Director-General of Nigerian Tourism Development Authority (NTDA), Folorunsho Coker, has identified 10 ways to develop the tourism sector.
In a paper, Coker said the country must develop infrastructure, film tourism, expand music, showcase fashion and boost culinary tourism.
He added there must be technology integration, digital marketing and promotion of cultural expression mediums, human capital and vocational training, collaboration and partnership on good practice, copycatting, as well as sustainable tourism practices in line with SDGs.
On developing infrastructure, Coker called for improvement in transportation, including airports and roads, for easier access. He advocated enhancement and expansion of existing accommodation options, such as hotels, resorts, and guest houses, to cater to increasing tourists.
He added: “To promote film tourism, the country can establish film commissions and incentivise international filmmakers to shoot their movies here. This will showcase Nigerian landscapes, landmarks, and culture. We should organise film festivals and events that celebrate Nigerian cinema, and invite international filmmakers and industry professionals to participate.
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“On expanding music tourism, it will be good to give Nigerian music a home as O2 Arena or Madison Square Gardens. Let people see our music in our home. Let’s support and promote Nigerian music artists and organise music festivals and concerts showcasing Nigerian music genres; Afrobeat, Highlife, Juju, and Afro-pop.
“We need to develop music museums and cultural centres to preserve and exhibit Nigeria’s rich musical heritage. Afrobeats is worth $1 trillion annually globally.
“Tourism is the reward for a good home. To attract tourists, improving Nigeria’s global image is crucial. We should engage in diplomatic efforts to improve perceptions and address negative stereotypes or misconceptions.”
“We can invest in research and data collection (Tourism Satellite Account) to understand the needs and preferences of tourists better. This will enable us tailor our policies and marketing strategies to attract the right audience. It goes without saying, don’t measure your performance if you don’t want to know your problems.”