Saturday, August 17, 2024 In August 2023, when President Bola Ahmed Tinubu established a separate Ministry for Tourism and appointed Mrs. Lola Ade-John as the Minister, the development was widely welcomed by stakeholders and followers within the industry. Ade-John, upon assuming office, made a strong declaration of her commitment to putting Nigerian tourism on the global map.
Her focus was on generating revenue through tourism, contributing to the country’s foreign exchange earnings, and boosting its Gross Domestic Product (GDP). This pledge brought a wave of excitement, as many saw it as a long-awaited opportunity to revitalize a sector that had been largely neglected during the previous administration of President Muhammadu Buhari. However, one year later, the industry continues to wait for concrete actions.
Despite the initial optimism, the first significant achievement from the Ministry is still anticipated. In an unexpected move, Minister Ade-John announced that Nigeria had secured the hosting rights for the UN Tourism 68th Commission for Africa (CAF) Meeting in 2025. This announcement, which followed her participation in the 67th UN Tourism CAF Meeting in Zambia, surprised many in the sector.
The reason for the surprise was clear—there had been no substantial progress at the domestic level to justify this achievement. The tourism sector in Nigeria remained stagnant, with no significant investment in its development or promotion over the past year. Unforced Error in Hosting the 68th CAF Meeting Critics argue that hosting the UN Tourism 68th CAF Meeting is an “unforced error” and not the transformative event needed to change the fortunes of Nigerian tourism.
The sector, often described as an “orphan,” has suffered from years of neglect, and this event is unlikely to address its core challenges. Instead of focusing on hosting international events, which many view as mere talk shops with little practical impact, the Ministry should prioritize the development of domestic tourism infrastructure and the promotion of Nigerian attractions. Moreover, Nigeria’s history with UN Tourism has been largely one-sided, with the country often footing the bill for events that provide little return.
Since 1999, Nigeria has hosted multiple CAF meetings, more than any other African nation, yet these events have done little to boost the country’s tourism sector. The recent bid to host the 68th CAF Meeting reflects a lack of understanding of the dynamics of tourism development and promotion. Minister Ade-John’s statements, though optimistic, do not align with the realities of these international events, which rarely lead to tangible benefits for the host country.
Mere Talk Shops and Their Limited Impact These international gatherings are often criticized as mere talk shops, where tourism administrators and policymakers discuss strategies without any real follow-through. While such events may bring together key stakeholders, they rarely translate into actionable outcomes that benefit the host country. Nigeria’s previous experiences with hosting UN Tourism events have shown that without a strategic plan aligned with the country’s tourism goals, these events can become a drain on resources rather than a catalyst for growth.
Minister Ade-John and her team should recognize that hosting the 68th CAF Meeting is not an effective platform for promoting Nigeria’s tourism potential. The reality is that most delegates attending such events are government officials focused on their own countries’ interests. They are unlikely to explore Nigeria’s tourist attractions or contribute significantly to the local economy.
Past events have shown that these officials rarely venture beyond the confines of their hotels, limiting the exposure to Nigeria’s cultural heritage and landscapes that the Ministry hopes to achieve. Focus on Building Domestic Tourism Structures Instead of investing in hosting another international event, the Ministry should focus on building the necessary structures for Nigerian tourism. This includes rehabilitating tourist attractions across the country, developing trade partnerships, and establishing effective marketing channels to promote Nigeria as a tourist destination.
Ade-John should learn from past experiences and prioritize the development of domestic tourism infrastructure over the hosting of international events that offer little benefit to the country. By channeling resources into building a sustainable tourism industry at home, the Ministry can create a solid foundation that will attract both local and international tourists. This approach is more likely to generate the desired economic benefits and position Nigeria as a competitive player in the global tourism market.
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