By Jimoh Babatunde

The Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, has unveiled an ambitious roadmap to reposition Nigeria’s tourism sector, including the introduction of a “Naija Flavour Marketplace” and plans for an international Tourism City.

Awakan disclosed this on Tuesday in Abuja during the maiden National Hospitality and Tourism Stakeholders’ Forum, themed “Shaping the Future of Nigerian Tourism Together.”

Addressing stakeholders drawn from across the public and private sectors, the NTDA boss described the forum as a strategic platform to harmonise efforts, strengthen collaboration, and chart a sustainable path for the industry.

He noted that tourism in Nigeria rests on three key pillars—attractions, hospitality, and transportation—and stressed the need for improved integration of these components to unlock the sector’s full potential.
“Nigeria is richly endowed with natural, cultural, and creative assets, but the sector has not yet attained its full potential due to challenges such as weak coordination, infrastructure deficits, and limited global visibility,” he said.

Awakan, who recently assumed office, said the NTDA is being repositioned as a regulatory, developmental, and marketing agency, in line with the provisions of the NTDA Act, 2022.

According to him, the Authority’s priorities include strengthening policy and regulatory frameworks, boosting tourism investment, enhancing global promotion, improving service standards, and building institutional capacity.

A major highlight of the forum was the proposed Naija Flavour Marketplace, designed as a digital and physical platform to connect stakeholders across the tourism value chain, particularly Micro, Small and Medium Enterprises (MSMEs).

He explained that the initiative would address labour fragmentation, improve market access, and create employment opportunities for youth and women.

“Tourism is labour-intensive. This marketplace will provide visibility and coordination for operators, stimulate entrepreneurship, and deepen value creation across the sector,” Awakan said.

The NTDA boss also announced plans to deepen tourism digitalisation through interactive platforms that will integrate destination information, bookings, and services to improve user experience.
In addition, he emphasised the development of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism as a high-value segment capable of boosting business travel and economic activity.

Awakan further revealed that the Authority would implement a nationwide system for the standardisation and accreditation of hospitality and tourism enterprises to improve service delivery and align with global best practices.

On international tourism, he said the NTDA would intensify marketing efforts, leverage Nigeria’s cultural and creative assets, and deploy storytelling to reshape global perceptions about the country.
He also advocated for a more visa-friendly regime to enhance Nigeria’s competitiveness as a tourism destination.

In a bold move, Awakan announced plans for the development of an international Tourism City—a one-stop destination that will integrate culture, entertainment, hospitality, and commerce.
The proposed city, he said, would serve as a major attraction for both domestic and international tourists while projecting Nigeria’s identity and heritage.

He stressed that collaboration with stakeholders, including the Federation of Tourism Associations of Nigeria (FTAN), state governments, and private investors, would be critical to achieving these objectives.
“The future of Nigerian tourism cannot be built in isolation. It requires strong collaboration, innovation, and commitment from all stakeholders,” he added.

Awakan disclosed that the stakeholders’ forum would become a recurring national platform, evolving into a periodic town hall series aimed at sustaining engagement and driving sector-wide reforms.
He expressed optimism that with sustained efforts, tourism could significantly contribute to Nigeria’s GDP, create jobs, and enhance national unity and global visibility.