OLA AWAKAN: NTDA Act 2022 provides stronger legal, institutional foundation for transformation of Nigerian tourism, hospitality

The Director General of the Nigerian Tourism Development Authority (NTDA) has made a rally call for stakeholders and government to band together to focus on the development and promotion of Nigerian tourism.

Awakan made the call at the National Tourism and Hospitality Stakeholders Forum held in Abuja, with NTDA as the convener in collaboration with the Federation of TOURISM Associations of Nigeria (FTAN) and the Federal Ministry of Arts, Culture, Tourism and Creative Industry.

He stated; ‘‘we are at a pivotal moment in our journey, supported by renewed policy direction, growing private sector interest, the ‘Renewed Hope Agenda’ of President Bola Ahmed Tinubu and the enabling provisions of the NTDA Act 2022, which provides a stronger legal and institutional foundation for transformation.’’

Below is excerpts of the address of Awakan:

Distinguished stakeholders, captains of industry, representatives of government institutions, leaders of tourism associations, development partners, members of the media, ladies and gentlemen, it is with great pleasure that I welcome you all to the National Tourism Stakeholders’ Forum 2026, convened under the theme; “Shaping the Future of Nigerian Tourism Together.”

Your presence here today is a strong demonstration of our collective resolve and shared commitment to repositioning tourism as a critical pillar of Nigeria’s economic diversification, cultural promotion, and global engagement. As the current Director-General, following my recent appointment, it became imperative for me to formally present myself to this critical body of stakeholders—distinguished personalities and partners with whom we will collectively drive the transformation of Nigeria’s tourism sector.

Forum is a strategic convergence point designed to foster dialogue, strengthen alignment, catelyse actionable outcomes

This Forum is not merely a ceremonial gathering; it is a strategic convergence point designed to foster dialogue, strengthen alignment, and catalyze actionable outcomes for the growth of the tourism sector. Notably, this National Tourism Stakeholders’ Forum represents the very first of its kind at the national level, although zonal stakeholders’ engagements and facilitation meetings have been held at various times across the country.

… tourism built on a tripod

Tourism, both globally and within our national context, thrives on a tripod framework consisting of attractions, hospitality, and transportation. Attractions represent our rich natural endowments, cultural heritage, festivals, and creative assets; hospitality defines the quality of experiences and services we provide to visitors; while transportation ensures accessibility, connectivity, and ease of movement across destinations.

The effectiveness of our tourism sector is therefore dependent on how well these three pillars are developed, integrated, and managed. This Forum provides us with a unique opportunity to harmonise stakeholders’ efforts, identify critical gaps, and co-create sustainable strategies that will strengthen these foundational elements.

Nigeria is undeniably endowed with immense tourism potential. From our diverse ecological landscapes to our vibrant cultural expressions and globally recognised creative industry, we possess the assets required to become a leading tourism destination.

… challenges

However, it is also important to acknowledge that the sector has not yet attained its full potential. Challenges such as fragmented institutional coordination, infrastructural deficits, limited global visibility, and inconsistencies in regulatory frameworks have constrained growth.

Notwithstanding these challenges, we are at a pivotal moment in our journey, supported by renewed policy direction, growing private sector interest, the “renewed hope agenda” of President Bola Ahmed Tinubu and the enabling provisions of the NTDA Act, 2022, which provides a stronger legal and institutional foundation for transformation.

 

… NTDA repositioned

The Nigerian Tourism Development Authority has therefore been repositioned as a regulatory, developmental, and marketing agency with a clear and focused mandate. Our mission is to develop, regulate, and promote Nigeria as a preferred tourism destination, while our overarching goals include establishing a robust and predictable regulatory environment, driving tourism investment and infrastructure development, enhancing global promotion of Nigeria’s tourism assets, improving service standards across the industry, and strengthening institutional capacity to deliver on our mandate effectively.

… leveraging on solid foundation by predecessors

In this regard, I wish to sincerely appreciate my predecessors in office for their invaluable contributions in positioning the Authority to its current level. Governance is indeed a continuum, and I am delighted to take over the baton of leadership, leveraging the solid foundation they have laid. This progress cannot be sustained or accelerated without the active collaboration of stakeholders, hence the importance of this forum.

…. key areas of focus

In pursuit of these objectives, the Authority is prioritising several key strategic focus areas. We are strengthening the policy and regulatory framework to ensure clarity, consistency, and investor confidence, while also enforcing compliance across the tourism ecosystem.

At the institutional level, we are building capacity to create a more responsive, efficient, and result-oriented organisation capable of driving reform and innovation. In the area of tourism marketing, we are repositioning Nigeria’s image through targeted campaigns, strategic partnerships, and increased participation in global tourism platforms. We are also emphasizing research and development by promoting data-driven decision-making to guide planning, policy formulation, and investment strategies.

Furthermore, we are facilitating tourism investment and infrastructure development to unlock the full value of our destinations, while also prioritizing human resource development to enhance professionalism, skills, and service delivery across the sector.

Quality assurance remains central to our efforts, as we are committed to ensuring standards through systematic inspection, certification, and continuous monitoring of tourism enterprises.

… transformative initiatives

In alignment with the provisions of the NTDA Act, 2022, we have introduced a number of transformative initiatives aimed at repositioning the sector. One of such initiatives is tourism digitalization, which involves the development of interactive digital platforms that will showcase Nigeria’s tourism offerings, provide seamless user experiences, and integrate information, booking, and destination management systems. We are also placing strong emphasis on the development of MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—recognizing its potential as a high-value segment capable of driving business travel and economic activity.

In addition, we are implementing the standardisation and accreditation of Hospitality and Tourism Enterprises through a nationwide system that will improve service quality, enhance consumer confidence, and align Nigeria with international best practices. But all of these require strong collaboration with the states and the private sector. We cannot do it without you all.

… birthing Naija Flavour Marketplace

A key highlight of this stakeholders’ engagement is the conceptualisation and planned birth of the Naija Flavour Marketplace, which we consider a strategic intervention for sector growth and inclusivity. Tourism is inherently a labor-intensive sector, with value chains that accommodate a wide range of skills, from highly specialized services to informal and community-based enterprises.

The Tourism Marketplace is therefore designed as a structured platform that connects buyers, sellers, service providers, investors, and consumers across the tourism value chain. It will address the issue of negative trends in labour fragmentation by providing visibility, access, and coordination for Micro, Small, and Medium Enterprises (MSMEs), which forms the backbone of the industry.

Importantly, this initiative aligns with our national priorities on employment generation, as it creates scalable opportunities for youth and women, who constitute a significant proportion of the tourism workforce.

By formalising and digitising access to markets, the Tourism Marketplace will unlock economic participation, stimulate entrepreneurship, and deepen value creation across the sector- as we begin small, we plan to grow big and attract tourists from other states and spread across.

Equally important is our commitment to strengthening synergy between the public and private sectors. We are fostering closer collaboration with key stakeholders, including the Federation of Tourism Associations of Nigeria (FTAN), sub-national governments, and other relevant tourism bodies, to ensure a more coordinated and unified approach to sector development. This collaboration is essential in eliminating duplication, maximizing resources, and achieving greater impact.

… expanding inbound tourism

As the chief tourism marketing agency of Nigeria, the NTDA is also focused on expanding inbound tourism, positioning tourism as a viable export sector capable of generating foreign exchange earnings. In this regard, we will leverage Nigeria’s eco-tourism assets, heritage sites, and creative industries, using storytelling as a powerful tool to reshape global perceptions and present authentic Nigerian narratives to the world.

… storytelling mechanism

Being a story teller myself, I believe there can be a phenomenal change in the tourism sector through story telling as Nigeria remains a microcosm of stories. We are equally advocating a more visa-friendly regime that simplifies entry processes, encourages travel and investment, and enhances Nigeria’s competitiveness as a tourism destination.

 

… international tourism city

A major flagship initiative under our strategic vision is the proposed development of an international Tourism City—a one-stop tourism edifice that will encapsulate and project the essence of Nigeria. This Tourism City will integrate culture, entertainment, hospitality, and commerce into a single, immersive destination that tells the Nigerian story in a compelling and innovative way.

It will serve not only as a symbol of national pride but also as a major attraction capable of drawing both domestic and international visitors, truly becoming a destination that “speaks Nigeria” using Naija flavour to make a paradigm shift in the tourism sector.

 

.. strong collaboration

Distinguished ladies and gentlemen, the future of Nigerian tourism cannot be built in isolation. It requires strong collaboration, continuous innovation, and unwavering commitment from all stakeholders.

This forum therefore provides us with a platform to share ideas, build consensus, and define clear, actionable pathways for the growth and sustainability of the sector.

With this impressive turnout, it is clear that there is strong stakeholder commitment to the sector, and moving forward, this forum will evolve into a periodic national tourism stakeholders’ town hall series, with the inaugural series set to commence next year—growing from this modest beginning into a major national platform.

I urge all participants to engage actively, contribute meaningfully, and approach our deliberations with a sense of purpose and responsibility.

Together, we can transform Nigerian tourism into a major contributor to national GDP, a driver of job creation, and a powerful instrument for national unity and global influence. On behalf of the Nigerian Tourism Development Authority, I once again welcome you all to this important forum and wish us a productive and impactful engagement.