In what many stakeholders perceived as a lack of capacity within the standalone ministry, Minister of Tourism, Lola Ade John discusses the challenges that lie ahead in this interview with Lucky Onoriode George, Publisher/Editor of African Travel Times. Excerpts:
Stabilisation of the Ministry
Can you elaborate on the key challenges that have prevented the Ministry of Tourism from stabilising?
The Federal Ministry of Tourism is committed to unlocking Nigeria’s full tourism potential, but we face significant challenges that have hindered our progress and stability.
A major hurdle is our outdated National Tourism Policy and Nigerian Tourism Development MasterPlan. We urgently need streamlined policies to attract investment and ensure seamless coordination. These regulatory bottlenecks often discourage vital private sector involvement.
Moreover, the Ministry struggles with a lack of comprehensive tourism data, hindering our ability to formulate data-driven policies and projects. The limited digital presence and lack of consolidated information from all tourism related sites further compound this issue.
Most important, a lack of adequate funding remains a significant barrier. The tourism sector requires substantial investment in infrastructure, marketing, and community engagement, but often receives limited budgetary support. This directly impacts the scope and effectiveness of our projects. Infrastructure deficiencies are another pressing concern. Many of our tourist sites, road networks, and airports need urgent upgrades to meet international standards and enhance visitor experiences.
Other challenges include complex visa procedures, limited global and regional air connectivity, and high airfares, all of which affect our competitiveness in the international tourism market. Lastly, security concerns remain a significant deterrent for tourists.
Addressing these challenges requires concerted efforts across various sectors, strong public-private partnerships, and a long-term commitment to tourism development. While the path to stability is complex, we are dedicated to transforming these challenges into opportunities for growth and innovation in Nigeria’s tourism sector.
What specific strategies are currently being implemented to address these challenges?
At the Federal Ministry of Tourism, we have deployed a comprehensive 10-point strategic agenda aimed at transforming Nigeria into a top global tourism destination. This extensive plan aims to create a sustainable and competitive tourism industry, which will diversify and boost the economy. This strategy outlines the following:
Governance and Stakeholder Engagement:
The Federal Ministry of Tourism is implementing overarching measures to strengthen governance and enhance stakeholder engagement in Nigeria’s tourism sector. Central to our efforts is the reactivation of the Presidential Council on Tourism [PCT], chaired by the President. We are also redefining roles within key committees to ensure effective coordination at all government levels. This includes the PCT steering committee comprising State Governors and key Ministries, and the revitalised Committee of State Commissioners and MDAs. Additionally, the National Multi-disciplinary committee on classification and grading of accommodation establishments has been established and is working with ECOWAS to align our hospitality standards with regional benchmarks. This effort is crucial for enhancing the quality and competitiveness of our tourism offerings in the international market.
These measures are designed to create a more cohesive, efficient, and responsive governance structure for Nigeria’s tourism sector. Our ultimate goal is to unlock the full potential of Nigeria’s rich cultural heritage and natural beauty, positioning our nation as a premier tourist destination while ensuring the benefits of tourism are widely shared among all Nigerians.
Strategic Planning:
We are developing a new, comprehensive National Policy on Tourism and Nigerian Tourism Development MasterPlan. This involves a thorough situational analysis and the establishment of a dedicated implementation task force from the public and private sectors. The policy is undergoing the final stage of review with hopes to go to Federal Executive Council [FEC] and be published before the end of 2024. From this, the Nigerian Tourism Development MasterPlan will be concluded thereafter.
Data Management:
The Ministry has embarked on the creation of a centralised tourism database to consolidate information from various ministries, states and agencies through public private partnership with Cavista Holdings. This will form the basis of all the efforts of the ministry and further inform our decision-making and strategy development.
Digital Transformation:
The Federal Ministry of Tourism is enhancing its online presence by developing an integrated website to hold all tourism related information from relevant sites in the country; optimising our social media platforms; creating a user-friendly mobile app for tourists and virtual reality tours are other ongoing projects.
Community-Based Tourism:
In line with the Renewed Hope Agenda, we are empowering local communities for economic diversification through initiatives like the ‘Doctrine According to Tourism’ and the ‘EcoGenesis Incubator Series.’ The focus is sustainable, community-driven tourism development to ensure that every Nigerian has a stake in the development and benefits of the sector.
Infrastructure Development:
We are conducting a nationwide audit of tourism assets and working to incentivise state governments to provide counterpart investments in bankable tourism sites in line with the Renewed Hope Agenda. Additionally collaborative efforts are being undertaken with key Ministries to resolve some of the underlying issues.
Marketing and Promotion:
The Ministry is developing a strong “Brand Nigeria” for tourism, highlighting key areas of tourism to include adventure, cultural, eco-tourism, culinary and medical tourism. We are also leveraging digital platforms for targeted marketing campaigns. The Ministry is actively and organically building a strong presence on several social media platforms.
Economic Impact:
The maximisation of Nigeria’s tourism contribution to Nigeria’s economy is being implemented through innovative revenue models, establishing a National Tourism Development Fund, and creating job opportunities in the sector through collaborative efforts.
Human Capital Development:
We are enhancing skills and professionalism in the industry through partnerships with the Ministry of Education, the National Orientation Agency, educational institutions and National Institute for Hospitality and Tourism [NIHOTOUR].
Investment Attraction:
The Ministry is stimulating private sector investment by creating an investor-friendly framework, facilitating public-private partnerships, and establishing a tourism investment fund across state governments in Nigeria through collaborative efforts.
These initiatives are designed to address the challenges we face and create a more stable, efficient, and attractive tourism sector in Nigeria. While the process is complex and ongoing, we are confident that these efforts will significantly improve our operations and position Nigeria as a premier tourist destination.
Office Infrastructure
What steps are being taken to ensure the Ministry has a befitting office space?
The Federal Ministry of Tourism has allocated space in the Federal Secretariat that is currently undergoing renovations to allow for better synergy amongst the departments and adequate space utilisation. Working out of the Secretariat will increase the seamless flow of work between the agencies, MDAs and the ministry staff at large. In the interim, we are utilizing the facilities of our agency NIHOTOUR, who have been kind enough to offer us a very comfortable space.
How does the current office environment affect the ministry’s operations and staff productivity?
Despite my current office being outside the Secretariat, this has in no wise affected the operations of the Ministry, as we have developed a system to ensure good co-ordination between the Secretariat and my office,
Furthermore, I operate an open-door policy which promotes staff motivation and invariably, productivity.
Staffing Requirements
What is the current staffing situation in the Ministry, and how does it compare to the required staffing levels?
We are currently operating at an optimal staffing level. As a small team, we are efficient and I have no concerns here. As the Ministry stabilizes and grows over time, we will assess the need for amendments, if required.
How does the Ministry plan to enhance the skills and capacities of its staff to better meet the demands of the tourism sector?
The Ministry staff undergo a series of regular trainings to enhance their roles and capabilities through comprehensive capacity building programmes in the sector. These include but are not limited to the UN Tourism and NIHOTOUR professional training initiatives.
Nigerian Tourism Development Authority [NTDA]
What is the current relationship between the Ministry and the NTDA? Are there areas for improvement?
The Ministry and NTDA maintain a good working relationship. We are working to enhance coordination and reduce duplication of efforts. It is essential to establish clear lines of communication and responsibility to ensure more effective collaboration.
How is the NTDA involved in implementing the Ministry’s tourism strategies?
The NTDA plays a crucial role in executing the strategies of the Federal Ministry of Tourism as it represents one of the two key agencies currently under the ministry, particularly in areas of product development, quality assurance, standardisation and destination marketing.
National Institute for Hospitality and Tourism [NIHOTOUR]
How is the ministry ensuring that NIHOTOUR and NTDA collaborate with the tourism federation in developing and promoting the sectors?
Through regular meetings. We aim to bring together NIHOTOUR, NTDA, and FTAN to align training needs, industry standards, and promotion strategies. Collaboration is ongoing and vital as these bodies work on joint projects and initiatives.
Are there any initiatives planned to strengthen NIHOTOUR and NTDA?
Yes, there are. There is a larger plan to ensure all agencies and the Ministry are strengthened and working at optimal level.
Federation of Tourism Associations of Nigeria [FTAN]
What is the nature of the relationship between the Ministry and FTAN? How does this relationship impact tourism development?
We view FTAN as a crucial partner in tourism development. Their insights from the private sector are invaluable in shaping our policies and strategies. This collaborative relationship ensures that our initiatives are grounded in market realities and industry needs. We have a fantastic working relationship with FTAN. They have been very supportive in providing strategic insight and technical assistance.
How does the Ministry engage with private sector stakeholders represented by FTAN in policy formulation?
FTAN representatives are included in key policy working groups. They have been key to the review and development of the National Tourism Policy and will also play a huge part in the development of the MasterPlan.
Strategic Vision
What is your vision for the tourism sector?
My vision is for Nigeria is simple. It is to be the foremost country that everyone wants to come and discover. We offer everything but snow! Nigeria has the potential to become Africa’s premier tourism destination, known for its diverse experiences, rich culture, and warm hospitality. We aim to create a sustainable tourism ecosystem that contributes significantly to our GDP, creates jobs, and preserves our natural and cultural heritage.
In my opinion, when Nigeria is the first choice for a “backpacker” to visit, we have reached our maximum potential.
What are the key priorities for the ministry to drive tourism growth and development in Nigeria?
The key priorities are laid out in the 10-point strategic agenda mentioned above. Top of the list is to complete the review of the National Policy on Tourism and commence the updating of the Nigerian Tourism Development MasterPlan. Additionally, as a technology enthusiast, leveraging technology for better data-driven decision making with the establishment of the tourism database is vital for the Ministry and country. What you cannot measure, you cannot track, monitor and lastly plan for development.
Challenges and Opportunities
What do you see as the biggest opportunities for tourism in Nigeria, and how is the ministry positioning itself to capitalize on them?
The biggest opportunities lie in our rich cultural diversity, untapped natural beauty, and growing middle class for domestic tourism. With a population of over 200 million people, we have the market to capitalise on domestic tourism, and specifically community-based tourism to harness socio-economic development. This is our immediate focus through partnerships at all levels of government and private investors.
In light of the challenges faced, what role do you envision for the private sector in driving the growth of tourism in Nigeria?
The private sector is crucial in driving investment, innovation, and service delivery in tourism. We envision the private sector will be the main driver for foreign direct investment and sustainable projects that will outlive governments for years to come. The private sector has the ability to instill confidence in the investors, in a manner that the government may not be able to.
Furthermore, developing and managing world-class tourism facilities, innovating in travel technology and digital tourism services, creating and marketing unique Nigerian tourism experiences as well as partnering in tourism education and skills development are some other areas I believe the private sector can aid in growing tourism in Nigeria.
Final Reflections
What message would you like to convey to stakeholders in the tourism sector regarding the Ministry’s commitment and plans?
We are fully committed to transforming Nigeria’s tourism sector into a major economic driver. Our plans are rooted in collaboration, sustainability, and innovation. We recognise the challenges, but we are also excited about the immense potential. We are here to lead, support, facilitate, and drive growth in partnership with all stakeholders.
How can the public and private sectors work together more effectively to enhance Nigeria’s tourism landscape?
I can assure you that we are actively seeking and initiating private public partnerships across the country. From the development of the national tourism policy to the creation of the ministry’s database and website, promotion of Nigeria as a top tourist destination and community engagement projects; we are pushing for collaborative efforts.
The government cannot do it alone and we have been very privileged to have the interest of private sector stakeholders with vast knowledge, experience, passion and resources to help us venture into this great feat.