NTDA Pushes Community-Based Tourism as Nigeria’s Next Big Economic Engine

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In the quest for Nigeria’s next great economic engine, all eyes are turning away from the oil fields and towards an asset just as prosperous and far more sustainable: its people. In a nation vibrant with over 250 ethnic groups, each boasting unique traditions, arts, festivals, and landscapes, the true treasure has always been its culture. Figuring out how to harness this potential has been the challenge.

Now, the Nigerian Tourism Development Authority (NTDA) believes it has the answer.

On November 13, the agency’s Director-General, Mr. Olayiwola Awakan, delivered a message that could signal a profound shift in the nation’s development philosophy. Speaking to journalists in Abuja, he made a robust case for the widespread adoption of Community-Based Tourism (CBT), a model he insists is “crucial to unlocking the vast economic potential” of the sector.

This isn’t just another government buzzword. It’s a call for a bottom-up revolution in how Nigeria presents itself to the world, a shift from top-down resorts to grassroots experiences, where the profits and prestige stay right where they belong: with the communities themselves.

What is Community-Based Tourism, and Why Now?

For decades, tourism in many developing nations has followed a predictable, often exploitative path. Foreign-owned conglomerates build all-inclusive resorts and fly in tourists, and the vast majority of the revenue, a phenomenon known as “economic leakage”, flies right back out. While the local community may receive a few low-wage jobs, they often feel disconnected from the industry that uses their homeland as a backdrop.

 

Community-Based Tourism Flips This Script Entirely

Mr. Awakan described it as a sustainable model that “places local communities at the heart of tourism planning, management, and ownership.”

In this model, the community doesn’t just serve the tourists; it hosts them. Think of a tourist paying to stay in a village homestay rather than a hotel chain, hiring a local guide who grew up in the forest rather than one dispatched from the capital, or buying intricate crafts directly from the artisan who made them.

The impact, as the NTDA DG highlighted, is transformative. “Adopting a community-based approach in the nation’s tourism ecosystem will empower locals to participate in decision-making, bringing interesting experiences for tourists, which will make destinations more attractive,” he stated.

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When a community “owns” its tourism product, the benefits are immediate and tangible. The income generated is retained locally, funding schools, building health clinics, and creating dignified jobs. It encourages a strong sense of identity and, crucially, provides a direct economic incentive to protect the very assets tourists come to see.

“Beyond economic benefits,” Mr. Awakan added, “CBT provides strong incentives for communities to safeguard their traditions and natural environments, ensuring the preservation and promotion of Nigeria’s rich cultural heritage.”

The timing for this push is critical. With President Bola Tinubu’s administration actively seeking to diversify the economy, a new, standalone Ministry of Tourism has been created, signalling a clear intent. The President, Mr. Awakan, noted, “views tourism as a vital alternative to oil.” In an economy grappling with high youth unemployment and fluctuating oil prices, a sustainable, job-creating sector like tourism is no longer a luxury; it’s a necessity.

 

The Proof: Nigeria’s Living Case Studies

Mr. Awakan was quick to point out that this isn’t a foreign concept. Nigeria is already home to some of the world’s most spectacular examples of community-led tourism, masquerading as festivals.

“Look at the Ojude Oba Festival,” he urged. “It has been sustained as a major tourist event because of the involvement of the community.”

He’s right. Every year in Ijebu-Ode, the Ojude Oba is a breathtaking explosion of colour, horsemanship, and pageantry, where different age-grade groups (regbe-regbe) pay homage to the Awujale, their traditional ruler. This event, which a distant corporation does not fund, is planned and executed by the community itself. The regbe-regbe spend fortunes on their matching aso-ebi (uniforms) and equestrian displays, driven by pride and a deep sense of cultural duty. The result? The result is a massive influx of visitors and a thriving local economy.

He also cited the Osun-Osogbo Festival, a UNESCO World Heritage event. This two-week spiritual celebration is not a show put on for tourists; it is a profound religious and cultural obligation carried out by the community, the priests, and the Ataoja (the traditional ruler). The “tourist” is a privileged spectator. A fence protects the sacred grove, and the community believes its preservation is integral to their identity and prosperity.

The same is true for the Argungu Fishing Festival, a colossal spectacle where thousands of fishermen plunge into a river in unison. This, too, is a deeply communal event.

The DG’s point is clear: these globally recognised events “are thriving because of community involvement.” They are successful precisely because they are authentic. “They look forward to it, they plan for it, and they put in their money as an annual event that should be held in their community,” he added.

 

The Blueprint: From Festivals to a National Framework

The challenge now is to expand this model beyond major festivals into a year-round, nationwide strategy. How does a small village with a beautiful waterfall, a unique weaving tradition, or a sacred forest replicate this success?

This, Mr. Awakan says, requires “robust synergy among stakeholders,” particularly public-private partnerships (PPPs).

This is where international models offer a guide. In Namibia, for example, the “Communal Conservancy” programme has been a stunning success. The government gave communities the rights to manage and profit from wildlife tourism on their ancestral lands. As a result, poaching plummeted because the community suddenly had a direct economic stake in protecting the elephants and rhinos, and millions of dollars flowed into local schools and clinics.

 

Hurdles on the Path to Prosperity

The vision is compelling, but the road is not without significant obstacles. Real challenges have stalled Nigeria’s tourism potential for decades.

Security: The issue is the elephant in the room. Insecurity in parts of the country makes travel difficult and deters international tourists. However, proponents of CBT contend that it can play a role in addressing the issue. When a community earns its livelihood from tourism, it has the most substantial possible incentive to police its area and ensure the safety of its guests.

Infrastructure: Many of Nigeria’s potential CBT “gems” are located in rural areas with poor roads, erratic power, and limited internet access. A coordinated infrastructure plan is non-negotiable.

Training and Standards: Authenticity is key, but so is basic quality. Communities need capacity building in hospitality, hygiene, management, and digital marketing to meet global standards without losing their unique character.

Mr. Awakan’s call is an acknowledgement of these challenges, positioning CBT not as a magic wand, but as a foundational strategy. By empowering locals to be the guardians and beneficiaries of their own heritage, you create a tourism product that is not only “more attractive,” as he says, but also more resilient and more real.

The DG concluded that if given adequate attention, tourism, “supported by inter-agency collaboration,” could serve as a powerful engine for Nigeria’s economic diversification.

Ultimately, the NTDA’s new focus is a bet on Nigeria’s most excellent and reliable resource. It’s a bet that the hospitality of a village elder, the skill of a local weaver, the stories of a community guide, and the vibrant energy of a local festival are more valuable and more enduring than a barrel of oil. This plan aims to construct an economy from its foundations.

Get the latest on Nigeria’s tourism trends, destinations & developments — explore Tourism News with Rex Clarke Adventures.

 

Frequently Asked Questions (FAQs) And Answers

What exactly is Community-Based Tourism (CBT)? 

Community-Based Tourism (CBT) is a model of tourism where the local community has full or significant ownership and control over the tourism experiences offered in their area. This includes planning, management, and operations. The primary goal is to ensure that the economic benefits (income, jobs) are retained locally and that the tourism activities are socially and environmentally sustainable, preserving local culture and nature.

Why is the NTDA (Nigerian Tourism Development Authority) promoting CBT now? 

The NTDA, under the direction of DG Olayiwola Awakan, is promoting CBT as a key strategy for Nigeria’s economic diversification. With the current administration’s focus on finding viable alternatives to oil, CBT is considered a sustainable model that can unlock the economic potential of Nigeria’s rich cultural and natural heritage, create jobs at the grassroots level, and reduce rural poverty.

What are successful examples of community-based tourism in Nigeria? 

• The NTDA DG points to Nigeria’s major cultural festivals as prime examples of community-led success. These include:
• The Ojude Oba Festival: A massive event in Ijebu-Ode, funded and organised by community age-grade groups (regbe-regbe) in homage to their traditional ruler.
• The Osun-Osogbo Festival: A UNESCO World Heritage spiritual event managed and preserved by the local community, priests, and the Ataoja of Osogbo.
• The Argungu Fishing Festival: A world-renowned event that relies entirely on the collective participation and organisation of the local fishing community.

How does community-based tourism benefit local communities? CBT provides direct and diverse benefits:

• Economic: Creates jobs (guides, hospitality, craft-making) and generates income that stays within the community.
• Empowerment: Gives locals, including women and youth, a voice in decision-making and business ownership.
• Cultural Preservation: Creates a strong economic incentive for communities to protect and celebrate their unique traditions, crafts, and heritage.
• Environmental: Provides a reason to conserve natural environments (like forests or rivers) as they become valuable tourism assets.

What are the main challenges to implementing CBT across Nigeria? 

While the potential is vast, several challenges exist:

• Security: Concerns about safety in some regions can deter tourists.
• Infrastructure: Many rural areas lack the basic infrastructure, including roads, electricity, and internet connectivity, needed to support tourism.
• Training: Communities require training in hospitality, business management, marketing, and hygiene to meet the expectations of tourists.
• Policy & Investment: To assist communities in developing their tourism products, a clear, consistent government policy and investment (both public and private) are essential.