Nigeria’s tourism sector, despite contributing an estimated $17 billion to the economy and supporting nearly two million jobs, remains underdeveloped in terms of international arrivals and global positioning, Kechi Ibe, the founder of Kahera Country Club and Kahera Luxury, has said.
Speaking after attending the World Economic Forum (WEF) in Davos, Ibe said Nigeria’s experience mirrors a broader challenge facing emerging markets seeking relevance in a changing global landscape.
According to Ibe, Nigeria attracts just over one million international visitors annually, a figure she described as “disproportionately low” given the country’s cultural depth, population size and extensive diaspora.
“The issue is not demand. There is strong global interest in Nigeria, particularly around diaspora-led travel, business tourism and culturally immersive experiences. What is missing is coherence,” Ibe said.
Ibe said discussions in Davos reinforced the idea that tourism, hospitality and quality of life are increasingly being assessed as strategic economic assets rather than lifestyle sectors. She noted that global investors are now scrutinising countries on their ability to translate culture, experience and lifestyle into bankable and scalable investment opportunities.
“Capital is available, but it is selective. Markets must demonstrate execution capacity, credible operators and infrastructure that meets international standards,” Ibe said.
She argued that Nigeria’s opportunity lies in high-value, experience-driven tourism rather than volume-based models.
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“Nigeria does not need mass tourism to compete globally,” Ibe said. “What it needs is intentional development of culturally rooted luxury hospitality, diaspora-linked business travel, events, wellness tourism and destination experiences designed for global audiences.”
According to Ibe, this shift places greater emphasis on safety, service quality, urban design and policy coordination.
She said that without targeted investment in these areas, Nigeria risks remaining marginal despite its strong cultural and economic fundamentals.
Reflecting on her participation at Davos, Ibe said the forum highlighted a clear shift in how global influence is exercised.
“Influence is no longer confined to traditional power centres,” she said. “Emerging markets are now part of serious conversations about growth, mobility and tourism, but only where credibility exists.”
She noted that while public panels attracted media attention, the most consequential engagements took place in closed, invitation-only sessions involving policymakers, investors, founders and operators.
Stressing that the discussions were pragmatic, Ibe said: “They focused on execution, regulatory clarity, delivery timelines and risk management rather than broad aspirations.”
Ibe added that hospitality played a central role in enabling these interactions. According to her, proximity to key national pavilions and well-curated private spaces facilitated informal diplomacy and trust-building.
“In Davos, where you are based, determines who you engage with,” she said. “Hospitality has become strategic infrastructure.”
One of the most closely watched moments of the forum, according to Ibe, took place at Saudi House, where Princess Reema bint Bandar Al-Saud, alongside Saudi Arabia’s Minister of Tourism, unveiled the Quality of Life Index developed in collaboration with UN-Habitat.
Ibe said the initiative reframed quality of life as a measurable and investable framework linking tourism, urban planning, culture and wellbeing. “The message was deliberate,” she said. “Saudi Arabia is positioning lived experience as the foundation of tourism, talent attraction and long-term competitiveness.”
According to her, the announcement resonated strongly with investors and policymakers in Davos, reinforcing the idea that future tourism growth will be driven by standards and sustainability rather than scale alone.
Ibe said the conversations in Davos carry direct implications for Nigeria. “What global investors are looking for now is consistency,” she said. “Visibility without delivery no longer builds trust.”
She noted that Nigeria, like many emerging markets, must align public policy, private capital and cultural assets to remain competitive. “The markets that are gaining relevance are those that can bridge public and private interests, culture and commerce, and emerging and established economies,” she said.
According to Ibe, global relevance is increasingly earned through credibility rather than presence. “Simply attending Davos is not enough,” she said. “Influence today is built through execution, reliability and long-term trust.”
She described Davos 2026 as a signal rather than a conclusion, adding that the event confirmed that the next chapter of global travel, hospitality and influence is already being written.
Meanwhile, Ibe has been nominated for the Leading Women Investors in Africa Awards, recognising her role in advancing investment, enterprise, and women-led economic growth across Africa. The nomination highlights her leadership in driving cross-border opportunities and inclusive business models. She will be celebrated at the awards ceremony scheduled for March 14, 2026, in Harare, Zimbabwe.
