By Omololu Olumuyiwa
One cannot help but ask a disturbing question: Is the Nigerian tourism industry jinxed with crisis?
This question may sound harsh, but the series of issues, disagreements, controversies and institutional challenges that have continued to surface within Nigeria’s tourism space is becoming increasingly difficult to ignore.
At a time when the country should be speaking with one voice to attract tourists, investors and international attention, the industry appears too often distracted by internal disagreements and divisions.
Tourism is supposed to be an industry that brings people together. It promotes peace, culture, hospitality, economic development and mutual understanding.
Unfortunately, the persistent wrangling among some associations, stakeholders and government institutions is not helping the cause of tourism development in Nigeria.
Rather than concentrating our collective energy on developing destinations, improving infrastructure, promoting Nigeria to the international market, building the capacity of tourism professionals and creating opportunities for young people, valuable time and resources are sometimes consumed by disagreements over leadership, recognition, jurisdiction, appointments, programmes and institutional interests.
Nigeria has enormous tourism potential. From our rich cultural heritage and historical sites to our festivals, natural attractions, hospitality, cuisine and creative industries, the opportunities are enormous.
Yet potential alone cannot transform tourism into a major contributor to national development. We need unity of purpose, strategic planning, professionalism and strong institutional collaboration. This is why the various tourism associations and government agencies must urgently close ranks.
The Federation of Tourism Associations of Nigeria (FTAN) has an important role to play as an umbrella body representing the interests of tourism associations. It must continue to provide leadership that promotes dialogue, unity and constructive engagement among its members.
The Nigerian Tourism Development Authority (NTDA), as a major government institution responsible for tourism development and promotion, must also work closely with industry stakeholders and ensure that its activities complement rather than divide the industry.
The National Institute for Hospitality and Tourism (NIHOTOUR) has a critical responsibility in human-capital development. Nigeria cannot build a globally competitive tourism and hospitality industry without well-trained, professional and properly motivated personnel. NIHOTOUR must therefore remain focused on its core mandate while collaborating with other institutions and stakeholders.
The Federal Ministry of Arts, Culture, Tourism and the Creative Economy must provide the necessary policy direction, coordination and leadership to bring the various interests together. The Ministry should not merely observe disagreements within the sector; it should actively facilitate a platform where differences can be discussed, resolved and transformed into opportunities for cooperation.
There is nothing wrong with having different opinions or institutional interests. In fact, healthy disagreement can strengthen an industry when handled professionally.
The problem begins when disagreements become personal, divisive or destructive and begin to overshadow the larger national interest.
Nigeria’s tourism industry is bigger than any individual, association, institution or government administration. No association can develop tourism alone. No government agency can succeed in isolation. No individual stakeholder can single-handedly unlock Nigeria’s tourism potential.
The industry needs everyone—government, private sector, professional associations, investors, hoteliers, tour operators, travel agents, journalists, destination managers, academia, communities and young tourism professionals—to work together. We must therefore move away from the culture of rivalry and embrace the culture of collaboration, Peace and Unity.
There is an urgent need for a Tourism Stakeholders’ Peace and Unity Initiative, where the leadership of FTAN, NTDA, NIHOTOUR, the Federal Ministry and other relevant stakeholders can sit around the same table, identify areas of disagreement and develop practical mechanisms for resolving them.
The objective should not be to determine who is right or wrong. The objective should be what is right for Nigerian tourism.
Our international competitors are not waiting for us to resolve our internal differences. Countries across Africa and beyond are investing heavily in destination marketing, tourism infrastructure, skills development and visitor experience.
While others are positioning themselves to capture a greater share of the global tourism market, Nigeria cannot afford to remain trapped in avoidable disputes.
The time has come to put the national interest first. Let FTAN strengthen its role as a unifying industry platform and not a castigating industry platform. Let NTDA deepen collaboration with the private sector and take tourism promotion rigorously. Let NIHOTOUR continue to build the human capacity required for the industry’s future as ongoing and let the Federal Ministry provide effective coordination, policy direction and mediation where necessary.
Most importantly, let every stakeholder ask one simple question before taking any action: “Will this promote or undermine the growth of Nigerian tourism?”. If the answer is that it will divide us, then perhaps it should not be pursued.
Nigeria’s tourism industry is not jinxed. But if we continue to allow division, rivalry and institutional conflicts to dominate the sector, we may create the very crisis that makes it appear so.
The solution is within our reach: dialogue, mutual respect, professionalism, collaboration and a genuine commitment to the greater good.
Nigeria deserves a tourism industry that speaks with confidence, acts with unity and competes successfully on the global stage.
Otunba Olusegun Runsewe, former Director General of the Nigeria Tourism Development Corporation (NTDC) and now Nigeria Tourism Development Authority (NTDA), deserves commendation as a true “Ambassador of Peace and a manager of Nigeria’s tourism industry”.
His contributions to the growth, promotion and visibility of Nigerian tourism remain significant and cannot be forgotten in a hurry. Otunba Runsewe demonstrated a strong commitment to bringing stakeholders together, promoting tourism development and projecting Nigeria as a destination with enormous cultural, creative and hospitality potential.
The progress of Nigerian tourism, however, must also be viewed through the collective efforts of many visionary stakeholders and landmark platforms that have consistently placed Nigeria on the global tourism map. Events such as the Akwaaba African Travel Market, championed by Ambassador Ikechi Uko, have created important platforms for Nigerians and African tourism professionals to connect, exchange ideas, promote destinations and expand business opportunities.
Likewise, the Hotel Managers Conference Africa (HMCA) has played an important role in bringing hospitality professionals together to discuss standards, leadership, innovation, investment, service delivery and the future of Africa’s hospitality industry. Such gatherings have helped position Nigeria as a centre for meaningful conversations on tourism and hospitality development.
The Calabar Carnival is another remarkable example. Through its spectacular celebration of culture, creativity, music, fashion and entertainment, the carnival has transformed Calabar into an internationally recognised tourism destination and demonstrated the power of cultural festivals to attract visitors and generate economic opportunities.
The time to close ranks is now. The time to make peace is now. The time to put Nigerian tourism first is now. May the spirit of collaboration, peace and purposeful leadership continue to guide the Nigerian tourism industry as it strives for greater global recognition and sustainable growth.
