… Targets “Tourism City”
By Joyce Remi-Babayeju
The Director-General of the Nigerian Tourism Development Authority (NTDA), Olayiwola Awakan, on Tuesday in Abuja convened key stakeholders in the hospitality and tourism industry to chart a sustainable path for the growth of Nigeria’s tourism sector.
The gathering, held under the National Tourism Stakeholders’ Forum 2026 with the theme “Shaping the Future of Nigerian Tourism Together,” brought together industry players, government representatives, and private sector actors to deliberate on strategies for repositioning tourism as a major driver of economic diversification, cultural promotion, and global engagement.
Speaking to journalists, Awakan described the forum as more than a ceremonial event, noting that it serves as a strategic platform to foster dialogue, strengthen collaboration, and generate actionable outcomes for the advancement of the sector.
“This forum is not merely a ceremonial gathering; it is a strategic convergence point designed to foster dialogue, strengthen alignment, and catalyze actionable outcomes for the growth of the tourism sector,” he said.
He explained that the forum—the first of its kind at the national level—offers a unique opportunity to harmonize stakeholder efforts, identify critical gaps, and co-create sustainable strategies necessary for building a resilient tourism industry.
The NTDA boss highlighted Nigeria’s rich tourism potential, citing its diverse ecological landscapes, vibrant cultural heritage, and globally recognized creative industry as key assets that position the country as a prospective leading destination.
However, he emphasized that the success of tourism development hinges on a tripod of attractions, hospitality, and transportation, stressing the need for coordinated investments across these critical areas.
In his remarks, a traditional ruler, Oba Olufolarin Olukayode Ogunsanmi IV, underscored the importance of prioritizing tourism development in Nigeria, describing the sector as a potential alternative revenue source comparable to oil.
He noted that the stakeholders’ forum would yield meaningful impact if it resulted in the development of a comprehensive master plan and a clear blueprint for the tourism and hospitality industry.
The forum is expected to produce policy recommendations and strategic frameworks aimed at strengthening Nigeria’s tourism value chain and enhancing its competitiveness on the global stage.
However, the stakeholder engagement is the proposed launch of the “Naija Flavour Marketplace,” a platform designed to connect buyers, sellers, service providers, investors, and consumers across the tourism value chain.
The initiative will address labour fragmentation within the sector by improving visibility, access, and coordination for Micro, Small, and Medium Enterprises (MSMEs), which form the backbone of the industry.
It noted that the marketplace aligns with national priorities on job creation, particularly for youth and women, by creating scalable opportunities and promoting entrepreneurship through structured and digitized market access.
Meanwhile, NTDA disclosed plans for a flagship International Tourism City, aimed as a one-stop destination that will integrate culture, entertainment, hospitality, and commerce.
The proposed Tourism City.
The Tourism City will serve as a symbol of national identity and pride, offering an immersive experience that reflects Nigeria’s rich cultural diversity while attracting both domestic and international tourists.
The Authority added that the initiative is expected to drive a paradigm shift in the sector, positioning Nigeria as a vibrant tourism hub anchored on its unique “Naija flavour.”
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