Nigeria tourism stakeholders urge unified strategy to boost economy

Stakeholders in Nigeria’s tourism sector are calling for a unified national strategy to promote the country’s cultural and natural assets to drive economic growth and improve the nation's global image.

Speaking at the 2026 Annual Conference and Awards of the Association of Nigerian Journalists and Writers of Tourism in Lagos, Iba Gani Adams, the Aare Onakakanfo of Yorubaland, urged governments to invest in tourism as a sustainable alternative to finite extractive industries like oil. Adams suggested Nigeria could emulate the global influence of Hollywood to project a positive international reputation.

Ola Awakan, Director-General of the Nigerian Tourism Development Authority (NTDA), emphasized that the primary challenge is not a lack of attractions, but rather the need for better packaging, storytelling, and coordinated promotion. Awakan noted that the NTDA is working on a tourism-focused streaming platform in partnership with the private sector to showcase Nigeria’s heritage, cuisine, and festivals to domestic and international audiences.