Business

 According to a 2017 tourism report by the World Economic Forum, travel and tourism (T&T) currently contributes about 2 per cent to Nigeria's GDP compared to other African countries such as Seychelles, Cape Verde and Mauritius where the T&T industry has been better harnessed, contributing 20 per cent, 17 per cent and 12 per cent respectively to GDP. Although, Nigeria recorded a total of 1.3 million international tourist arrivals in 2016, these three countries collectively attracted about two million international tourist arrivals. According to the T&T competitiveness report by the World Economic Forum in 2017, Nigeria ranks a low 129th out of the 136 African countries compared to Ghana and South Africa which rank 120th and 53rd respectively. Factors for this low ranking include low prioritization of the tourism industry by the government, poor infrastructural facilities and insecurity challenges. All these have resulted in an inertia towards tourism in the country, reflected in an increase in outbound travels to destinations like Ghana and South Africa - and resulting in loss of revenue. The development of tourism in Nigeria can not be achieved without the collective efforts and investment commitment of a Public-Private partnership, with major efforts from local communities and state governments. Tourist sites such as the Mambilla Plateau in Taraba, Obudu Mountain Resort in Cross Rivers, Yankari Games Reserves in Bauchi among others could be developed to world standards. The tourist market is global but states could create niches targeting tourists who have diverse and special interests. For instance, Taraba State and the Obudu area of Cross River which have scenic mountainous attractions could create a tourist niche around mountain hiking. While Bauchi State could easily restore wildlife to Yankari to attract Safari revellers. There should also be a consolidation on successes recorded in flagship tourist events like the month-long Calabar Carnival which now attracts up to 50,000 visitors annually. This can be further achieved by training professionals such as tour guides, hotel and resort managers, caterers, taxi drivers, security personnel, amongst others.

 Insecurity and regular travel warnings by western countries have created global negative press around Nigeria leading to poor perception amongst foreign tourists. The government needs to allay the fears of prospective tourists by developing a strong political will to address these concerns rather than denying and then abdicating responsibility. We believe that sub nationals have a greater burden of responsibility to build viable structures for tourism. Despite Nigeria's unwieldy revenue sharing framework, tourism has the potentials to generate revenues that could benefit the states materially. For instance, the jobs created from tourism will lead to an increase in PAYE tax revenues, greater spending and consumption by a larger workforce and increase in VAT revenues from tourists. States can pursue simple initiatives like creating an information infrastructure that is easily accessible and user friendly like ubiquitous websites that give a detailed guide of all tourist attractions and relevant information on transportation and dining in their domains. 

The way forward The multiplier effects of a vibrant tourism industry include an increase in hotel bookings, air and road travels, restaurants, increased gate takings at tourist attraction sites, and retail trade alongside the investments and employment opportunities that will be created. Thus, the value chain which includes the hotels, transportation system, technological support, community participation and tour guide operators create a great synergy to drive the growth of the tourism industry. The evolution of the internet has impacted tourism globally. The impact of internet platforms such as TripAdvisor (an online repository containing reviews of travel related contents) cannot be overemphasized. A negative review about a country including its tourist sites, hotels or restaurants could deter prospective tourists from visiting a country. Thus, a positive review on an online platform could be more effective than a million dollar advert on TV. Nigeria needs to have a fully functional website similar to UAE's tourist information website which provides information to tourists on planning itineraries, visa requirements, applications and upcoming events among others2. Nigeria was recently accorded the right to host the United Nations World Tourism Organisation (UNWTO) Conference in 2018. This endorsement indicates a vote of confidence on the nation's environment for business and tourism purposes. Some investors from the United Arab Emirates (UAE) have also recently indicated interest in the tourism industry in Nigeria. This is a positive development considering that these investors will not only bring capital but also the much needed expertise and tourism acumen akin to the Dubai model. The capability of the tourism industry in Nigeria to generate sustainable revenues that will rival current earnings from crude oil cannot be overemphasized. This can only be achieved by a synergy of all levels of government in creating an enabling environment for tourism to thrive and attract domestic and foreign nationals. This will include improving infrastructural facilities and creating a favourable business environment in Nigeria that will attract local and foreign investors to participate in this industry. UNESCO has approved two sites in NigeriaOsun-Osogbo Sacred Grove in Osun state and Sukur Cultural landscape in Adamawa state, while 12 other sites are on the tentative list.