Tourism not only involves the physical movement of people but also entails a significant economic exchange between visitors and the host destination. This exchange drives the growth of various sectors within the destination’s economy, including hospitality, transportation, retail, and entertainment. Moreover, tourism fosters cultural exchange, cross-cultural understanding, and heritage site preservation, thereby enriching visitors and host communities.

Tourism in Nigeria

Tourism represents a burgeoning sector within the Nigerian economy, having been accorded priority status since the launch of the National Tourism Policy in 1990. The primary objectives of government policy in this realm have been to bolster foreign exchange earnings, foster job creation, support rural enterprises, and enhance national integration.

Figure 1 Contribution of travel and tourism to GDP in Nigeria 2019-2021 (Statista 2021)

Travel and tourism contributed 3.6% to Nigeria’s GDP in 2021, which is equal to around $16 billion. Compared to 2020, the contribution of travel and tourism to the Nigerian economy experienced an increase. Word Data Atlas reported that the  GDP contribution from tourism in Nigeria was at 27.09 US$ billion in 2023, up from 25.36 US$ billion the previous year; this is a change of 6.83%. This shows that despite the challenges like insecurity, people are still interested in visiting Nigeria. 

Nigeria’s tourist attractions encompass a broad spectrum, including expansive river and ocean beaches perfect for swimming and water sports like Ilashe, diverse wildlife like Giraffes, pristine natural landscapes like an Ubud cattle ranch, tropical forests, majestic waterfalls, and burgeoning urban centers.

Traditional customs, rich handicrafts, and colorful artifacts offer glimpses into indigenous arts and lifestyles, while the genuine warmth and friendliness of the Nigerian people leave a lasting impression on visitors.

Despite the wealth of attractions, many of Nigeria’s tourism assets still need to be explored, and even when tapped, these places need more maintenance capabilities. However, even in their raw state, they continue to captivate a select few, drawing affluent travelers searching for exotic experiences and adventurous souls seeking new challenges and cultural immersion. As Nigeria continues to develop and promote its tourism sector, there lies immense potential for growth and prosperity for the nation and those who have the privilege of exploring its wonders.

Nigeria boasts several museums, monuments, game reserves, and other natural and historical sights.

These are just a few examples of the diverse tourist attractions across Nigeria’s regions and states, showcasing the country’s rich cultural heritage, natural beauty, and historical significance.

Potential for Nigeria

Recognizing the pivotal role of tourism in diversifying the Nigerian economy and fostering sustainable growth, the Economic Recovery and Growth Plan (ERGP) outlines strategic investments and policy initiatives. These endeavors aim to position tourism as a significant driver of economic development, with profound benefits for local communities and the nation at large.

One of the primary economic advantages of tourism in Nigeria lies in its potential for employment generation. This holds for both skilled and unskilled opportunities as local communities see the emergence of various businesses catering to tourists, such as souvenir sellers, food vendors, and retailers. The economic ripple effect extends beyond financial transactions, contributing to the population’s well-being.

The injection of funds into the local economy from tourism also contributes to an enhanced standard of living for residents, particularly those from economically disadvantaged backgrounds. Drawing a parallel with the success stories of islands like Jamaica and Trinidad and Tobago, where tourism has led to a rapid increase in the standard of living, underscores the transformative potential of a well-developed tourism sector.

Beyond economic gains, tourism offers a unique opportunity for cultural preservation. It becomes a conduit for fostering pride within local communities, allowing residents to delve into their history and heritage. This process strengthens community identity and becomes a crucial tool in preserving traditions, especially pertinent in the context of the current ethnic divides within the country.

The economic benefits extend to infrastructure improvement, as the influx of revenue from tourism enables the government to invest in much-needed upgrades. Developing new roads, parks, and public spaces enhances facilities and acts as a magnet for more visitors, creating a positive feedback loop for continued growth.

Furthermore, tourism contributes to the diversification of income streams, offering a safety net during economic downturns. This diversification serves as a support system for traditional industries during periods of financial strain, highlighting the resilience and adaptability a well-nurtured tourism sector can bring to the overall economic landscape.

Tourism is pivotal in alignment with the broader Economic Recovery and Growth Plan (ERGP), which seeks to restore growth through macroeconomic stability and economic diversification. By investing in critical sectors like agriculture, energy, manufacturing, and tourism, the plan aims to create jobs, stimulate growth, and facilitate structural change. The ERGP is not just about economic recovery; it is a comprehensive strategy for sustainable development.

Within the ERGP, inclusive growth is a key focus, with initiatives to create opportunities and support vulnerable populations. Through social inclusion programs and job creation, the plan aims to enhance the human capital base of the economy, recognizing that the nation’s success is intricately tied to the well-being of its citizens.

Addressing barriers to competitiveness is another priority outlined in the ERGP. By improving infrastructure and the business environment, the plan seeks to enhance the competitiveness of Nigerian businesses on the global stage. Drawing inspiration from the success stories of tourist destinations like Bali and various Asian nations, Nigeria can aspire to build a globally competitive economy with a flourishing tourism sector. The ERGP is not just a roadmap for recovery but a blueprint for building a resilient, diversified, and globally competitive economy that benefits all stakeholders.

Tourism in Africa

Tourism is an important economic sector for many countries in Africa. For the sake of a balanced report, we will look at tourism in other African countries and see how we can compare and what we can emulate from them. Many countries, like Uganda, Algeria, Egypt, South Africa, Kenya, Morocco, Tunisia, Ghana, and Tanzania, benefit heavily from tourism. The touristic particularity of Africa lies in the wide variety of points of interest, diversity, and multitudes of landscapes, as well as the rich cultural heritage.

List of Africa’s Most Visited Countries: 

1. Egypt: Egypt’s travel and tourism industry is one of the country’s leading economic sectors, contributing about 32 billion U.S. dollars to the GDP in 2022. As of the same year, international tourist spending has surpassed domestic spending for the first time since 2020 due to the COVID-19 pandemic travel restrictions. Furthermore, the travel and tourism sector is also significant, with a workforce of almost 2.4 million in 2022.

As a travel destination, Egypt caters to every budget with its tourist attractions and climate. A primary appeal for people visiting are the pyramids and ancient historical sites from the Pharaonic reign. Located on the south of the Mediterranean Sea, the country offers a warm climate all year around. Besides beach holidays, the Red Sea is a popular destination for snorkeling and diving. As of 2022, the country received the highest number of international tourists on the African continent, mainly attracting European and interregional tourists from Arab states. Regarding global tourism receipts, Egypt also ranked highest in Africa, with 12.2 billion U.S. dollars in 2022.

2. Morrocco: Morocco is a prominent destination for international tourists in Africa, with inbound tourism comprising 47% of total tourism in 2019. Despite fluctuations due to the COVID-19 pandemic, tourist arrivals have generally increased over the past decade, with Moroccan nationals residing abroad accounting for a significant portion. Europe remains the primary region of origin for visitors to Morocco.

The country’s tourism sector sees substantial spending from international travelers, with forecasts indicating a steady increase in expenditure, reaching a peak by 2025. This spending significantly contributes to Morocco’s GDP, amounting to around nine billion U.S. dollars in 2021 and employing over 560,000 people, approximately 5% of total employment.

Morocco has expanded its hotel and accommodation services to accommodate the growing number of tourists, boasting around 4,300 establishments and over 280,000 beds in 2021. However, the COVID-19 outbreak led to a decline in room occupancy rates in 2020, although there is optimism for recovery as hotel guests typically spend an average of three nights in the country’s facilities. Morocco Marrakech, Fez, Chefchaouen, Essaouira, Sahara Desert, Atlas Mountains, and Casablanca are popular tourist sites.

3. Tunisha: Tunisia ranks among Africa’s top tourist destinations, drawing millions of visitors annually with its diverse landscapes, beaches, Sahara Desert, and ancient ruins. However, the tourism sector faced challenges over the past decade, including the 2011 Revolution, the 2015 terrorist attacks, and the recent COVID-19 pandemic. These crises led to significant declines in inbound tourism, with a sharp 100 percent drop in April 2020 compared to the previous year.

Despite fluctuations, Tunisia typically welcomes between seven and eight million visitors annually, primarily from Africa and Europe. Key attractions include the island of Jerba, coastal areas like Zarzis and Gabes, and historical sites such as the Archeological Site of Carthage, the Amphitheatre of El Jem, and the Bardo National Museum in Tunis.

Tourism is a vital industry in Tunisia, contributing significantly to the economy and job market. In 2021, it directly generated 92,700 jobs; by 2022, its economic contribution grew to 10% of the GDP. Although impacted by the pandemic, the industry is gradually recovering, with forecasts indicating a potential 16% GDP share by 2025.

4. South Africa: South Africa is a top tourist destination in Africa, welcoming close to 3.8 million international visitors in 2020, making it the continent’s most visited country that year. Tourists flock to South Africa for its beaches, landscapes, wildlife, and numerous UNESCO World Heritage sites. However, the COVID-19 pandemic severely impacted the country’s travel and tourism industry, with the sector’s contribution to GDP reaching a low of 3.2% in 2021. Despite a slight increase in jobs to 1.08 million, arrivals plummeted during the pandemic, with only 29,341 foreigners in April 2020 compared to over 863,000 the previous month. 

Domestic tourist spending surpassed international spending in 2019 and 2020, with lockdowns further reducing foreign expenditures to 33% in 2020. Leisure spending increased in 2021, contrasting with a decline in business spending. Non-tourism industries and accommodation significantly contributed to Tourism Direct Gross Value Added (TDGVA) in 2019, with accommodation availability increasing over the years, reaching 69,500 rooms in 2021. However, occupancy rates remained low at 23%. Popular tourist sites: Kruger National Park, Table Mountain, Robben Island, Cape Winelands, Blyde River Canyon, Victoria & Alfred Waterfront, The Garden Route, Soweto, Drakensberg Mountains, Addo Elephant National Park.

5. Tanzania: Tanzania boasts many nature-based tourist attractions, including the Serengeti plains, Ngorongoro Crater, Mount Kilimanjaro, and Zanzibar’s tropical beaches. The tourism sector is the second-largest contributor to national income after manufacturing. In 2019, it contributed $6.7 billion to GDP, representing 10.7% of the country’s GDP. However, the COVID-19 pandemic significantly impacted the sector, reducing its GDP contribution to 5.3% in 2020. Despite challenges, the industry supported 6.2% of total employment in 2019, declining to 4.5% in 2020. The African Nature-Based Tourism Platform collaborates with the Community Wildlife Management Areas Consortium (CWMAC), advocating for community wildlife managers and their constituents, providing a voice for rural and often marginalized groups.

Other countries that most tourists visit include Kenya, Rwanda, Mozambique, Mauritius, Zimbabwe, and Uganda.

Several factors have influenced tourism in Africa from 2020 to date. They include:

1. COVID-19 Pandemic: The global pandemic has been the most significant factor affecting tourism worldwide, including Africa. Travel restrictions, lockdowns, and health concerns have sharply declined tourist arrivals and spending.

2. Travel Bans and Restrictions: Many countries implemented travel bans and restrictions to curb the spread of COVID-19, preventing tourists from visiting African destinations. These measures have severely impacted the tourism industry.

3. Economic Challenges: Economic downturns resulting from the pandemic have reduced disposable income and discretionary spending, decreasing leisure travel to Africa.

4. Political Instability: Political unrest and instability in certain African countries have deterred tourists from visiting those destinations, impacting the region’s overall tourism industry.

5. Safety Concerns: Security issues such as terrorism, civil unrest, and crime have raised safety concerns among tourists, affecting their willingness to travel to Africa.

6. Vaccination Campaigns: The rollout of vaccination campaigns worldwide has influenced tourism, with vaccinated travelers feeling more confident to venture abroad. However, disparities in vaccine distribution and hesitancy have affected travel patterns.

Factors Contributing to Tourism Success in Selected African Countries Compared to Nigeria

Factors that contribute to the relative success of E Tanzania, Tunisia, Morocco, South Africa, and Kenya in tourism, primarily as these countries heavily rely on tourism for economic growth, compared to Nigeria:

• Diverse Tourist Attractions: These countries boast diverse natural landscapes, wildlife, historical sites, and cultural attractions that appeal to many tourists. From Tanzania’s Serengeti National Park to Morocco’s ancient medinas and South Africa’s Kruger National Park, each destination offers unique experiences.

• Rich Cultural Heritage: Egypt, Tunisia, Morocco, and Kenya boast ancient civilizations, historical sites, and vibrant cultural traditions that attract tourists interested in history and heritage.

• Strong Marketing and Promotion: These countries have invested significantly in marketing and promoting their tourism offerings on domestic and international platforms. Effective branding and targeted campaigns have helped raise awareness and attract visitors worldwide. Like the word on the Arsenal Jersey, “Visit Rwanda” promotes tourism in Rwanda.

• Political Stability and Security: Political stability and a relatively safe environment for tourists are crucial factors in attracting visitors. These countries have maintained stability and security that instills confidence in travelers, whereas Nigeria has faced challenges.

• Infrastructure and Facilities: Accessible transportation networks, modern accommodation options, and well-developed tourist infrastructure enhance the visitor experience. Tanzania, Tunisia, Morocco, South Africa, and Kenya have made significant investments in infrastructure to support tourism growth.

• Tourism Policies and Regulations: Favorable tourism policies, including visa facilitation, investment incentives, and supportive regulatory frameworks, create an enabling environment for tourism development. These countries have implemented policies that prioritize tourism as a critical economic sector.

• Sustainable Tourism Practices: Recognizing the importance of sustainable tourism, these countries have implemented initiatives to preserve natural resources, protect cultural heritage, and support local communities. Responsible tourism practices appeal to environmentally conscious travelers and contribute to long-term tourism growth.

Challenges of Nigerian Tourism

Tourism activities in Nigeria need to be taken into consideration as part of the economic development of the nation as they have been relegated to the background and, therefore, have been managed by non-experts and those who ventured into tourism and activities by investment. In the challenges of Tourism in Nigeria, it is not only the duty of the government to keep track of Tourism development, but the professionals in the field have been reticent about the management of Tourism in Nigeria.

The merging of Tourism with other ministries is familiar to anyone who has followed the industry trend for the past 15 years. Tourism has been relegated to the third or fourth tier of the nation’s economic generation.

The tourism policies in Nigeria have yet to reflect the tourism prospects of this nation; the reason is apparent and discreet. The person managing the affairs of Tourism in Nigeria has nothing to do with Tourism and, on actual occasions, is just an investor or a walk-in person through politics.

As a research institute on Tourism, the National Institute for Hospitality and Tourism Studies [NIHOTOUR] has also been relegated to the background. It should be consulted when government appointments are made for tourism activities, both at the local, state, and federal levels. Some government-owned institutes in Nigeria reject the certificate awarded by this institute; nevertheless, the bill establishing the institute is under the Ministry of Labor, recently to Tourism and Culture, instead of Education as an institute. The NUC has not also taken time to visit the institute for upgrade as it is done in other countries where Nigeria goes to study in their institute and is awarded certification for Master’s and Doctorate, which are accepted and upheld in the Nigerian systems.

Tourism’s biggest challenge in Nigeria now is not merging or scrapping. Still, it is wrong to manage and administer through quackery and Education system misjudgment, mismanagement of the Tourism programs and its related courses from BUSINESS MANAGEMENT to the Agricultural Science Department, as the government would need more ideas and advice on what and where Tourism belongs! Is it Agriculture or Sociology or what?

All professionals should advise the government to strengthen the Tourism parastals with Tourism and Hospitality management graduates. Let it be on a note that as a professional in Tourism, Hospitality and its activities having school at home and abroad, Tourism is not an Agricultural program; NUC should take note that food manufacturing and processing is different from production [cooking] food eating, any graduate of this must know the aspects of food science as it relates to food.

Tourism will strive in Nigeria when given the due and adequate attention needed by professionals through empowerment, consultation, and committee. The Hospitality and Tourism Management Association of Nigeria [HATMAN] should stand up to their call, direct tourism in Nigeria, and generate the economy from tourism and tourism activities. Nigeria can survive with Tourism in the hands of the professionals.

Indigenisation of Nigerian Tourism is another challenge in the Tourism industry. The leader in tourism should package Nigerian tourism to showcase Nigerian heritage, not borrowed activities or ideas, as much as our tourism policies should support indigenous investors in tourism. Most of the answers to the unanswered questions on Tourism are in the Policies, of which no professional has been part. Indigenise the Nigerian Tourism Policies.

Currently, Nigeria’s security threats in the form of ethnic/religious violence, kidnapping, and insurgencies are presumed to be the significant challenges that are affecting the development of tourism in the country. In Nigeria, insecurity has been the biggest challenge affecting the nation’s corporate existence. The country’s activities towards development are sabotaged by the rising wave of insecurity in all its regions. Tourism, one of the potential sectors identified in Nigeria’s economic growth and development, has been badly affected by the instability.

Though insecurity is not the only challenge, the principal issues of the tourism sector in Nigeria, among others, are corruption and inadequate government attention. Corruption has not only been recognized as commonplace in Nigeria but also as a symbol of the country amongst other countries worldwide. It has played a significant role in slowing down tourism development in the country. From the country’s independence in 1960 to date, many resources have been budgeted for the tourism sector, bearing in mind its paramount stage and capabilities in improving the economy of Nigeria. However, the present security concerns in the country were, to a large extent, considered as a reflection of corruption. Corruption and mismanagement of the funds usually allocated for developing the tourism sector have made it almost impossible for the country to achieve its desired goals in tourism growth.

Recommendations

Having carefully examined the challenges facing tourism in Nigeria, several recommendations have been proposed to address the issues and foster the growth and development of the sector.

Firstly, there is a need to strengthen professional involvement in decision-making processes and the management of tourism activities. This includes advocating for including experts from the National Institute for Hospitality and Tourism Studies (NIHOTOUR) in government appointments related to tourism at all levels. Furthermore, Nigerian tourism professionals who deeply understand the local context should monitor and control the institutions managing tourism activities.

Education and training in the tourism sector must be enhanced to align with industry needs and standards. This involves reviewing and improving the curriculum of tourism-related courses in academic institutions and prioritizing the upgrading and accreditation of tourism education programs by the National Universities Commission (NUC). Additionally, institutions offering Hospitality and Tourism Management courses should be categorized under the Faculty or School of Business Administration/Management or Economics rather than Agriculture.

Empowering tourism parastatals is crucial for driving sector growth. This includes equipping them with competent personnel, particularly graduates with tourism and hospitality management qualifications. Supporting initiatives such as the Hospitality and Tourism Management Association of Nigeria (HATMAN) in directing and coordinating tourism activities is also recommended.

Promoting indigenous tourism is essential to showcase Nigeria’s unique cultural assets. Policies should be developed to prioritize the promotion of Nigerian heritage and indigenous tourism products. Incentives and support should be provided for local investors to invest in tourism development projects highlighting Nigerian cultural diversity and heritage.

Addressing security challenges is paramount for the growth of the tourism sector. Efforts should be prioritized to tackle security threats, including ethnic/religious violence, kidnapping, and insurgencies. Collaboration with security agencies is crucial to improve safety and security measures in tourist destinations, thereby enhancing the confidence of visitors and stakeholders.

Combatting corruption and mismanagement is imperative for sustainable tourism development. Measures should be implemented to curb corruption and ensure transparency in allocating and utilising funds earmarked for tourism development. Accountability for mismanagement of tourism resources is essential, with resources directed towards initiatives that genuinely contribute to the growth and sustainability of the tourism sector.

Infrastructure development is a crucial aspect of improving tourism in Nigeria. Investment in tourism infrastructure, including transportation networks, accommodation facilities, and tourist attractions, is necessary to enhance accessibility and visitor experiences. Prioritizing infrastructure projects in key tourist destinations will improve connectivity and ease of travel for both domestic and international tourists.

Effective marketing and promotion are crucial for attracting visitors. Implementing marketing campaigns to raise awareness of Nigerian tourism offerings and utilizing digital marketing strategies and social media platforms will reach a wider audience and engage potential tourists.

Community engagement and empowerment are essential for sustainable tourism. Fostering partnerships with local communities and involving them in tourism planning, development, and management will create a sense of ownership. Empowering local communities through capacity-building initiatives, training programs, and entrepreneurship opportunities will enable them to benefit from tourism activities.

Sustainable tourism practices are fundamental for long-term success. Embracing practices prioritizing environmental conservation, cultural preservation, and socio-economic development is crucial. Initiatives such as waste management, energy conservation, and responsible tourism guidelines should be implemented to minimize negative impacts on natural and cultural resources.

Lastly, fostering public-private partnerships (PPPs) is recommended to leverage resources, expertise, and innovation for tourism development. Encouraging private sector investment in tourism infrastructure, hospitality services, and destination management will stimulate growth and competitiveness in the sector.

Government Supporting Private Sector to Grow Tourism Industry.

Private firms and a select few states in this region play a significant role in the tourist industry. The positive impact created by projects such as Naija7Wonders, Nigeria Tourism Lovers, Goge Africa, and Naija Explorers, which have been at the forefront of driving domestic tourism growth, with states like Cross River, Osun, Lagos, Akwa Ibom, and Ekiti actively participating. Nigerian music has become widely popular across African countries and globally as it is the most streamed music in most African countries except in some countries in the Southern region. The federal government should seize the opportunity to promote the country as a tourist destination. Rema played at the Ballon D’or Awards, Burna Boy played at the UEFA Cup Finals, Davido played at the World Cup Finals, Tems played at the NBA All-Stars, and Tiwa Savage played at the Coronation of Kings Charles. These are potent endorsements that can be parlayed into excellent tourism products. The federal government needs to ensure the safety of citizens and visitors, make the available infrastructure effective and efficient, and support meetings, incentives, conferences, and exhibitions (MICE) events that are capable of attracting tourists, especially from abroad. The allocation of government funds to events that do not bring in tourists from abroad or Nigeria and ignored those that have contributed to tourism growth. The government must recognize and support private sector efforts that have successfully ignited domestic tourism in Nigeria over the past four years.

Prioritizing support for globally recognized events like Afro Nation, Detty December, AFRIMA, and Experience by House on the Rock is necessary to achieve tourism goals using music. Nigeria is a global giant in outbound Travel, spending over $1.5b buying tickets and over $2b on medical tourism. It is a dwarf on inbound and domestic tourism. This has to change. 

For a long time, the government has ignored private efforts to grow domestic tourism. Personal sector efforts have yet to receive government support in the last four years but have mainly been successful in igniting interest in tourism in Nigeria. Both the Federal and State Governments should support projects that grow domestic tourism.

The Government also needs to leverage religious tourism through events such as the Osun Osogbo festival, Synagogue of Church All Nations events, and mega-churches that draw visitors—also promoting cultural events like the Eyo Festival, New Yam Festival, Bini Igue Festival, Argungu Fish Festival, Durbar Festivals, Carnival Calabar. This is successful because it is contemporary and has a global mass appeal.

To boost tourism further, the government needs to build on the success of the Nigerian movie industry by establishing Nollywood Villages and creating theme parks based on popular movies. Lagos nightlife is rated as the best in Africa, competing only with Johannesburg in South Africa, and should be a significant draw. Lagos has a lot of attractive places that attract tourists, which the government can support in developing, like the Nike Art Gallery, Landmark Beach, Lekki Conservative Centre, Banana Island, etc.

Nigeria should market this in the right places. The government should have new thinking that would organize the industry by appointing people who know tourism and are enthusiastic about working for the industry, developing strategies for the industry’s development and growth, starting marketing in the right markets, and specializing and dominating identifying niches.

Conclusion

Tourism in Nigeria has the potential to develop the country’s economy. The recurrent and reoccurrence of insecurity in tourism centers by the insurgents has been the primary concern of many tourists who will visit the tourism industry, and this has invariably affected tourism development in the country. At large, the direct consequence of any nation’s security lapses, according to Nwaba (2014), is that every aspect of the nation’s development will be negatively affected. Therefore, the connection between security and tourism is unavoidable. Security has always been the key determining factor of every nation’s tourism and other developmental sectors. However, security and other safety techniques must be adopted for the Nigerian government to achieve development in the tourism sector.

Similarly, commitments from the government must also improve the development of the country’s tourism industry. In this regard, all three levels of government should diversify its economy to harness the potential for developing tourism sectors to take meaningful shape. Also, the country needs to improve security strategies to provide safety for tourists and empower tourism entrepreneurs through a series of entrepreneurial programs.