourism on local communities, as well as the challenges faced by the sector, such as infrastructure development and environmental sustainability.

These experiences not only enhance their knowledge but also shape their perspective on the potential of Nigeria’s tourism sector.

Research and academic involvement in the sector

Research and academic involvement enable students to contribute to the industry’s body of knowledge.

By conducting research projects, students can identify gaps and opportunities in areas such as sustainable tourism practices, cultural preservation, and destination management.

Their findings can inform policies and strategies that promote responsible tourism and support local economies.

Engaging in academic programs specific to tourism management equips students with the necessary theoretical foundation to excel in the sector.

Networking and professional development

Networking and professional development activities are crucial for students looking to build a successful career in Nigeria’s tourism industry.

By actively participating in industry-related events and joining professional organizations, students can access mentorship opportunities, job listings, and industry news.

Moreover, connecting with experienced professionals allows students to learn from their expertise and gain valuable insights into the sector’s nuances.

Ultimately, university students interested in Nigeria’s tourism sector should actively seek internship and practical experience opportunities, engage in research and academic involvement, and prioritize networking and professional development activities.

These recommendations will enable them to gain a comprehensive understanding of the industry, contribute to its growth, and establish a strong foundation for their future careers.

Nigeria’s tourism sector holds immense potential for both economic growth and personal development. It is a diverse and vibrant industry, offering a range of opportunities for university students.

Throughout this post, we have explored the various aspects of Nigeria’s tourism sector, including its rich cultural heritage, natural wonders, and historical sites.

We have seen how the sector contributes to job creation, foreign exchange earnings, and the overall development of the country.

As university students, it is crucial to recognize the importance of exploring opportunities within the tourism sector.

By actively participating in internships, research projects, and cultural exchange programs, students can gain invaluable skills and experiences that will not only enhance their academic journey but also prepare them for future careers in the industry.

Furthermore, being part of the growth and development of Nigeria’s tourism sector can have a transformative impact on both individuals and communities.

By actively promoting and supporting sustainable tourism practices, students can contribute to the conservation of natural and cultural resources while also fostering economic development in local communities.

Therefore, I strongly encourage university students to consider the vast potential offered by Nigeria’s tourism sector.

By engaging in academic studies, internships, and practical experiences, students can contribute to the sector’s growth while also reaping the personal rewards of cultural immersion, professional development, and global connectivity.

Let us embrace the endless possibilities within Nigeria’s tourism sector and actively strive to make a positive impact on the industry’s future.

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Tourism in Nigeria

In the hospitality sector, significant developments are being made in Africa. The number of developing hotel projects in Africa is 282, which are more than 60,000 rooms. And Nigeria’s hospitality boom is not an anomaly, with Egypt (with 52 projects) and Morocco (with 32 projects) third in the study.

Nigeria is presently witnessing 26 big pipeline projects, nine of which are in the capital of Abuja.

Enhancing industry in Nigeria and developing infrastructure are the secret to generating more employment and improving the economy. International investment in hospitality has also been immense, and more to follow. Tourism is a significant contributor to the Nigerian economy, which in recent years has expanded steadily.

Tourism figures represented a 140.2 percent rise relative to 2016 in 2017. And there was a 130,3 percent rise from 2015 to 2016. Statistics have deteriorated two years earlier. But now more tourists visit the nation for business and recreation, and investors see the improved promise of the area.

In 2017, according to the National Bureau of Statistics (NBS), the tourism sector accounted for three hundred and four percent of Nigeria’s GDP, with 20% of the country’s job development. It is now a reasonable opportunity for African tourism firms to invest in Africa.

In Africa, consumption expenditure on travel, accommodation, and leisure is expected to hit around $261.77 billion by 2030. This is 137,87 billion dollars more than in 2015. Nigeria would certainly earn this investment.

In Nigeria, hotels and residences in 22 towns, including Lagos, Abuja and Port Harcourt, and in other cities such as Kano, Yola, Kebbi, Ekiti, Ibadanwarri, Enugu, Asaba, Owerri, and Awka, will be organized in the next few years.

The Nigerian hospitality industry is primarily based in major cities like Lagos and Abuja. Business and leisure travel potential around the nation would improve significantly by spreading into smaller communities across several countries.

The development promise in Africa is being fulfilled by prominent foreign names in the hospitality industry. It will build the opportunity to draw more company and leisure tourists in Africa – to boost the economy and increase local communities. With this money invested in Nigeria and Africa, the rising tourism industry would fuel business on a long-term basis.

Nigerian President Muhammadu Buhari recently reported that the nation “is regarded as one of the most improved financial markets in the world” and “is consistently back on the road of prosperity.”

President Buhari said the country used to be mostly petrol-related, but that “economic diversification programs yield positive outcomes. He said, however, that easy activity of business policies and programs, particularly in critical sectors like development, is already impacting companies.

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 TOURISM AND THE NIGERIAN ECONOMY

The sector should be given adequate attention to fully maximise its potential, argues Felix Oladeji

The importance of the tourism sector in spurring growth towards achieving the economic diversification challenge faced by developing countries and emerging markets, especially those rich in natural resources, is gaining momentum. This is a result of the capacities of the sector to generate employment and revenue and positively contribute to infrastructural development and overall economic growth.

Resource-rich countries have a long history of strong dependence on a narrow range of commodity resources as the driver of economic activities and the source of foreign exchange earnings. Nigeria, for instance, has long concentrated on crude oil, as the main source of revenue generation and the principal component of total exports. Consequently, its economy has been highly susceptible to both internal and external shocks of vandalism of oil pipes, which limits production capacity, and reduction in oil prices at the international market, respectively. This concentration on a narrow range of export products and structural stagnation have been linked with fiscal policy procyclicality and jobless economic growth. 

Economic growth has traditionally been associated with advances in agricultural and manufacturing sectors including foreign capital inflows, which is undermining the prospects of tourism in generating economic growth. However, today, the tourism sector has not just become one of the world’s fastest-growing sectors but has also turned out to be one of the prime sectors capable of spurring overall economic growth and engendering economic diversification. The tourism sector is a dynamic one and has been acknowledged as a sunrise sector capable of transforming the growth trajectory of an economy and switching it on for sound and inclusive growth. The sector, thought to be hypersensitive to shocks, has continued to witness sustained growth despite occasional shocks of global violence and terrorism, political uprisings, health pandemics and other natural disasters, signifying its strength and resilience.

In pursuit of regional and global agendas such as the African Union Agenda 2063, the African Continental Free Trade Agreement (AfCFTA) and Sustainable Development Goals (SDGs), countries are fast realizing the huge potential of tourism activities in driving the economy and giant strides are being made in the development of and investment in the sector. This is evident in the fact that the tourism sector was the world’s third leading sector in foreign trade in 2018, contributing 10.4% to global GDP, trailing behind chemicals and fuels but ahead of automotive products, accounting for 30% of global service exports (UNWTO, 2019). For the seventh consecutive year, global tourism exports have outgrown merchandise exports, helping to reduce trade deficits in many countries. The sector, apart from forming linkages with other sectors, such as entertainment, transportation and housing, also contributes significantly to employment generation, providing one in ten (10%) of all jobs globally. Besides, the 2030 projections of the sector indicate that it is expected to continue growing rapidly, through consistent increase in global tourist arrivals, which stood at 1.4 billion in 2018, and forecasted to reach 1.8 billion by 2030, representing 3.3% yearly growth (UNWTO, 2019). This clearly illustrates the growing size of the global tourist market.

Although the global tourist market is still dominated by rich countries, such as France, Spain and USA, the share of African and other developing countries in international tourist arrivals and receipts is experiencing rapid growth. For instance, international tourist arrivals in Africa in 2018 totalled 67 million (7% growth)1, generating international tourism receipts of about $38 billion (2% growth) and contributing about 8.1% to the total GDP on the continent (UNWTO, 2019; WTTC, 2019). The rapidly growing tourism sector in Africa could be attributed to the continent’s strategic intervention in the sector through the Tourism Action Plan (TAP)2 adopted in 2004, which was a strategy for ensuring sustainable tourism on the continent. The TAP recognises tourism as one of the priority sectors for catalysing growth and development on the continent and, thus, intended to turn Africa into tourists’ choice destination.

However, in order for tourism to grow in any country, certain requirements such as decent roads, reliable power, and drinkable water have to be available. In all three categories, Nigeria has failed to deliver. Movement will be hampered if the roads are terrible. According to

data, the majority of Nigeria’s famous tourism destinations are in rural areas that lack essential infrastructure. This has proven to be a significant deterrent to potential tourists. As most of our tourist locations are inadequately managed, there is also a lack of management of existing infrastructure. Our beaches are overcrowded, and other tourist destinations lack basic amenities that ensure guest comfort and contentment.  

Nigeria has become linked with terrorism, robbery, and kidnappings over the years. These vices have exacerbated Nigeria’s tourism- related concerns. Following similar difficulties, other countries have issued warnings to their nationals about the hazards of visiting Nigeria.

Zamfara State has some breathtaking tourist attraction such as the National Gallery of Art, Kwiambana Forest Reserve, Kiyawa City Walls, Bakalori Dam, etc. However, considering the persistent issues of insecurity no one in his or her sane mind will opt for such a state and by extension that would have deprived the nation of prospective revenue generation. The Nigerian Tourism Development Corporation is no exception to the fact that Nigeria has very strong legislative policies on paper. The difficulty has always been in putting the plan into action. Back in 2016, the Hon. Minister of Information, Culture and Tourism, Information Alhaji Lai Mohammed had disclosed that the government plans to establish arts and craft centers across the 774 local government areas of the country. He also disclosed that the Federal Government had concluded arrangements to retrieve all artifacts and portraits stolen from ancient Benin Kingdom and sold abroad which were found at the University of Cambridge, United Kingdom. Fast forward to 2021 and your guess is as good as mine on the implementation of the above federal disclosures. 

More importantly, given that the wealthy upper class (mainly political figures) travel abroad for medical treatment on a regular basis, it is not unusual for tourists to be put off visiting Nigeria. There is a persistent dread that in the event of an emergency, the country will not be able to save a foreign national’s life.

Hence, the global tourism industry is witnessing significant growth. It remains an undeniable fact that, when fully developed, the tourism sector can significantly contribute to employment, revenue and overall economic growth. However, empirical evidence revealed that this has not been the situation in the Nigerian case.

First, the performance of the Nigerian tourism sector has been unimpressive, with an insignificant contribution to employment and economic growth, to the point that Nigerians now pay more for international tourism than what the country receives from both domestic and international tourists. Indications are that this could be the result of sub-standard tourism assets and the underdevelopment of the Nigerian tourism sector in general, in terms of policy framework and uniqueness of the assets the country is blessed with. Secondly, the infrastructural development is key to tourism development, as security, electricity and air transport infrastructure were found to be positive determinants of tourism development. Finally, a growth- led tourism development hypothesis is visible, implying that economic growth and stability matter to engender domestic and foreign investment needed for stimulating tourism development in Nigeria. The growth-led tourism result is in agreement with the findings of those who found a tourism-led-growth result for Nigeria.

Despite the insignificant contributions of tourism to economic development in Nigeria, the sector should not be written off. Instead, the focus should be on resolving the underlying challenges hindering its development. The sector should be given adequate attention to fully maximise its potential and contribute to the economic diversification drive of the government. A great incentive for the government to invest in tourism in Nigeria can be the fact that a growth-led tourism development hypothesis is very evident. This means that, when government addresses structural bottlenecks, such as poor infrastructure and terrorism, tourism’s contribution to the GDP will come up as a positive externality. In other words, investing in Nigeria’s economic growth is the first step to boosting tourism development. 

 Oladeji writes from Lagos 

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Tourism in Nigeria – Overview, Issues, Potential, and Challenges

In this post, we will discuss Tourism in Nigeria. Here we will take a look at the overview, potentials of the Nigerian tourism sector and possible challenges.

Quick question:

If I drove into your home, walked right into your living room, sat on your couch (with your permission), and told you that in ten years, tourism can replace oil as a major driving force of the Nigerian economy, you’ll probably look at me like I’m crazy or something.

You might even go as far as asking me:

“Are you well at all?”

Okay here’s another question:

Have you ever wondered why there’s so much excitement about what goes on in the petroleum industry?

Ah, this one’s easy and the answer is really rather simple.

Even my 10-year-old nephew has basic knowledge about the tons of money generated daily in the refining, trading, and marketing of petroleum products.

But have you ever wondered why, a country like Dubai, equally blessed in petroleum resources still generates billions of dollars from tourism, whereas, Nigeria barely derives enough money from tourism to pay Teachers salaries in Imo and Jigawa?

I guess we’ll find out.

It is no longer news that the greed for oil money has blinded the Nigerian government towards the vast revenue generation opportunities that lie hidden in sectors like tourism, and sadly, agriculture, which used to be a major driving force for the Nigerian economy .

Maybe we’ll talk about agriculture in subsequent articles, but for now, let’s focus on the less talked about the issue of tourism in Nigeria.

Tourism is by some margin, one of the most untapped economic potentials of Nigeria .

You know, last year, Nigeria was ranked as the fifth most visited country in Africa, with an average of 2million international visitors, yet, when you look at the statistics for countries like Kenya and South Africa, you couldn’t help but wonder…

Why we’re lagging behind.

A few facts and statistics that will interest you:

In 2016, the World Travel and Tourism Council reported that the tourism sector contributed up to NGN1.9Billion to the Nigerian economy. That’s around 1.7 percent of the total GDP.

And then in 2018, Statistics from Africa.com showed that travel and tourism support over 600,000 jobs in Nigeria, with the potential to double before 2028.

An Overview of Tourism in Nigeria.

When it comes to wealth, cultural diversity and the potential to become a major economic player on the global stage, you can’t help but mention Nigeria.

But when it comes to travel and tourism, it is the lack of a robust infrastructural framework and unreliable security that makes Nigeria a not-too-desirable destination for tourists.

We can’t deny the fact that tourism in Nigeria is another seriously untapped sector in the Nigerian economy . But if properly harnessed, it could easily become multiple revenue-generating funnels for local, state and federal governments.

In June 2018, Zurab Pololikashvili, Secretary-General of the United Nations World Tourism Organization did say that with the right policies put in place, Nigeria has the potential to be one of the most ranked tourist destinations in the world .

He probably saw something that the Nigerian government has failed to see.

Maybe it’s the fact that there’s life outside crude oil money, and that if the relevance of long-ignored sectors like tourism is broadened, and invested in, it’s only a matter of time before Nigeria regains its rightful place on the world’s tourism map.

Nigeria does have a lot to offer international and continental tourists.

From our well-preserved culture too long stretches of exotic beaches to the heritage sites and ancient cities spread across Northern and Southern regions, Nigeria possesses enough tourist assets to leave visitors breathing hard with excitement. There is a lot of tourism potential in Nigeria to harness.

But then, the question must move from… “Can Nigeria transform its tourism sector into a major economic asset?” to……

Read Also:  10 Roles of Tourism in Economic Development in Nigeria

“What’s The True Potential of Tourism in Nigeria?”

Well, the first thing we need to look at is the fact that as clueless as our leaders are, Nigeria remains a regional superpower in Africa , with an enormous responsibility to put the continent on the map both economically and politically.

Now when we talk about the potential of tourism in Nigeria, it’s not just down to income generation and foreign investment, it’s also about the huge potential for the creation of jobs and lucrative employment opportunities.

There’s a huge potential for tourism worldwide, and Nigeria is no exception.

In most developed countries, tourism has enriched economies and remains an effective catalyst for sustained economic growth, only because behind all of this, is a lot of deliberate planning.

Let’s say the Government encourages a private sector driven tourism industry where there’s an incentive for multinationals to invest in hotels , resorts, and even significant heritage conservation projects.

It is deceptively simple on paper, but if encouraged, could spark serious revenue generation for the Nigerian economy.

Also, if there’s a functional collaboration between the Government and the private sector, where for example, the Government is only involved in the initial stages and private investors are given autonomy to implement their ideas, a lot of potentials could be harnessed this way.

Take a look at Calabar for example:

That beautiful and very peaceful city is a clear reflection of how tourism can become a major revenue earner and almost single-handedly drive economic growth in Nigeria , as long as the Government is willing to do its part.

If the Cross River state government told you how much money it generates annually through the hospitality and transport sectors during the famous Calabar festival, you wouldn’t believe it.

We’ve not even taken into account other areas like food, entertainment, shopping, and local crafting. All of which naturally tie in with the beautifully diverse spirit of the Nigerian society.

That’s how profitable tourism can be in other states when exploited and harnessed properly.

Then there’s Nollywood, the third most valuable movie industry in the world.

In case you missed it, there’s already a tripartite partnership between the Ministry of Information & Culture, The United Nations World Tourism Organization and world news leader, CNN . This is a step in the right direction.

The objective, I believe, probably has a lot to do with using Nollywood as an effective catalyst to drive the growth of tourism in Nigeria.

Tourism in Nigeria can also be used as a strong public relations tool to attract needed foreign investment, but first, we need to tackle the…..

Read Also:  Problems And Prospects Of Tourism Development In Nigeria

Challenges of Tourism in Nigeria.

Some time ago, Nigeria used to be arguably the most attractive and desirable destination for foreigners touring Africa. But today, you can’t make this claim without being laughed out of the room.

After all, if Africa accounts for only 3% of international tourism, and with countries like Rwanda, South Africa, Egypt, Tanzania, Uganda and Kenya blazing a trail as the continent’s foremost tourist attractions, you can only imagine where Nigeria sits on the log.

The reasons are not far-fetched though, and here’s a few of them:

• Poor Infrastructural development
• Security challenges
• Unimaginative governance and lack of political will
• Lack of sustainable development towards tourism
• A very disturbing International Image.

I don’t know about you, but personally, I don’t want to leave the comfort of my home and country to embark on a journey that has danger written all over it.

If I’m told that the country I’m considering for a leisure tour has bad roads and epileptic power supply, I’ll be a darned fool to go ahead and get a plane ticket.

Who wants to spend money on an adventure where movement to and fro tourist sites is made unbearable by terrible road networks, some of which can be described as deliberate death traps?

What’s more?

Well, it seems to me that the idea of being kidnapped and hacked to death by extremists and dreaded terrorist groups should naturally put the fear of God in the hearts of foreigners and even adventurous Nigerians who would have loved to spend a couple of weeks in places like Borno and Kaduna.

As beautiful as the Yankari Game reserve in Bauchi state is, you will have a hard time convincing even a brain-dead monkey to embark on a tour to a state deeply immersed in serious security challenges.

Who wants to spend their money visiting what the mainstream media now refer to as one of the most stressful places to live?

Who wants to visit a country where the whole atmosphere automatically becomes dangerous during election periods?

And who wants to visit a country where the quality of health care services doesn’t even meet the standards in developed countries ? Where the first sign of a slight headache is the perfect excuse for a politician to fly the first class to London where he’s probably keeping a mistress?

Who wants to spend their money doing all of that? Risking their lives on an adventure that could be easily canceled and avoided?

Don’t get me wrong, I’m a black-blooded Nigerian and Nigeria is in my opinion, one of the most richly blessed nations there is. Unfortunately, there’s a lot to be done to tackle the problem of tourism in Nigeria , and as such, it is important to be as transparent as possible with ……

The handwriting on the wall.

We just have to be honest with ourselves.

There’s one very crucial challenge that should interest you, and that’s the significant role of air routes and airport services towards tourism.

The truth of the matter is, there’s a limited number of air routes connecting major Nigerian cities, and then there’s the case of rural towns and villages that aren’t even accessible by road.

What’s the first thing a foreigner sees when he visits another country?

And if they are not impressed, if the services are annoying, you’ll have a hard time convincing them to come back anytime soon.

Wouldn’t you rather stay back home than embarking on a journey where rather than fly comfortably to your destination, you have to make several stops and endure uncomfortable road trips , all of which are enough to make any a sane person lose their mind?

These challenges are real, that’s the bad news.

But the good news is, there are solutions and strategies that can help tackle these challenges.

Look, writing all of these is a labor of love for me, but then, I’m human and there’s only so much writing I can do. So rather than go on a long-winded babble about….

Read More on this:  Problem and Prospect of Tourism Development in Nigeria

Solutions to Challenges of Tourism in Nigeria.

I’ll just put everything in a nutshell.

At least, to the extent that it makes a reasonable degree of sense to you and yours truly.

Have you ever wondered why, even with a population of over 180 million people , the percentage of indigenous tourist activities remains incredibly low?

Well, the first thing we need to consider is the fact that tourism in Nigeria isn’t even attractive to Nigerians and that’s only a reflection of primary challenges like infrastructure and security.

So as far as solutions go, maybe that’s a good place to start.

And you know, it’s not rocket science really:

Good roads, better security, stable power supply, world-class airports and hotels (with good customer service) , especially around these tourist destinations.

Of course, the idea of improving security also makes sense, doesn’t it?

How do you feel when you think about visiting Calabar?

And how do you really feel when you consider visiting the Yankari game reserve in Bauchi state?

Do you see the difference?

Are you beginning to understand why, if you can’t feel safe traveling in your own country, it’s almost impossible for a foreigner to feel safe coming here?

Do you say you do? Good!

Back to the salt mines:

Then there’s the much more complicated issue of health care services.

What if I develop a sudden illness down there in Nigeria?

What if there’s a nationwide strike of Doctors and health workers?

And if there isn’t, can I count on the medical services available?

These are normal questions for a potential tourist.

Can we do something about the standard of health care in Nigeria?

We can, but then again, the Government must set the ball rolling. And if they don’t act accordingly, Nigerians must arm-twist them into doing the needful.

The power of the people has always been stronger than the people in power.

We just need to wake this country up.

Furthermore, there are a number of effective measures like proper maintenance of tourist centers, adequate budgeting for tourism and perhaps, implementation of tourism-oriented policies .

Can we do more?

Of course, there’s always room to do more, but at the level we currently find ourselves, it is best we begin with the basics.

And if we can’t be serious enough to take these steps?

We are beyond all hope!

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