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Nigeria: Nigeria Tourism Profile


“Fascinating Nigeria” is the new brand to drive travel and tourism growth

Next years of neglect, the Nigerian government has finally realised the importance of travel and tourism as a strategic sector in the national economy. Through the Nigeria Tourism Development Corporation (NTDC), it has recently created a new brand, Fascinating Nigeria, with the aim of revitalising the struggling industry inclunding developing its price chain. This move aims to make travel and tourism a major contributor to the country’s GDP and to boost non-oil revenues as Nigeria continues on its mission to diversify its economy out from its current reliance on oil exports. Other recent initiatives by the NTDC to further boost increase in travel and tourism include joining the International Coalition of Tourism Partners (ICTP), forming alliances with emerging world travel and tourism giants such as South Africa and participating in international tourism trade fairs such as WTM London and ITB Berlin.

The new tourist Visa card – an innovative tourist product

Nigeria has been exploiting new technologies in order to facilitate increase in its travel and tourism industry. It recently launched a new tourist Visa card so as to relieve the burden of visitors carrying cash while in the country. In addition, a biometric registration system for workers in the industry was as well created with the aim of reducing fraudulent activities, particularly in the hospitality sector. These innovative tourist products will not only boost travel and tourism development, but will as well reposition the industry in Nigeria with world standards and best practices.

Lagos leads Nigeria’s hotel construction boom

Nigeria has become the new frontline in the battle between the international hotel chains looking to tap into the increase potential presented by Africa’s booming economies. Due to its oil-rich economy and growing request for inbound and domestic tourism, top international hotel brands such as Sheraton, Radisson Blu, Hilton, Marriott and Best Western have by presently established footholds in the country and are planning to expand their property portfolios in the country with Africa’s second major economy. Nigeria is well known for its hospitality and as a mega-city Lagos has long been an attractive destination for hotel investors. The city has been the hub of hotel construction in Nigeria due to the fact that much of the country’s wealth and economic activity are concentrated there. It is as well the majority populous city in Nigeria inclunding one of the major in Africa and part the major cities in the world.

NTDC strives to boost domestic tourism

The NTDC has prioritised the development of domestic travel and tourism in Nigeria in a bid to boost increase in the country’s travel and tourism industry. Travel and tourism by presently generates high revenues and maintains strong increase potential in the country due to the fact that some 15% of Nigeria’s total people travel domestically on an annual basis for business, leisure, cultural, religion reasons and sports events. In bid to promote domestic tourism activities, the NTDC has been mobilising stakeholders in the private sector and is as well encouraging cultural activities as a base for the branding and packaging of domestic travel and tourism products. The NTDC as well plans to create land and sea transportation hubs to allow local consumers to enjoy travelling around the country.

Nollywood’s positive image to support travel and tourism growth

Despite its huge increase potential, travel and tourism in Nigeria is from presently on to emerge fully due to various challenges such as limited promotional funds, inadequate infrastructure and constant security issues. However, as the country seeks to diversify its revenue streams beyond its current dependence on oil, emerging niche sectors such as the country’s thriving film industry, dubbed Nollywood, the third-major national film production industry at world level, is likely to play a key role in terms of promoting the brand of Nigeria both at home and abroad. The accessibility of the country to a wider audience through Nollywood may help to improve stereotypes about Nigeria and attract additional tourists. As a result, the Nigerian government presently needs to tap into the positive image being fostered by the Nigerian film industry so as to strengthen its travel and tourism brand.