Nigeria’s Tourism Paradox: Stunning Sites, Stalled Growth on World Tourism Day

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As Nigeria joins the global celebration of World Tourism Day 2025, themed “Tourism and Sustainable Transformation,” the country’s vast tourism potential stands at a critical juncture. With over 1,091 tourist sites across its 36 states and the Federal Capital Territory, employing approximately 1.9 million people, tourism is a powerful engine for economic diversification, job creation, and cultural preservation. 

Yet, systemic challenges such as inadequate infrastructure, inconsistent policies, and insecurity continue to undermine the sector’s growth. This article explores Nigeria’s untapped tourism treasures, the barriers to their development, and the urgent need for sustainable strategies to unlock their full potential.

Nigeria’s tourism landscape is rich and diverse, boasting a wealth of natural wonders, vibrant cultural festivals, and historic landmarks. Among these is Iyake Lake, a rare suspended lake atop Oke Ado Mountain in Ado-Awaye, Oyo State, one of only two such lakes globally, alongside Colorado’s Hanging Lake. Despite its potential as a revenue generator, the lake suffers from neglect, with crumbling infrastructure, such as the community-built staircases that once aided visitors. Local leader Pa Nasiru Oladokun laments the lack of government support since the early 2000s, noting that proper investment could economically empower the community.

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Similarly, the Argungu Fishing Festival in Kebbi State, once a global draw attracting over 500,000 visitors annually, earned UNESCO Intangible Cultural Heritage status in 2016. However, insecurity led to a decade-long suspension, with the last edition held in 2020. Recent government efforts to revive it signal hope, but the festival’s revival hinges on addressing security concerns.

Other iconic sites, such as Idanre Hills in Ondo State, Yankari Game Reserve in Bauchi, and the Osun Osogbo Sacred Grove in Osun State, face similar challenges. Idanre Hills, once a vibrant attraction, is now described as an “eyesore” due to degraded facilities and poor management. Yankari, one of Africa’s premier game reserves, has seen its potential diminish due to insecurity and neglect. In Osun State, the Erin-Ijesha Waterfalls and other sites, such as the Osun Groove, suffer from poor maintenance, hazardous access paths, and inadequate marketing, leaving visitors like Prince Isaac Fayose dismayed at the state of disrepair.

 

Systemic Challenges Hindering Progress

Nigeria’s tourism sector is plagued by systemic issues that prevent it from reaching its full potential. Many tourist sites lack basic amenities, including access roads, electricity, water, sanitation, and visitor facilities. For instance, the Ibadan-Ife-Ede road, a key route to Erin-Ijesha, is in disrepair, deterring visitors from visiting.

Safety concerns, including insurgency and banditry, discourage both domestic and international tourists. This has notably affected sites like Yankari Game Reserve and the Argungu Festival. Weak regulatory frameworks, insufficient funding, and a lack of professional involvement in tourism policy formulation have stalled progress. Professor Polycarp Igbojekwe highlights “cachistocracy”, a system where unqualified individuals lead tourism agencies, as a significant barrier.

Heritage buildings and relics, such as those in Lagos, are deteriorating due to poor maintenance and weak enforcement of protective laws. Urban expansion further threatens historic sites, as unplanned construction erodes both natural and cultural landscapes. Unlike Kenya, which leverages innovative booking platforms and digital marketing to boost tourism, Nigeria’s sites are poorly promoted. For example, the Yankari Game Reserve’s website lacks the engaging content seen in South Africa’s Kruger National Park.

These challenges result in significant economic losses, with experts estimating that Nigeria forfeits hundreds of millions of dollars annually due to underutilised tourism assets.

 

The Path to Sustainable Transformation

To harness tourism for sustainable development, Nigeria must adopt deliberate, inclusive strategies. Building eco-friendly facilities, improving access roads, and ensuring reliable utilities are critical. Community-based projects, such as those suggested by Professor Bola Adeleke, can ensure that economic benefits reach grassroots levels.

Institutionalising community policing and decentralising security measures can address localised threats, making tourist sites safer. Involving tourism experts in policy formulation and implementation, as Igbojekwe advocates, can strengthen governance. Stable regulatory frameworks and consistent funding are essential.

Engaging local communities in planning and managing tourism sites promotes sustainability and ensures that economic benefits remain local. The 1990 National Tourism Policy’s emphasis on the roles of local councils remains relevant. Leveraging technology, as demonstrated by the Nigerian Tourism Development Authority’s (NTDA) recent digital outreach, can enhance visibility. Stakeholders should emulate Kenya’s success by utilising innovative booking platforms and implementing targeted promotions.

Private Sector Engagement: Encouraging private investment, as exemplified by Olumo Rock in Ogun State, can enhance site management and visitor experiences. However, more robust partnerships are needed for UNESCO sites like Osun Osogbo.

 

Nigeria’s UNESCO Potential and Global Context

Nigeria currently has two UNESCO World Heritage Sites, the Sukur Cultural Landscape and the Osun Osogbo Sacred Grove, but risks losing their status due to poor maintenance. With 65 additional monuments identified as UNESCO-worthy, strategic investments could elevate Nigeria’s global tourism profile. In contrast, Kenya’s 2024 tourism earnings of KShs. A $ 452.20 billion investment, driven by strategic interventions, highlights the rewards of intentional tourism policies. Nigeria must bridge the gap between its potential and its current reality to compete globally.

Experts like Professor Funmilola Ajani emphasise the need for stronger policy frameworks and better marketing to capitalise on UNESCO’s support. Mrs Alice Akinsola of the NTDA emphasises efforts to reshape Nigeria’s narrative through stakeholder engagement and digital platforms, although she acknowledges the challenge of convincing Nigerians to visit local sites. These voices collectively call for a unified approach to transform Nigeria’s tourism sector.

Nigeria’s tourism sector holds immense promise as a catalyst for economic diversification and cultural preservation. From the serene Iyake Lake to the vibrant Argungu Festival, the country’s attractions are world-class but severely underutilised. By addressing infrastructure deficits, enhancing security, reforming policies, and empowering communities, Nigeria can unlock its tourism potential. As World Tourism Day 2025 highlights the need for sustainable transformation, Nigeria has a unique opportunity to redefine its tourism narrative and position itself as a leading global destination.

 

Frequently Asked Questions (FAQs) And Answers

What are some of Nigeria’s key tourist attractions mentioned in the article?

Nigeria boasts a diverse array of attractions, including Iyake Lake in Oyo State, the Argungu Fishing Festival in Kebbi State, the Idanre Hills in Ondo State, the Yankari Game Reserve in Bauchi State, the Erin-Ijesha Waterfalls, and the Osun Osogbo Sacred Grove in Osun State.

Why has Nigeria’s tourism sector not reached its full potential?

The sector faces challenges like inadequate infrastructure, insecurity, poor governance, inconsistent policies, and limited marketing. These issues deter visitors and lead to economic losses.

How can Nigeria improve its tourism sector?

Nigeria can invest in eco-friendly infrastructure, enhance security through community policing, involve experts in policy-making, empower local communities, and leverage digital marketing to promote its sites effectively.

What is the significance of Nigeria’s UNESCO World Heritage Sites?

Nigeria has two UNESCO sites, the Sukur Cultural Landscape and the Osun Osogbo Sacred Grove, which enhance global visibility and conservation efforts. However, poor maintenance risks their status.

How does Nigeria’s tourism performance compare to other African countries?

In 2024, Africa welcomed 74 million tourists, with Kenya seeing a 14.6% increase in arrivals and earning KShs. 452.20 billion. Nigeria lags due to underutilization, despite its vast potential.

What role can the private sector play in Nigeria’s tourism development?

The private sector can manage sites, improve infrastructure, and enhance marketing, as seen with Olumo Rock. Stronger partnerships are needed to boost UNESCO sites and visitor experiences.