By Jimoh Babatunde

Ibadan — The Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, has underscored the need for stronger collaboration between government and the private sector to unlock the full potential of Nigeria’s tourism and travel industry.
Awakan made this known while speaking at the 50th Annual General Meeting of the National Association of Nigeria Travel Agencies (NANTA), describing the milestone as a testament to resilience, relevance, and the critical role of travel professionals in national development.
He stressed that sustainable growth in tourism cannot be achieved without a symbiotic relationship between the public and private sectors.
“The tourism industry cannot thrive without the private sector, just as the private sector cannot operate effectively without government support. The only way forward is through collaboration,” he said.
The NTDA boss noted that Nigeria possesses vast tourism assets and cultural narratives capable of driving global interest, but emphasized that intentional efforts and strategic coordination are required to translate this potential into economic gains.
“Nigeria is rich in stories and experiences. However, unlocking this potential requires deliberate action, structured engagement, and a clear commitment to repositioning tourism as a key economic driver,” he added.
Awakan revealed that the NTDA is repositioning itself from a regulatory body to a business-enabling institution focused on fostering partnerships, improving market access, and strengthening the tourism value chain.
According to him, the agency is prioritizing cross-border engagement with foreign missions, tourism boards, and international partners to ensure Nigerian travel operators are better integrated into the global tourism market.
He also highlighted efforts to enhance collaboration with airlines, describing them as critical stakeholders in driving connectivity and demand within the sector.
In addition, Awakan said the authority is working closely with state governments, investors, and destination developers to improve tourism products and ensure they meet global standards.
“Our goal is to ensure that Nigeria’s tourism offerings are competitive, structured, and globally relevant. The market no longer accommodates weak or uncoordinated products,” he stated.
On financing challenges facing operators, the NTDA Director-General identified lack of structure and bankability as major constraints, rather than absence of opportunities. He said the authority is engaging financial institutions and development partners to create frameworks that make tourism businesses more investment-ready.
He reiterated the importance of public-private partnerships, urging NANTA members to actively engage the NTDA on joint programmes, investment initiatives, and market expansion strategies.
“As you celebrate this milestone, it is also a moment of transition—from simple transactions to structured enterprises, and from participation to influence within the global tourism value chain,” he said.
Awakan congratulated NANTA on its 50-year journey, assuring members of NTDA’s commitment to supporting the growth of a competitive and sustainable tourism economy in Nigeria.
The NANTA AGM attracted key stakeholders across the travel and tourism industry, with renewed calls for unity, professionalism, and strategic positioning of Nigeria as a global travel destination.