Tourism Expert Criticises Nigeria’s Inadequate National Branding Efforts

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A tour operator and curator, Tamnawari Brown has expressed concern over Nigeria’s lack of a clear national branding strategy, warning that without one, the country’s rich cultural and natural assets risk being overlooked in global tourism.

Brown raised the concerns on August 11 during an interview with the News Agency of Nigeria (NAN) in Lagos. 

Brown, who is also the Chief Executive Officer of Anufly Exotopia Travels and Tours, said Nigeria’s tourism potential remained vastly untapped because of poor branding and a lack of adequate government focus.

During a recent trip to the Republic of Benin, the tour operator expressed shock at the country’s success in attracting tourists, especially given its limited natural resources compared to Nigeria. She attributed this success to Benin’s strategic branding and site development.

She highlighted her visits to several key destinations, including the Python Temple, the Sacred Forest, a village on the water, and the Door of No Return. She noted that Benin has effectively used these sites to build a strong tourism industry.

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“When we look at the tourism revenue, I feel that the government of Benin has added their fair share and experienced a return on investment.

“Look at the route to the Gate of No Return; some tourists who came along with us said they couldn’t recognise their path from the last time they visited.

“The government has looked into it, there have been improvements, and value has been added to the community.

She asserted that Nigerian tourism remains unexplored.

She decried the lack of visible national branding for Nigerian tourism despite its rich cultural landscape and vibrant festivals.

Citing examples, including her participation in a 12-kilometre dance stretch in Calabar, Brown noted that tourists are not only seeking places but also chasing once-in-a-lifetime moments.

“The tangible value they get is the experience—the moment—because, I must tell you, money can’t buy that experience.

“When I’m fifty-something years old, I might not have the capacity, the ability, to make that journey again,” she said.

She expressed her apprehension that time was dwindling, with numerous heritage sites at risk of disappearing due to neglect or inadequate maintenance.

Brown urged the Nigerian tourism authorities to take immediate action to revitalise the country’s tourism narrative.

She further urged the agencies to invest in site renovation and amplify the emotional value of local experiences to attract both domestic and international tourists.

 

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Frequently Asked Questions (FAQs) and Answers

Who is the expert featured in the article?

The expert is Tamnawari Brown, a tour operator and CEO of Anufly Exotopia Travels and Tours.

What is the central problem she identifies with Nigerian tourism?

She believes the central problem is the absence of a clear, visible national branding strategy, which prevents Nigeria from effectively marketing its tourist attractions.

How does she illustrate her point?

She uses the example of the Republic of Benin, which, despite having fewer natural assets, has successfully branded its sites and attracted tourists. She also references her own experience at a Calabar festival to show the value of unique cultural moments.

What does she mean by calling Nigeria’s tourism a “goldmine”?

She sees Nigeria as having an abundance of untapped potential in its rich culture, history, and natural beauty that could generate significant revenue and create jobs if properly developed and marketed.

What immediate actions does she recommend?

She recommends that tourism authorities immediately rebrand the country’s tourism narrative, invest in renovating sites, and highlight the unique emotional experiences available to tourists.