The tourism industry is worth billions of dollars in yearly returns globally. Yet, despite her unique potential in rare natural tourism that is in high demand year-round, Nigeria is still obscure on the global tourism map and this has become a perennial worry for stakeholders, FELICITAS OFFORJAMAH reports.

Globally, tourism has developed into one of the fastest-growing industries. Modern travel technology and a growing holiday culture have been the main drivers of this expansion. Nigeria has a rich geographic environment that includes beaches along the coast, mountains, historical sites, animals, UNESCO-approved heritage sites, and a diversified culture.

However, the reality is that the country is not able to carve out a niche for itself in the global tourism market. When the National Tourism Policy was introduced in 1990, the industry was given priority status. However, industry participants believe that despite its potential, the business has been overlooked in recent times.

According to experts, Nigeria is missing a great opportunity by ignoring the tourism sector, which is a doctor to the economic crises and plight of citizens in the country. They believe it has more potential than the oil and agricultural sector to restore and prosper the economy.

The Director-General of the National Council for Arts and Culture, Dr. Otunba Runsewe, had stated in a National Stakeholders’ Review Conference on the National Festival of Arts and Culture (NAFEST) that the time had come for all stakeholders in the sector to wake up from their slumber and take the challenge of using culture to drive the nation’s economy with all seriousness, noting that the future of the country depends on the sector.

Tourism experts recently told The Guardian that revamping the tourism sector could spur prosperity for the most populated country in Africa.

“Tourism is the easiest way to recover the economy.” These were the words of CNN award-winning travel writer and author, Pelu Awofeso.

According to him, tourism can help a great deal and the profit can be very immediate. “When tourists come into the country to see what Nigeria has to offer, they bring in their dollars, pounds, and other currencies in exchange for our currency and this is a great and easy way to boost the falling naira.

“The only thing is to look inward, develop and maintain these tourism sites. Nigeria is very rich in culture, traditions, arts, monuments, and historical sites that we cannot run out from attracting people all over the world into Nigeria, which in turn would boost the economy.”

The travel writer also stated that tourism in comparison with the oil and agricultural sectors is what could give Nigeria a quick recovery from the downturn it is currently experiencing.

“Unlike the oil and agricultural sector, you do not need to wait for too long to reap the benefits. It’s just so easy. For other sectors, you need a long-term plan to fully get the positive impact of the sector on the economy, but tourism is the fastest way to ease the people’s plight.”

Awofeso, in an interview with The Guardian, stated that the problem affecting the Nigerian tourism sector is the absence of continuity, lack of interest and drive from the agencies of government in charge of these sites and monuments.

“Take the National Commission for Museums and Monuments (NCMM), for example, it is supposed to oversee the protection, restoration, and renovation of nearly 100 monuments under it, but they are mostly derelict.

“There is a rock art monument at Igbara-Oke (Ondo State), long abandoned. Goats are now everywhere, pooping on it. In Calabar (Cross River) there’s another monument in the old Calabar, rotting away. In Lokoja (Kogi), the building housing the Museum of Colonial History is falling apart. In Epe (Lagos), there is a one-storey colonial-era building that’s completely dilapidated. I could go on and on; it’s a national shame! No tourists would visit such places of ugliness.”

He added that we have abandoned our potential of creating national wealth and that we can revisit these sites and turn them into a money-making scheme for the country.

“There are landmarks of slavery all over Nigeria. We have at least seven slave ports in the southern part of the country. What are we doing with those assets? Meanwhile, Ghana is attracting lots of African American tourists to their country.

“Benin Republic, next door neighbour to Nigeria, is doing very well with exhibiting their tradition, their culture, and their heritage. I was there for their voodoo festival this year and it drew hundreds of people from all over the world to their country and you are telling me that we don’t have traditional religion in Nigeria? Are you saying that we don’t have enough festivals in Nigeria? We have beautiful cultures that the world wants to see, but we are failing,” Awofeso said.

Miss Tourism Nigeria, Joy Ebere, reckoned that if tourism is given the proper attention and resources channeled to it, it can resuscitate and sustain the Nigerian economy comfortably.

The tourism ambassador also said that with over 146,000 beautiful existing sites, Nigeria can compete with the likes of Dubai, Kenya and other countries in revenue generation through tourism. She said that it will create more jobs, reduce insecurity, and hunger and generally improve our PR.

“I grew up hearing about Vision 2020 and how Nigeria would become a paradise by then. We are in 2024 and still complaining about the price of garri and sachets of water, that is to show you that it’s high time Nigeria diversifies.

“It’s not that we should abandon agriculture or other sectors, but we need to allocate some gainful time to tourism for us to recover from this naira fall. We are blessed, we have the manpower, the intellectual ability and the resources. All we lack is proper management.” Ebere said.

The beauty queen, who is also a business consultant, said that her reign has been insightful and adventurous. She urged all citizens to take it as their responsibility to promote domestic and international tourism, showing Nigeria to Nigerians and foreigners, and encouraging them to appreciate and explore our nation first.

“I have empowered the locals in the communities I visited, the dance troops, the farmers, the tour guides, the filmmakers, and those who market or produce tourism activities. I have also worked with NTDA, the Nigeria Tourism Development Authority to organize tours for Nigerian youths, discovering new places and promoting Nigeria both internationally and locally.

“Recently I went to represent Nigeria at the Miss World Tourism in Sri Lanka, and we won best national costume out of 35 other countries – a feat no other African nation has achieved. This is just a few Nigerians promoting Nigeria internationally, what if we come together and make it our goal? We would achieve more than we can imagine.”

In addition, Ebere urged all private and public stakeholders to support tourism in their capacity so the naira can bounce back, and the Nigerian economy can prosper once more.

For travel agent and tour operator, Cordis-Maria Umeokoli, Nigeria is blessed with numerous attractions and products worthy of being showcased at the international markets, yet it struggles to add up to the country’s yearly GDP.

“Most people are not even aware of all the tourism products we have in Nigeria, you can imagine an eleven-year-old kid doesn’t even know there’s a waterfall in Nigeria, or even a grown-up adult who thinks that you can only find beaches in Lagos state. That narrows it down to awareness and advertising. Nigeria needs to advertise what she has, to the international market.”

Umeokoli stated that Nigerians are suffering the imported kind of inflation where everything and everybody depends on dollars because of international trade and imports.

“When inbound tourism is way higher than outbound tourism, the dollar and other forex will be more available in the country. Also, the promotion of inbound tourism will reduce the demand for dollars and PTA drastically, thereby increasing the value of the naira.”

The tour operator said that poor management, lack of interest by the government and many more are the problems associated with dilapidated sites.

“There’s also the problem of security, which is a major one. Indeed, it is cheaper to travel within the country than to engage in international tours but it becomes more expensive when you get kidnapped and ransom that costs more than flight tickets is being paid. Working on the tourism sector in Nigeria will solve the many little issues that affect the lives of Nigerians such as security and unemployment.”

Umeokoli added that in terms of sustainability, we shouldn’t even be comparing petroleum with tourism because petroleum is exhaustible and can be quantified. “It has been forecasted that the crude oil we have in Nigeria will be exhausted before the end of the next century.

“Agriculture is a better match yet not good enough to win over tourism. Tourism is a sector that embraces every other sector including the agricultural industry and that’s where the term “Agro- tourism” comes in.”

Another tourism expert and promoter, Prisca Ekenimoh, said that the present condition of tourism in Nigeria has declined tremendously and that however, focusing on tourism will make us adopt security measures thereby solving the country’s pressing problem.

According to Ekenimoh, “People no longer explore tourist attractions as before and the government has not done so much in the tourism sector. There are so many beautiful tourist attractions waiting to be explored.

“Rather than depending solely on the oil and gas sector, the government should tap into the tourist sector. The revenue generated from tourists all over the world who come to visit the country would be used to enhance the economy just like African countries such as Egypt, Kenya, Tanzania and even Ghana.”

The passionate tourism promoter said that the most important role the government has to play in ensuring an enabling society for tourism to thrive is by improving the security of the country.

“There should be more information on Nigerian tourism using social media and promotion of tourist attractions. Imagine people coming into the country, exchanging their currency with ours, buying Nigerian products and taking them to their countries. Photographers, graphics designers, transporters, hotels, restaurants, and every part of the Nigerian economy will prosper because of the boom in the tourism sector. If we allow the tourism sector to thrive, Nigeria’s naira sickness will be healed.”

Ekenimoh added that photography, videography, advertisement and the wise use of social media would do a lot to promote the tourism sphere in Nigeria if maintained and managed well.

A promoter of African culture through his camera lens, John Adetola, said that in trying to recuperate the Nigerian tourism sector, photography plays a paramount role.

“Before people decide to travel anywhere, they want to go online and check out that place, do research and be sure that they can have a great time there. This is where the art of photography comes in, it captures the moment and can act as a source of advertisement for that tourist site. Creative photography and videography of Nigerian tourist sites, especially when disseminated online, will attract international tourists which would have a positive effect on the economy.”

The filmmaker and photographer added that a funding project should be created to fund creators who are experts in creating tourism content. He also said that tourism content creators should be given a badge or a source of identification so they can easily access tourism sites across the country for content creation.

“The government should also reduce regulations that concern the creative industry for the success of the tourism sector. I went to Olumo Rock some time ago and I was told not to fly my drone on that site unless I make some payments.

“I was disappointed because I couldn’t express my creativity the way I wanted to. Other people would have taken pictures with their phones and using drones would have brought a different and creative perspective. Rules like that affect the creation of creative content.”

Adetola also said that citizens have a role in creating and sharing content. He expressed that when Nigerian citizens are free to capture moments and share with their friends both locally and internationally, it would boost attraction to these tourist sites which would have a favourable impact on the economy.

“There are a lot of countries who depend on tourism, and they are prospering. It’s simple, the more money you invest in tourism, the more money you make which can be invested into other sectors of the country. When tourists fly down into the country, more money is pumped into the economy. They would have to lodge, eat, drink water, buy costumes and all these things would boost our currency. It creates more jobs for the locals and the rate of unemployment will dwindle,” he said.

He added that Nigeria should be the giant of tourism in Africa and that focusing on the tourism sector would be a win-win situation for everybody.