By Joel Ajayi
The Nigerian Tourism Development Authority has unveiled a comprehensive strategy aimed at revitalising Nigeria’s tourism and hospitality sector to drive economic prosperity and boost foreign exchange earnings.
The Director-General of the Authority, Dr Ola Awakan, presented the roadmap on Tuesday in Abuja at the maiden National Hospitality and Tourism Stakeholders’ Forum, marking a significant step toward repositioning the sector for global competitiveness and sustainable development.
Speaking on the theme “Shaping the Future of Nigerian Tourism Together,” Awakan described the forum as a landmark initiative designed to strengthen collaboration, align stakeholder interests, and deliver practical solutions for industry growth.
Central to the strategy is the repositioning of tourism as a viable export sector capable of generating substantial foreign exchange. Awakan emphasised that achieving this vision would require targeted investment, improved infrastructure, and enhanced global visibility for Nigeria’s tourism offerings.
He outlined three critical pillars for development—attractions, hospitality, and transportation—stressing that their effective integration is essential to unlocking the country’s vast tourism potential.
Despite Nigeria’s rich cultural heritage, diverse landscapes, and vibrant creative industry, the NTDA boss noted that the sector has underperformed due to infrastructural deficits, weak institutional coordination, and inconsistent regulatory frameworks. However, he expressed confidence that ongoing reforms, supported by the Renewed Hope Agenda of Bola Ahmed Tinubu and the NTDA Act 2022, are laying a solid foundation for transformation.
As part of the strategy, the Authority is strengthening its role as a regulatory, developmental, and marketing body, with a focus on boosting tourism promotion, attracting investment, improving service standards, and enhancing institutional capacity.
Key initiatives include the digitalisation of the tourism ecosystem through interactive platforms, as well as the promotion of MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—to stimulate business travel and economic activity.
A major highlight of the unveiling was the introduction of the Naija Flavour Marketplace, a platform designed to connect stakeholders across the tourism value chain, empower Micro, Small and Medium Enterprises (MSMEs), and create employment opportunities, particularly for youth and women.
In a bold move to elevate Nigeria’s global tourism profile, the NTDA also proposed the development of an International Tourism City—an integrated destination combining culture, entertainment, hospitality, and commerce to attract both domestic and international tourists.
Awakan underscored the importance of strong public-private partnerships, noting ongoing collaboration with the Federation of Tourism Associations of Nigeria and sub-national governments to ensure coordinated development.
He further highlighted the need for strategic storytelling to reshape Nigeria’s global image and advocated for more visa-friendly policies to encourage travel, investment, and international engagement.
The forum concluded with a collective commitment to sustained collaboration and innovation, alongside plans to institutionalise the engagement as a periodic national tourism town hall.
Stakeholders expressed optimism that the strategy will significantly boost GDP growth, increase foreign exchange earnings, create jobs, and strengthen national unity.
