Nigeria can leverage data to boost local tourism

Nigeria’s tourism industry holds immense potential, yet one of its greatest obstacles remains the glaring absence of consistent and reliable data.

Without a national mandate to prioritise data collection and management, the sector cannot achieve its full potential, leaving it adrift in an ocean of speculation and missed opportunities.

The Federal Ministry of Tourism’s website contains little or no data about Nigeria’s tourism sector that would prick the interest of potential local or foreign visitors and local or foreign investors. Although in alignment with President Bola Ahmed Tinubu’s Renewed Hope Agenda, the Federal Government has officially announced the strategic merger of the Federal Ministry of Tourism with the Federal Ministry of Art, Culture, and Creative Economy.

Nigeria can borrow a leaf from the Maldives, a South Asian Island of half a million people in 2023 that has mastered the art of leveraging data for tourism growth. It is known for its stunning beaches, crystal-clear waters, and luxury resorts, making it a popular travel destination.

Under its Ministry of Tourism and through its Tourism Information Management System (TIMS), the Maldives offers weekly, comprehensive data on metrics such as arrivals, room nights, and more.

This paperless, integrated system ensures transparency and provides invaluable insights for stakeholders. By fostering trust, informing decisions, and attracting investment, reliable, real-time data has become the backbone of the Maldives’ thriving tourism sector.

For instance, in 2022 alone, the Maldives recorded over 1.6 million international arrivals, generating approximately $3.5 billion in revenue. This remarkable achievement underscores the power of a robust data framework.

Contrast this with Nigeria, where the lack of standardised data has created a reliance on anecdotal figures often supplied by self-styled consultants. Events like Detty December, while undeniably popular, are accompanied by speculative claims of success.

While the excitement surrounding such events is palpable, the absence of empirical evidence leaves stakeholders and potential investors grasping at straws.

For example, Detty December events are estimated to attract thousands of visitors annually, but there is no centralised mechanism to track their exact numbers, spending patterns, or economic impact.

Detty December is a vibrant, unforgettable celebration that spans from December to early January, attracting diaspora communities and tourists to Ghana, Nigeria, and South Africa. During this time, the streets come alive with the rhythm of soulful African music, the aroma of delicious food, and the warmth of the sun.

Internationally celebrated Afrobeats stars and surprise guest performers fill the air with excitement, while DJs turn the streets into impromptu dance floors, playing powerful beats from consoles mounted on bright yellow minibuses.

The term “Detty December” (a playful twist on “dirty December”) has become synonymous with a jubilant cultural festival that celebrates music, good vibes, and the joy of homecoming.

Its growth can be traced back to 2018, when Ghana launched the successful “Year of Return” campaign, inviting the African diaspora to reconnect with their ancestral roots. This initiative sparked a surge in travel and set the stage for what is now an eagerly awaited annual event.

Over the past five years, Detty December has gained international recognition, drawing IJGBs (I Just Got Backs) and their friends in waves, all eager to let loose and unwind after a year of hard work abroad.

Excited calls from the diaspora about tapping into the supposed success of Detty December often reveal a troubling pattern: enthusiasm driven by conjecture rather than hard facts. Many are unaware of the seasonal nature of these opportunities, which often fail to sustain momentum beyond the holiday period.

Again, while the excitement surrounding such events is palpable, the absence of empirical evidence leaves stakeholders and potential investors grasping at straws.

African nations like Rwanda provide a striking example of what is possible when data drives tourism strategy.

Rwanda’s tourism sector has experienced consistent growth, with the country earning $445 million in 2019 from tourism activities. This success can be attributed to the Rwanda Development Board (RDB), which collects, analyses, and disseminates tourism data. The board tracks metrics such as visitor numbers, revenue, and accommodation occupancy rates.

This data-driven approach has enabled Rwanda to position itself as a top destination for eco-tourism and conferences. The annual Kwita Izina gorilla naming ceremony, for instance, attracts global attention and significant revenue, backed by reliable statistics that underscore its impact.

Nigeria must chart a similar course. Establishing a centralised tourism data management system is a critical first step. Such a system would:

1. Ensure Transparency: Providing stakeholders with access to accurate and timely data fosters trust and confidence in the sector.
2. Inform Strategic Investments: Reliable data helps identify growth areas, ensuring resources are allocated efficiently and effectively.
3. Enhance Marketing Efforts: Data-driven insights can guide targeted campaigns to attract specific demographics or promote particular destinations.
4. Support Policy Development: Policymakers can make informed decisions to address challenges and capitalise on opportunities within the industry.

A functional tourism data system for Nigeria could incorporate best practices from TIMS in the Maldives while tailoring it to local needs. Key components would include:

• Real-Time Reporting: Tracking arrivals, departures, and visitor demographics.
• Comprehensive Metrics: Monitoring not just tourist numbers but also revenue, accommodation trends, and regional performance.
• Stakeholder Collaboration: Involving private and public sector players to ensure data accuracy and usability.

Furthermore, the establishment of partnerships with local universities and research institutions could ensure continuous analysis of data trends, generating actionable insights for the government and private sector. Harnessing technology—including AI and machine learning—can provide predictive analytics, helping stakeholders anticipate market shifts and respond proactively.

Statistics from the World Travel and Tourism Council (WTTC) reveal that Nigeria’s travel and tourism sector contributed approximately 3.6 per cent to the GDP in 2021, compared to South Africa’s 6.2 per cent.

This disparity highlights the untapped potential in Nigeria’s tourism industry. With a population of over 200 million people and diverse attractions ranging from cultural festivals to natural wonders like Yankari Game Reserve and the Obudu Mountain Resort, the opportunity to boost tourism revenue is immense.

Tourism deserves better. Nigeria deserves better. Reliable data is not a luxury—it is a necessity for the growth and sustainability of the sector.

Until Nigeria commits to presenting empirical results consistently, investors and stakeholders should remain cautious. When the time comes to address this gap, the country must approach it professionally, leveraging the expertise of tourism professionals and data analysts, rather than succumbing to short-term, politically driven initiatives.

Let us give Nigeria’s tourism industry the tools it needs to thrive. The potential is vast; all we need is the will to harness it effectively.