Minister Calls for Youth-Driven Revolution in Nigerian Tourism
The Minister for Tourism, Lola Ade-John, has urged stakeholders to capitalise on the potential of Nigeria’s youth to drive a tourism revolution.
Speaking at the prestigious Akwaaba African Travel Market 2024, held at the Eko Hotel Convention Centre, the minister highlighted the nation’s ambition to emerge as a global tourism powerhouse, underpinned by the dynamic contributions of its young population.
In her goodwill message to attendees, Ade-John underscored Nigeria’s growing influence in the tourism sector, noting the country’s remarkable progress.
“Nigeria stands at the forefront of a tourism revolution, positioned to become a leading global destination,” she declared.
According to the minister, tourism contributed 3.65% – equivalent to $17.3 billion – to Nigeria’s GDP in 2022, with the potential for substantial growth.
She further elaborated on the robust statistics that showcase the sector’s evolution.
According to her, in 2023, domestic tourism saw an impressive 20% increase in trips, totalling 3 million, and the country welcomed 1.2 million international visitors.
She noted that Nigeria’s cultural richness, highlighted by over 1,000 annual festivals and two UNESCO World Heritage Sites, continues to attract foreign investment, with more than $500 million secured in the past two years – a figure expected to triple by 2028.
The minister pointed to Nigeria’s youth as a pivotal force driving the future of tourism, citing compelling trends.
“With 70% of our population under 30, Nigeria’s young people are our greatest asset in tourism,” Ade-John affirmed.
She revealed that 65% of domestic trips in 2023 were made by individuals aged 18 to 35, and youth-led tourism startups have surged by 150% over the past three years.
She also disclosed that social media engagement in travel content among Nigerian youth has skyrocketed by 300% since 2021, reshaping the way the world views Nigeria.
Ade-John expressed pride in the country’s youthful workforce, noting that 80% of Nigeria’s tourism workforce is under 40, bringing innovation, digital savvy, and entrepreneurial spirit to the sector.
“These young Nigerians are not just travellers; they are storytellers, digital nomads, and entrepreneurs reshaping our tourism landscape,” she added.
Looking ahead, the minister outlined key initiatives to transform the sector, reaffirming the Federal Ministry of Tourism’s commitment to governance, stakeholder engagement, and digital transformation.
“We are committed to unlocking our potential through the implementation of a thorough National Tourism Policy and Tourism Development MasterPlan,” she said, while emphasising the importance of digital tools such as tourism databases, mobile apps, and virtual tours.
Ade-John also announced ongoing partnerships with private sector leaders like Cavista Holdings and the active involvement of tech-savvy youth in driving the digital revolution.
She highlighted the ministry’s efforts to collaborate with state governments to enhance major tourist attractions, including Obudu Mountain Resort and Yankari Game Reserve.
Community-based tourism and skills development also took centre stage in her address, with initiatives such as the “Doctrine According to Tourism” and “EcoGenesis Incubator Series” designed to empower local communities.
Additionally, the minister announced that History and Tourism would be integrated into the educational curriculum from the primary school level, in partnership with the Ministry of Education.
“Our goal is to train young Nigerians, women, and indigenous populations in tourism, hospitality, and entrepreneurship skills,” she explained, stressing that every Nigerian should benefit from the economic opportunities that tourism offers.
However, Ade-John was clear that the government alone cannot achieve these lofty goals. She called on the private sector, media, and civil society to join hands in propelling the industry forward.
“This is your call to action. The future of Nigerian and African tourism is in your hands,” she urged.
Concluding, the minister commended the organisers of the Akwaaba African Travel Market 2024, recognising their dedication to the growth of African tourism.
“I hope and pray that your efforts will be a driving force in taking the tourism industry to greater heights,” she stated.
As Nigeria opens its doors wider to global tourists, Ade-John’s message was clear: the future of Nigerian tourism lies in harnessing the energy and innovation of its youth.
“Enough talk, more action,” she declared, setting the tone for a bold new chapter in the nation’s tourism journey.
