Nigeria has begun a fresh push to harness its vast tourism potential and the resources of its global diaspora as part of a broader strategy to reshape the country’s international image, attract investment and create jobs.
The initiative emerged from a strategic partnership between the Nigerians in Diaspora Commission (NiDCOM) and the Nigerian Tourism Development Authority (NTDA), with both agencies agreeing to work together to rebrand the nation’s tourism assets and position the sector as a major instrument of economic development and cultural diplomacy.
The partnership was unveiled in Abuja on Wednesday during a strategic meeting between the Chairman/Chief Executive Officer of NiDCOM, Hon. Abike Dabiri-Erewa, and the Director-General of the NTDA, Dr. Olayiwola Awakan.
The meeting came against the backdrop of growing concerns over Nigeria’s failure to fully convert its vast cultural, historical and natural attractions into sustainable economic opportunities, despite the country’s enormous tourism potential.
Dabiri-Erewa said the country could no longer afford to allow its tourism assets and national story to be defined largely by outsiders or negative international narratives.
She said Nigeria must take ownership of its story, rebrand its tourism destinations and deliberately project the country’s positive identity to the world.
According to her, the collaboration between NiDCOM and the NTDA would strengthen the link between Nigeria’s tourism industry and the millions of Nigerians and people of Nigerian descent living across the world.
She said the diaspora represented not only a source of remittances but also a vast reservoir of investment capital, professional expertise, global networks and cultural influence that could be deployed to transform the nation’s tourism sector.
Dabiri-Erewa emphasised the need to develop and promote tourism assets across the 36 states and the Federal Capital Territory, arguing that a coordinated approach would encourage domestic tourism while creating opportunities for international visitors.
She drew particular attention to the historic Badagry Door of Return Festival, which reconnects members of the African diaspora with the homeland of their ancestors and the painful history of the transatlantic slave trade.
The NiDCOM chief described the experience as one that carries deep spiritual, emotional, psychological, economic and historical significance.
“It is a spiritual, emotional, psychological, economic and historical experience. It cuts deep into their psyche as many shed tears as they pass through the slave routes,” she said.
For her, the emotional power of such historical sites represents an enormous opportunity for Nigeria to use tourism not only to generate revenue but also to promote healing, cultural reconnection and a deeper relationship with the global African community.
She urged the NTDA to sustain strategic partnerships with relevant government institutions, private-sector operators and diaspora communities, stressing that Nigerians must become the principal narrators of the Nigerian story.
“We must take ownership of our national narrative,” she said in substance, insisting that the country’s international image could not be transformed without a deliberate effort by Nigerians themselves to tell their own stories.
The NTDA Director-General, Awakan, said the agency was committed to repositioning Nigeria’s tourism assets and making them competitive with destinations around the world.
He said Nigeria possessed abundant cultural, historical and natural attractions but needed a comprehensive strategy to upgrade the assets, improve visitor experience and create an efficient tourism ecosystem.
Among the priorities, he identified the development of a professional tour guide system, improved standards for tour guides, the upgrading and beautification of tourism assets, tourism expos, increased private-sector participation, professionally designed tour packages and the development of tourism bureaus.
Awakan said the success of the sector would depend on stronger collaboration among government agencies, the private sector, local communities and Nigerians in the diaspora.
He also linked the development of tourism to wider national challenges, saying a vibrant tourism industry could create jobs, stimulate local economies, attract investment and help reduce social tensions by expanding economic opportunities.
