The Chairman and Chief Executive Officer of Air Peace, Dr. Allen Onyema, has urged the Federal Government, tourism operators and private sector investors to intensify efforts to market Nigeria’s tourism assets globally, arguing that a thriving tourism industry could become a major source of foreign exchange earnings, employment and economic diversification.
Speaking at the Annual General Meeting of the Nigeria Association of Tour Operators (NATOP) in Lagos, Onyema said Nigeria possesses world-class tourism assets that remain largely untapped despite their significant commercial potential. While reports differed on whether it was the association’s fifth or tenth AGM, Onyema maintained that stronger collaboration between government agencies and industry players is essential to unlocking the sector’s value.
He pointed to iconic attractions such as the Durbar Festival in northern Nigeria, the Calabar Carnival, historic royal palaces and the country’s extensive Atlantic coastline as destinations capable of attracting millions of international visitors if supported with modern infrastructure, improved accessibility and sustained global marketing campaigns.
“Nigeria should be intentional in promoting its tourist attractions to the world,” Onyema said, stressing that the country’s coastline stretching from Lagos to Akwa Ibom remains one of its most underutilised economic assets.
His comments come as policymakers increasingly position tourism as a strategic pillar for reducing Nigeria’s reliance on crude oil revenues. According to projections by the World Travel and Tourism Council (WTTC), Nigeria’s travel and tourism sector is expected to contribute about ₦11.2 trillion to the economy in 2025, up from ₦10.9 trillion in 2024. Although the sector continues to expand, it still accounts for less than three per cent of the country’s Gross Domestic Product (GDP), underscoring significant room for growth.
The Federal Government has also launched the Destination 2030: Nigeria Everywhere initiative, aimed at strengthening Nigeria’s global tourism brand while boosting investment across hospitality, transportation, entertainment and the creative economy.
Onyema argued that stronger inbound tourism could ease pressure on Nigeria’s foreign exchange market by attracting international spending while encouraging more domestic travel. Central Bank of Nigeria data show Nigerians spent $5.996 billion on international travel in 2025, representing a 32 per cent increase from $4.544 billion recorded in 2024. Education, medical tourism and leisure travel accounted for a significant share of the expenditure.
Domestic tourism has equally demonstrated its economic impact. Lagos’ “Detty December” festivities attracted about 3.6 million participants during the 2025/2026 festive season, generating an estimated ₦396.54 billion in consumer spending, with hospitality, accommodation and entertainment emerging as the biggest beneficiaries.
Addressing concerns over Nigeria’s global image, Onyema said persistent negative narratives around insecurity discourage tourists, investors and international business travellers. While acknowledging existing security challenges, he called for balanced reporting and stronger national branding to improve investor confidence and visitor perception.
He also praised the ongoing Lagos-Calabar Coastal Highway project, describing it as a transformative infrastructure investment capable of unlocking tourism opportunities along Nigeria’s coastline by improving access to beaches, resorts and coastal communities while stimulating private investment.
Industry experts say Nigeria’s tourism sector could become a stronger contributor to foreign exchange earnings and sustainable economic growth if authorities sustain investments in infrastructure, improve security, implement consistent policies and deepen collaboration with private operators. With global tourism recovering and demand for authentic cultural experiences rising, stakeholders believe Nigeria has an opportunity to reposition itself as one of Africa’s leading tourism destinations.
