A recently commissioned report by the London Development Agency showed that the Notting Hill Carnival contributes up to 93 million pounds each to London’s economy and supports the equivalent of 3,000 full-time jobs. Similarly, an independent economic commission’s report revealed that the Formula 1 race weekend in Miami generated $449 million for the local economy. Most of this spending by the close to 300,000 spectators that the sport attracts goes into hotel accommodation, food, transportation, retail stores and other recreational activities that put money in the pockets of local entrepreneurs.
For tourism in Nigeria to thrive, the government must look beyond what accrues to it directly and focus on the net impact that tourism activities can have on the economy, particularly on local consumption. Hence, the government must go beyond dictating to collaborating.
In collaborating with the private sector, the government must seek answers to two critical questions: what do we need to do to increase the number of high-spending tourists visiting Nigeria, and what value proposition should be offered to encourage significant spending? Wearing this new thinking hat will help the government rethink its role in promoting tourism and concentrate more on improving tourism infrastructure and amenities. Hence, the government should begin to view wildlife reserves, cultural festivals and heritage sites as assets that should be constantly maintained and upgraded.
Additionally, fostering a conducive business environment and ensuring visitor safety and security must be a key priority for the government. Once people can’t bet on their safety, they won’t get on a plane. Therefore, promoting a positive perception of safety will alleviate concerns among potential tourists and instil confidence in Nigeria as a desirable destination. Beyond a safe and secure environment, and given the regional competition for attracting tourists, the government should also prioritize streamlining visa processes for ease of travel. This will also encourage repeat visits.
On its part, the private sector can and should focus on improving hospitality services, storytelling, and visitor experience. In crafting a compelling value proposition to encourage significant tourist spending, businesses, particularly those in hospitality, should focus on offering immersive and exclusive experiences, curated tours and creating opportunities for authentic cultural exchanges. Also, collaborating with local artisans and communities to develop artisanal souvenirs and handicrafts can help visitors experience the local culture and significantly support grassroots economies.
Currently, Nigeria ranks fourth among African countries with large numbers of diasporans outside the continent. Some estimates put the figure at about 1.7 million, many of whom earn hard currencies with strong emotional ties to the country. We can start by giving 40% of this population a reason to holiday in Nigeria and gradually attract other nationalities seeking unique experiences.
With the proper collaboration and political will, Nigeria can unlock the full potential of its tourism industry, driving economic growth, job creation, and sustainable development to benefit its citizens and communities. But it must begin with the government asking what value tourists can bring to the economy, not what I can extract from potential tourists.
Iyadunni Gbadebo is the director of sales and marketing for Eko Hotels and Suites and a member of the Board of Trustees of the Lagos Tourism Foundation.
