“Tourism is the life wire of socio-economic development and it is inelastic to me. I cherish tourism partly because I see it as a social engineering and instrument for development in Africa and the rest of the world”
-Ambassador Ayo Omotoso (CEO of Travelogue)
When the words such as ‘tourism destination’ crop up for intellectual engagement the countries that instantly come to mind include France, Spain and United States, which interestingly boast of 89.4 million, 83.7 million and 79.3 million visitors on annual basis, in that order. That is according to Predictive Analysis platform for 2024 on the global landscape, with each raking in billions of dollars for their economic mainstay.
One other country of fascinating tourism attraction and considered a powerhouse in that regard is the United Arab Emirate, UAE, having Dubai as the global destination of choice. In fact, as of November, 2023 it attracted about 15.37 million visitors up from 14.3 million in the previous year.
But when the African narrative is analysed, countries such as South Africa, Mauritius, Botswana, Kenya and Tanzania rank as the top five in that order. Sadly, Nigeria does not rank amongst the top 10. From available figures the country ranked 129 out of 136 countries in the world in 2017. Worse still, in 2021 it ranked 145th and 7th in the West African Sub-region. Yet, the country is abundantly blessed with scenic and alluring tourism destinations as well as cultural festivals of thematic relevance. Something has to be done to change the narrative.
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Recently, yours truly encountered a young, resourceful Nigerian who is concerned about bridging the wide gap which currently exists between the nation’s vast tourism potentials, and the low level it contributes to the GDP of the country as at this day.
That man of many parts as a tourism aficionado is called Ambassador Ayo Omotoso; the CEO of Travelogue and the Director of Destination Communications Limited. On what tourism means to him, his view is as posted in the introductory quote.
On his new, innovative tourism concept involving the state governors across the country he explains that: “Tourism is about life, just as politics. The idea came specifically on November 12, 2018. We had the mandate to organise Executive Tourism MICE connecting tourism to the executive governors from the 36 states of this country including the FCT. It was agreed that it is the positive solution tree to tourism development in Nigeria because every corporate state in the country has a comparative advantage; they have a unique selling points as regards tourism products.
“It is an advantage for the governors to see the potential now that we are talking about the Renewed Hope agenda. They should therefore, be able to use tourism to renew the hopes of many Nigerians in their various states particularly the youths. In fact, it has the capacity to solve the issues of unemployment across the board and creating an enabling environment of generating IGR in their various states.
“Tourism engenders development for positive national interest and that’s where the concept of Destination Nigeria Governors Tourism Conference, DNGTC came from. It was unveiled at our quarterly series of the Tourism Parliament at the Abuja Continental Hotel. Many stakeholders were at the event and they also embraced the project.
“It is paramount to partner with Nigeria Governors Forum including local governments simply because the executive Tourism MICE is a premier platform that involves a landmark of tourism activities with investment opportunities. A lot of people get to connect and it is coming up soon in the city of Abuja.”
On the response from the state governors he explained that: “It’s been on the news and before that time a lot of them have proved to be tourism-friendly, looking for ways to diversify and generate more revenue and impact life adventure packages in their states. For instance, the governor of Akwa-Ibom state is a very active hospitality icon, also supporting tourism and many more in the country.
“For the first time since the creation of Nigeria, we are having an Executive Tourism MICE, involving the governors, the state commissioners, delegates from different states, the federal ministry connected to tourism, the Arts and Culture community. Others include the embassies, corporate organisations, and investors. It is welcoming and it’s been on the media; that’s why we’re using this medium to reach out to the general public as well”
Worthy of note is that Omotoso happens to be the CEO of the Tourism Parliament. And he has therefore, illuminated on the current focus of the organisation. Said he: “The new trend and focus on the tourism has the theme: ‘Tourism as a Catalyst for Job Creation and Economic Diversification: A Call to Action for Nigerian Governors’.
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“What this means is that we’re trying to reach out to state governors and use the media to project the Tourism Parliament for the people who attended the event, informing them that despite the diversity of Nigeria’s culture there is a reason for them to key into the tourism development across the country.
“Lately, there has been a post on social media about the state of a waterfall, specifically Erin-Ijesha waterfall in Osun State, and the governor of Osun state swung into action that the money-spinning tourist site should be kept in order because tourism and the environment flow together and that’s what is being discussed at the Tourism Parliament”.
Furthermore, on the gaps which currently exist between Nigeria’s vast and varied tourism potentials and the efforts that should be put in place to close them, Omotoso highlighted them this way.
“Everybody has been projecting Nigeria as a destination to explore. Many tourist sites abound in the country. The only gap I see is for the executives to prioritise and actively too, tourism development.
“Indeed, everything is connected to tourism. It is an actionable working mode of national prosperity. Thanks to our President, who has created the Ministry of Tourism – a standalone ministry from the past. Since the emergence of the new minister, the minister has been going around to promote community-based tourism, identifying with stakeholders on their various programs. Each state government is to create an enabling environment by trying as much as possible to solve the issues of insecurity, infrastructure, and others. At the same time, people should be able to explore from one state to another.”
In all of these innovative interventions mentioned, it has become expedient to promote domestic tourism expeditions. As Omotoso stated, “One of our annual products for Community-Based Tourism promotions is the Lagos Local Government Tourism Market, LLGTM held at Eko Hotel and Suites and Freedom Park. We have put together all the local governments to promote community-based tourism because tourism starts with the locals and explores within your geographical location”.
But to enhance that, the state governors should, along with the federal and local government councils guarantee security while “the private sector should emulate what NATOP is doing to project Destination Nigeria by telling Nigerians to embrace domestic tourism activities. The sector should keep selling tour packages, and creating event platforms, so that people can explore the opportunities available within the country”.
With such holistic synergy in place, our attractive rolling hills and vales, places of aquatic splendor, beautiful waterfalls, festivals of arts and culture, traditional theatres will together become compelling attractions to tourists from across the globe. And Nigeria will not only rank as number one in Africa but amongst the top five in the world.
