Ejiro Efenudu
Tourism stakeholders have expressed deep concern over Nigeria’s minimal presence at key international tourism platforms, warning that the country risks losing out on billions in potential revenue and global visibility if urgent action is not taken.
Speaking at a media briefing ahead of the 2025 Destination Nigeria Governors’ Tourism Conference (DNGTC), industry leaders from the aviation and hospitality sectors lamented Nigeria’s near absence at major events such as the World Travel Market and the International Tourism Exhibition (ITB) in Berlin.
Air Peace: “Giant of Africa Missing in Action”
Team Lead for Sales and Business Development at Air Peace, Adekunle Aileru, described the situation as “disheartening,” revealing that during his recent trip to ITB Berlin, Nigeria had no official tourism representation except for Air Peace’s independent stand.
“Botswana, South Africa, Ethiopia, Gambia, Sierra Leone, Lesotho — they were all there. Apart from the Giant of Africa, represented only by my airline,” Aileru said.
He criticized the lack of institutional support from tourism authorities and urged the government to take tourism branding more seriously, with a strong focus on improving the country’s security image to attract international visitors.
DNGTC Convener: “Tourism Must Be Government Business”
Convener of the DNGTC, Ayo Omotoso, stressed that meaningful growth in the sector would not happen without deliberate policy attention and investment from the federal and state governments.
Drawing comparisons with countries such as Gambia, Kenya, South Africa, and the United Arab Emirates — which have successfully built their economies around tourism — Omotoso called for Nigeria to adopt a similar model.
“Connecting tourism to government is the only solution that can solve the melting point as regards tourism in Nigeria. There is so much we are missing as a nation when we don’t promote Nigeria as a destination,” he said.
Omotoso also urged Nigerians to shift their mindset, promoting a positive perception of the country both locally and internationally. He called on government agencies and the media to amplify uplifting narratives about Nigeria instead of focusing on negative headlines that harm the country’s image abroad.
Aero Contractors: Explore Home First
Head of Marketing and Communications at Aero Contractors, Ikhuolegbe Samuel, emphasized the importance of domestic tourism, urging Nigerians to explore their own country before looking abroad.
“If you have not yet explored your country, then moving out of this country to explore is like taking our revenue to go and develop other countries,” she said.
Samuel noted that despite private initiatives to promote Nigerian destinations, scaling such efforts required solid backing from both the federal and state governments.
Hospitality Sector: Governors Should Seize the Opportunity
Director of Sales and Marketing at Eko Hotels and Suites, Dr Iyadunni Gbadebo, highlighted that the DNGTC offers an ideal platform for any governor committed to advancing tourism, travel, and hospitality.
She pointed to a growing trend of Nigerians in the diaspora returning home, partly due to U.S. visa restrictions, and using the opportunity to reconnect with their heritage.
“I know for a fact that in recent times, we’ve had maybe nine or ten different groups. The Association of Nigerian Physicians in America (ANPA) brought almost 200 doctors from the U.S., who stayed here for a good length of time while exploring Nigeria,” she said.
A Call for Unified Action
The stakeholders agreed that without a coordinated tourism strategy, Nigeria’s vast potential — from its rich cultural heritage to its natural attractions — will remain largely untapped. They called for:
- Stronger government involvement in tourism promotion.
- Unified national branding to position Nigeria as a must-visit destination.
- Increased security measures to reassure international travelers.
- Public-private partnerships to create compelling tourism packages for both domestic and international audiences.
The 2025 Destination Nigeria Governors’ Tourism Conference, scheduled for later this year, is expected to bring together state leaders, tourism experts, and investors to map out strategies for transforming Nigeria into a competitive player on the global tourism stage.
