As one of the top four most visited cities in Africa, Lagos has garnered attention and is often touted by some industry professionals and economic analysts as the next big tourism destination on the continent.
However, despite its potential, Lagos continues to face significant challenges that undermine its ability to compete with the likes of Johannesburg, Cape Town, Cairo, and even Nairobi. Many tourism advocates have already labelled this chaotic, overcrowded, and underdeveloped city as an emerging destination, but the reality paints a different picture.
After conducting a thorough audit of Lagos as a city and evaluating its tourism readiness, I’ve concluded that the journey toward becoming a premier destination has barely begun. Lagos, despite its recognized potential, currently lacks the infrastructure, systems, and development needed to compete with the continent’s top tourist spots. There is little that makes the city truly special beyond its status as a business hub and gateway to Nigeria, which is itself considered a major economic player in Africa.
It’s important to differentiate between a business destination and a leisure destination. A business destination attracts people for its economic vibrancy and investment opportunities, while a leisure destination draws travellers looking to experience tourism-related activities, relaxation, and cultural enrichment. Lagos, though thriving as a business centre, does not yet offer the necessary infrastructure or attractions that would make it a top leisure destination.
For a city to become a successful destination, it needs strong visitor numbers, a well-established infrastructure, a developed product offering, and strategic marketing efforts. While Lagos has some potential, its tourism development has barely taken off. A key moment came during the tenure of Governor Akinwumi Ambode [May 29, 2015 – May 29, 2019], when the state commissioned Ernst & Young to develop a Tourism Master Plan.
However, the firm’s lack of expertise led to a problematic output, which was later revised by tourism experts such as Prof. Babalola Wasiu, a hotel and tourism management professor, and Lucky Onoriode George, a media-marketing specialist, on behalf of the Federation of Tourism Associations of Nigeria [FTAN].
Despite the shortcomings of the original plan, progress has been slow. The Master Plan laid out a vision for the city’s tourism development, including the establishment of the Lagos State Tourism Board, an agency designed to oversee tourism promotion, product development, and marketing. But as of now, this crucial agency has yet to be implemented, and efforts to push for its creation have not gained the necessary momentum. In fact, despite the passing of the Lagos State Tourism Agency Law in 2018, which aims to boost revenue generation and tourism investment, the law has yet to be fully enacted. The delay in implementing the law, and the subsequent lack of a structured agency, continues to hold back the tourism sector’s growth.
While the state government has made efforts to improve infrastructure in some parts of Lagos, the lack of a cohesive, industry-focused body to regulate and promote tourism is a glaring issue. Some analysts argue that the Ministry of Tourism, Arts, and Culture is hesitant to relinquish its role as the policy maker and implementer of tourism development in favour of an autonomous agency. The ministry’s current structure is not equipped to effectively market Lagos as one of Africa’s leading tourist hubs, and the government’s approach to tourism remains disjointed and driven more by patronage than strategic planning.
This disorganization has led to challenges within the hospitality sector, especially for lower and middle-level establishments. Without clear regulations or standards, the quality of service remains inconsistent, posing risks for both locals and international visitors. A veteran journalist recently described Lagos’ tourism officials as “incompetent, selfish, and corrupt,” underscoring the deep flaws within the system. Behind the scenes, reports of financial mismanagement, including embezzlement of funds meant for tourism promotion, further tarnish the city’s prospects.
Furthermore, the delay in establishing the Lagos State Tourism Promotion Agency is especially concerning given its potential to address these issues. The agency, once implemented, would be tasked with promoting Lagos as a premier travel and tourist destination, attracting investment, and enhancing employment opportunities in the sector. It would also focus on improving standards across tourism establishments and encouraging public-private partnerships to develop key areas such as beach tourism, culture and heritage, arts and entertainment, wellness, and medical tourism.
The law to establish the agency was assented to by Governor Akinwumi Ambode in January 2019, yet the necessary actions to activate it are still pending. Until this agency is operational, Lagos will continue to miss out on the opportunity to capitalize on its tourism potential, leaving the dream of becoming one of Africa’s top destinations largely unfulfilled.
In conclusion, while Lagos holds considerable promise as a business hub, it lacks the foundational elements necessary for it to rise to the level of a major tourism destination. Without a deliberate, cohesive, and well-funded approach to tourism development, and the establishment of a dedicated agency to drive this vision forward, Lagos will continue to lag behind other African cities in the global tourism market.
By Lucky Onoriode George, Executive Director, African Travel Commission [ATC], www.africantravelcommission.org and Publisher, African Travel Times www.africantraveltimes.com [Lagos, Nigeria] was published 23rd of December 2022 and rewritten on this day.