By Chukwudi Nweje, Lagos
The Director General of the Nigerian Tourism Development Authority (NTDA), Chief Folorunsho Coker, has advised the federal government to decouple the agency from the Ministry of Information to reposition tourism as a revenue earner for the country.
Coker noted that tourism is a serious business that Nigeria should exploit to boost the country’s revenue.
He stated this known at a recent stakeholders forum.
He said, “We must establish a dedicated tourism ministry to relocate NTDA outside of the Ministry of Information. The focus must be on the tourism industry’s development and promotion. This ministry should have the authority and resources to implement and monitor the proposed policies and methods effectively.
“Government propaganda and destination marketing are not the same. Tourism, Arts, and Culture should be one. One voice. One mission.
“It is imperative to note that the successful implementation of these policies and methods requires strong coordination, adequate and timely funding, and long-term commitment from the government, private sector, and local communities. Streamlining government agencies is essential, to avoid overlapping responsibilities and territoriality, and a silo mentality.”
He also listed some measures the government must undertake including developing crucial infrastructure, prompting film tourism, expanding the nation’s music industry, showcasing fashion tourism, and boosting Culinary Tourism.
Other areas include integrating technology in tourism, digital marketing and promotion of cultural expression mediums, human capital development and appropriate vocational training, collaboration and partnership on good practice copycatting as well as sustainable tourism practices in line with the Sustainable Development Goals (SDG.)
He noted that infrastructure such as transportation infrastructure, including airports, roads, and public transportation as well as the hospitality industry, such as hotels, resorts, and guesthouses need to be upgraded to facilitate easier access for tourists.
He said, “This will showcase Nigerian landscapes, landmarks, and culture, thereby attracting film tourists.
“We should organise film festivals and events that celebrate Nigerian cinema and invite international filmmakers and industry professionals to participate.
“Artificial intelligence is already creating the whole value chain. We must deepen a co-existence in film.”
Coker also advocated for better branding of Nigeria’s music industry, which he described as ‘homeless’, adding that Nigeria should give the industry a home like the O2 arena or Madison Square Gardens.
He further said, “Let people see our music in our home. Let’s support and promote Nigerian music artists and organise music festivals and concerts showcasing Nigerian music genres such as Afrobeat, Highlife, Juju, and Afro-pop.
“Let’s develop music museums and cultural centres to preserve and exhibit Nigeria’s rich musical heritage. Afrobeats is worth $1 trillion annually globally.”
He also called on the government to also showcase Nigerian fashion tourism.
“We must organise fashion weeks and events highlighting Nigerian fashion designers, showcasing their creativity and cultural influences.
“We need to establish fashion hubs and incubators to nurture local talent and attract international designers and fashion enthusiasts.
“We need joint country marketing campaigns, domestically and internationally, to promote Nigeria’s tourism assets, while focusing on the creative sectors. There should be collaborations with international travel agencies and tour operators to create attractive travel packages that highlight Nigeria’s creative assets,” he said.
He canvassed for Technology Integration in Tourism and digital marketing to promote cultural expression mediums between Nigeria and the rest of the world.
He added, “There should be collaborations with international travel agencies and tour operators to create attractive travel packages that highlight Nigeria’s creative assets.
“Social media platforms and influencers should be leveraged to showcase Nigeria’s unique cultural offerings and appeal to a broader audience.
“Tourism is the reward for a good home. To attract international tourists, improving Nigeria’s global image is crucial. We should actively engage in diplomatic efforts to improve international perceptions of the country and address any negative stereotypes or misconceptions.
“We can invest in research and data collection (Tourism Satellite Account) to understand the needs and preferences of tourists better. This will enable us to tailor our policies and marketing strategies to attract the right target audience. It goes without saying that don’t measure your performance if you don’t want to know your problems.