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.

As Lagos’ Detty December season gathered momentum, food, culture and tourism intersected at the GTCO Food and Drink Festival Holiday Edition, transforming the city’s festive rush into a shared culinary and cultural experience for families, returning Nigerians in the diaspora and small food businesses.

Held on December 20 and 21 at the GT Centre, Oniru, the two-day festival marked GTCO’s first Holiday Edition of its flagship food and beverage platform, deliberately timed to align with one of Lagos’ busiest tourism and commercial periods.

From Day 1 through the final day, the festival underscored how food has become a central part of Lagos’ December identity, beyond nightlife and concerts, serving as both a cultural connector and an economic opportunity.

Day 1: Vendors say zero-cost access boosts sales and visibility

For food vendors on the opening day, the focus was clear: access, exposure and sales without the burden of participation fees.

At the Street Food Hub, Ebere Stephen, founder of Boli Bazaar, said returning to the festival year after year had helped sustain her business.

“From the beginning of this festival, I’ve been coming back,” she said. “They invite me anytime they need me, and it’s helping my business.”

Selling traditional street food including bole and yam, she said the steady flow of customers from different parts of Lagos and beyond reflected the festival’s growing reach during the holiday season.

Nearby, Marcellina Otii, representing Iyaloja Direct.Com, described the event as a rare opportunity for small food businesses to meet customers face-to-face.

The brand, which sells foodstuffs both online and in person, was attendi

“This is exposure for us,” she said. “People are discovering our business, and we expect more growth as the days go on.”

For Dundu Nation, a food brand offering jollof rice, smoked chicken and outdoor catering, Day 1 brought repeat customers and positive feedback.

“People come back after tasting our food,” said Talani, the brand’s manager. “Everything has been smooth.”

Several vendors also praised the reliability of GTBank’s POS services at the venue, noting seamless and error-free transactions despite high customer volume.

Day 2: Families, tourists and returning Nigerians fill the space

By Day 2, the festival had taken on a more relaxed, family-centred atmosphere, with visitors describing it as a safe and welcoming Detty December destination.

Among them was Ope Ogunyi, who had recently returned from New Jersey, United States, and was attending the festival for the first time with her children.

“I honestly wasn’t expecting this,” she said. “It’s amazing, much more than expected.”

She highlighted the indoor setting, attentive vendors and children’s play area as standout features.

“We were offered food without stress, rice, chicken, ice cream and the vendors were very accommodating to families,” she said. “They could read the room.”

Ope described the vendors as “top-notch and exclusive” and praised GTCO for investing in community-focused experiences during the festive season.

“This is how to build Nigeria,” she added. “Other organisations should follow this model.”

Another visitor, Sam Olayemi, rated the experience 8.5 out of 10, praising the organisation and the introduction of a kids’ play area.

However, he pointed to challenges that became more visible on the final day, including parking difficulties, poorly positioned vendor signage and the absence of free water.

“Parking was a major concern,” he said. “Some vendor names were hidden by food displays, making them hard to see.”

Despite this, he noted that the crowd was more diverse than in previous editions, reflecting Lagos’ rising profile as a December tourism destination.

Healthy food brands and long-standing businesses find value

Among returning vendors on Day 2 was Mach Superfood Granola, a health-focused brand offering sugar-free, high-fibre products rich in omega-3 fatty acids.

The brand said the festival helped drive both sales and awareness.

“Our products are suitable for children, people managing diabetes and anyone focused on healthy living,” a representative said.

Having previously attended a regular edition, Mach Superfood Granola said the Holiday Edition delivered strong engagement and encouraged persistence among first-time applicants.

Also returning was Ayoola Foods, a company with over 30 years in the food industry.

Joy Bakare, Head of Marketing at Ayoola Foods, said the festival’s value lies in visibility rather than immediate profit.

“Our goal here is brand awareness,” she said. “People need to know our products, especially Poundoyam.”

She described this year’s Holiday Edition as an improvement on past ones, citing the expanded venue and free-entry model as key factors driving engagement.

First-time vendors highlight opportunity and challenges

For Temitayo Abe, founder of Cereal Food, the GTCO festival offered rare access to customers without financial barriers.

Her three-year-old brand produces organic flour products targeted at weight management and diabetes care.

“Sales have been good on both days,” she said, though she noted uneven crowd movement between the main floor and the masterclass vendor section.

Beyond the festival, she highlighted structural challenges facing Nigerian entrepreneurs, including limited access to grants and high-interest loans.

“Most loans consume profits meant for growth,” she said, while calling for more government-backed platforms similar to the GTCO festival and Lagos State’s Food Hall initiative.

GTCO’s cultural and economic vision

GTCO said the Holiday Edition reflects its evolving approach to experience-led engagement, combining food, family entertainment and enterprise development during one of the most commercially active periods of the year.

The Group Chief Executive Officer of GTCO Plc, Segun Agbaje, said the festival remains a vehicle for supporting Nigerian food entrepreneurs while fostering shared cultural experiences.

With 213 Nigerian-owned food and beverage businesses selected from over 4,000 applications nationwide, GTCO retained its zero-cost participation model to remove financial barriers for small businesses.

The festival featured a Christmas Village, street food hubs, live DJ performances and children’s play zones, elements designed to complement Lagos’ Detty December calendar.

Food as a Detty December anchor

Across both days, the GTCO Food and Drink Festival Holiday Edition positioned food as a cultural anchor within Lagos’ Detty December, bridging tourism, entrepreneurship and community.

For vendors, it offered access, sales and visibility without cost.

For visitors, it provided a family-friendly entry point into the festive season.

And for Lagos, it reinforced food as both a cultural expression and an economic driver at the height of holiday tourism.