We Are Positioning Nigeria As A Major Destination In Sub-Saharan Africa – NTDA Boss

Folorunso Coker, Director General of the Nigerian Tourism Development Authority [NTDA], is in the twilight of his second term leading the national tourism agency. Formerly the Lagos State Commissioner of Tourism, Arts, and Culture, much was expected of him. However, doubts persist regarding his achievements. In this interview with Lucky Onoriode George, Publisher of African Travel Times, he defended his performance positively after seven years. Excerpts:

Impact

It’s been almost seven years now that you have been at helm of the Nigerian Tourism Development Authority [NTDA], what has been your challenges?

As the Director-General of the Nigerian Tourism Development Authority [NTDA], I am proud to say that my team and I have made significant strides in positioning Nigeria as a major tourism destination in Sub-Saharan Africa. Despite the challenges we have faced, we have successfully overcome some of them, and we remain optimistic that the remaining hurdles will be addressed soon to catalyze the growth of the sector in Nigeria.

Some of the key challenges we continue to address include the absence of a National Tourism Development Master Plan [TDMP] to guide and measure tourism development, the lack of a Tourism Satellite Account [TSA] for aggregating tourism statistical data for planning purposes, inadequate funding for tourism development and growth, inadequate infrastructure and amenities at sites and attractions, a deficit of skilled workers within the sector and poorly remunerated employees.

Fortunately, the newly created Ministry of Tourism is actively working to address these challenges, and we are hopeful for swift resolutions that will propel the sector forward.

What are the key milestones that you are particularly proud of during your tenure?

In my role as the Chief Marketer of Nigeria, I am thrilled to highlight some key milestones that have been achieved under my leadership in positioning Nigeria as a major tourism destination in Africa.

One of the most significant achievements was the development of the CHIEF Plan, a comprehensive strategic roadmap for tourism development in Nigeria. The adoption of digital and disruptive technologies for tourism promotion and the launch of the Tour Nigeria™ and Nigerian Flavours™ brands further solidified our efforts to promote the country’s rich cultural heritage and encourage Nigerians to experience the best of Nigeria.

Additionally, the creation of a stand-alone Ministry of Tourism by the present administration has been a major boost to the sector because of the Ministry’s specificity.

However, the most notable milestone for me has been the signing into law of the Nigerian Tourism Development Authority Act 2022 by President Muhammadu Buhari in February 2023. This landmark legislation repealed the outdated Nigerian Tourism Development Corporation Act, Cap. N137 Laws of the Federation of Nigeria 2004 and enacted the Nigerian Tourism Development Authority Act, 2022, empowering us to develop and promote Nigeria as a premier travel and tourism destination. This achievement is a testament to our unwavering commitment to transforming Nigeria’s tourism sector and cementing its position as a major player in the African tourism landscape.

The new law provides for a Tourism Alliance, where stakeholders under the Alliance can willingly submit to NTDA regulatory standards as well as benefit from the various incentives, which the Alliance has to offer. It also ensures uniformity of standards for regulating Hospitality and Tourism Establishments.

How has the NTDA’s budget and funding changed since you became Director General, and how has this impacted your plans?

Tourism is undoubtedly a capital-intensive industry that requires adequate funding for coordinated growth and development. I can confidently state that funding is essential for proper corporate governance, human capital development, infrastructure development, events execution, marketing, and for implementing programs that ensure sustainable tourism practices.

Even in public-private partnerships [PPPs], there is a significant cost element attached. However, with the creation of a dedicated Ministry of Tourism,

I am optimistic that adequate budgetary allocations for tourism development funding will be made available going forward. The sector urgently needs targeted funding to accelerate growth and unlock its full potential. With strategic coordination and proper allocation of resources, the tourism sector can positively impact the national GDP and contribute significantly to Nigeria’s economic prosperity.”

Innovation and Development

What innovative strategies have you implemented to boost tourism in Nigeria?

In 2017, the Nigerian Tourism Development Authority [NTDA] took a bold step by launching the Tour Nigeria™ brand, a strategic initiative aimed at fostering domestic tourism and showcasing the rich cultural heritage of Nigeria.

We recognized that domestic tourism is significantly larger than international tourism, with a potential to drive economic growth. The Tour Nigeria™ brand was designed to become the premier online destination for authentic Nigerian content, leveraging technology, creativity, arts, and culture to promote the nation’s new agenda. The continued depreciation of the Naira underscored the urgency to develop strategies that would encourage Nigerians to consume more local products and services, thereby boosting the Naira and the economy.

To amplify the visibility of the Tour Nigeria™ brand, my team and I collaborated with and leveraged the digital reach of prominent tech giants such as Facebook (Meta), Google Arts and Culture, Wikimedia, Instagram, and Twitter, ensuring that our message resonated with a wider audience and further solidified the visibility of Nigeria’s attractions to a global audience.

How has digital transformation played a role in your strategy for developing Nigerian tourism because I can recollect you spent time and energy on this topic?

Upon assuming my role at the Nigerian Tourism Development Authority [NTDA], I identified a significant gap in the skills of our staff. While they possessed extensive knowledge on how to grow tourism, they lacked the modern digital skills necessary to effectively promote and market Nigeria’s destinations, share compelling stories, and showcase the experiential benefits of touring across the country.

To bridge this skill gap, we have invested in digital competency training for key staff members, equipping them with the proficiency to utilize digital platforms and enhance their job performance. This is an ongoing process, and we must continually strive to attract tourists to Tour Nigeria™ and showcase the best of our country’s offerings.

The NTDA’s progress is directly tied to our ability to adapt and effectively deploy digital tools. In today’s digital age, any business seeking to thrive and succeed must leverage digital tools as the primary driver of operations and strategic objectives. Digital technology enables us to accomplish more in less time, allowing us to data mine, analyze, plan, reach a wider audience faster, promote extensively, inform, educate, and elicit feedback swiftly.

By embracing digital, we are better positioned to drive growth and development in the tourism sector.”

Can you discuss any unique initiatives aimed at promoting Nigeria’s lesser-known tourist destinations?

One of our most unique initiatives aimed at promoting lesser-known destinations across Nigeria is our partnership with the Google Arts and Culture team. Through this collaboration, we are able to showcase Nigerian culture, tell our own story, and make our rich history and experiences digitally accessible to a global audience. This innovative platform is both informative and educative, curating the world’s arts and culture online and making it accessible to anyone, anywhere, and at any time.

The Google Arts and Culture platform leverages the Google ecosystem, which has unparalleled global reach and is the world’s largest search engine, processing an astounding 70,000 searches per second. It utilizes high-resolution image technology that enables viewers to virtually tour partner organization collections and galleries, while also exploring the artworks’ physical and contextual information.

The platform’s immersive 360-degree images allow people to explore collections of unique places, artifacts, paintings, and destinations, making it an ideal platform for us to partner with in order to curate and promote the best of Nigeria to local and international audiences. By leveraging Google’s extensive digital reach, we are able to showcase Nigeria’s cultural heritage and attract more visitors to our shores.

Tourism Private Sector Relationship

How has the NTDA collaborated with the private sector to enhance tourism in Nigeria?

At the Nigerian Tourism Development Authority [NTDA], we maintain a constant dialogue with the private sector, which is a critical mass of our identified stakeholders within the tourism value chain. These ongoing dialogues shape the form and nature of our collaborations with the private sector, particularly through our partnership with the Federation of Tourism Associations of Nigeria [FTAN].

Our collaborations with the private sector are multifaceted and include full or part sponsorship of events/festivals, endorsements, technical support, logistics support, attendance at events/festivals, provision of souvenirs and tourism promotional items, and joint execution of events. We also refer members of the private sector to other Ministries, Departments, and Agencies [MDAs] for support, all of which are executed within the constraints of our budget.

This collaborative approach enables us to leverage the strengths of both the public and private sectors to drive the growth and development of Nigeria’s tourism industry.

What challenges have you faced in working with private sector partners, and how have you overcome them?

In the early stages of our collaboration with private sector practitioners, we encountered some challenges that threatened to hinder our progress. Specifically, misaligned goals and objectives, as well as communication breakdowns, led to strained relationships with some of our stakeholders.

However, we have successfully overcome these hurdles by adopting a collaborative approach to tourism development and fostering clearer communication with our private sector partners.

By building strong relationships through open dialogue and mutual understanding, we have been able to align our goals and objectives, ultimately driving the growth and development of Nigeria’s tourism industry.

Are there any specific success stories or partnerships with private sector entities that you would like to highlight?

There are so many successful stories and partnerships that we have had with private sector entities in the past seven years. It will be unfair to single out one story, partner or entity at this time.

Cultural Promotion

How has the NTDA promoted Nigeria’s rich cultural heritage both locally and internationally?

As the apex tourism promotion agency in Nigeria, we have been dedicated to promoting the country’s rich cultural heritage both locally and internationally through our digital platforms. These platforms serve as a window to showcase Nigeria’s cultural diversity and attract tourists from around the world. Furthermore, we provide technical and financial support to various cultural festivals, such as the Ofala festival, Kano Emirate Durbar, Ilorin Durbar, Ogidi Day festival, Lagos Fashion Week, Adire Festival, Osun Osogbo Festival, and the Argungu Fishing Festival, among others. This support enables these festivals to thrive while improving their offerings and showcases the best of Nigeria’s cultural offerings.

In addition, we partner with international organizations to showcase Nigeria’s culture globally. One notable example is our participation at the Nigerian Day in Germany and Belgium, organized by the Nigerian High Commission in Germany and Belgium respectively. These events provided a platform for us to showcase the best of Nigeria to the diaspora and promote our cultural heritage to a wider audience.

Our collaborative approach ensures that the best of Nigeria is experienced both locally and internationally. By working together with various stakeholders, we are able to promote Nigeria’s cultural heritage and drive tourism development, ultimately contributing to the country’s economic growth and prosperity.

What role do you see cultural festivals and events playing in the overall tourism strategy?

Cultural festivals and events play a vital role in the overall tourism strategy of Nigeria. These events serve as a platform to showcase the country’s rich cultural heritage, traditions, and customs, attracting tourists from around the world. They offer unique experiences that immerse visitors in the vibrant culture of Nigeria, fostering cultural immersion and interactions.

The festivals and events also provide opportunities for tourists to engage with locals, participate in traditional dances, and taste local cuisine, creating lasting memories and fostering a deeper understanding of the local way of life.

These cultural festivals are experienced through the new mediums of cultural expression such as food, music, fashion, sports, religion, entertainment and Arts and Culture.

Cultural festivals and events are crucial components of Nigeria’s tourism strategy, offering unique experiences, fostering cultural immersion, preserving cultural heritage, generating revenue, and promoting the country globally.

Infrastructure and Accessibility

What steps are you taking to improve infrastructure and accessibility to tourist sites in Nigeria now that you an authority agency?

The provision of infrastructure and accessibility to tourism sites is a capital-intensive venture and requires funding. Now, the Authority recognizes the need for funding for tourism sites and projects from the Federal, State and Local governments to drive growth in the sector and attract tourists to destinations.

The new tourism law provides for a Tourism Alliance, where stakeholders under the Alliance can willingly submit to NTDA regulatory standards as well as benefit from the various incentives, which the Alliance has to offer. We will be leveraging on the tourism alliance platform to encourage and solicit for more investments in infrastructure and accessibility to tourism attractions across the country.

How do you think we can address the challenges related to transportation and accommodation in key tourist areas?

In view of the paucity of funding from the federation account towards tourism development and the huge amount of finance required, I firmly believe that PPPs are the way to go for all tiers of government genuinely interested in tourism development.

The Government can create an enabling environment for single digit loans to finance the required sectoral developments.

Community and Sustainability

How has the NTDA ensured that tourism development is sustainable and benefits local communities?

In 2013, the Supreme Court ruled that tourism is a residual matter in the Constitution, re-enforcing that the State Houses of Assembly have the authority to make laws regulating tourism within their respective states. This ruling has presented a significant challenge for the Nigerian Tourism Development Authority [NTDA], as it limits our ability to mandate or ensure compliance with sustainable tourism development programs initiated at the federal level.

However, with the signing of the new tourism law, we are optimistic that states that voluntarily joining the Tourism Alliance will be encouraged to adopt sustainable tourism practices. This collaborative approach will enable us to preserve our environment and communities for the present and future generations, ensuring that tourism development in Nigeria is both responsible and sustainable.

What measures have been put in place to protect Nigeria’s natural and cultural heritage from the impacts of tourism? 

The new tourism law in Nigeria has introduced a Tourism Development Fund, which will serve as a vital catalyst for the growth and competitiveness of the country’s tourism industry. This fund will drive economic development, job creation, cultural preservation, and environmental stewardship across the nation, playing a pivotal role in fostering the growth and sustainability of the tourism industry.

The benefits of the fund are multifaceted and far-reaching, including community empowerment and socio-economic development, environmental conservation and sustainability, research and development, product development, capacity building, and infrastructure development.

By providing a dedicated source of funding for tourism development, the Tourism Development Fund will enable the industry to achieve its full potential, contributing significantly to Nigeria’s economic growth and prosperity.

Economic Impact

What has been the economic impact of tourism on Nigeria’s Gross Domestic Product [GDP] in the last seven years?

Nigeria’s travel and tourism sector made a significant contribution to the country’s GDP in 2021, accounting for approximately 3.6 percent or around $16 billion USD. This represents a notable increase compared to the previous year. Furthermore, Nigeria is expected to experience rapid growth in its hospitality market, with a projected 12.0 percent compound annual increase in revenue over the next few years, making it the fastest-growing market in terms of revenue.

Despite crude oil exports still accounting for over 90 percent of foreign exchange receipts, the travel and tourism sector is now recognized as having immense potential for economic diversification and job creation, particularly for the youth. This sector has the capacity to and continues to contribute significantly to Nigeria’s economic development and provide a sustainable source of revenue. Post covid-19 the sector has had a continued increase in contribution to national GDP.

How many jobs have been created in the tourism sector since you took office?

Unfortunately, I am unable to provide the requested information currently as we currently lack a comprehensive database for tourism data. This highlights the pressing need for the adoption of a national Tourism Satellite Account [TSA] in Nigeria, which would enable us to collect and analyze tourism data effectively.

The TSA would provide valuable insights for informed tourism planning and policymaking. We are hopeful that the newly established Ministry of Tourism will expedite the adoption of the TSA, thereby enhancing our ability to collect and utilize data for the growth and development of Nigeria’s tourism sector.

Future and Vision

What are your top priorities for the NTDA now?

Growth, improved human capacity development, further digitization of all her processes and improved remuneration for her employees.

Are there any upcoming projects or initiatives that you are particularly excited about?

The Nigerian Tourism Development Authority [NTDA] is planning a national stakeholders’ conference, aimed at fostering a collaborative approach to the growth and development of the tourism sector.

We eagerly anticipate eliciting valuable feedback from our stakeholders, which will be instrumental in shaping the future of the sector. This conference will provide a platform for stakeholders to share their insights, ideas, and concerns, ultimately contributing to the creation of a more sustainable and vibrant tourism industry in Nigeria.

Legacy and Personal Reflection

How would you like your tenure as Director General to be remembered?

I would like my tenure as Director General to be remembered for several key accomplishments and initiatives that have positively impacted the organization and the industry.

What personal and professional lessons have you learned from your experience leading the NTDA?

One of the most significant lessons I have learned from my experience leading the Authority [NTDA] is the value of collaboration over competition. In my tenure, I have come to understand that effective leadership and success are often achieved through building strong relationships and fostering a culture of cooperation, rather than competing against others. This realization has been instrumental in shaping my approach to leadership and has allowed me to build a more cohesive and productive team.

What advice would you give to your successor to continue the momentum in Nigerian tourism development?

Same answer, collaborate for the growth and development of the industry.

Do you think the full tourism ministry created is justifiable instead of Ministry of Tourism, Arts and Culture?

While it is still too early to fully assess the impact of the creation of the Ministry of Tourism, I believe that its specificity is a significant step forward for the industry. If utilized effectively, this new ministry has the potential to serve as a catalyst for the sector’s growth, driving the development and diversification of Nigeria’s tourism industry. I am optimistic that the ministry will play a crucial role in unlocking the sector’s full potential and contributing to the country’s economic growth and prosperity.

Insecurity has always been a major issue for tourism anywhere in the world, how can Nigeria manage this going forward?

In today’s global landscape, insecurity is a widespread issue that affects many countries. I urge our media professionals to focus on showcasing the best of Nigeria and acknowledging that most nations face some form of security challenges, which are often not amplified.

By doing so, we can promote a more balanced and accurate representation of our country, highlighting its many strengths and achievements while also addressing the challenges we face.

The 2013 Supreme Court ruling took away several responsibilities of your agency, how are you handling this?

The new tourism law in Nigeria has introduced the Tourism Alliance, a platform that brings together stakeholders who can voluntarily adhere to the Authority’s [NTDA] regulatory standards and benefit from the various incentives offered by the Alliance.

We will utilize this platform to foster collaborations with state governments across the country, promoting a unified approach to tourism development and ensuring that standards are consistent across the sector. This will enable us to drive growth, create jobs, and increase revenue for the country.”

Your advice for the tourism industry?

To drive growth and development in the Nigerian tourism industry, we must shift our focus from competition to collaboration. By working together, we can leverage each other’s strengths, share resources, and create new opportunities that benefit all stakeholders.

This collaborative approach will enable us to overcome the challenges we face and achieve our goals more effectively.

Watch out for an article on the role of the Nigerian Tourism Development Authority [NTDA] this time tomorrow here.