…style de vie boosts intra-African trade
The federal government has affirmed that Nigeria is fully ready for large-scale tourism investment, and expressed confidence that the sector has the potential to become a major economic growth engine and viable alternative to oil.
Abisoye Fagade, director general of the National Institute for Hospitality and Tourism (NIHOTOUR) wooed African investors at the maiden Style de Vie Pan-African Partnership and Investment Networking event in Abuja at the weekend.
Fagade assured African diplomats and investors that the Nigerian government is prioritising reforms that will make the sector remainvattractive, profitable and globally competitive.
“It’s important to let the world know that Nigeria is ready to do business especially in tourism and Nigeria is safe to do business,” he said. According to him, every challenge in the sector presents an opportunity for growth and return on investment.
The DG described tourism as “a social bitcoin,” urging investors to take early positions in Nigeria’s underdeveloped tourism industry, which he said has the capacity to generate massive revenue and employment across the country. He added that every part of Nigeria possesses tourism potential from safaris to agri-tourism and hiking stressing the diversity of opportunities available.
Fagade explained that the government is restructuring the tourism and hospitality value chain through NIHOTOUR to standardise operations, improve service delivery and ensure better visitor experiences.
“For over 38 years of NIHOTOUR, we realised the sector cannot grow without organising ourselves. What drives tourism is repeat purchase, and that is created from experience. Every tourist encounter impacts the image of the country,” he noted.
He revealed that under his leadership the agency has increased its revenue generation by more than 300 percent in one year, driven not just by earnings but by value-added services and capacity development.
Fagade said a well-organised tourism industry will strengthen employment opportunities, boost agricultural demand especially for local foods and beverages and support cultural exchange.
While acknowledging gaps in Nigeria’s tourism landscape, including limited recreational spaces in cities like Abuja, Fagade emphasised that improving tourism is not solely the responsibility of NIHOTOUR but requires collective commitment from governments at all levels.
He added that the ministry is pushing for broader awareness on the economic value of tourism so that Nigerians see it not as a fallback option but as a viable, full-time business opportunity.
Rebecca Tabe, Creative Director, Style de Vie, said the platform is designed to bridge the gap between diplomats and investors by providing a trusted channel for business matchmaking across African countries.
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“This is a platform to ensure that investment actually happens in Africa. Instead of travelling to different countries, Sté de Vie brings the entire continent to you in one place,” she explained.
She added that the event will be hosted annually and rotated across several African nations, backed by partnerships with government agencies including the Presidency, FIRS, NIHOTOUR and the Ministry of Foreign Affairs.
In his remarks, Mohsen Antiet, Tunisian envoy to Nigeria, disclosed that both countries are deepening collaboration in medical tourism. He said Tunisia offers high-quality, affordable healthcare and is working with Nigeria to introduce direct flights that will ease travel and strengthen economic ties.
“Africans often travel far for medical care without knowing that excellent doctors and facilities exist right here on the continent,” he said. “The priority should be Africa first.”
