The Minister of Tourism, Lola Ade-John has said that Nigeria stands at the forefront of a tourism revolution, positioned to become a leading global destination.

Speaking at the just concluded Akwaaba African Travel Market at Eko Hotel Convention Centre in Lagos, Mrs Ade-John stated that the Ministry is committed to unlocking the nation’s potential through: Governance and Stakeholder Engagement: Implementing a thorough National Tourism Policy and Tourism Development MasterPlan; and reactivating key structures like the Presidential Council on Tourism, chaired by Mr. President himself.

She explained that the country’s numbers tell a compelling story.

According to her: “Tourism contributed 3.65% ($17.3 billion) to our 2022 GDP, with vast untapped potential.The sector employs 1.91 million people, aiming to multiply this in coming years.Domestic tourism saw 3 million trips in 2023, up 20% from 2022, with 200 million potential travellers.
We welcomed 1.2 million international visitors in 2023, boosting foreign exchange.
Our cultural landscape boasts 1,000+ annual festivals, 1,000+ attractions, two UNESCO World Heritage Sites, and diverse parks and reserves.Over $500 million in foreign direct investment secured in two years, projected to triple by 2028″.

She explained further that:” The most exciting story lies in our youth. With 70% of our population under 30, Nigeria’s young people are our greatest asset in tourism: 65% of domestic trips in 2023 were undertaken by travellers aged 18-35. Youth-led tourism startups have grown by 150% in the last three years.Social media engagement in travel content has surged 300% among Nigerian youth since 2021. 80% of our tourism workforce is under 40, bringing innovation and digital savvy to the sector.These young Nigerians are not just travellers; they are storytellers, digital nomads, and entrepreneurs reshaping our tourism landscape”.

The Minister said the Federal Ministry of Tourism has a huge role to play in leading this mission.

Ade-John listed others to include Digital Transformation and Online Presence: Leveraging technology to develop a comprehensive tourism database, website, mobile app, and virtual tours.

She pointed out that : “We are partnering with private sector players like Cavista Holdings as well as tech-savvy youth to drive this digital revolution.Infrastructure Rehabilitation: Collaboration with states to provide counterpart investments that enhance attractions like Obudu Mountain Resort and Yankari Game Reserve. Community-Based Tourism and Skills Development: Empowering local communities through initiatives like the “Doctrine According to Tourism” and “EcoGenesis Incubator Series.” Educational Curriculum: Collaborating with the Ministry of Education to include History and Tourism in the curriculum from primary school level”.

The Minister said their goal is to train young Nigerians, women and indigenes in tourism, hospitality and entrepreneurship skills.

She stated further that every Nigerian should have a stake in the development of the industry and economic contribution to the country.

Ade – John added that the government cannot do this alone as it needs the private sector, media, and civil society to join them.

In her words: “This is your call to action. The future of Nigerian and African tourism are in your hands. Nigeria is open for business. We are reshaping the tourism landscape. Most importantly, we need to harness the energy of our youth to propel Nigeria to the forefront of global tourism”.

She lauded the organisers of the Akwaaba African Travel Market 2024 for their vision and dedication.