Despite being the Giant of Africa and a significant economic powerhouse, Nigeria has failed to make a substantial impact in the tourism sector. Compared to its peers, Nigeria’s tourism industry has been stuttering, with visitor numbers and revenue remaining stagnant. What are the reasons behind this lagging performance?

Tourist arrivals in this Giant nation fall significantly short of those in neighboring countries because of insufficient infrastructure and lack of national strategy. Currently, a few individuals are beginning to call for alterations.

In the abode of the Ado-Awaye hills, a city in Oyo State, Nigeria, is a lake located 433 metres above sea level. Residents claim the lake is called Iyake (Yoruba for “crying woman”) after a sorrowful, childless woman who drowned in its waters centuries ago, granting it fertility abilities.

This faith in the divine is clear in the foothills, where a massive rock is inscribed with the phrase, written in golden letters: “Here we come: African Jerusalem.” This is one of the wonders, the Giant of Africa holds.

Ado-Awaye, this tranquil tourist destination in the Giant Nigeria, attracts approximately 3,000 visitors each year. The majority of these individuals are devotees who ascend the 369-step route to the summit, where they either camp or explore the lake, said to be one of merely two natural suspended lakes globally. Some are hikers or participants in a yearly festival that takes place each November.

THE GIANT OF AFRICA: REASONS FOR THE DECLINE

Infrastructure Gaps

One of the primary challenges hindering Nigeria’s tourism growth is the dearth of modern infrastructure. Outdated transportation systems, lack of accommodation options, and insufficient amenities make it difficult for tourists to navigate this seemingly Giant ountry. The average Nigerian city lacks the appeal of cities like Cape Town, Accra, or Nairobi, which have invested heavily in improving their infrastructure. Until Nigeria’s infrastructure is upgraded, it will struggle to attract the global tourism audience.

Safety Concerns

Safety is a major concern for tourists, and Nigeria has struggled to address this issue. Perpetual security threats, including kidnapping, armed robbery, and terrorism, have deterred would-be visitors. The authorities must address these concerns by enhancing security measures and promoting peaceful environments.

Also, with the Giant of Africa facing its most severe cost of living crisis in decades, tourism is being sidelined. Even Detty December, the nation’s month-long blend of celebrations, has been impacted.

In Ado-Awaye, the flow of divine pilgrimages has decreased.Not more than 2,400 arrived this year due to existing economic difficulties, reports stated by a prince from the community who arranges site visits.

Poor Marketing and Promotion

Inadequate marketing and promotion have also contributed to Nigeria’s sluggish tourism growth. Unlike other African countries, Nigeria has not invested enough in promoting its natural and cultural attractions to the global audience. The country’s diverse cultural heritage, including the Yoruba civilization, Benin Empire, and Hausa traditions, is not being showcased effectively, missing out on a potential goldmine of tourism revenue. This is the major reason the Giant sloths.

Corruption and Bribery

Corruption and bribery are entrenched in Nigerian society, making it challenging for tourists to navigate the country without encountering these issues. Travelers may be required to pay informal “fees” or bribes to access essential services, creating a negative experience and potential security risks.

Uncoordinated Efforts

Lastly, the Nigerian government’s efforts to develop the tourism sector have been disjointed and inefficient. Lack of a unified strategy and inadequate funding have hindered the implementation of effective initiatives. The tourism industry requires a coordinated approach, involving government agencies, private sector players, and local communities. This is one of the main ways to resurrect the sleeping giant, infact coordinated governmental approach may go a long way towards a once again vital tourism.

In theory, the Giant of Africa is a paradise for tourists. In the northern region, you’ll find the vibrant Kano Durbar festival, the sandy dunes of Yobe, and the country’s most renowned game reserve located in Bauchi. In the Middle Belt, towns near the Mambilla and Jos plateaus cultivate teas, strawberries, and apples, showcasing some of the world’s most stunning scenery.

In the southern region, one can find waterfalls, museums, colonial antiques, and festivals, along with numerous beaches spread across the seven states adjacent to the Gulf of Guinea, where quaint resorts lie in perpetual peace. There are areas where guests can savor a variety of street food, and those in need of the coldest beverages can order “mortuary standard” beers. On the streets, massive speakers maintain the energy, pumping out Afrobeats and various styles from Owerri bongo to Fuji tunes.

Now, The rich are said to engage in whale-watching on a few small islands near Lagos that link to the Atlantic. The River Osun continues to attract thousands annually, even with unprecedented pollution levels caused by gold mining.

This year, a variety of Nigerian stars were accompanied by international celebrities including Chloe Bailey, Saweetie, Tyla, and Gunna in Lagos for Detty December. The versatile 12,000-capacity Lagos Arena is under construction to enable events to take place throughout the entire year.

However, the tourism ministry reported that Nigeria received only 1.2 million visitors in 2023, which is a 20% increase compared to the previous year. The number matched that of Ghana (1.1 million) but is insignificant when compared to South Africa’s (8.48 million) and Kenya’s (1.95 million) figures.

Ikemesit Effiong, the research director at SBM Intelligence, a geopolitical research firm in Lagos, attributes the hinderance of tourism to inadequate infrastructure and underlying security issues in certain regions. He said these are the two most crucial issues dragging the Giant backwards.

There is a shortage of high-quality hotels, particularly in smaller cities … a fragmented hospitality environment that fails to unify events, logistics, and catering into a cohesive experience – such as through travel packages – and a lack of customer knowledge regarding promising destinations, festivals, and the overall tourism potential of the country,” he additionally stated.

“Kenya, Tanzania, Rwanda, and even Ghana perform significantly better in promoting their countries both locally and internationally compared to the Giant of Africa.”

Okunade remarks that Ado-Awaye is deficient in “up-to-date hotel accommodations for incoming tourists” and does not have a lift or cable car system to bring the location to global standards. He believes that the government ought to invest more.

During the 1960s and 1970s, Nigeria drew in medical tourists globally, but many of its hospitals now resemble mere remnants of their past glory.

The Obudu mountaintop cattle ranch, located in the biodiversity-rich Cross River state, and its international marathon have diminished in appeal since the saxophone-playing, tourism-loving governor who launched them departed from office. The yearly Calabar Carnival, where singer Akon famously tumbled in a white balloon while headlining in 2012, has also seen a drop in prestige. Numerous museums are partly open, having seen few improvements over the decades.

Nigeria possesses an extensive network of underutilized airports and airstrips, along with a developing rail infrastructure.

Henry Erikowa, founder of Falcorp Mangrove Park, an ecotourism resort located in the former oil hub of Warri, noted that young individuals are less inclined to value their heritage or pursue careers in tourism compared to previous generations and should be encouraged to engage in these areas.

“They’re all focused on oil money at this point,” stated Erikowa.

Some suggest that a comparable yet more effectively managed initiative, supported by top government officials, is essential to foster the transformation necessary for Nigeria to become a genuine tourism giant.

“You need to establish a culture of serving others, rather than merely filling service positions… Much of this effort must be led from above, with policymakers at both the federal and state tiers,” Effiong stated. “Numerous possible tourist attractions in Nigeria are abandoned.”

The major problem has to be addressed. This stands sure; until the Giant may struggle with finding her lost glory in the World of Tourism. Insecurity has to be addressed while security measures are put in place for residents. Infrastructure has to be safeguarded while the government needs to take conscious action towards maintaining these infrastructure and ensuring value is restored to all of these Heritage sites.