The Baba Eto of Yorubaland, who doubles as the current Director General (DG), Nigerian Tourism Development Authority (NTDA), Folorunso Coker has made suggestions on how to use the tourism sub sector of the economy to boost Nigeria’s economy.
He came up with this suggestions in his welcome address to the newly appointed Minister of Tourism, Ms Lola Ade John, shortly after the newly appointed Minister were assigned to offices and sworn – in
Among the ways, according to him were: Activation of the Tourism Satellite Account (TSA), which according to him is a standardised quantitative tool required for capturing tourism related data. He said that it would be necessary for coordinated nationwide planning and development, just as he called for domestication of the TSA in Nigeria; Placement of Tourism in the Federal Constitution. He noted that due to its multi-faceted nature, tourism, according to him is a concurrent matter that involves all tiers of government. Accordingly, he went on, there is need to engage with the National Assembly to properly place tourism on the Concurrent Legislative List in the federal constitution and remove all ambiguities around it. This, according to him is necessary for tourism to thrive as envisaged.
Another, according to him was: Leveraging on the Open Skies Agreement (OSA) and the Single African Market (SAM). He observed that OSA, as a key component of the African Continental Free Trade Area (AfCFTA) agreement, has the potential to transform Nigeria’s tourism landscape. He believed that by removing restrictive air travel regulations, the agreement, according to him fosters greater connectivity and accessibility, making it easier for international tourists to explore Nigeria’s tourism assets, adding that improved air transport infrastructure, combined with streamlined visa processes, will attract a larger number of visitors, providing a significant boost to the tourism industry.
Added were: Strengthening Institutional and Human Capacity Development Across the Industry, saying that there is
need to improve the range of skills necessary to provide quality services and experiences within the industry by partnering with stakeholders and educational organisations to provide the required skills and capacity for personnel and practitioners. The standardised training system, according to him should attract young and mature Nigerians back to study and training, and provide them with specialised skills and pathways to new careers in the tourism, hospitality and services sectors. He therefore said that the training should be more vocational and not just academic;
Encouraging Tourism Investment and Funding, suggesting that there is need to create a functional Tourism Development Fund (TDF), as well as an enabling environment for tourism investors to thrive and drive the development of tourism sites, assets and destination marketing. He however said that financial institutions should be incentivised to act as partners in progress by providing single digit long term development loans to the industry.
The other, he went on were: the New Regional Leadership Role
At the just concluded 66th Meeting of the United Nations World Tourism Organisation (UNWTO) Commission for Africa, which, according to him held between the 26th and 28th of July in Mauritius, in which Nigeria was elected into the Executive Council of the UNWTO, and as Vice Chair of the Commission for Africa.
Noting that it was a major step for Nigerian tourism, he added that it confers huge advantages for regional and global visibility, as it came on the heels of the election of President Bola Ahmed Tinubu as the Chairman of the Economic Community of West African States (ECOWAS).
The Baba Eto of Yorubaland notes that the new development offers Nigeria another window of opportunity to showcase the best of her culture and diversity to the rest of the world.
According to him, the key benefits of the landmark achievement in Mauritius, would include the setting up of a UNWTO Tourism Academy in Nigeria, access to UNWTO tourism grants for supporting the local industry, and technical assistance for the activation of the TSA.
He quoted the UNWTO Secretary-General, Zurab Pololikashvili at the event, as saying: “The agenda for the organisation of tourism in Africa has become updated for inclusive growth (which reflects the newer challenges of post-pandemic tourism and the priorities of members), as such, the vision for African tourism is that of stronger governance, more education and better job. Therefore, there is the need to innovate more around Africa as a brand, in a manner that would enhance tourism by unlocking its growth through investment, alongside public-private partnerships.”
Some of the achievements of UNWTO over the past year, according to him were pointed out as including the expansion of tourism investments across the continent, the promotion of gender equality in all roles and youth empowerment, in line with the advocacy for “Brand Africa” to drive regional tourism outcomes. The Brand Africa is a powerful tool that Nigeria can leverage on to enhance the tourism sector, by showcasing the nation’s unique cultural heritage, vibrant traditions, and warm hospitality.
He however said that Nigeria can create a distinct and compelling brand identity. Collaborative marketing campaigns, both domestically and internationally, can highlight Nigeria’s diverse attractions, captivating potential tourists and dispelling any misconceptions about the country, by emphasising Nigeria’s position as a gateway to Africa’s rich tapestry of experiences, which he went on to say would enhance its appeal to global travelers, seeking authentic and transformative encounters.
Gladdened that such an analogous brand already exists at the NTDA, he said: “We will work together to promote the “Tour Nigeria” brand to accelerate the growth of tourism, collaborate with international organisations, neighbouring countries, and regional tourism bodies. By cultivating collaborative partnerships, we believe that Nigeria can benefit from shared knowledge, expertise, and promotional opportunities.
He continued: “Joint marketing initiatives showcasing Nigeria’s unique offerings within the African context will bolster our brand visibility on the global tourism stage. Furthermore, we would look to actively participate in international tourism events and leverage on our digital platforms to reach a broader audience, going forward.”
The Baba Eto of Yorubaland therefore observes that Nigeria stands at the threshold of a transformative era in its tourism industry, adding that by harnessing the opportunities presented by the Open Skies Agreement and the AfCFTA, addressing the challenges posed by inadequate investments in the sector and leveraging the power of the “Tour Nigeria” brand, saying that: “We can propel the tourism sector to new heights. Through sustainable practices, infrastructure development, collaborative partnerships, and effective promotion, we can unlock our tourism potentials and emerge as a sought-after destination.
“This will be executed by embracing innovation and disruptive technologies, and preserving our cultural heritage and natural wonders. As we welcome the new Minister for Tourism, I am hopeful that in our time, Nigeria can secure its place on the global tourism map while making a positive contribution to sustainable development,” he remarked.