As we welcome the new Minister for Tourism, I am hopeful that Nigeria can secure its place on the global tourism map in our time while positively contributing to sustainable development.
An Essential Platform for Tourism Growth
The recent announcement by the office of the President of the Federal Republic of Nigeria of the creation of a stand-alone Ministry of Tourism, and the appointment of a substantive Minister to run the Ministry is ample proof of the genuine intention of this administration to recognise tourism as a significant low-hanging fruit for Nigeria’s economic growth and for the development of the industry.
The ministerial appointee, Ms Lola Ade-John, is a notable professional with cognate experience in the information and disruptive technology space. I am positive that her appointment to the Ministry of Tourism is just what the industry needs now.
Globally, the tourism value chain is a trillion-dollar industry that interconnects many sub-sectors, providing employment for millions and serving as a major contributor to National gdps. Sadly, Africa only accounts for 4% of this market.
All stakeholders in the industry need to awaken to their responsibilities and work collaboratively towards the sector’s growth. The value chain of Nigeria’s tourism economy is vast. From the hospitality sector to aviation and transportation, destination management, souvenir production, event packaging, carnivals, festivals and cultural promotions, among others, the opportunities of leveraging this key growth sector to create jobs, shore up revenue and add to the nation’s GDP are limitless.
As administrators, my team and I strongly believe that to become a tourism hub in Africa, we must first develop domestic tourism. The development of domestic tourism will increase the country’s attraction to sponsors and investors. They will, in turn, develop the industry, and develop our tourism assets, leading to further infrastructural development that will let loose the huge potential of the tourism industry.
Certainly, the new Ministry of Tourism offers the required growth structure for promoting the country as a destination of choice for many across the world, particularly as the demand for Nigerian tourism is strengthening and gearing up to surpass the 2019 pre-COVID levels, when international tourist arrivals accounted for over 2.2 million people, with receipts over $1.4 billion. Across the world, tourism has recovered by 80% of its value, post-COVID, while Africa has recovered by as much as 88%. The opportunities for domestic growth of the sector are therefore very apparent.
There is equally now hope that domestic tourism, which is six times larger than international tourism, and constitutes more than 70% of tourism markets, will witness the collaborative drive that it requires from all stakeholders and this will increase inbound tourism. This will be good for the development of Nigeria’s rural communities, where a lot of the tourist sites are located.
We must address several challenges to realise our tourism potential fully. Investment in infrastructure development is crucial, alongside the improvements to transportation networks, accommodations, and tourist facilities. Public-private partnerships can play a vital role in attracting investment and expertise. In addition, we must prioritise the safety and security of tourists through effective security measures and proactive risk management strategies. Building trust and confidence can assuage concerns and create a welcoming environment for visitors.
Some quick ideas that come to mind for prompt intervention and growth of tourism in Nigeria include the following:
Commissioning of a National Tourism Development Master Plan
To ensure the sector’s coordinated growth, a National Tourism Development Master Plan in line with the National Development Plan 2021–2025 must be inaugurated. This plan should align with the government’s long-term aspirations, as the Nigeria Agenda 2050 encapsulates.
Activation of the Tourism Satellite Account (TSA)
The Tourism Satellite Account (TSA) is a standardised quantitative tool required for capturing tourism-related data, which is necessary for coordinated nationwide planning and development. There is, therefore need to domesticate the TSA in Nigeria.
Placement of Tourism in the Federal Constitution
Due to its multifaceted nature, tourism is a concurrent matter involving all government tiers. Accordingly, the National Assembly must be engaged in properly placing tourism on the Concurrent List in the federal constitution and removing all ambiguity around it. This is necessary for tourism to thrive as envisaged.
Leveraging on the Open Skies Agreement and the Single African Market
The Open Skies Agreement, a key component of the African Continental Free Trade Area (AfCFTA) agreement, can transform Nigeria’s tourism landscape. By removing restrictive air travel regulations, the deal fosters greater connectivity and accessibility, making it easier for international tourists to explore Nigeria’s tourism assets. Improved air transport infrastructure, combined with streamlined visa processes, will attract more visitors, significantly boosting the tourism industry.
Strengthening Institutional and Human Capacity Development Across the Industry
There is a need to improve the range of skills necessary to provide quality services and experiences within the industry by partnering with stakeholders and educational organisations to provide the required skills and capacity for personnel and practitioners.
The standardised training system should attract young and mature Nigerians back to study and training, and provide them with specialised skills and pathways to new careers in the tourism, hospitality and services sectors. The training should be more vocational and not just academic.
Encouraging Tourism Investment and Funding
A functional Tourism Development Fund and an enabling environment for tourism investors to thrive and drive the development of tourism sites, assets, and destination marketing are needed. Financial institutions should also be incentivised to act as partners in progress by providing single-digit long-term development loans to the industry.
New Regional Leadership Role
At the just-concluded 66th Meeting of the UNWTO Commission for Africa, held between July 26 and 28 in Mauritius, Nigeria was elected to the Executive Council of the United Nations World Tourism Organisation (UNWTO) and Vice Chair of the Commission for Africa.
This is a major step for Nigerian tourism, and it confers huge regional and global visibility advantages. It comes after President Bola Ahmed Tinubu (GCFR) was elected Chairman of the Economic Community of West African States (ECOWAS). This new development offers Nigeria another window of opportunity to showcase the best of her culture and diversity to the rest of the world.
Key benefits of this landmark achievement in Mauritius would include setting up a UNWTO Tourism Academy in Nigeria, access to UNWTO tourism grants to support the local industry, and technical assistance to activate the Tourism Satellite Account.
According to the UNWTO Secretary-General, Zurab Pololikashvili at the event, “the agenda for the organisation of tourism in Africa has become updated for inclusive growth (which reflects the newer challenges of post-pandemic tourism and the priorities of members), as such, the vision for African tourism is that of stronger governance, more education and better jobs. Therefore, there is the need to innovate more around Africa as a brand to enhance tourism by unlocking its growth through investment, alongside public-private partnerships.”
Also, some of UNWTO’s achievements over the past year were highlighted, including the expansion of tourism investments across the continent, the promotion of gender equality in all roles, and youth empowerment, in line with the advocacy for “Brand Africa” to drive regional tourism outcomes.
Brand Africa is a powerful tool Nigeria can leverage to enhance tourism. We can create a distinct and compelling brand identity by showcasing the nation’s unique cultural heritage, vibrant traditions, and warm hospitality. Both domestically and internationally, collaborative marketing campaigns can highlight Nigeria’s diverse attractions, captivating potential tourists and dispelling any misconceptions about the country. Emphasising Nigeria’s position as a gateway to Africa’s rich tapestry of experiences will further enhance its appeal to global travellers seeking authentic and transformative encounters. I am gladdened that such an analogous brand already exists at the Nigerian Tourism Development Authority.
We will collaborate with international organisations, neighbouring countries, and regional tourism bodies to promote the “Tour Nigeria” brand and accelerate the growth of tourists.
We believe Nigeria can benefit from shared knowledge, expertise, and promotional opportunities by cultivating collaborative partnerships. Joint marketing initiatives showcasing Nigeria’s unique offerings within the African context will bolster our brand visibility on the global tourism stage. Furthermore, we would look to actively participate in international tourism events and leverage our digital platforms to reach a broader audience, going forward.
Conclusion
Nigeria’s tourism industry is poised to undergo a significant transformation. By harnessing the opportunities presented by the Open Skies Agreement and the AfCFTA, addressing the challenges posed by inadequate investments in the sector, and leveraging the power of the “Tour Nigeria” brand, we can propel the tourism sector to new heights.
We can unlock our tourism potential and emerge as a sought-after destination through sustainable practices, infrastructure development, collaborative partnerships, and effective promotion. We will do this by embracing innovation and disruptive technologies and preserving our cultural heritage and natural wonders.
As we welcome the new Minister for Tourism, I hope Nigeria can secure its place on the global tourism map while positively contributing to sustainable development.
*Coker, the Baba Eto of Yorubaland and Director General of the Nigerian Tourism Development Authority, sent in this piece.
