Despite Nigeria’s enormous tourism assets and projected contribution of N11.2 trillion (about $7.5 billion) to the nation’s Gross Domestic Product (GDP) in 2025, the country’s tourism sector remains untapped.

This was the view of the Chairman, Board of Trustees (BOT) of the National Association of Nigerian Travel Operators (NATOP), Nkereuwem Onung, in his remarks yesterday during the 10th yearly general meeting (AGM) of the association in Lagos, themed: “Unlocking Nigeria’s Tourism Potential: Strengthening Tour Operators for Sustainable Destination Development.

Onung called for stronger collaboration among stakeholders to unlock the country’s tourism potential and position Nigeria as a competitive global destination.

He expressed concern that while global tourism was witnessing a strong rebound, Nigeria had failed to take advantage of the growth recorded across the continent.

According to him, international tourist arrivals exceeded 1.1 billion in the first nine months of 2025, representing a five per cent growth above previous levels, with Africa leading the recovery with a 10 per cent increase and Asia-Pacific recording eight per cent growth.

He, however, noted that Nigeria was absent from the list of African destinations contributing significantly to the growth, saying that despite projections by the World Travel and Tourism Council (WTTC) that tourism could contribute N11.2 trillion to Nigeria’s economy in 2025, which was a growth from N10.9 trillion in 2024, the sector still contributed less than three per cent to the country’s GDP.

The NATOP BoT chairman attributed the gap between Nigeria’s tourism potential and actual performance to poor coordination and fragmentation within the industry.

Earlier in her welcome address, President of NATOP, Bolaji Mustapha, called for stronger institutions, strategic partnerships and innovation among stakeholders to unlock Nigeria’s vast tourism potential.

She said that sustainable destination development was important to positioning Nigeria as a leading global tourism destination.

Mustapha, however, expressed that harnessing these opportunities required more than showcasing Nigeria’s tourism assets, stressing the need for empowered tour operators, improved collaboration and sustainable strategies.

Also, Lagos State Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka, in her remarks, canvassed professionalism, digital transformation and innovative product development.

Benson-Awoyinka, who was represented at the occasion by the Executive Secretary, Lagos State Films and Video Sensor Board, Bukola Agbamiloja, said Nigeria’s tourism potential could only translate into economic benefits if destinations were deliberately developed, professionally packaged, effectively marketed and efficiently delivered to visitors.

The commissioner described tour operators as a critical link between tourism destinations and travellers, noting that they play a strategic role in transforming attractions into memorable experiences while stimulating economic activities across the tourism value chain.

She listed investments in tourism and cultural infrastructure, including the J. Randle Centre for Yoruba Culture and History, Johnson Jakande Tinubu (JJT) Park, heritage sites in Badagry, and the Senator Oluremi Tinubu Industrial Leather Hub in Mushin, as part of efforts to create globally competitive tourism assets.