Elizabeth Agboola Calls for Strategic Focus on Nigeria’s Lucrative Tourism Export

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Chief Executive Officer of NTT Global Destinations, Elizabeth Agboola, on July 7, highlights tourism as Nigeria’s most undervalued non-oil export. She cautions that without incorporating this sector into the national export strategy, the country stands to lose billions in foreign exchange revenue.

In an exclusive interview with Vanguard, Agboola argued that tourism must be viewed not as a recreational luxury but as a vital export commodity with the potential to boost GDP, create jobs, and enhance Nigeria’s global image.

“Tourism is an export. When foreign visitors spend money on flights, hotels, local cuisine, fashion, festivals, and cultural experiences, they are injecting foreign currency into our economy,” she said. “But in Nigeria, tourism is still seen as decoration. That’s dangerous.”

Agboola pointed to global examples such as Ghana’s “Year of Return,” which generated $3.3 billion, Rwanda’s gorilla trekking industry, and the UAE’s tourism economy as models of what Nigeria could achieve with a focused strategy.

She attributed Nigeria’s failure to integrate tourism into its non-oil export agenda to a fundamental misunderstanding of the sector within policy and banking circles.

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“Tourism doesn’t fit neatly into traditional export boxes like crude or cocoa. It is cross-sectoral, influencing transport, hospitality, food, entertainment, and tech. What’s missing is a mindset shift,” she said.

Agboola’s company has spearheaded several tourism innovations, including the first direct flight between Nigeria and Jamaica and halal travel programs connecting Nigeria with destinations like Jordan and the Maldives. She said her firm is actively exporting tourism through cultural diplomacy and diaspora engagement.

“We’ve hosted investment-linked travel, diaspora heritage tours, and cross-border cultural events. These are not just tours, they’re trade opportunities,” she said.

She urged organisers of non-oil export summits and economic dialogues to include tourism leaders in key discussions.

“Tourism deserves a seat at the table, in panels, in strategy documents, and financing plans. We have data and working models that can make Nigeria a tourism powerhouse,” she said.

Agboola highlighted Nigeria’s unique appeal, with its diverse landscapes, from beaches and mountains to deserts and rainforests, and a rich cultural tapestry of over 370 ethnic groups across 36 states. However, she warned that these vast assets remain vastly underutilised.

“Until we intentionally package and showcase what we have, we will not attract the kind of strategic investment and global partnerships needed to scale,” she said.

Agboola called for comprehensive tourism reforms, including visa facilitation, destination branding, diaspora tourism promotion, and the integration of creative industries to unlock the sector’s full value.

“The world is hungry for Africa, and Nigeria has the stories, the rhythm, and the market to lead. But without strategy, tourism will remain a missed opportunity,” she concluded.

Elizabeth Agboola is the founder and CEO of NTT Global Destinations, a tourism development and cultural diplomacy company bridging Africa to global markets. She is also the author of Wings, Roots & Branches and a key voice in the halal and diaspora tourism space.

 

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Frequently Asked Questions & Answers (FAQ)

What is Elizabeth Agboola’s main point about tourism in Nigeria?

Elizabeth Agboola’s core argument is that tourism should be treated as a serious non-oil export commodity, not just a recreational activity. She believes it is Nigeria’s most overlooked export, with the potential to generate billions in foreign exchange, boost GDP, create employment, and improve the country’s global image.

Why is tourism considered an “export” in this context?

According to Agboola, tourism functions as an export because when foreign visitors spend money on local goods and services—such as flights, hotels, cuisine, festivals, and fashion—they are injecting foreign currency directly into Nigeria’s economy, similar to how selling a physical product abroad brings in foreign money.

What is holding back Nigeria’s tourism sector, according to the article?

The primary challenge is a “mindset shift.” Agboola points to a lack of understanding within policy and banking circles that prevents tourism from being integrated into the national non-oil export agenda. Because it is a cross-sectoral industry, it doesn’t fit into traditional export categories like cocoa or crude oil.

What specific solutions does Elizabeth Agboola recommend?

• She calls for comprehensive reforms, including:
• Visa facilitation is to make it easier for tourists to visit.
• Strategic destination branding to showcase Nigeria’s assets.
• Promotion of diaspora tourism to engage Nigerians living abroad.
• Giving tourism leaders a “seat at the table” in economic planning and financing discussions.

Who is Elizabeth Agboola?

Elizabeth Agboola is the founder and CEO of NTT Global Destinations, a company specialising in tourism development and cultural diplomacy. She is a prominent voice in the tourism sector, known for pioneering initiatives like the first direct flight between Nigeria and Jamaica and developing halal and diaspora travel programmes.