Nigeria’s tourism sector has seen notable growth in 2023, with over 1.2 million international visitors welcomed and three million domestic trips, reflecting a 20 per cent increase compared to the previous year. This announcement was made by Mrs. Lola Ade-John, Nigeria’s Minister of Tourism, during the 20th edition of the AKWAABA African Travel and Tourism Market in Lagos.
In her address, Ade-John expressed optimism about the future of Nigeria’s tourism industry, anticipating growth in both tourist arrivals and revenue. She highlighted that the 1.2 million international visitors significantly contributed to the country’s foreign exchange reserves. “Domestic tourism saw three million trips in 2023, up 20 per cent from 2022, with 200 million potential travelers,” she stated.
The minister pointed out that tourism contributed 3.65 per cent (approximately $17.3 billion) to Nigeria’s GDP in 2022 and currently employs 1.91 million people annually, with further growth potential. She noted that Nigeria’s rich cultural landscape, featuring over 1,000 annual festivals, two UNESCO World Heritage Sites, and various parks and reserves, remains a major attraction for tourists, indicating untapped potential in the sector.
A key focus of Ade-John’s presentation was the pivotal role of Nigeria’s youth in the tourism industry. She referred to the youth as the nation’s greatest asset in shaping tourism’s future, noting that 70 per cent of the population is under 30, and 65 per cent of domestic trips in 2023 were made by travelers aged 18 to 35.
Additionally, Ade-John reported a 150 per cent increase in youth-led tourism startups over the past three years and a 300 per cent surge in social media engagement around travel content among Nigerian youths since 2021. “80 per cent of our tourism workforce are under 40 years, bringing innovation and digital savviness to the sector. These young Nigerians are not just travelers; they are storytellers, digital nomads, and entrepreneurs reshaping our tourism landscape,” she added.
The minister reiterated her ministry’s commitment to unlocking Nigeria’s tourism potential through effective governance, stakeholder engagement, digital transformation, and enhancing the country’s online presence. Plans for infrastructure rehabilitation, community-based tourism, and incorporating tourism into educational curricula were highlighted as crucial steps toward this vision.
Ade-John urged all Nigerians to actively participate in developing the tourism sector, emphasizing the importance of collaboration between the government, private sector, media, and civil society to achieve sustainable growth.
