For decades, Nigeria has spoken passionately about diversifying its economy beyond oil. Despite possessing some of Africa’s richest cultural heritage, breathtaking landscapes, vibrant entertainment industry and diverse ethnic traditions, tourism has remained one of the nation’s most underdeveloped economic sectors. The discussions at the 2026 BusinessDay Tourism Conference, particularly Lagos State’s ambitious plan to become Africa’s leading tourism destination, once again demonstrate that Nigeria’s tourism potential is no longer in doubt. What remains uncertain is whether the nation has the political will to unlock it.
The numbers alone make a convincing case. Lagos has recorded remarkable growth in hospitality over the past 15 years. Registered hotels have increased significantly, internationally branded hotels have more than doubled, and hotel room capacity has expanded dramatically, while revenue from hospitality consumption tax has risen from about N7 billion in 2010 to approximately N70 billion in 2025. These are not merely hospitality statistics; they represent jobs created, taxes generated, investments attracted, and businesses sustained, also proving that tourism works when governments are intentional.
Governor Babajide Sanwo-Olu’s recognition that tourism extends beyond entertainment into transportation, security, urban planning, technology, environmental sustainability and commerce reflects the kind of integrated thinking Nigeria desperately needs. Tourism is not simply about attracting visitors but an ecosystem that stimulates multiple sectors simultaneously.
Nations like the United Arab Emirates, Saudi Arabia, Rwanda, Morocco and even neighbouring Kenya have demonstrated that tourism can become a major contributor to national income when backed by consistent government policies and private-sector investments.
“Perhaps Nigeria’s greatest weakness is its failure to market itself effectively. While nations with fewer attractions spend heavily promoting their destinations globally, Nigeria often assumes its attractions will speak for themselves, which rarely do.”
Nigeria possesses comparable, if not greater, natural and cultural assets. From Obudu Mountain Resort and Yankari Game Reserve to Erin Ijesha Waterfalls, Idanre Hills, Osun-Osogbo Sacred Grove, Sukur Cultural Landscape, the Niger Delta waterways and Lagos’ thriving entertainment scene, the nation offers experiences capable of attracting millions of domestic and international tourists yearly. Add Afrobeats, Nollywood, colourful festivals, rich cuisines and warm hospitality, and Nigeria arguably has one of Africa’s strongest tourism propositions.
These advantages remain largely underutilised, and the reasons are well known. Poor infrastructure, insecurity, inconsistent government policies, inadequate destination marketing, weak maintenance culture, poor road networks, limited air connectivity and insufficient investment in tourism facilities continue to discourage both investors and visitors. Tourists are unlikely to visit destinations where transportation is difficult, electricity is not reliable, and security concerns dominate international travel advisories.
Perhaps Nigeria’s greatest weakness is its failure to market itself effectively. While nations with fewer attractions spend heavily promoting their destinations globally, Nigeria often assumes its attractions will speak for themselves, which rarely do. Tourism is a competitive industry where perception matters almost as much as the product itself.
Another challenge is the tendency to overlook domestic tourism. Millions of Nigerians travel abroad yearly for leisure, while many have never visited iconic destinations within their own nation. Developing a vibrant domestic tourism culture would provide year-round patronage for hotels, airlines, restaurants, tour operators and local communities, making the sector less dependent on foreign visitors.
However, assurance remains justified, as the steady growth of Lagos’ hospitality industry demonstrates that investors are willing to commit resources where governments provide enabling environments. Likewise, Cross River State’s renewed investment in Obudu Ranch Resort signals that sub-national governments increasingly appreciate tourism’s economic value. These efforts should become models for other states blessed with unique tourism assets.
The way forward is straightforward but demands consistency. Governments at all levels must prioritise security, improve transport infrastructure, preserve cultural and ecological heritage, simplify investment procedures and provide incentives for tourism investors. Public-private partnerships should be strengthened to develop resorts, convention centres, museums, waterfronts and heritage sites without placing excessive financial burdens on the government.
Also important is establishing and enforcing Nigerian hospitality standards that reflect global best practices while preserving the nation’s unique cultural identity. Authenticity remains Nigeria’s greatest competitive advantage. Rather than imitating foreign tourism models, the nation should package and promote its own cultures, festivals, cuisines, music and history as premium experiences.
Tourism also deserves stronger integration into national economic planning. Universities and technical institutions should expand hospitality and tourism education, while local communities must be empowered as custodians and beneficiaries of tourism assets.
Finally, Nigeria’s economic future cannot depend indefinitely on crude oil. Tourism offers something oil never can – sustainable employment across every region, opportunities for small businesses, foreign exchange earnings and a positive global image built on culture rather than commodities. The resources already exist. What Nigeria now requires is sustained political commitment to transform tourism from an overlooked opportunity into a genuine pillar of national development.
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