Industry experts, policymakers, and media professionals have emphasised the need for stronger digital collaboration to reposition Nigeria’s tourism sector for growth.

The call came during the 2025 Tourism Media Roundtable, hosted by tourism promoter and founder of Nene-Uwa Hub Ltd, Nnenna Fakoya-Smith and held at the Radisson Blu Anchorage Hotel, Victoria Island, Lagos, on 10 October.

The event, which is themed “Amplifying Nigerian Tourism through Strategic Media Collaboration,” formed part of a project-based internship for postgraduate students of the Pan-Atlantic University’s School of Media and Communication.

The Thematic Lead for the Nigerian Economic Summit Group (Tourism and Hospitality Thematic Group), Lolo Ngozi Ngoka, who gave the keynote address, said Nigeria must recognise tourism as a national priority.

She called for “data-driven media, digital storytelling, and cross-sector collaboration” as key tools for expanding the country’s global visibility.

“Tourism must be treated as a national mission,” Ngoka said, adding that sustained government investment in digital infrastructure and partnerships was necessary to achieve meaningful progress.

A panel discussion moderated by the Principal Adviser at RedClay Advisory, Dr. Adun Okupe, examined how artificial intelligence and digital tools could enhance storytelling, branding, and trust within the tourism industry.

Panelists included Amb. Nneka Isaac-Moses of Goge Africa Worldwide Limited, Alhaji Gbenga Sunmonu of the Federation of Tourism Associations of Nigeria (FTAN), Dr. Oluwatoyin Adedayo of Yaba College of Technology, Kehinde Odusote of TechCabal Insights, and Cornelius Ugwunwa of Kardinal Inc.

“Technology is no longer optional in tourism; it is a necessity for growth, storytelling, and global competitiveness,” Dr. Okupe said, stressing that collaboration among media, academia, and private sector innovators would determine the sector’s future success.

Presenting findings from her research on multi-channel digital marketing for sustainable tourism, Fakoya-Smith identified Instagram, WhatsApp, and YouTube as the most effective platforms for destination marketing, though she noted persistent challenges in digital literacy, branding consistency, and funding.

“The Tourism Media Roundtable is not a talk-talk event — it is a solution-driven and implementation event,” Fakoya-Smith said, reaffirming that the discussions would translate into measurable actions.

Breakout sessions during the event focused on policy, digital infrastructure, media innovation, influencer partnerships, and skills development. Participants agreed to develop a Tourism Media Playbook and establish a Tourism Media Network to promote collaboration and advocacy for the sector.

The event was supported by RedClay Advisory, Goge Africa, and Radisson Blu, with endorsements from the Federation of Tourism Associations of Nigeria (FTAN) and the National Council for Arts and Culture (NCAC).