World Tourism Day: A Time For Nigeria To Unleash Its Untapped Tourism Potential, by Isaac Asabor

World Tourism Day, celebrated annually on September 27, is a moment for countries across the globe to reflect on the power of tourism as a tool for socio-economic growth and cultural exchange. For Nigeria, a country blessed with diverse landscapes, vibrant cultures, and historical heritage, this day should be more than just a celebration. It should serve as a wake-up call to harness the vast, untapped potential that lies within its tourism sector.

With a population exceeding 200 million and over 250 ethnic groups, Nigeria boasts a rich cultural mosaic that is unrivaled in many parts of the world. From the picturesque Obudu Mountain Resort in Cross River State to the mystical Ogbunike Caves in Anambra State, Nigeria is home to numerous natural and historical attractions that can compete with global tourism destinations. Yet, these sites remain underdeveloped and under promoted, losing out on the massive economic benefits that tourism could bring. As the world celebrates this day, it is imperative for Nigeria to look inward, identify these opportunities, and take deliberate steps toward maximizing its tourism sector.

One of Nigeria’s greatest assets in tourism lies in its geographical diversity. From the sprawling savannahs of the North to the lush rainforests in the South, Nigeria’s natural landscape is a treasure trove waiting to be explored. The northern region, for instance, is home to the ancient city of Kano, with its historic walls and centuries-old markets. The Durbar festival held annually in Kano is a visual spectacle that draws visitors from around the world. However, despite its cultural richness, northern Nigeria is still not a major player in the global tourism scene.

Another hidden gem is Yankari National Park in Bauchi State. With its hot springs, wildlife, and ancient caves, Yankari could easily rival famous wildlife destinations in Africa like Kenya’s Maasai Mara or South Africa’s Kruger National Park. But without adequate infrastructure, marketing, and security, it remains an underutilized destination. Tourists are often deterred by the lack of modern amenities and concerns about safety, both of which need urgent attention.

In the southeast, the Arochukwu Long Juju slave route in Abia State is a poignant reminder of Nigeria’s role in the transatlantic slave trade. The route leads to a dark tunnel once used for human trafficking, and it holds deep historical significance. Yet, it is rarely visited by Nigerians or international tourists due to poor maintenance and lack of awareness. Similar historical and cultural landmarks can be found across the country, but they continue to languish in obscurity.

Nigeria also has natural wonders like the Olumo Rock in Abeokuta, the Erin Ijesha Waterfalls in Osun State, and the Idanre Hills in Ondo State, all of which are visually stunning and culturally significant. These destinations, though popular among locals, are largely unknown outside Nigeria. Infrastructure issues such as poor road networks, inadequate lodging facilities, and limited international flights make access to these sites difficult for foreign tourists.

Tourism is a major economic driver in many parts of the world, contributing billions of dollars to national economies and creating millions of jobs. According to the World Travel & Tourism Council (WTTC), tourism contributed over $8.8 trillion to the global economy in 2019, employing around 330 million people. In Nigeria, however, the contribution of tourism to the economy remains marginal, accounting for less than 5% of the country’s GDP. This is a stark contrast to countries like South Africa, where tourism contributes nearly 9% to the national economy, or Kenya, where the sector is a major pillar of economic growth.

With Nigeria grappling with high unemployment rates and over-reliance on crude oil revenues, tourism offers a viable alternative for economic diversification. The sector has the potential to create jobs, particularly for young people, who make up a significant portion of Nigeria’s population. From tour guides and hospitality workers to artisans and cultural performers, the ripple effect of tourism could generate employment in multiple sectors.

Additionally, tourism can foster the development of local communities. For example, rural areas where natural attractions like waterfalls and wildlife reserves are located can benefit from increased tourism through infrastructure development, such as better roads, schools, and healthcare facilities. The rise in eco-tourism and cultural tourism globally means that people are increasingly seeking authentic experiences that take them off the beaten path. Nigeria is well-positioned to tap into this trend, as many of its attractions are located in rural and semi-urban areas that offer rich, immersive experiences for travelers.

To fully unlock the potential of tourism, there needs to be a robust partnership between the government and the private sector. The Nigerian government must prioritize tourism as a strategic industry and allocate sufficient resources for its development. This includes improving infrastructure, ensuring security at tourist sites, and creating enabling policies that will attract both local and foreign investment.

One area where the government can make a significant impact is in simplifying the visa process. Currently, the bureaucratic hurdles for obtaining a Nigerian visa can be daunting for international tourists. Countries like Rwanda and Kenya have seen a surge in tourist arrivals after introducing visa-on-arrival policies or e-visa platforms. Nigeria should adopt similar initiatives to make it easier for tourists to visit the country.

The private sector also has a critical role to play in tourism development. From building hotels and resorts to offering transportation services and tour packages, private businesses can drive growth in the tourism sector. Public-private partnerships (PPPs) should be encouraged, where the government provides the enabling environment, and the private sector brings the necessary investment. Tourism operators, travel agencies, and hospitality entrepreneurs must also take the initiative to market Nigeria as a top destination for both leisure and business travel.

One of Nigeria’s unique selling points is its vibrant cultural festivals, which take place throughout the year. Festivals like the Osun-Osogbo Festival, the Argungu Fishing Festival, and the Calabar Carnival have the potential to become global tourist magnets. The Calabar Carnival, for instance, is already regarded as “Africa’s Biggest Street Party,” attracting thousands of visitors every December. However, the promotion and management of these festivals need to be improved to draw even larger international audiences.

Partnerships with international cultural organizations and influencers can also help spotlight Nigeria’s rich cultural heritage on the global stage. Leveraging social media platforms, engaging travel bloggers, and collaborating with global tourism networks will help put Nigeria on the map as a must-visit destination.

Of course, no discussion about tourism in Nigeria would be complete without acknowledging the challenges. Issues like insecurity, poor infrastructure, and a lack of political will have held back the development of the tourism sector for years. The insecurity caused by insurgencies, kidnappings, and banditry in parts of the country has tarnished Nigeria’s image as a safe destination for travelers. The government must invest more in securing tourist sites and ensuring the safety of visitors.

Similarly, infrastructure development must be prioritized. Without good roads, reliable power supply, and modern amenities, even the most beautiful tourist destinations will remain inaccessible. The Federal Ministry of Works and Housing, in collaboration with state governments, must ensure that the necessary infrastructure is in place to support the tourism industry.

As the world marks World Tourism Day, Nigeria must seize this opportunity to reposition its tourism sector as a key driver of economic growth and cultural diplomacy. The time has come for Nigeria to look inward, recognize the wealth of opportunities within its borders, and take bold steps toward becoming a global tourism destination.

With the right investments, policies, and collaborations, Nigeria can unlock the untapped potential of its tourism sector, creating jobs, generating revenue, and preserving its rich cultural heritage for future generations. This World Tourism Day should mark the beginning of a renewed commitment to tourism in Nigeria, a commitment that will not only transform the sector but also uplift the entire nation.