The Minister of Tourism, Mrs Lola Ade-John, says Nigeria is a goldmine of untapped tourism and hospitality potential, poised for substantial investment.
Ade-John said this on Thursday, during a two-day hospitality business summit organised by Vertiline Synergy Ltd., in Lagos.
The theme of the summit is: “Investing in Africa: Navigating Opportunities and Challenges in Hospitality Development”.
The minister was represented by her Special Adviser on Media and Partnerships, Ms Elizabeth Ofili.
According to the minister, the increasing demand for cultural tourism presents a unique chance for investors to tap into authentic Nigerian experiences.
She said these authentic experiences not only preserve the nation’s heritage but also transform its history into economic prosperity.
“Nigeria stands at the forefront of Africa’s hospitality landscape, offering a wealth of investment prospects.
“Our nation pulses with opportunity, from our rich cultural origins to our diverse natural wonders and robust economy.
“We are not just open for business; we are primed for innovation and growth. Nigeria is a goldmine of untapped potential.
“It is time to turn our stories into unforgettable adventures because our heritage is a fruitful investment avenue,” she said.
She, however, noted that technological advancement was changing and redefining the hospitality sector.
She said that vast potential for technology investments had the capacity to transform the hospitality landscape, enhance service delivery and operational efficiency.
The minister also highlighted the importance of investing in hospitality education and training institutes as an avenue for growth.
To realise these opportunities, Ade-John noted that strategic investment and collaboration among governments, private sectors, local and international stakeholders was essential.
Mrs Sally Ukpo, Founder, Suffy Travels Ltd., reeled out effective strategies to address infrastructure, perception and marketing challenges hindering promotion of Nigerian destinations for tourists.
The strategies include digital marketing, local and international collaboration, cultural immersion, infrastructure development, commitment to sustainability, diaspora and travel influencer partnerships, among others.
Ukpo noted that exploring Nigeria through cultural immersion by highlighting cultural heritage, festivals, music, dance, art and cuisine was also crucial for the growth of the sector.
“We must be committed to preserving natural and cultural heritage sites; promoting local traditions and customs as part of the tourist experience; and eco-friendly and sustainable tourism practices,” she added.
She urged the government to invest in infrastructure by improving transportation networks for easy access to tourist destinations across the country, thereby stimulating economic growth.
Ms Sharon Ashinze, Founding Partner, Vertiline Synergy Ltd., said the goal of the summit was to foster a collaborative environment to share insights, discuss strategies, and develop innovative solutions.
Ashinze noted that the hospitality industry as a vital component of the economy, had significant challenges from economic fluctuations to evolving consumer preferences and environmental sustainability.
“It is through forums like this that we can collectively address these issues and chart a course for a prosperous future,” she said. (NAN)
