Key Areas to Strengthen Nigeria’s Tourism in Global Market, Here’s All You Need to Know

Published on December 12, 2025

Otunba Segun Runsewe, the immediate past Director General of the National Council for Arts and Culture, NCAC, stirred the gathering with a loaded and enlightening speech to provoke the urgent need for Nigeria to review and reposition her tourism business on the world stage at the 2025 Nigeria Tourism Investment Forum and Exhibition, NTIFE, held at Abuja. Organised by the Federation of Tourism Associations of Nigeria, FTAN, the forum provides a kaleidoscope platform for the country’s tourism stakeholders across the nation. Runsewe’s discourse was filled with data-driven analysis and novel ideas, the high point of the entire event, which marked his first major tourism outing in the Federal Capital Territory since he bowed out of office in January 2024 following the restructuring of agencies under the Federal Ministry of Art, Culture, Tourism and Creative Economy.

Nigeria’s Absence from Africa’s Top Tourism Performers

In his presentation, Runsewe pointed out Nigeria’s notable absence from the list of Africa’s top 10 tourism performers. This was based on the latest global tourism report, which highlighted over 1.1 billion international arrivals between January and September of 2025. Countries like The Gambia, South Africa, Kenya, and various North African nations have been powering the growth of the continent’s tourism industry, yet Nigeria, despite its vast cultural and natural wealth, has not kept pace.

This absence on the global tourism map is particularly concerning given Nigeria’s potential as a major tourism hub. Runsewe emphasized that for Nigeria to reclaim its position as a competitive global tourism force, a comprehensive, strategic reassessment of the sector was required.

The Role of Cultural and Natural Tourism in Repositioning Nigeria

Nigeria is rich in both cultural and natural tourism resources, yet it has not been able to leverage these assets effectively on the global stage. Runsewe’s remarks underscored the significance of cultural tourism, noting that nations like The Gambia, South Africa, and Kenya have successfully harnessed their cultural and heritage assets to attract international visitors. Nigeria, with its diverse ethnic groups, traditions, festivals, and historical landmarks, has an enormous potential that remains largely untapped.

Runsewe proposed that Nigeria should focus on integrating cultural tourism with its natural offerings—such as national parks, wildlife, and coastal areas—into a unified tourism strategy. By doing so, the country could create a more appealing, sustainable, and competitive tourism offering. Additionally, he recommended that the government prioritize policies that support the development of the cultural and creative sectors, ensuring that tourism growth benefits local communities while preserving Nigeria’s cultural heritage.

A Call for Strategic Analysis and Repositioning

Runsewe’s call for a strategic reassessment of Nigeria’s tourism sector was framed around the need for a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. This analysis, he argued, would provide a clear roadmap for the future development of tourism in Nigeria, identifying areas of strength that can be capitalized on and weaknesses that need to be addressed.

During his presentation, Runsewe praised the leadership of FTAN, particularly President Dr. Aliyu Badaki, for his innovative approach to the tourism transformation agenda. He noted that FTAN’s focus on driving change and prioritizing sustainable tourism practices was a key factor in ensuring that Nigeria’s tourism sector could be revitalized and positioned as a global competitor.

Impact on Local Communities and the Economy

One of the most important aspects of Runsewe’s presentation was his focus on the socioeconomic benefits of tourism. By improving the tourism sector, Nigeria stands to create jobs, boost local businesses, and stimulate economic growth in underserved regions. The development of tourism-related infrastructure—such as hotels, transportation networks, and cultural attractions—would also contribute to regional development, helping to alleviate economic disparities across the country.

Furthermore, tourism could serve as a catalyst for the preservation of Nigeria’s cultural and natural heritage. Sustainable tourism practices can help ensure that the country’s cultural assets and landscapes are protected for future generations while simultaneously generating income and employment opportunities for local communities.

Runsewe’s Call for Collaboration and Policy Reform

In addition to the SWOT analysis, Runsewe called for greater collaboration between the public and private sectors to drive the tourism sector forward. He urged government officials to adopt policies that foster innovation, investment, and sustainable tourism practices, while also ensuring that tourism benefits are equitably distributed across the country.

He also advocated for better training and capacity-building within the tourism sector to enhance the professionalism of the workforce. This would improve the overall quality of services provided to tourists and increase the country’s appeal as a destination of choice. Furthermore, Runsewe emphasized the importance of integrating technology into tourism management, from digital marketing to visitor flow management, to improve the efficiency and sustainability of the sector.

Recognition of Runsewe’s Contributions and Leadership

As Runsewe concluded his presentation, he was met with resounding applause, a clear sign of the respect and admiration he commands within the tourism industry. Minister of Information and Culture, Lai Mohammed, and other senior officials present acknowledged Runsewe’s valuable contributions to the tourism sector, particularly during his tenure at the NCAC and NTDC (now NTDA), which helped shape Nigeria’s tourism landscape. The Minister expressed gratitude for Runsewe’s continued involvement in Nigeria’s tourism development, ensuring that his insights would be carefully considered in future strategies.

A Promising Future for Nigeria’s Tourism Sector

As Nigeria is working towards repositioning itself as a competitive force in the global tourism market, its focus should be on sustainable growth, cultural preservation, and economic inclusivity. Unless there is a collaborative effort on the part of the government, industry stakeholders, and local communities, all three vital elements that ensure the long-term success of tourism in the country, Nigeria’s tourism sector is at stake.