Nigeria loses out on $7bn tourism market

Despite the potential of earning over $7 billion annually, stakeholders in the Nigerian tourism and hospitality sector have bemoaned the gross neglect of the sector, especially by policy makers who do not see it as an alternative to oil.

With 6.6 percent compound annual growth rate in number of hotel room nights, 1.6 million rooms in 2014 expected to increase to 2.2 million rooms in 2019, according to Jovago, a hotel booking portal, the stakeholders note that the sector cannot be neglected, especially now that the country is in need of diversifying the economy.

Also going by the $1.5 billion spent on international ticketing in 2013, according to Nigerian Civil Aviation Authority, the stakeholders insist that the tourism and hospitality sector can count in the national economy if taking seriously and supported.

Expressing their displeasure over the situation at the 2016 Nigeria Association of Tour Operators (NATOP) Tourism Conference/AGM, which held recently in Calabar, Cross River State, the stakeholders comprising tour operators, hoteliers, international tourism bodies, country tourism boards, government agencies, among others, note that unless policy makers change their perception about the sector and work with relevant bodies in supporting and encouraging its development, Nigeria will remain outbound tourism market for other economies.

According to Onug Nkereuwem, president, NATOP, Nigeria can fund developmental projects across the country with revenue from the tourism and hospitality sector if conducive business environment, supportive policies, needed synergy, defined products, among others, are in places to woo investors and boost domestic tourism.

Also, the removal of tourism from the umbrella ministry, according to Onug, makes the neglect obvious and is a reason NATOP is leading other stakeholders to deliberate on how to make tourism count at its AGM, hence the theme: Nigeria Tourism: The missing link in a diversified economy.

In his keynote address, Pat Utomi, professor of political economy and management, who spoke on the theme: Nigeria Tourism: The missing link in a diversified economy, notes that it is good that global oil price fell and remained very low for a while to encourage the country to rethink and look inwards on how to build other sectors of the economy.  “In the face of the current economic realities, tourism is one of the lowest hanging fruits to make quick transition in the economy,” he said.

For him, mining, agriculture, among others, may take longer, but repackaging and commercialising culture is a sure way of wooing the global tourists and earning revenue that can further boost the revenue base of the economy.

To make tourism count, he urges tour operators among other players in the sector to build strong institutions, device means of solving problems creatively, building strong service culture, retraining the immigration, making the airports more welcoming, among others.

In his address read by Ada Okoli, director, domestic tourism, Ministry of Information and Culture, Lai Mohammed, minister, Ministry of Information and Culture, outlines efforts at taking advantage of tourism as one of the lowest hanging fruits in fixing the economy. Part of the efforts, according to the minister, include the review of the National Tourism Policy, ranking tourism among the six priority sectors of the economy, encouraging private public sector synergy, launching and implementing the National Tourism master plan, among others.

Also speaking at the event, Dayo Keshi, director-general, National Council for Art and Culture, notes that the country cannot speak of diversifying her economy without carrying the tourism sector and the creative industry along.

For her, the country’s art and culture are great assets that need repackaging to appeal and woo international tourists to visit and spend their dollar.

Obinna Emelike