The Nigerian Tourism Development Authority (NTDA) and the China Tourism Academy are set to deepen strategic cooperation following a high-level meeting in Beijing between NTDA Director-General Ola Awakan and China Tourism Academy President Dai Bin.
Focus on Developing Chinese Tourism Market for Nigeria
The meeting centred on strengthening Nigeria-China tourism relations, with particular emphasis on developing the Chinese tourism market for Nigeria. Discussions also covered leveraging tourism intelligence and traveller trends, and positioning Nigerian destinations to attract a greater share of China’s outbound tourism market.
Awakan highlighted the need for a structured China-Nigeria Tourism Market Development Programme. Such a programme would enable Nigeria to better understand Chinese outbound tourism patterns and develop tourism products and destination-marketing strategies tailored to the Chinese market.
Capacity Building and Investment Opportunities
Awakan called for enhanced technical and capacity-building cooperation in destination development, tourism data and research, standards, and institutional capacity development for the NTDA and State tourism agencies. He also emphasised that greater collaboration should facilitate investment and business exchanges by creating pathways for Chinese tourism investors, operators and hospitality businesses to access investment-ready tourism opportunities in Nigeria.
According to Awakan, the interest of Nigeria’s President Bola Tinubu in diversifying the country’s economy through tourism was reiterated during the meeting.
China Tourism Academy Commends NTDA Initiatives
In response, Dai Bin commended Awakan for what he described as transformative initiatives within Nigeria’s tourism ecosystem. He noted that Nigeria was endowed with abundant cultural and historical tourism resources and expressed the Academy’s commitment to building a strategic partnership with the NTDA to support the realisation of its mandate.
Dai Bin stressed the importance of improving Nigeria’s image and visibility among Chinese travellers and tourism operators. “Nigeria’s image needs to be promoted in the minds of the Chinese people for our operators and tourists to understand your country better. We need to create more exchange programmes in education, training and businesses,” he said.
Plans for Nigerian International Tourism Promotion Centre in China
The China Tourism Academy also expressed readiness to work with the NTDA towards facilitating the establishment of a Nigerian International Tourism Promotion Centre in China. The proposed centre is expected to strengthen the strategic partnership, promote Nigerian destinations and tourism products, and deepen market understanding between Nigeria and China for both inbound and outbound tourism.
The meeting was attended by the Director of the Department of International Exchange and Finance at the China Tourism Academy, Dr. Yang Jinsong, alongside other senior management officials of the Academy.
Awakan’s Working Visit to China
The engagement formed part of Awakan’s working visit to China, during which he is gaining insights into China’s tourism and development strategies. The visit also includes his participation in a seminar on Climate Action and the Sustainable Development Goals for Developing Countries, facilitated by the Chinese Ministry of Commerce.
The engagement underscores Nigeria’s growing efforts to expand international tourism partnerships, attract tourism investment, strengthen destination marketing and position the country more strategically within the global tourism marketplace.
