By: Nosa Joel Aigbokhan
Tourism plays a vital role in the economic growth of many countries worldwide. It not only enhances the economic output but also generates employment opportunities, improves the existing infrastructure, and fosters intercultural exchange. Nigeria, being a country with immense tourism potential, can leverage this industry to achieve President-elect Bola Tinubu’s ambitious target of reducing unemployment by 45% by 2026. Nigeria’s diverse cultural heritage, breath-taking landscapes, and rich history make it an attractive destination for tourists worldwide. By promoting tourism, Nigeria can create job opportunities for its citizens, especially in the hospitality and service sectors. Additionally, the revenue generated from tourism can be used to improve the country’s infrastructure, such as transportation, accommodation, and public facilities, which will further boost the tourism industry.
As a nation, we have been stuck in a rut since 1999, repeating the same ineffective strategies with little progress to show for it, even with the assistance of UNWTO. Shockingly, only a handful of states have appointed commissioners for tourism, and at the national level, we have been without one for the past seven years. While sports, entertainment, culture, and hotels are all important components of tourism, we often mistake them for the entirety of the industry. In reality, tourism encompasses so much more than just crafts, arts, cultural festivals, and music. It is the art of connecting people of all ages and genders to enjoy these experiences and, in turn, generate wealth that can be properly accounted for.
Nigeria is a country rich in history and culture, making it a prime destination for tourists. However, we cannot simply sell our culture to the world as it is a unique way of life that cannot be bought or sold. Instead, we must focus on selling our tourism industry to showcase our culture and other attractions. As a tourism expert, I believe it is urgent for Nigeria to develop a brand-new tourism industrial hub, starting with one in Lagos and one in Abuja, using the HUB36 +1 & Disney Model. This hub will allow us to turn our tourism into a complete business and industry, making it easier to sell to the world. Through the hub, we can identify what tourists are interested in and strategically funnel them to the states that have those attractions. By collating information from potential tourists, we can advise states on which tourist attractions to invest in, eliminating unprofitable projects that no one wants to visit. This data-driven approach will not only help us sell our tourism industry but also develop our domestic tourism. Tourism is built from the inside out, and by developing our domestic tourism, we can attract more international visitors. With the right marketing and a global network, we can develop other products around the hub, making it easier to manage international visitors coming to the country. By developing a tourism industrial hub, we can showcase Nigeria’s rich history and culture to the world while also creating a profitable industry for our country.
Nigeria is a hidden gem in the world, yet its potential as a multi-billion-dollar tourism industry remains untapped. It is a shame that the Nigerian tourism board and related organizations still receive allocations to manage tourism, when in fact, tourism is a self-sustaining industry. A one-time investment is all it takes to launch tourism, and from there, it generates its own revenue. However, visitors to Nigeria currently lack tourist attractions that can sustain their interest. Many people who have visited Nigeria complain that there is nothing to do as tourists. This is not entirely true. The problem lies in the absence of a system that links tourism and its carrying capacities. Tourists need a proper hub to channel them through, and without it, they are less likely to trust tourist attractions.
Nigeria needs a professional touch to its tourism industry to make it profitable. For instance, Nigeria boasts some of the best musicians in the world. Burna Boy, a Nigerian musician, sold out the 13,000 capacity 3-Arena in Ireland in September 2022. His fans from all over the world travel with him, and this generates revenue for Ireland’s tourism industry. Meanwhile, Nigeria’s entertainment industry only serves as an export, with little benefit to the country. With a sustainable tourism master plan, Nigeria can change this and capitalize on its rich cultural heritage and natural resources.
On November 13th, 2022, Dana White, the President of the Ultimate Fighting Championship (UFC), made an exciting announcement. The UFC’s top priority is to host an event in Africa, and Nigeria has been chosen as the venue, despite serious lobbying from Rwanda. While some have expressed concerns about Nigeria’s ability to host such a massive event, White is confident that they will improvise and make it happen. With over 20,000 fans expected to attend the event and millions more watching on pay-per-view (PPV) globally, this is a huge opportunity to showcase Nigeria’s tourism industry. However, there is a concern about what will happen after the event. Without a hub to channel visitors through the system, there is a risk that they will leave without experiencing all that Nigeria has to offer.
This is where the importance of a hub comes in. When VIPs, Presidents, or Prime Ministers visit a country, they need a central location to bring them to. In Ireland, for example, the Irish Hub is the go-to destination for visiting leaders. It helps validate Irish tourism and brand, and every visiting leader from around the world must come there. Similarly, in tourism, the embassy is often the first point of contact for tourists visiting a new country. However, many tourists have reported that when they call their embassies in Nigeria to inquire about what to do when they visit, they are often unsure where to recommend. A hub could change all of that. Hosting the UFC event in Nigeria is a fantastic opportunity to showcase the country’s tourism industry. However, to truly capitalize on this opportunity, Nigeria needs a hub to channel visitors through the system and ensure that they have a memorable experience.
In conclusion, I am of the opinion that developing and build a brand-new tourism Hub that will link all the carrying capacities and vetted sites and hotels for both domestic and international tourists to enjoy. The Hub will help makes Nigeria the headquarters of what to do in Africa. This centre will provide activities for all ages to enjoy and spend money and most importantly, this hub will create and provide a lot of job opportunities for young people and then start adding to the GDP. As tourism expert we are ready to help provide Nigeria a tourism sustainability action plan and make it a striving industry.
