NTDC drives domestic tourism with ‘Tour Nigeria’ campaign

The Nigerian Tourism Development Corporation (NTDC) has embarked on an ambitious campaign to drive domestic consumption of the country’s tourism products with the unveiling of ‘Tour Nigeria’.

This move, industry experts say, is very welcome as strengthening the foundation of domestic tourism will encourage inflow of tourists from other countries and boost government revenue.

At the same time, the corporation is planning effective collaboration with stakeholders in the tourism industry to achieve this objective.

Folorunsho Coker, director-general, NTDC, is optimistic that these collaborations would drive domestic consumption of home-made products, create new channels of tourism market, create employment, and deliver other advantages.

The corporation recently held interactive sessions with journalists in Abuja and Lagos to unveil ‘Tour Nigeria’, where Coker informed that the NTDC’s plans are encapsulated in the acronym ‘CHIEF’, a 5-point action plan that aims to promote domestic tourism in Nigeria.

The concept of ‘CHIEF’, which embodies a tourism development roadmap with short-, medium- and long-term objectives, he said, gives citizens and stakeholders an opportunity to experience local tourist sites, attractions and events as an alternative to vacationing overseas. It seeks to introduce global best practice for the tourism industry and encourage human capital and infrastructural development. It is also aimed at promoting and protecting Nigeria’s cultural heritage, while also pursuing funding for capital projects in the tourism sector.

Breaking down the acronym, Coker said C stands for Corporate governance and regulations, H stands for Human capital development, I for Infrastructural development, E for Events and marketing, and F for Finance and investments.

“It will showcase the vibrant and friendly energies of Nigerians through different creative expressions. It will also leverage on our abundant power to celebrate our heritage, promote our natural and cultural tourism assets, destinations and people,” said Coker.

Part of his mandate as the director-general of NTDC, he said, was to reverse the negative impressions in the minds of the public about Nigerian tourism, galvanise commercial tourism, promote Nigeria’s diverse multicultural heritage, as well as evolve new channels of tourism markets whilst promoting the country in a positive light and shaping a positive perception of its citizens.

“Nigerians are known to be intelligent and hardworking people. We are also known for our can-do and never-say-never attitudes, which are complemented by our friendly and accommodating spirits,” Coker said.

“We are proudly the most populous black nation on earth; home to the second-largest film industry on the globe whilst also being the fashion, technological and creative hub of Africa,” he said, adding that the brand would leverage on these positives.

He said the ‘Tour Nigeria’ brand was conceived to drive domestic consumption of the country’s tourism assets and products, in line with the corporation’s agenda to promote domestic and regional tourism. This would also add to the nation’s GDP, create employment, and increase spending in the economy.

BDSUNDAY learnt that the ‘Tour Nigeria’ campaign is not a ‘one-off’ campaign but part of a more holistic promotional approach to develop community clusters and to help identify events and festivals, which, when put together, provide visitors and citizens with authentic and memorable experiences.

Experts say the key components to tourism are travel, accommodation and entertainment/hospitality. As such, NTDC plans to explore possible collaborations with airlines, hotels, car hire services, tour operators and others to bring about affordable package tours to encourage Nigerians to tour Nigeria.

To create further public awareness for the brand, the corporation also plans to embark on a ‘Tour Nigeria’ Bus Tour from the first week of August. The itinerary hopes to cut across the six geopolitical zones of the country. The brand launch is the first of a series of monthly events to promote the best of Nigeria, while other events are scheduled to take place across the federation, peaking with the year-end ‘Countdown Nigeria’ celebration.

“We have designed and populated our calendar of events with unique festivals and events that cut across the various entertainment channels of food, music, sports, religion, fashion and cultural festivals. Activities to herald the event have commenced and the official launch will take place on July 29. Let us partner in redefining Nigeria as the heartbeat of Africa,” Coker said.

Earlier in an interview with the News Agency of Nigeria, Coker called on the media to be positive in their reportage of the tourism sector, saying such positive reportage would aid in the redefinition of the country’s tourism sector.

 

CHUKS OLUIGBO