Nigeria’s tourism industry powers growth across multiple sectors

Tourism stands as a dynamic force in Nigeria’s economy, extending well beyond the obvious realms of hotels and restaurants and creating ripple effects across multiple industries, experts said.

At the BusinessDay Tourism Conference held in Lagos on Thursday, Stella Fubura, managing director of Del-York Development Company, said one traveller’s spending can create multiplier effects on the economy, impacting at least 10 different businesses.

From farming and transportation to technology and retail, tourism fuels growth across diverse sectors, creating a web of economic value that drives prosperity. She highlighted the sector’s role as a cornerstone of national development.

Collective, transformative force

Far from being confined to a select few industries, tourism embraces every sector in its scope, as Fubura passionately conveyed.

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“If you’re in this room, even if you don’t run a hotel or travel company or a restaurant, you are part of tourism,” she said.

This inclusivity positions tourism as a unique platform for collaboration, uniting stakeholders to reshape Nigeria’s future. Beyond economics, it serves as a nation-branding tool, unlocking opportunities for growth and transformation that promise a stronger, more vibrant Nigeria on the global stage.

Hannatu Musawa, minister of the Federal Ministry of Art, Culture, Tourism and Creative Economy, during the inaugural National Tourism Summit in Lagos in May 2025, highlighted the need for the government to make it easier for international visitors to enter and leave Nigeria. She said that this was a critical step toward unlocking the country’s tourism prospects.

On Thursday, Karl Hala, group general manager of Continental Hotels Nigeria, challenged the world’s perception of Nigeria and spotlighted the nation’s untapped tourism potential.

He highlighted Nigeria’s rich cultural heritage—featuring ancient Nok terracotta art and over 250 ethnic groups—as a foundation for a tourism boom, asserting that Nigeria is “sitting on tourism gold.”

Drawing comparisons to Egypt and Turkey, which thrive as tourism leaders despite unrest, Hala argued that Nigeria’s primary obstacle is not infrastructure or insecurity, but a persistent perception trap, calling for a rebranding of Nigeria as a vibrant hub of ‘energy, hustle, and creativity.’

Fubara, earlier quoted, pointed to global examples such as Singapore and Dubai, where tourism fuels economies and builds influence. She said Nigeria could diversify beyond oil and gas by intentionally designing its tourism sector, stressing that tourism begins with Nigerians, not visitors.

She cited Del-York’s initiatives like the Creative Academy, which train Nigerians in hospitality and media, to create jobs and empower youth.

She further urged Nigerians to curate and respect their heritage, mentioning Del-York’s Kebelania project—a film city, creative university and theme park – aimed at preserving culture while building a destination. “We’re not creating a location, we’re creating a destination,” she said.

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Closing with a call to action, Fubura urged a rethink of tourism as a national development tool. She outlined three priorities. “Build for the people first, not just for profit. Fund and protect our culture like the national asset that it is. Redefine infrastructure as access and dignity, not just design and scale,” she noted.

Central to Hala’s vision is Nigeria’s youths, whom he described as a ‘superpower’ of dreamers and innovators, advocating for their training to create industries like culinary tourism and heritage restoration.

Hala outlined three pillars – empowering people, celebrating digitised culture, and investing in experiences over mere infrastructure.

“We are not the underdog. We are Africa’s heartbeat,” he said, urging Nigerians to boldly position the country as the future of travel.