Nigeria's tourism industry is held back by inadequate infrastructure and weak destination marketing, according to the Group Chief Executive Officer of Boulevard, a leading hospitality and entertainment company. Speaking at a recent industry event, the GCEO emphasized that without significant investment in roads, airports, and promotional campaigns, the sector will struggle to compete globally.
Infrastructure deficits hinder tourism potential
The GCEO noted that many tourist sites in Nigeria are difficult to access due to poor road networks and limited airport connectivity. He cited examples such as the Obudu Cattle Ranch and Yankari Game Reserve, where visitors face long and uncomfortable journeys. 'We have world-class attractions, but getting there is a nightmare. Tourists want convenience and safety, and we are not delivering that,' he said.
He added that power supply and internet connectivity in many tourist destinations are unreliable, further deterring both domestic and international visitors. According to the GCEO, addressing these basic infrastructure issues could increase tourist arrivals by up to 40% within five years.
Destination marketing is crucial for visibility
Beyond infrastructure, the GCEO stressed the importance of strategic destination marketing. He pointed out that countries like Kenya and South Africa invest heavily in promoting their tourism offerings, while Nigeria's efforts are fragmented and underfunded. 'We need a coordinated national campaign that showcases our diversity—from the beaches in Lagos to the hills in Jos,' he said.
The GCEO called for public-private partnerships to fund marketing initiatives, including digital campaigns and participation in international travel fairs. He also urged state governments to collaborate on regional tourism packages to attract more visitors.
Economic impact of tourism growth
According to the World Travel and Tourism Council, Nigeria's travel and tourism sector contributed 1.1% to GDP in 2023, significantly lower than the African average of 5.6%. The GCEO argued that with proper investment, this share could double, creating hundreds of thousands of jobs. 'Tourism is a low-hanging fruit for economic diversification. We are sitting on gold but not mining it,' he said.
He highlighted that many Nigerian youths could benefit from employment in hospitality, guiding, and craft sectors if the industry expands. Additionally, increased tourism would boost local businesses, from transportation to food services.
Call for government action
The GCEO urged the federal and state governments to prioritize tourism in their development plans. He recommended establishing a dedicated tourism development fund, streamlining visa processes, and improving security at tourist sites. 'The government must see tourism as a business, not just a social activity. We need policies that encourage private investment,' he concluded.
He also advocated for tax incentives for hotel and resort developers, as well as training programs for hospitality workers to improve service quality.
