Governor Lucky Orimisan Aiyedatiwa has announced plans to transform the Araromi coastline into a major tourism hub, targeting between five and ten private investors to drive development.

He made the disclosure during the Araromi seaside carnival in Ilaje Local Government Area, as part of efforts to unlock the economic potential of the state’s coastal assets.

The governor said the 72-kilometre coastline—one of the longest in Africa—remains largely untapped despite its tourism value.

Why it matters

Tourism is increasingly seen as a key driver of economic diversification in Nigeria, especially as states seek alternatives to oil revenue.

Governor Aiyedatiwa said attracting private investment would help create jobs, boost local businesses, and position Ondo as a competitive leisure destination.

“We are intentional about this. The state government will lead, but we welcome investors to partner with us,” he said.

He added that land has been made available for investors willing to develop resorts and related infrastructure.

State-led resort project underway

The governor revealed that the state has already completed land measurements and designs for a government-owned beach resort.

Construction is expected to begin this year, with completion targeted within 12 months.

“The state government will establish a standard beach resort that will be designed, built and operated by the government,” he said.

He noted that the project would cater to tourists seeking alternative destinations across Nigeria.

Early investor interest and infrastructure boost

According to the governor, private sector participation has already begun, with a local operator introducing basic visitor facilities such as shelters and a mobile kitchen.

Officials say ongoing infrastructure projects, including road upgrades and the Lagos–Calabar Coastal Highway, will improve access to the beach corridor.

The highway is expected to connect the coastline within a five-minute drive, potentially increasing visitor numbers and investor confidence.

Safety assurances and tourism appeal

Governor Aiyedatiwa sought to reassure investors and tourists about safety in the area.

“There is no kidnapping, no banditry. Maximum security will be ensured,” he said.

He also highlighted the natural appeal of the Atlantic coastline, describing it as a space for relaxation, fresh air, and recreation.

Government officials and local reactions

The Commissioner for Culture and Tourism, Adesoji Afolabi, said the seaside carnival was part of efforts to revive tourism in the state.

He noted that the government plans to develop modern facilities including chalets and reception halls.

“This initiative is designed to attract international tourists and position Araromi as a global destination,” he said.

Local government leaders and stakeholders also backed the initiative.

Ebimobowei Caleb Molos said tourism development would improve livelihoods and attract industrial growth.

“Expatriates are expected to visit soon for inspection and development processes,” he said.

Meanwhile, Maurice Oripenaye described the project as unprecedented for the area.

“This coastline compares favourably with beaches in Lagos and other West African countries,” he said.

Industry and economic outlook

Tourism experts say coastal development projects could significantly boost state revenues if supported by infrastructure, security, and private investment.

Officials also highlighted Araromi’s proximity to Lagos as a strategic advantage, making it accessible for both local and international tourists.

What’s next

The Ondo State Government says it will continue to engage investors while accelerating construction of the state-owned resort.

Authorities expect increased activity in the coming months, with inspections by potential investors already planned.

Nigeria has culture, festivals and landscapes that could rival top destinations. But without strong storytelling and digital visibility, experts say the country risks staying off the global tourism map.

Nigeria’s tourism sector may struggle not because of a lack of attractions, but because of how its stories are told, according to media innovator Yinka Olaito.

Speaking on the Difficult Conversation Africa Podcast, Olaito said the country’s tourism future depends heavily on perception and digital presence.

“Tourism today is driven as much by perception as by place,” he said. “If people cannot find authentic stories, credible reviews, and lived experiences online, they simply won’t visit, no matter how attractive the destination is.”

Nigeria is home to diverse cultural festivals, historic landmarks, beaches and culinary traditions.

Yet it remains largely underrepresented in global tourism rankings.

Olaito believes the gap reflects weak storytelling and limited online documentation of destinations.

Why It Matters

Tourism contributes significantly to global GDP and job creation.

For Nigeria, which is seeking to diversify its oil-dependent economy, tourism presents an untapped opportunity.

“Successful destinations understand that stories create confidence,” Olaito said. “Confidence attracts visitors, and visitors attract investment.”

He described storytelling as a form of economic infrastructure.

Without strong narratives, he argued, destinations struggle to attract both tourists and investors.

Digital Platforms and Local Voices

Olaito, founder of ReviewIT, a digital platform that captures user-generated travel experiences, said technology can democratise tourism promotion.

“People trust people more than adverts,” he said. “A single honest review or well-told story can be more powerful than a large marketing budget.”

He added that digital feedback provides useful data for tourism operators and policymakers.

Such data can help improve services, identify gaps and strengthen planning.

Social media platforms like Instagram, Facebook and LinkedIn now serve as informal travel guides.

Travel decisions are increasingly influenced by short videos, blog posts and first-hand testimonials.

Media’s Role in Repositioning Nigeria

Olaito called on journalists and content creators to move beyond surface-level reporting.

“When places are properly documented, they become investable,” he said. “Stories translate culture into opportunity.”

Challenges and Opportunities

Nigeria’s tourism sector still faces structural problems.

These include poor infrastructure, inconsistent policies and limited funding for cultural preservation.

However, Olaito believes the gaps present opportunities for young media professionals and digital entrepreneurs.

“If Nigeria tells its stories well,” he said, “tourism can become a powerful driver of jobs, local development, and global cultural exchange.”

What’s Next?

Experts say Nigeria needs a coordinated digital tourism strategy.

This could include:

Training local storytellers and travel journalists

Encouraging user-generated content

Strengthening online review ecosystems

Building partnerships between media and tourism boards

As global travellers increasingly plan trips online, Nigeria’s digital footprint may determine its tourism future.

Nigeria’s Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, has said inbound tourism could become a powerful tool for national unity, global visibility and shared prosperity.

She made the remarks during a strategic meeting with the Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, who briefed her on the agency’s international marketing plans and participation in global tourism expos.

The meeting was also attended by the Permanent Secretary of the Ministry, Dr Mukhtar Yawale Muhammad, alongside senior ministry and agency officials.

Why it matters

Nigeria has long struggled with international perception challenges, despite its cultural depth and tourism potential.

Officials say inbound tourism offers a way to change the narrative, attract foreign exchange, create jobs and strengthen social cohesion at the grassroots level.

Receiving the briefing, Ms Musawa praised the NTDA’s efforts, describing them as “critical to rebuilding confidence in Nigeria’s tourism narrative”.

She said tourism must go beyond revenue generation and be intentionally positioned as a connector of people, cultures and communities.

According to the minister, when visitors experience Nigeria “beyond headlines”, they encounter its warmth, diversity and shared humanity.

Tourism as a tool for unity

Ms Musawa stressed that inbound tourism can foster mutual understanding and national cohesion, particularly in a country as diverse as Nigeria.

She noted that tourism-driven interaction encourages livelihoods, strengthens community ownership and gives people a shared stake in peace and stability.

She said tourism “creates livelihoods and gives communities a collective stake in peace, stability and national cohesion”.

The minister also underscored the importance of telling Nigeria’s story in a balanced and authentic way, highlighting the country’s heritage, creativity, landscapes and people.

She cited destinations such as Plateau State and other culturally rich regions as examples of experiences that reflect Nigeria’s depth and diversity, which must be strategically showcased to global audiences.

Industry focus: global markets and investors

In his presentation, NTDA Director-General Ola Awakan said the agency is deliberately expanding Nigeria’s presence at major international tourism markets and expos.

He explained that such platforms are crucial for attracting investors, airlines, tour operators and destination partners, while restoring Nigeria’s relevance in global tourism conversations.

Mr Awakan said the Authority is prioritising market-ready destinations, working closely with state governments and the private sector.

He said the goal is to present Nigeria as “a unified tourism destination”, while allowing individual locations to showcase their unique identities.

According to him, this approach ensures that tourism growth is inclusive and spreads benefits across regions.

Government backing and policy direction

Permanent Secretary Dr Mukhtar Yawale Muhammad reaffirmed the ministry’s support for the NTDA’s programmes.

He described tourism as a key driver of economic diversification, youth engagement and social integration, particularly at a time when Nigeria is seeking alternatives to oil revenue.

Dr Muhammad emphasised the need for sustained collaboration, clear policy direction and coordinated execution to achieve long-term national impact.

What’s next

Officials say the ministry and its agencies will deepen cooperation, expand Nigeria’s footprint in global tourism markets and position tourism as a credible driver of opportunity, unity and renewed national confidence.