September 25, (THEWILL) – The Minister of Tourism, Lola Ade-John, on Tuesday, said the tourism sector contributed 3.65%, equivalent to $17.3 billion, to Nigeria’s Gross Domestic Product (GDP) in 2022, with vast untapped potential.
According to her, the sector employed 1.91 million people, thereby aiming to multiply the same growth in coming years, as part of efforts in taking the tourism industry to greater heights.
Ade-John revealed this on Tuesday, during the 2024 edition of Akwaaba, the continent’s premier travel and tourism event, held at Eko Hotels and Suites Convention Centre, Lagos.
“Domestic tourism saw three million trips in 2023, up 20% from 2022, with 200 million potential travellers and 65% of domestic trips in 2023 were undertaken by travellers aged 18-35.”
While commending the organisers of the Akwaaba African Travel Market 2024 for their vision and dedication to uniting Africa to the world, she recalled the country received 1.2 million international visitors in 2023, as such, boosting foreign exchange.
“Our cultural landscape boasts 1,000+ annual festivals, 1,000+ attractions, two UNESCO World Heritage Sites, and diverse parks and reserves.
“In addition, Over $500 million in foreign direct investment will be secured in two years, thereby projected to triple by 2028. The most exciting story lies in the youth, and 70% of the Nigerian population is under 30. Nigeria’s young people are the greatest asset in tourism,
“Youth-led tourism startups have grown by 150% in the last three years. Social media engagement in travel content has surged to 300% among Nigerian youth since 2021. 80% of our tourism workforce is under 40, bringing innovation and digital savvy to the sector.
These young Nigerians are not just travellers; they are storytellers, digital nomads, and entrepreneurs reshaping our tourism landscape.”
In her goodwill message, she said Nigeria stands at the forefront of a tourism revolution, positioned to become a leading global destination. This explains why the federal Ministry of Tourism has a huge role to play in leading this mission.
“We are committed to unlocking our potential through: Governance and Stakeholder Engagement: Implementing a thorough National Tourism Policy and Tourism Development Masterplan; and reactivating key structures like the Presidential Council on Tourism, chaired by Mr President himself: Digital Transformation and Online Presence: Leveraging technology to develop a comprehensive tourism database, website, mobile app, and virtual tours.
We are partnering with private sector players like Cavista Holdings as well as tech-savvy youth to drive this digital revolution.”
Others, including Infrastructure Rehabilitation: Collaboration with states to provide counterpart investments that enhance attractions such as Obudu Mountain Resort and Yankari Game Reserve.
Community-Based Tourism and Skills Development: Empowering local communities through initiatives like the “Doctrine According to Tourism” and “Eco Genesis Incubator Series.” Educational Curriculum: Collaborating with the Ministry of Education to include History and Tourism in the curriculum from the primary school level.
“Our goal is to train young Nigerians, women and indigenes in tourism, hospitality and entrepreneurship skills. Every Nigerian should have a stake in the development of the industry and economic contribution to the country. But here is the truth: The government cannot do this alone. We need the private sector, media, and civil society to join us.”
This is your call to action. The future of Nigerian and African tourism is in your hands. Nigeria is open for business. We are reshaping the tourism landscape.
“Most importantly, we need to harness the energy of our youth to propel Nigeria to the forefront of global tourism”, she added.
The events witnessed activities including the business-to-business session, various expert sessions, presentation of 100 tourism practitioners travel global leaders awards and certificates, chanting from Ekiti cultural troupe, official visit to the exhibition has become team Akwaaba lifestyle. However, the arrival of a yellow-decorated Flyzone Tourism Bumblebee into the Eko Hotels and Suites Convention ball hall was a sight to behold.
Lucy Maruhi, Chief Executive Officer, Shelter Connections and Events, Kenya, who had been in the hospitality industry for over 20 years, expressed excitement at the award. “I am so excited, I was not expecting this, I didn’t know anyone was watching me doing what I was doing. I was only doing all with passion.
Patrick Kamanga, Managing Director, Deans Travel Centre Ltd., Kenya, who had been at the forefront of promoting Intra-African trade and travel since 2020 when COVID-19 struck, said the award was truly commendable, saying said it was such a beautiful development to see his project yielding results.
Also, Dr Raphael James, Curator of the Centre for Research, Information and Media Development (CRIMMD), said, “I feel excited, encouraged and challenged to do more for my country, I didn’t see this coming, when I got the letter.
Dr Adama Bah, Chairman, Institute of Travel and Tourism of the Gambia, said, “I have got global awards but it is my first time getting an award in Africa through the promotion of responsible tourism. I appreciate it.”
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
