Nigeria, West Africa’s most populous country, is on the cusp of a tourism boom, with anticipated revenues expected to reach $2.95 billion in 2023. This significant growth is attributed to Nigerian government’s determined efforts to entice more visitors to the nation, as reported by Diplomacy Beyond.
However, in comparison to the global tourism industry’s projected revenue of $2.3 trillion in 2023, with an estimated growth rate of 13.9 per cent, as per IBIS World data, Nigeria’s tourism sector holds considerable untapped potential.
To explore strategies for boosting Nigeria’s tourism industry, filmmaker and travel influencer, Steven Ndukwu, shared his insights.
Ndukwu stressed on the importance of carving out a unique niche in the tourism market. He pointed to successful destinations like Dubai in the UAE, which positioned itself as an affordable yet diverse travel hotspot. “Dubai is a country where with less than $300 or $400, you can come and have a good time,” the content creator explained. “And if you have up to $2,000 or $5,000, there’s also something for you. Nigeria should identify its own niche and target specific demographics to attract visitors.”
The travel influencer advocated for the privatisation of Nigeria’s tourism industry, emphasising that this approach could harness the expertise and resources of wealthy businessmen. He said,
“Privatising the industry would allow businessmen to invest in boosting the sector, with profit-sharing arrangements involving the government.” He also highlighted Dubai’s example, where the government played a significant role in tourism development, but also recognised the need for private sector involvement.
Effective marketing, both within Nigeria and internationally, is essential to attract tourists. Citing an example, he said “Tanzanian tour companies for instance focus their marketing efforts in Europe and the United States, acknowledging the importance of targeting markets with substantial foreign exchange potential.” He also recommended that Nigeria collaborate with travel influencers and expand its marketing efforts to target specific regions and demographics.
Addressing security concerns is paramount to attracting tourists. Ndukwu stressed that Nigeria must prioritise and ensure safety both within the country and on its roadways, as tourists prioritise security when choosing destinations.
“Rwanda is doing excellently well in the tourism industry, because it is ranked in the top five safest places for solo travelers at the moment. You can walk around at 2:00 a.m and nothing is going to happen to you, you feel the same way you’re in Dubai as well.”
When asked about specific travel destinations within Nigeria, the Youtuber mentioned several potential gems. He highlighted Calabar, known for its historical significance and the Obudu Cattle Ranch, offering beautiful mountainous landscapes. In addition, he suggested tapping into the desert landscapes of Yobe and the Yankari Game Reserve to rival famous African wildlife destinations.
In the west, Ndukwu envisioned Lagos as a potential haven for resort-style tourism, leveraging its abundant shorelines. He also emphasised the importance of promoting Nigerian festivals and cultural events to attract visitors.
The content creator acknowledged the importance of the new Minister of Tourism in Nigeria. He reiterated that the challenges of insecurity and marketing must be overcome for the sector to flourish. “Security and marketing are the two critical issues,” he emphasised.
Drawing inspiration from successful destinations, he recommended creating a niche for Nigeria and investing heavily in marketing, emphasising, “Dubai’s niche is affordability and they spend on innovation.” He also cited Rwanda’s innovative approach of placing “Visit Rwanda” campaigns on football jerseys, saying, “I think Rwanda has this nice strategy now, where they put their ‘Visit Rwanda’ campaign call on the football players’ jersey.”
He also underscored the pivotal role of social media platforms like creating a dedicated “Visit Nigeria” page to amplify the nation’s tourism message and showcase the country’s tourism potential to a global audience. “Dubai’s only strategy was digital media and that was what they used to catch the whole world,” he said.
