Travel and tourism expert, Hajia Faridah Sagaya, has described Nigeria’s tourism sector as an “untapped goldmine,” calling on both government and private stakeholders to step up efforts in promoting and developing the nation’s rich cultural heritage.
Speaking to journalists in Ilorin, Kwara State, North-Central Nigeria, Hajia Sagaya pointed out that despite Nigeria’s immense tourism potential, the country has yet to effectively package and market its attractions to both local and international audiences.
“In all my travels, I’ve realised that we haven’t packaged ourselves well here in Nigeria. Abroad, destinations are marketed with a lot of hype, it’s expensive and well-presented, but honestly, they often don’t have as much to offer as we do,” she observed.
She emphasised Nigeria’s cultural diversity its people, cuisine, music, fashion, and heritage as natural assets that remain largely undervalued and under-promoted.
“We are incredibly diverse, and what we have to offer is limitless. Thankfully, we are now beginning to showcase some of it through the creativity of our people. In our own small way, we contribute to promoting this great country,” she added.
While recognising that many people are reluctant to invest in tourism due to misconceptions about its profitability, she stressed that the industry, when properly harnessed, could yield substantial long-term benefits for communities.
“It’s true that people are hesitant about tourism because it hasn’t been fully developed and they don’t see quick profits. But it is a long-term investment with huge rewards. We haven’t even scratched the surface of souvenirs, music, food, costumes, arts, and crafts, especially here in Ilorin,” she explained.
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Hajia Sagaya further highlighted the cultural wealth of Ilorin, the Kwara State capital, and advocated for deliberate strategies to attract more visitors for both leisure and cultural exchange.
“We are naturally warm and welcoming people, and that’s a big plus. What we need now are better strategies to attract more visitors,” she said.
Commenting on the recently concluded annual Ilorin Emirate Grand Durbar, she noted that ongoing efforts to give the event international visibility are beginning to show positive outcomes.
“We promote it on social media, through the press, and by inviting influencers. CNN Award-winning travel journalist Pelu Awofeso was here in 2023, alongside the iconic Goge Africa Team. Last year, we welcomed groups such as Nigeria Tourism Lovers, Authentic Cyclists, and other tourism promoters. This year, the Goge Africa Team is back, and they were joined by Mr Muyiwa Omololu of TravelScope Magazine to cover the entire event,” she said.
