Nigeria made a remarkable comeback to the prestigious World Travel Market (WTM) in London this year after a ten-year hiatus, showcasing its vibrant culture, growing tourism potential, and thriving travel industry. The delegation, led by former Minister for Tourism, Mrs. Lola Ade-John, and the Lagos State Commissioner for Tourism, Arts, and Culture, Mrs. Toke Benson-Awoyinka, displayed a strong national commitment to reassert Nigeria’s presence on the global tourism stage. This landmark participation underscores the nation’s renewed drive to become a leading destination for African and international tourists.
A Unified Front Led by Key Players in Nigerian Tourism
Lagos Tourism Commissioner with a guest at the World Travel Market (WTM) event
Supported by Nigeria’s foremost tourism associations and agencies, the Nigerian delegation highlighted the country’s expansive travel and tourism offerings at the WTM, which ran from November 4 to 6. Alongside Ade-John and Benson-Awoyinka, prominent participants included representatives from the National Association of Nigeria Travel Agencies (NANTA) and the Nigeria Association of Tour Operators (NATOP). Their presence symbolised a significant collaborative effort within the industry, uniting stakeholders around a shared vision of strengthening Nigeria’s tourism economy.
Ibom Air and Air Peace, two of Nigeria’s leading airlines, played crucial roles in emphasising Nigeria’s growing aviation sector. As official carriers, both airlines demonstrated their commitment to fostering convenient, affordable, and accessible travel options, especially for tourists exploring Nigeria’s renowned destinations. Accompanied by significant travel platforms like Wakanow, the Nigerian contingent was further bolstered by the Federation of Tourism Associations of Nigeria (FTAN), the Federal Ministry of Tourism, and the Ministry of Art, Culture, and the Creative Economy (FMACCE). Together, these entities presented a cohesive image of Nigeria’s tourism industry, emphasising the country’s cultural richness, natural beauty, and emerging potential for eco-tourism and business travel.
Reigniting Nigeria’s Tourism Appeal
Attendees at the World Travel Market (WTO) event.
As part of its mission to reignite international interest in Nigerian tourism, the delegation introduced initiatives to promote the country’s unique attractions, from the scenic coasts of Lagos to the cultural heritage sites across different states. Both Ade-John and Benson-Awoyinka underscored Nigeria’s diversity and the country’s unmatched experiences, setting the stage for robust promotional campaigns aimed at global audiences. Ade-John emphasised the importance of this reappearance, remarking, “This is not only a re-entry but a reinvention of how we present Nigeria to the world.”
This renewed enthusiasm is part of a broader strategic vision laid out by the Federal Ministry of Tourism and the FMACCE. Officials emphasised the importance of sustainable tourism, which highlights Nigeria’s natural, historical, and cultural assets while preserving the environment and supporting local communities.
Investment Prospects and Global Collaborations
Former Mrs Lola Ade-John, with Air Ibom rep, and NATOP & NANTA members.
The World Travel Market provided a platform for Nigeria to invite global investors to explore opportunities in the nation’s growing tourism industry. In her address, Benson-Awoyinka pointed out that Lagos alone offers fertile ground for investment in hospitality, arts, and eco-tourism. “Lagos is more than just a city; it’s a thriving ecosystem of culture, arts, and business,” she said. The Lagos State Commissioner used the event to promote the city’s vibrant cultural festivals, modern infrastructure, and year-round tourism calendar.
Representatives from Ibom Air and Air Peace also played crucial roles in discussions with potential investors and partners, emphasising Nigeria’s need for stronger aviation links with other countries. Their presentations focused on the vital role of regional connectivity in boosting tourism and making Nigeria more accessible to tourists from within Africa and beyond.
The Nigerian Pavilion: A Showcase of Culture and Innovation
Attendees at the World Travel Market (WTM) event in London.
The Nigerian pavilion at the WTM was a vibrant testament to the nation’s artistic and cultural heritage. Featuring live performances, local artisans, and culinary displays, the pavilion attracted a steady stream of visitors. NANTA and NATOP coordinated with Nigerian artisans and tourism entrepreneurs, offering attendees an immersive experience of Nigeria’s diverse cultural wealth. From traditional music to colourful crafts, the pavilion celebrated Nigeria’s legacy as a nation of creativity and resilience.
The Federation of Tourism Associations of Nigeria (FTAN) used this opportunity to network with counterparts from other countries, creating pathways for future collaborations that could allow Nigerian tour operators and local businesses to reach an international audience.
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Moving Forward: A Promising Future for Nigerian Tourism
Attendees at the World Travel Market (WTM) event.
Nigeria’s participation at the WTM marks a milestone in its journey to rejuvenate its tourism industry. Ten years in the making, this return has breathed new life into the nation’s tourism ambitions. The WTM delegation set clear objectives for promoting Nigeria’s global tourism assets, expanding partnerships, and boosting visitor numbers. With the backing of key industry players and government support, Nigeria’s tourism sector is positioned for a renaissance with a renewed focus on showcasing the country’s unique blend of tradition, innovation, and natural beauty.
As the Nigerian delegation wraps up its engagements at the WTM, the impact of this event will continue to resonate, setting the tone for what could be a transformative era in Nigerian tourism. The collective efforts of Nigerian stakeholders—government agencies, airlines, travel agencies, and tour operators—underline a shared commitment to elevating Nigeria as a must-visit destination in Africa and beyond.