Nigeria Newspapers Online

Nigeria is at the moment in a precarious posi­tion, teetering like a heavy toddler due to the instability of its monocrop economy. The country’s heavy dependence on crude (not even refined) petroleum exports expos­es a cumulative effect of defective political economies and the com­placency of the ruling elite “who have been trained as to how not to think”. It also reminds one of the stage-like observations of Robert Nester Marley, that “in the midst of water, the fool goes thirsty”.

Nigeria’s reliance on oil can be diversified, but the elite’s mind­set stands in the way. A notable example is Mexico’s Acapulco, which transformed from an in­significant town to a luxurious tourist destination. In the 1940s, President Miguel Alemán Valdés spearheaded its transition into a world-class resort town, showcas­ing Mexico’s natural beauty and culture. This earned Acapulco the nickname, ‘The Pearl of the Pacific’, and made it a popular destination for relaxation, cul­ture and adventure. Today, Aca­pulco boasts stunning beaches, vibrant nightlife and rich history, making it a hotspot for million­aires from Canada, the USA, Lat­in America and Europe.

Once upon a time in Mexico’s rich history, a visionary presi­dent adopted the role of the Chief Marketing Officer, transforming Acapulco into a thriving tourist destination and this has made it a major contributor to Mexico’s economy, with a notable impact on the country’s revenue. Giv­en adequate development and security measures, Nigeria’s natural attractions like Obudu Cattle Ranch and Yankari Game Reserve, combined with vibrant cultural events like the Calabar Carnival, Argungu Fishing, Eyo, Ojude Oba and Udiroko also have the potential to become tour­ist hotspots.

The failure to think critically has consequences. Nigeria’s in­ability to generate at least $5 bil­lion in tourism revenue annually, despite the growing demand for ecotourism, raises questions. For instance, why did Stevie Wonder, a renowned musician, choose to reside in East Legon in Accra, in­stead of Lekki in Lagos, Maitama in Abuja, or Eta Agbor Layout in Calabar? Consider also the recent presidential election, where gov­ernors met in hotels in Madrid, London and Paris. Why not in Obudu or La Campagne Tropi­cana, to showcase Nigeria’s po­tential to international investors and sightseers?

A place like Tinapa Resort or Abraka Turf and Country Club would have been developed like Acapulco, attracting the mul­tinational hotel chains to build five-star hotels, Eco Lodges, Golf Courses and the like. Mat­ter-of-factly, any sustainable in­flow from tourism will generate local taxes, induce a positive multiplier effect and enable the country to begin to deal with its perennial current account deficits and balance of payment crises. That this is not so is a re­flection of the warped mindset of the ruling elite across the board.

The reason Nigeria is not making it is the reason it is not making it from Solid Minerals, agro-allied exports as well as ‘in­vincible earnings’ from sectors such as Creative Arts, Informa­tion and Communication Tech­nology (ICT) and ‘outsourcing’. Nigeria possesses significant advantages, including its wide­spread use of English and high levels of education. But then, the colonized mindset of Nigeria’s elite, evident in their preference for Dubai’s manufactured appeal over domestic tourism develop­ment, has led to a neglect of the unique attractions of Obudu, Yankari and other domestic des­tinations, which remain under­developed and underappreciated.

Take, for example, over a million Indians are involved in outsourced jobs, bringing in billions of dollars a year into the Indian economy. They have leveraged the English-speaking skill, which is not as good as the English-speaking skill in Nige­ria, to do so. Again, how many outsourced jobs have been creat­ed in Nigeria, compared to even Ghana, Kenya, Rwanda and the Republic of South Africa? Yet, Ni­geria has the best human capital on the continent, actual and po­tential. The facts have been stated here! Indeed, it is a statement of the obvious to say that, without reworking a political economy that is an obstacle to production and creative thinking, the coun­try will continue, very sadly, its slide into irrelevance.

Advertisement

Tourism in Nigeria offers a wide range of benefits, includ­ing positive social change, cul­tural exchange, community de­velopment and social cohesion. By facilitating cross-cultural understanding, it fosters global citizenship, empowers local com­munities through entrepreneur­ship and skill development, and promotes national unity by bridg­ing ethnic and religious divides. Tourism also drives economic growth, alleviates poverty and inequality by creating jobs, and raises environmental awareness, promoting conservation and peace. Through the sector, indi­viduals can engage with diverse perspectives, challenge their as­sumptions, and develop a broader understanding of the world. Over and above all, it helps preserve Nigeria’s cultural heritage and cultivates national pride and pa­triotism.

Obviously, reflecting on Ni­geria’s current state can be dis­heartening. The country boasts a rich cultural heritage, compris­ing over 250 ethnic groups, each with distinct traditions, festivals, and cultural practices. It is also home to stunning natural attrac­tions, including beaches, water­falls, mountains, and national parks. Its ancient cities, such as Benin City with its rich royal her­itage, and Osogbo with the Osun Osogbo Sacred Grove, a UNES­CO World Heritage Site, hold im­mense cultural significance and economic potential for tourism development.

Besides, natural attractions like the Ikogosi Warm Springs, renowned for their therapeutic properties and historical sites such as the Kanem-Borno Empire in Borno State, featuring ancient artefacts and monuments, offer opportunities for local economic growth, cultural exchange and educational enrichment. Howev­er, security and safety concerns, including kidnapping and terror­ism, continue to deter visitors from exploring Nigeria. Among other challenges are insufficient accommodation options, poor roads, and inadequate transpor­tation networks. Despite its vast potential, funding constraints have also impeded the sector’s growth.

That being said, Nigeria has made efforts to develop its tour­ism sector, particularly during the 1970s and 1980s, when the country hosted several interna­tional events, including the 1977 Festival of Black Arts and Cul­ture (FESTAC ’77) and the 1980 All-Africa Games. In the 1990s and early 2000s, Nigeria’s tourism industry experienced a slight re­surgence, with the government launching initiatives to promote cultural tourism and ecotourism.

That Nigeria’s economy has long been overly reliant on oil, which accounts for over 90% of its foreign exchange earnings, is no longer news. That the global transition to renewable energy sources and the escalating im­pacts of climate change signal the decline of oil’s dominance is also a fact that’s no longer surprising. To address existing challenges and realize its full po­tential, the country must invest in upgrading its infrastructure, including modernizing roads, airports and hotels. Strengthen­ing security measures, such as boosting police presence and in­troducing advanced surveillance systems, can help mitigate safety concerns. In addition, streamlin­ing bureaucratic processes and combating corruption can facil­itate smoother operations for tourists and investors.

Implementing targeted and ef­fective marketing and promotion strategies, including social me­dia campaigns and collaborations with travel companies, can effec­tively showcase Nigeria’s unique attractions and cultural heritage to a global audience. It will also help in boosting visitor numbers. Lastly, developing a comprehen­sive Tourism Master Plan can guide the sector’s growth and de­velopment, ensuring a sustain­able and prosperous future for Nigerian tourism.

As Nigeria’s oil reserves grad­ually dwindle, it’s time the coun­try enhanced its visibility in the international market by em­bracing global best practices in tourism marketing. By doing so, Nigeria can unlock a more sus­tainable and prosperous econom­ic future, generate employment opportunities and foster cultural exchange. Undoubtedly, the coun­try’s economic future depends on tapping its tourism potential; and the time to act is now!

*Komolafe writes from Ijebu-Jesa, Osun State (ijebujesa@yahoo.co.uk)