Lagos, Nigeria – September 24, 2024 – At the Akwaaba African Travel Market 2024, Nigeria’s most prestigious tourism event, the Honourable Minister of Tourism, Lola Ade-John, delivered a powerful message on the nation’s commitment to becoming a global leader in tourism. Speaking to industry stakeholders, tourism professionals, and key players at the Eko Hotel Convention Centre, the Minister outlined a bold vision aligned with President Bola Tinubu’s “Renewed Hope” agenda.
Minister Ade-John emphasized that tourism is central to Nigeria’s economic transformation. In 2022, tourism contributed $17.3 billion to the nation’s GDP (3.65%), and Nigeria’s strategic position presents vast untapped potential. With over 1.2 million international visitors welcomed in 2023 and domestic tourism seeing an impressive rise, the sector is set to flourish further. These figures demonstrate the country’s growing allure, both regionally and globally.
Particularly key to this growth is Nigeria’s youth, who make up 70% of the population. Minister Ade-John highlighted the incredible contributions of young people, noting that 65% of domestic trips in 2023 were made by travelers aged 18 to 35. Youth-led tourism startups have surged by 150% in the last three years, reshaping the tourism landscape with innovation and creativity. The Honourable Minister emphasized the importance of harnessing this energy to propel Nigeria onto the global stage.
The Minister then outlined key initiatives driving the Ministry’s efforts to unlock the sector’s full potential. Governance reform is at the forefront, with a National Tourism Policy and the reactivation of the Presidential Council on Tourism, chaired by President Tinubu himself. This, she noted, ensures that tourism remains a key part of the national development agenda, driving economic empowerment and cultural diplomacy.
In today’s digital-driven world, the Honourable Minister emphasized the vital role of technology in shaping the future of tourism. The Ministry is focused on developing a comprehensive tourism database, a mobile app, and virtual tours to highlight Nigeria’s diverse destinations on a global scale. This digital transformation is being propelled by partnerships with the private sector, particularly young tech innovators, ensuring that Nigeria remains aligned with evolving global trends.
Infrastructure development was another core focus. The Honourable Minister highlighted ongoing collaborations with state governments to rehabilitate attractions like Obudu Mountain Resort and Yankari Game Reserve. These investments, alongside growing foreign direct investment in the sector, will help Nigeria’s tourism infrastructure rival that of leading global destinations.
To ensure the sector’s inclusiveness, the Ministry is advancing community-based tourism and empowering local populations through initiatives such as the “EcoGenesis Incubator Series.” The Minister reaffirmed that local communities, particularly women and youth, must be beneficiaries and leaders in the tourism value chain.
Furthermore, the Ministry’s collaboration with the Ministry of Education ensures that tourism and history are embedded in the educational curriculum, equipping future generations with the skills needed to thrive in this vital sector.
In her closing remarks, Minister Ade-John made a clarion call for public-private partnerships, stressing that the government cannot achieve these ambitious goals alone. She urged the private sector, media, and civil society to play their parts in driving Nigeria’s tourism forward.
The Minister also commended the organisers of Akwaaba African Travel Market 2024 for creating a platform that elevates African tourism on the global stage, describing the event as a critical driver of partnerships and tourism innovation across the continent. She ended her address with a firm declaration: “Nigeria is open for business. Together, we are reshaping the future of tourism in Africa.”
For further inquiries, please contact:
Chindaya Ahmadu
Director of Press, Ministry of Tourism
