LAGOS, Nigeria (VOICE OF NAIJA)- Group CEO of The Africa Guide LLC, Dr. Vicki L. Otaruyina, has devised a template with the potential to grow the nation’s hospitality and tourism subsector.
Otaruyina, a business development coach with focus on the emerging markets who has travelled widely across Africa lamented that Nigeria is missing out in the ecotourism space where otherwise smaller countries are making a huge kill.
According to her, Nigeria’s tourism potential is vast and unlocking it requires strategic action. By learning from the successes of the Caribbean, Nigeria can develop a sustainable and thriving tourism industry that showcases the country’s beauty, culture, and people to the world. The key is in execution, collaboration, and leveraging the unique assets that make Nigeria an extraordinary place to visit.
Inspired by her personal visit to Africa and the realisation of its unique beauty and value, the Barbados citizen says she remains dedicated to providing engaging content and interactive experiences that promote admiration and understanding of Africa.
“The Africa Guide LLC was founded with a clear mission to present Africa in a way that reflects knowledge and experience. Our focus is on sharing an authentic, positive narrative that showcases the continent as a remarkable global treasure.”
In a piece titled, ‘What Nigeria Can Learn from Caribbean Tourism: A Blueprint for Growth,’ the Market Expansion Consultant, said Nigeria, a country rich in cultural heritage, natural beauty, and vibrant entertainment, has long been viewed as a sleeping giant in the global tourism sector. “However, as the world increasingly turns to Africa for new travel destinations, Nigeria stands at a crossroads. To unlock its full potential, Nigeria can take valuable lessons from the Caribbean, which has successfully built a thriving tourism industry that continues to drive economic growth.”
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Drawing a nexus between the Nigeria and other countries within the Caribbean, she said despite being a region of small islands, each destination has carved out its own unique identity.
“Whether its Jamaica’s associations with reggae and Rastafarian culture or Barbados’ reputation as a luxury beach getaway, these countries have successfully marketed themselves as must-visit destinations by focusing on their unique cultural offerings. For Nigeria, the lesson is clear: a strong, unified brand is essential. Nigeria’s diverse regions, from the bustling cultural hub of Lagos to the ecotourism haven of Cross River State, each offer something distinct.”
She was however quick to admit that to attract tourists, Nigeria must develop a consistent national tourism brand while also promoting regional attractions.
Specifically, she said themed tourism packages — like cultural festivals, heritage tours, or ecotourism adventures — can provide a cohesive way to market the country to both domestic and international tourists.
“The Caribbean has made music and cultural festivals a cornerstone of its tourism success. Events like Reggae Sum fest in Jamaica and Crop Over in Barbados draw thousands of visitors each year, turning culture into a commercial asset.”
Nigeria, she emphasised, “is already home to global music and entertainment icons like Burna Boy, Davido, and Wizkid, whose influence has spread Nigerian culture across the world. This existing global footprint offers a unique opportunity for Nigeria to leverage music tourism.
Festivals such as the Calabar Carnival or the Ojude Oba Festival have the potential to attract international visitors if marketed correctly. By aligning these cultural events with global tourism campaigns, Nigeria can capitalise on the growing international interest in Afrobeat and Nollywood.”
Still drawing parallels between both countries, she said, “The Caribbean has made significant strides in promoting sustainable tourism, ensuring that their natural beauty remains intact for future generations. Countries like St. Lucia and the Dominican Republic have implemented eco-friendly practices to preserve their beaches, coral reefs, and rainforests while creating eco-tourism products that benefit local communities.”
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Nigeria, with its diverse landscapes — from rainforests and waterfalls to wildlife reserves and beaches — is well-positioned to develop eco-tourism as major attractions like the Agbokim Waterfalls and Obudu Mountain Resort.
But sadly, she lamented most of these stunning natural assets, remained underdeveloped and under promoted.
“A focus on sustainable tourism practices, including conservation efforts and community engagement, could help Nigeria build a long-term tourism strategy that protects its environment while generating income for local economies.”
While noting that the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry has been a game-changer for tourism in the Caribbean with countries like the Bahamas and Jamaica well-positioned as prime locations for international business events, providing state-of-the-art conference facilities that attract high-spending business travelers.