Diplomacy Roundtable: Stakeholders call for boost of Nigeria’s competitiveness in global tourism

Tourism stakeholders and speakers have called for sustained dialogue and long-term partnerships to drive and enhance Nigeria’s competitiveness within the global tourism ecosystem.

The stakeholders made the call during the Nigeria Tourism Diplomacy Roundtable organised by the Nigerian Tourism Development Authority (NTDA) in collaboration with NTT Global Destinations and the Federation of Tourism Associations of Nigeria (FTAN) in Lagos.

Speaking at the event, which was held at the Brazilian Embassy in Lagos, Elizabeth Agboola, founder and chief executive officer of NTT Global Destinations, called for a stronger collaboration among government institutions, diplomatic missions, and private sector players to enhance Nigeria’s participation in international tourism markets.

According to the NTT Global Destinations founder/CEO, at the roundtable event that brought together diplomatic missions, tourism stakeholders, public sector representatives, and members of Nigeria’s organised tourism private sector to discuss tourism diplomacy, market development, and international collaboration, tourism has evolved beyond the movement of people and now increasingly revolves around relationships, market access, structured engagement, and economic opportunities.

“Tourism today is no longer simply about movement. It is increasingly about relationships, market access, structured engagement, and economic opportunity,” she said.

“At NTT Global Destinations, our focus as a strategic partner to NTDA and FTAN is supporting stronger alignment between government, diplomatic missions, and the tourism private sector in ways that improve trust, strengthen partnerships, and help position tourism as a more structured and bankable service economy sector.”

Agboola noted further that platforms such as the Tourism Diplomacy Roundtable become increasingly important as Nigeria gradually expands its footprint within global tourism markets after years of limited participation in international tourism conversations.

On his part, Ola Awakan, director-general, NTDA, said that tourism should increasingly be viewed as a tool for economic and diplomatic engagement.

According to him, platforms such as the Tourism Diplomacy Roundtable play a critical role in strengthening ties between destinations, diplomatic missions, and industry stakeholders while positioning Nigeria more strategically within the global tourism landscape.

“Tourism today must be viewed beyond leisure. It is increasingly an instrument of economic exchange, cultural diplomacy, and international collaboration.

“Platforms such as this Roundtable are important for strengthening relationships between destinations, diplomatic missions, and the organised tourism industry while positioning Nigeria more strategically within the global tourism ecosystem,” he said.

Also, Aliyu Badaki, president of the Federation of Tourism Associations of Nigeria (FTAN), underscored the importance of stronger partnerships among government agencies, the organised private sector, and international stakeholders.

He noted that tourism development is most effective when public and private institutions work in alignment, adding that FTAN remains committed to initiatives that encourage international partnerships and sustainable growth within the sector.

Arnaldo Salbert, acting consul general of Brazil in Lagos, and the host, highlighted the existing cultural and tourism ties between Nigeria and Brazil.

“Brazil and Nigeria already share strong cultural and people-to-people connections through music, creativity, festivals, and cultural exchange.

“We continue to see increasing tourism and cultural movement between both countries, including participation in festivals, entertainment, and international experiences,” Salbert said.

He added that continuous engagement among diplomatic missions and tourism operators would further strengthen tourism cooperation.

The participants at the event explored the growing role of tourism beyond leisure, highlighting its impact on economic exchange, cultural interaction, investment opportunities, connectivity, and international engagement.