Tourism is not just about money, it builds national pride, preserves culture, and promotes social cohesion – Ndudim

Charles Ndudim is a distinguished Tourism and Cultural Development Thought Leader, business strategist, and cultural ambassador whose influence spans entertainment, economic growth, and community empowerment. With a career dedicated to showcasing Africa’s rich cultural heritage while driving sustainable development, he has emerged as a transformative figure in the continent’s tourism and creative industries. An American-trained economist, Charles earned his degree from the University of California, Davis, and further sharpened his strategic leadership expertise through the Harvard Business Review programme. His deep understanding of market systems and cultural economics has made him a leading consultant in business, tourism and development across Africa. As the founder and CEO of Southwest Media Consulting Nigeria Ltd, Charles has been instrumental in bridging African cultures through media, events, and strategic partnerships. He played a pivotal role in launching Channel O in Nigeria, revolutionising the African entertainment landscape by giving local artists a global platform. His expertise in media distribution and event management has also positioned him as a key driver in Nigeria’s thriving tourism sector. In this interview with KENNETH ATHEKAME, he spoke on the current state of the Nigerian tourism sector and the challenges facing the sector. Excerpts:

How would you describe the current state of the tourism sector in Nigeria?

The tourism sector in Nigeria is full of untapped potential. Tourism activities are almost non-existent in most parts of the country, and it’s reflected in our economic indices. This shouldn’t be the case because we have rich cultural heritage, historic landmarks, breathtaking landscapes, and diverse cultures. Yet, these assets lie dormant. Look at what Donald Duke achieved during his time in Cross River State. He invested deliberately in tourism infrastructure revamping Obudu Cattle Ranch, creating the biggest carnival in Africa, and building access roads to tourism sites. Imagine that model replicated across Nigeria. We need deliberate, sustained efforts like that to make tourism a viable industry.

How can Nigeria diversify its economy through strategic investments in tourism infrastructure and development?

To diversify our economy, we must see tourism as a business that can create wealth and reduce our dependence on oil. This means investing heavily in tourism infrastructure—building roads, airports, and accommodations around key sites. We should also prioritize storytelling. Nigeria has a rich history waiting to be told through cultural festivals, guided tours, and documentaries. Imagine properly developing Jos, Yankari, Lokoja, and Nri in Anambra—these places can become economic hubs if given the right attention.

What are the key challenges hindering the growth of the tourism sector in Nigeria, and how can these be addressed?

The biggest challenge is the lack of continuity in government policy. One administration starts a great initiative, and the next abandons it. There’s also poor infrastructure, insecurity, and a failure to market Nigeria as a tourist destination. These can be addressed by creating a national tourism blueprint that is immune to political changes. We need infrastructure upgrades and security improvements around tourism sites. Finally, let’s bring the private sector in to help market Nigeria globally.

What role should the government play in fostering a thriving tourism sector? What policies and incentives are needed?

The government’s role is to create an enabling environment. This means investing in roads, power, and security in tourism hotspots. Policies should focus on tax incentives for tourism businesses, grants for local communities developing tourist sites, and marketing Nigeria globally. We also need merit-based appointments in tourism management. Let’s stop politicizing everything and bring in people who understand the sector’s potential.

How can public-private partnerships be leveraged to attract investment in tourism-related projects?

Public-private partnerships (PPPs) are the key to unlocking tourism’s potential. The government can’t do it alone. By partnering with private investors, we can revamp our national parks, build resorts, and develop eco-tourism projects. Look at what Cross River achieved with Tinapa—though it struggled due to poor follow-through, the idea itself was visionary. PPPs can bring innovation and efficiency where government resources are limited.

What are the most effective strategies for marketing Nigeria as a desirable tourist destination internationally and domestically?

We must tell our story on the global stage. This means investing in documentaries, travel blogs, and partnerships with international influencers. Domestically, we should encourage local tourism—most Nigerians haven’t even explored half of the country’s treasures. Imagine marketing Obudu Ranch or Kainji Lake as weekend getaways. Social media and well-curated travel packages can help us change perceptions and boost interest.

How can we accurately measure the economic impact of tourism on Nigeria’s GDP, job creation, and foreign exchange earnings?

The first step is data collection. We need tourism boards that track visitor numbers, spending patterns, and job creation. Countries like Egypt and Morocco did this well. Nigeria’s travel and tourism contributed only 3.6% to GDP in 2022—this should be at least 10%. To increase it, we must invest in infrastructure, market the sector aggressively, and ensure tourists have a safe, enjoyable experience.

Beyond economic indicators, how can we assess the broader contribution of tourism to national development?

Tourism is not just about money; it is more than money—it builds national pride, preserves culture, and promotes social cohesion. When tourists visit, they engage with local communities, creating mutual understanding and respect. It’s also a tool for rural development, bringing jobs and opportunities to places often ignored by the national economy. How can tourism be developed in a way that benefits local communities and empowers them economically and socially? Tourism should be built from the ground up. Communities must be at the centre of any tourism plan. Involve locals in decision-making, offer training in hospitality services, and create opportunities for them to sell their products to visitors. Empowerment happens when communities aren’t just spectators but active participants in the industry.

How can tourism contribute to poverty reduction and improved livelihoods in Nigeria?

Tourism creates jobs at every level—from taxi drivers to hotel staff to artisans. When tourists visit, money flows into the local economy. For example, the Calabar Carnival boosts small businesses every year, from food vendors to costume makers. Multiply that across the country, and we can make a real dent in poverty.

How can tourism be used to promote and preserve Nigeria’s rich cultural heritage and traditions?

Tourism is a powerful way to keep our culture alive. Festivals, cultural sites, and museums tell the Nigerian story. Imagine developing curated tours around Nok terracotta sites or the Oyo Empire ruins. These experiences preserve history while promoting tourism.

What are the ethical considerations surrounding cultural tourism, and how can we ensure that it is practiced responsibly?

Cultural tourism must be respectful and community driven. We should avoid exploiting traditions for profit and ensure that local community’s benefit. Responsible tourism means respecting cultural practices, preserving sacred sites, and giving locals a voice.

How can we balance the economic benefits of tourism with the need to protect cultural sites and artifacts?

Balancing growth with preservation requires regulation and enforcement. Tourism should never compromise our cultural heritage. This means setting limits on visitor numbers at sensitive sites and investing in proper maintenance and conservation.

How can tourism be developed sustainably to minimize its environmental impact and protect Nigeria’s natural resources?

Sustainable tourism is about planning. Develop eco-friendly resorts, promote responsible waste management, and protect wildlife reserves. Countries like Botswana have shown that it’s possible to grow tourism while preserving nature.

What are the best practices for ecotourism, and how can they be implemented effectively in Nigeria?

Ecotourism should focus on low-impact, nature-based experiences. Develop hiking trails, birdwatching tours, and eco-lodges. Involve local communities in managing these projects and reinvest profits into conservation efforts.

What is the role of community leaders in promoting sustainable tourism development?

Community leaders are key to tourism development. They can mobilize local resources, preserve traditions, and advocate for sustainable practices. Their support ensures that tourism benefits everyone, not just a few outsiders.

How can community leaders effectively advocate for the needs of their communities in relation to tourism projects?

By building strong networks with government and private investors. Community leaders should be the voice of their people, ensuring that projects align with local needs and bring real benefits.

How can community leaders foster collaboration between different stakeholders in the tourism sector?

Collaboration is about building trust. Leaders should facilitate regular dialogues between stakeholders and promote win-win partnerships. Everyone must feel they have a stake in the outcome.

What kind of training and capacity-building programs are needed to equip local communities with the skills and knowledge to participate in the tourism industry?

We need vocational training in hospitality, tour guiding, and conservation. Programs should focus on practical skills like language training, customer service, and digital marketing. These will help locals thrive in the tourism economy. How can tourism contribute to diversifying the Nigerian economy and making it more resilient to external shocks? Tourism is a natural diversification tool. It’s not tied to global oil prices, and it creates jobs across multiple sectors—hospitality, transportation, arts, and agriculture. Building a vibrant tourism industry will make Nigeria’s economy more balanced and resilient.