The Federal Ministry of Arts, Culture, Tourism and Creative Economy (FMACTCE) has officially declared the Nigerian Tourism Development Authority (NTDA) as a cornerstone for driving the nation’s burgeoning creative economy.
The Permanent Secretary of the FMACTCE, Dr. Mukhtar Yawale Muhammad, made that emphatic statement during a landmark working visit to the NTDA headquarters on Wednesday.
Marking his inaugural official visit to an agency since assuming his role, Dr. Muhammad underscored the NTDA’s pivotal position within the ministry’s broader objectives. “NTDA is vital to this sector,” he declared to NTDA leadership and accompanying Ministry Directors. Everything we do—whether in art, music, culture, or creativity—culminates in tourism. Your mandate is clear, and the success of Nigeria’s tourism sector hinges on NTDA’s ability to deliver on it. We must work together to make Nigeria the next leading tourist destination.”
The Permanent Secretary emphasized a collaborative spirit, urging sister agencies to view any functional overlaps as opportunities for synergy rather than competition. He challenged the NTDA to pinpoint achievable initiatives – “low-hanging fruits” – and establish clear priorities to effectively showcase Nigeria’s vast tourism potential both domestically and on the international stage.
Dr. Muhammad highlighted the immense tourism opportunities presented by Nigeria’s diverse landscapes, from the arid fringes of the Sahara to the lush mangroves of the South. He stressed the critical role of public-private partnerships (PPPs) and innovative financing models, asserting that insufficient government funding should not hinder progress.
Responding to the Permanent Secretary’s endorsement, Mr. Ovie Esewhaye, who is overseeing the Office of the Director-General at the NTDA, expressed deep appreciation for the encouragement and support.
We need to do more than what we are doing, and from what you said, Sir, indeed tourism can fund Nigeria’s Economy,” Mr. Ovie stated, echoing the sentiment that tourism holds significant economic promise.
Mr. Ovie then outlined a series of significant advancements and ongoing projects within the NTDA, demonstrating a proactive approach to realizing the ministry’s vision:
Regulatory Strengthening: The Authority is nearing the finalization of regulations crucial for the robust implementation of the NTDA Act.
Digital Transformation: Accreditation processes for Hospitality and Tourism Establishments (HTEs) have been digitized, with grading and classification also transitioning to an online platform, streamlining operations and enhancing accessibility.
Standardization Efforts: Partnerships with ECOWAS and the Standards Organisation of Nigeria are underway to establish and enforce national tourism standards.
Domestic Tourism Promotion: The “Tour Nigeria” brand is actively being promoted through festivals, exhibitions, and seminars, aiming to cultivate and deepen domestic tourism engagement.
Revenue Generation Mechanisms: Plans are in motion to operationalize key provisions of the NTDA Act, including the Tourism Departure Levy and the Tourism Development Fund, in collaboration with crucial stakeholders like FAAN and Immigration.
MICE Destination Marketing: The establishment of a Convention and Visitors Bureau signals a strategic push to position Nigeria as a prime Meetings, Incentives, Conferences, and Exhibitions (MICE) destination.
Enhanced Tour Packaging: The National Travel Bureau (NTB) is being strengthened to improve the packaging and effective promotion of tour offerings.
Data-Driven Insights: Improved tourism data collection is being implemented through digital dashboards, aligning with requirements from the Central Bank of Nigeria (CBN) and the United Nations.
Digital Tourism Hub: A partnership with the “LetsGoNigeria App” has created a comprehensive one-stop shop for tourism information, covering attractions, hotels, and restaurants across all 36 states and the Federal Capital Territory.
“Our accreditation process has gone online,” Mr. Ovie added. “HTEs can now register their businesses from anywhere in the world. We are also working on a digital platform for grading and classification in collaboration with stakeholders, and the Tour Nigeria brand continues to drive domestic tourism.”
Mr. Ovie assured the Permanent Secretary of the NTDA’s unwavering commitment to fulfilling its mandate, actively promoting the “Tour Nigeria” brand, and ultimately positioning Nigeria as a globally competitive tourist destination. The Permanent Secretary’s visit and remarks signal a renewed focus and strategic alignment, positioning the NTDA as a central player in unlocking Nigeria’s immense creative and economic potential through tourism.
