Embracing Nigeria’s Tourism Potential Despite Challenges
I read a beautiful piece last week, about the importance of looking inwards and harnessing our tourism potential.
And as you can imagine the majority commented about ‘insecurity’. This in itself is a big problem but it isn’t our biggest problem.
Our biggest problem lies within ‘brand Nigeria’ treated as a sachet of pure water as supposed to bottled water.
To make this easier for non tourism folks, I am going to compare Nigeria to Jamaica.
Jamaica, like Nigeria, faces security challenges and holds a Level 3 safety warning from various international advisories. Despite this, Jamaica attracts more tourists annually than its entire population. The key to their success? Aggressive and consistent international tourism promotion.
Key Strategies Nigeria Can Adopt for real tourism (Jamaica as case study).
1.Allocate Funding
If Nigeria truly wants to be a player in the tourism space, then they must be ready to spend MONEY!!!! Jamaica’s annual budget for global tourism is close to $20m.
They hired the best hands, and every penny is accounted for. Our company worked closely with the Jamaican Tourism Board while we promoted the first direct flight between Nigeria & Jamaica. I can attest the marketing support their provided added to the success of the flight taking off!!!!
Back to Nigeria, as we know, every tourism offices from Federal to State Gov would echo the lack of funding/ budget. That is pure nonsense to say the least.
I propose for the Federal government to start by reducing the allocation to each state & tell them to generate money from tourism.
Let the state government which gets this right be rewarded with extra funding.
You would see how fast every state will sit up. Some will say only Lagos or popular states will survive this. Sorry that’s another lazy line…. because even Zamfara State will receive visitors if the story is sold properly using experts like us of course .
2. Strategic Marketing Campaigns
Jamaica has invested heavily in marketing it’s tourism. From captivating ads on international platforms to engaging content on social media, Jamaica ensures that the world knows about its beautiful beaches, vibrant culture, and warm hospitality. Nigeria can adopt similar strategies, showcasing our unique attractions like the Zuma Rock, Yankari Game Reserve, Olumo Rock, and the vibrant city life in Lagos.
While we’re trying hard to do this in Nigeria, how is it being measured? What data analysis or KPIs are in place to ensure the efficiency of our promotions?
If I ask how many people in Germany have access to ‘destination Nigeria’ promotion campaign….will I receive an answer?
3. Strategic Partnerships with Domestic & International Travel companies:
Forming partnerships with global travel companies and online platforms can enhance visibility.
While the domestic relationship are going on in Nigeria, there are however for measurements for the Gov or incentives for the partners. The relationship is almost like my paddy paddy, hence nothing solid gets achieved.
More international tour operators should be kept in a digital community centre to educate them about Nigeria & provide itineraries & digital marketing tools. They should also be given financial marketing support by creating joint marketing ( I know this because our company has this arrangement with a few countries).
These partnerships can create tailored travel packages that make visiting Nigeria more appealing and accessible.
4. Internationalising Nigeria’s Culture and Festivals
The Durbars in the North, to the Ojude obas in the South, Eyo Festival, Osun-Osogbo Festival, Calabar Carnival etc, are unique attractions that can draw international tourists. Highlighting these events in marketing campaigns can pique the interest of potential visitors.
Our destination Nigeria campaign manager should by now identify potential destinations to attract tourists and go there before hand for a road show, showcasing these festival with a ‘miss out..miss life’ vibe for the campaign.
The campaign should only be for physical visit, but also for signing up for the Carnival experience via Live streaming. I am sure they will save up to attend the next one after an virtual electrifying experience
Many of us who have gone for the Rio Carnival in Brazil went because the campaign has been so strong , as one of the things you must do before you die!.
5. Improving Local Tourism Infrastructure and creating high quality experiences.
We cannot have a clean outside & have a filthy inside. It will be a waste of our time & money!
As someone who’s been to 66 countries and lived in the UK for half of my life. I can say the hospitality sector in Nigeria is all hype & mediocrity. For the amount paid in some places, I will get better for less in other countries.
If I a patriotic Nigerian in tourism sector feels this way, a foreigner will feel worse.
The standards needs to be set & reset & monitored frequently ( I know there is a tussle on who should set these standards).
While I won’t go into details like good roads & things that are almost impossible, I will say the barest minimum should be provided such as toilets, water stands, where to buy food etc.
I once travelled on a scooter for at least 1hr to Farin Ruwa due to no through roads. I was excited and took it as part of my experience.
But on getting there I couldn’t do anything but take pictures and leave.
I couldn’t use the bathroom, neither could I get any food or drink.
We must build conveniences & comfort around our sites.
6. Simplified e-visa or visa on arrival for tourism purposes.
We scream daily about the unfairness around certain visas.
For our Nigerian visa, the scream is around the clumsiness and double charges.
I see no reason why a tour operator cannot sponsor visas for tourist. Making it as simple as possible on presentation of payment receipts of their packages.
7. Manage perceptions of our insecurity challenges.
It’s important to recognize that the world is unsafe and every country has its own challenges. From natural disasters to political unrest, every destination has its risks. What differentiates successful tourism destinations is how they manage these perceptions.
– Transparency and Communication
Providing accurate, up-to-date information about safety measures, travel advisories, and local conditions can build trust with potential tourists. Clear communication about which areas are safe to visit and what precautions to take is crucial.
– Highlighting Positive Stories :
Sharing positive experiences from tourists who have visited Nigeria can help counter negative perceptions. Testimonials, travel blogs, and social media posts from satisfied visitors can greatly influence potential tourists.
-Crisis Management Plans:
Having robust crisis management plans in place can assure tourists that their safety is a priority. Demonstrating preparedness to handle emergencies can mitigate fears and enhance Nigeria’s image as a safe travel destination.
Nigeria’s tourism potential is undeniable. By learning from Jamaica’s proactive approach to international tourism promotion and effectively managing perceptions, Nigeria can overcome its challenges and emerge as a sought-after destination. With strategic marketing, improved infrastructure, and a focus on showcasing our rich culture, Nigeria can attract tourists from all over the world, boosting our economy and creating a positive global image.
This responsibility is not for one Ministry, it is a multi lateral project for
[Ministries of – Tourism, Culture, Orientation, Trade & Foreign Affairs]
Let’s embrace the challenge, manage perceptions, and showcase the beauty of Nigeria to the world!
And of course, if you’re looking for the right partner for all mentioned, our doors are opened at NTT Global Destinations.
