There is no gainsaying the big opportunities in Nigeria. Nigeria’s diverse cultures can make it a destination of choice. Nigeria as a destination has so much to offer in terms of tourism, fashion, music, Nollywood, and ecotourism amongst others. It has been ranked the top most visited country on the continent for business tourism. Tourism and culture, if properly developed, can activate interest in the country. Slowing and surely, in some parts of the world, Nigeria is being seen as a fascinating destination.
More attention needs to be paid to developing tourism in the country. Aside from South Africa, Nigeria has the potential for fashion tourism. Although local manufacturing of wax is moribund there is a renewed interest from international fashion and local clothing retailers in the local fashion industry.
The launch of the tourism brand identity for the country some weeks ago marked a new milestone in the development of tourism by the Ministry of Culture, Tourism and National Orientation currently being headed by Edem Duke. This also coincided with the appointment of a new director-general for Nigerian Tourism Development Corporation (NTDC), Sally Mbanefo.
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The task before the new director-general is quite huge. And she needs to prove she is equal to the task. Her experience from the private sector is showing, already contributing to her new role as the face of tourism in Nigeria. Although she had said at a public gathering that she wants to encourage tourism stakeholders to begin to think like business people, she also wants to bring the financial and commercial blueprint to the sector for job creation and poverty alleviation.
More than anything else, however, Mbanefo needs to begin to creatively market Nigeria as tourism destination taking a cue from in-flight entertainment as a strong tool for market. Destinations like South Africa understand the importance of this, hence, they always have their adverts running on in-flight TV screens even on aeroplanes coming into Nigeria. Ashish Thakkar, the billionaire serial entrepreneur, is making one for Uganda. Nigeria can also be seen on the in-flight TV screens of flights in-bound and our-bound of Nigeria. Visual information on places of interest in Nigeria contributes to changing the ‘single story’ that Nigerians are feckless.
It is important that Nigeria be positioned both domestic and foreign tourism consumption. State Commissioners of Tourism should be encouraged to market their states for tourism. It is not just a load for the Federal Government alone to carry. The ministry of tourism should encourage them to identify specific tourism packages to attract visitors to their states. Each state of the federation has rich tourist destinations but not all of them are ready to take on foreign tourist visitors immediately. Therefore, they should be encouraged to know the importance of developing their states for tourism.
We believe that through tourism, a different Nigeria can be successfully shown to the outside world. But before this can be achieved, the country must harness its domestic market potentials, secure the buy-in and confidence of Nigerians in the sector and get Nigerians to be proud of their heritage.
