NIHOTOUR, NBS Join Forces to Revolutionise Nigeria’s Tourism Data

In a landmark development, the National Institute for Hospitality and Tourism (NIHOTOUR) has forged a strategic partnership with the National Bureau of Statistics (NBS) to overhaul the methodology for data collection and analysis in Nigeria’s hospitality and tourism industry. 

Underpinned by a comprehensive Memorandum of Understanding (MoU), this alliance promises to bridge the critical gaps in data collection and methodology that have historically plagued the objectives of the country’s travel and tourism sector.

This collaboration ensures that resources are allocated more efficiently while providing informed, timely, and real-time data to drive decision-making, investment, and resource distribution across the tourism landscape. 

Travel and Tour World reports that the primary objective of the MoU is to design a robust and efficient system for gathering, analysing, and disseminating vital tourism statistics. For too long, key stakeholders have struggled to make informed decisions about the sector’s future because of the lack of reliable data. Consequently, this collaboration will facilitate the development and mining of “tourist intelligence,” laying the foundation for sustained sectoral growth.

The partnership is set to dissect key market segments, including hospitality, transport, events and recreation, and destination services. Furthermore, it will rigorously analyse trends in culinary tourism and the dynamics of the sector’s labour force. These efforts are designed to provide a clear understanding of Nigeria’s tourism ecosystem, enabling stakeholders to address lingering challenges and unlock the industry’s full growth potential.

Crucially, this research will empower Real Estate Investment Trusts (REITs) to test and utilise the outputs from NIHOTOUR and NBS, fostering collaboration that benefits critical players in travel and tourism. Policymakers will finally receive the data they need to regulate the industry effectively, determine infrastructure costs, and provide economic justification for tourism activities. 

Simultaneously, hospitality and tourism investors will gain access to metrics that help them determine and economically justify the investment potential within the sector. Industry operators, too, will receive granular data to refine their knowledge, optimise business strategies, and improve their pricing and value propositions.

With Nigeria’s upcoming holiday season fast approaching (a period typically characterised by increased levels of both national and international tourism), the research partners are set to commence their work immediately. 

By tracking data on visitor transportation, expenditures, and the movement of tourism employees, tourism operators and local authorities will be empowered to manage and redistribute their services and infrastructure more effectively during this peak period. This real-time data will also prove invaluable during the holiday season for monitoring the performance of individual segments, enabling the adaptation of strategies to respond to rapid market changes.

The ultimate goal of this data collection initiative is to drastically improve visitor service, which will, in turn, boost customer satisfaction, entice travellers to return, and increase overall tourist traffic. For major hubs like Abuja, Lagos, and Calabar, as well as the diverse array of other Nigerian destinations, this data will enable more precise, targeted marketing campaigns tailored to each location’s unique offerings.

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Beyond the macroeconomy, the tourism sector also actively engages and supports small-scale entrepreneurs while promoting the preservation of local community cultural heritage and diverse sites across the Nigerian landscape. Local entrepreneurs, small business operators, and the broader tourism sector will be able to curate exceptional experiences for their clients by developing new tourism activities based on improved data regarding visitor numbers and spending habits.

As the MoU progresses, the ultimate success of the partnership will depend on continued collaboration, adequate resourcing, and effective engagement with all stakeholders in the tour and travel sector. If successful, this initiative will positively contribute to Nigeria’s tourism competitiveness, ensuring new investments in a dynamic and resilient industry. 

The MoU’s impact will also be felt beyond Nigeria’s tourism sector. Nigeria is a continental giant. If the NIHOTOUR-NBS model succeeds, it creates a template for the African Continental Free Trade Area (AfCFTA). It pushes for a standardised system of measurement across borders.

Furthermore, better data helps in planning multi-country tour packages. If Nigeria and the Republic of Benin share compatible data systems, they can track cross-border movement and create joint visa products.

Per hospitality, global hotel chains (Marriott, Hilton, and Accor) rely on data. A transparent data pipeline from Nigeria signals to the world that Africa is ready for high-level, institutional investment, reducing the “risk premium” often associated with African investments.

Hungry for more insights on Nigeria’s tourism revolution? Click here to read our latest analysis on Tourism Sector Growth and stay ahead of the curve!

 

FAQs

1. What is the primary goal of the NIHOTOUR and NBS partnership?

The primary goal is to establish a scientifically robust system for collecting, analysing, and distributing data within Nigeria’s hospitality and tourism sectors, replacing guesswork with “tourism intelligence.”

2. How will this partnership benefit local business owners?

Small business owners will have access to data on visitor spending habits and peak travel times, allowing them to manage stock, staff, and pricing better and maximise profits during busy seasons.

3. Why is data collection important for the “Festive Season”?

The festive season is Nigeria’s peak travel period. Real-time data allows authorities to manage traffic flows and security, while businesses can predict demand, ensuring visitors have a smooth experience that encourages them to return.

4. How does this initiative support economic diversification?

By providing concrete data on the tourism sector’s performance, the government can justify investing in tourism infrastructure. This grows the industry into a significant revenue generator, reducing the country’s over-reliance on crude oil exports.

5. Can other African countries join this initiative?

While this specific MoU is between Nigerian agencies, the framework serves as a scalable model. The success of this project is intended to provide a blueprint for other African nations to replicate to modernise their tourism data systems.