Nigeria, rich in cultural and natural attractions, struggles to attract tourists. While it is home to unique sites such as the suspended lake in Ado-Awaye, challenges such as economic crises, infrastructural deficits, and security concerns hinder growth. Recent data shows only 1.2 million tourists visited in 2023, a stark contrast to the figures from neighboring countries. There is a pressing need for government investment and coordinated tourism initiatives to revitalize the sector.
Perched atop the Ado-Awaye hills lies a striking lake suspended 433 meters above sea level, known locally as Iyake, which translates to “crying woman” in Yoruba. The legend surrounding the lake attributes its name to a barren woman who, out of despair, succumbed to the waters, endowing the lake with fertility traits. Despite possessing unique attractions such as this, tourism in Nigeria, particularly in Ado-Awaye, has stagnated with roughly 3,000 annual visitors, predominantly religious pilgrims, hikers, and attendees of a local festival.
In a nation rich in cultural heritage and natural beauty, Nigeria’s tourism sector is not flourishing as it ought to. Compounded by the ongoing cost of living crisis, prospective tourists are detoured. Events like Detty December, which usually attract considerable local and international flair, have also seen a decline. Niyi Okunade, a local prince and tour organizer, observed a drop to just over 2,400 pilgrims this year, signifying a need for a robust tourism framework.
Despite its blessings, Nigeria lags in attracting international visitors, drawing only 1.2 million tourists in 2023—dwarfed by neighboring countries. With a breadth of attractions from the vibrant Kano Durbar festival to picturesque beaches along the Gulf of Guinea, Nigeria showcases tantalizing prospects for visitors. However, obstacles such as infrastructural deficits and insecurity threaten to undermine these opportunities.
Ikemesit Effiong, head of research at SBM Intelligence, identifies a critical lack of world-class accommodations and coordinated tourism initiatives as limiting factors, arguing that regional competitors like Kenya and Ghana excel in promoting their tourism assets effectively. Indeed, the state of tourism infrastructure has deteriorated, with calls for government investment in modern amenities and exhibits becoming more pronounced.
Once a hub for medical tourism in the 1960s and 70s, Nigeria’s hospitals have fallen short of previous standards, while the ongoing threats from banditry and terrorism cast a shadow over serene locales. Tourist attractions, including prominent sites like the Obudu Ranch and the Calabar Carnival, have lost prominence in the wake of changing political dynamics and governance.
Nevertheless, opportunities remain; Nigeria boasts an expanding network of airports and an improving rail system. However, operational inefficiencies, such as failure of luggage handling systems, create additional barriers. Henry Erikowa, founder of an ecotourism resort, highlights a shift in young people’s aspirations, emphasizing a pressing need for initiatives to cultivate interest in tourism jobs and heritage preservation.
Reflecting on past efforts, such as the Good People, Great Nation campaign launched in 2009, it is clear that successful tourism promotion requires strong governmental backing. To maximize its tourism potential, stakeholders must foster a service-oriented culture.
Nigeria possesses unique tourist attractions, such as the suspended lake in Ado-Awaye, yet it struggles to attract visitors effectively. Several factors contribute to this dilemma. Firstly, the nation faces an alarming cost of living crisis, which has severely impacted tourism. Moreover, while the potential for cultural and natural tourism is vast, infrastructural deficiencies and insecurity stifle its growth. Comparatively, countries like Kenya and Ghana have managed to promote their tourism sectors with significantly greater success. This article explores the factors affecting Nigeria’s tourism appeal and the urgent need for strategic development.
In conclusion, despite its immense potential as a premier tourist destination, Nigeria’s tourism sector faces numerous challenges, including inadequate infrastructure, economic instability, and evolving societal interests. To unlock its tourism potential, a coordinated effort involving government investment and comprehensive marketing strategies is paramount. Encouragingly, initiatives aimed at enhancing tourism awareness and infrastructural developments could create a pathway for Nigeria to join the ranks of successful tourist economies. Efforts must be undertaken to cultivate a service-oriented culture that equates to positive experiences for both local and international visitors.
Original Source: www.theguardian.com
