Nigeria must tell its own positive stories to unlock tourism growth – CEO Kleber

Julia Kleber, Chief Executive Officer of KLEBER Group, has called on Nigeria to take ownership of its global narrative by consistently telling positive stories that highlight the country’s vast tourism and cultural potential, saying effective storytelling is critical to unlocking growth in the tourism sector.

Kleber made the call in Abuja during a press conference on promoting tourism and culture in Nigeria, organised by KLEBER Group, where industry stakeholders, development partners and government representatives discussed strategies for repositioning Nigeria as an attractive global destination.

According to her, poor communication and limited understanding of Africa abroad continue to shape negative perceptions, discouraging tourists and investors from engaging with the continent.

“From Europe, the United States and other parts of the world, people are often scared to come to Africa because there is very little knowledge about the countries here.

“Against every negative story, we need to put at least five positive stories to constantly change this image,” she said, noting that many people still mistakenly view Africa as a single country.

Kleber stressed that Nigeria possesses modern cities, vibrant culture, diverse landscapes and rich heritage, but these assets are not being communicated effectively to global audiences. She said sustained media engagement, rather than one-off campaigns, is required to reshape perceptions and build long-term confidence.

She called for stronger collaboration with both local and international media, social media platforms, influencers, brands and cultural ambassadors to project Nigeria’s image consistently across global channels.

“Tourism is not about talking; it is about implementation, People need to come here, see it with their own eyes, taste the food, experience the culture and then go back as ambassadors to tell the story,” she added

The KLEBER Group CEO described tourism as a “friendly industry” that cuts across multiple sectors, creating jobs, supporting local businesses and contributing significantly to gross domestic product without relying on natural resource exports.

She noted that globally, tourism accounts for a large share of GDP in many countries and has the potential to do the same for Nigeria if developed strategically.

Kleber said tourism development must be sustainable, focusing on cultural, eco and community-based tourism that preserves heritage and protects the environment while generating income for local communities.

“We don’t need to export anything for tourism. Tourists come here, spend money here, and that benefits local people directly,” she said, adding that domestic tourism also plays a critical role in strengthening international tourism.

“For investors to come in, they need to see seriousness from the government. Tourism cannot work if the government does not show interest,” she said.

She cited Angola as an example of a country that has recently committed significant public resources to tourism investment, stressing that Nigeria can achieve similar success with a clear national strategy and stakeholder alignment.

Also speaking at the event, Jeffrey Adamade, Special Assistant on NGO/Partnerships to the Office of the Wife of the Governor of Cross River State, said Nigeria has a strong foundation to become a leading tourism destination, given its diverse ecosystems, beaches, cultural heritage and favourable climate.

Adamade, who has worked across several African countries in the tourism sector, said Nigeria faces fewer structural barriers than many tourism-dependent economies, but suffers from poor perception management.

“It is unfortunate that we give too much attention to negative narratives. Nigeria is safe, and we need to show that through consistent storytelling,” he said

He described tourism as a major platform for job creation, youth engagement and private sector growth, noting that many tourism opportunities in Nigeria remain untapped.

He also highlighted the state’s long-standing commitment to tourism development, citing its institutional structures, dedicated tourism commission and budgetary support as key drivers of its status as a tourism hub.

Similarly, Bonaventure Onuorah, Chairman of KU Worldwide, reaffirmed the commitment of Kleber Group and its partners to work with Nigerian stakeholders to project the country’s tourism assets globally.