A travel and customer service professional, Adegbaju Olufunmilayo Esther, has stressed the need for Nigeria to focus its economic diversification plan on tourism and travel as viable engines of growth.
Adegbaju, whose career spans ticketing, tour operations and executive leadership, said the sector holds far greater potential than it is currently delivering, saying her experience offers not just a personal journey, but a national roadmap.
Having worked in the industry since the late 2000s, Adegbaju said, “Nigeria has made real efforts toward growth and visibility.”
She however points to the global recognition of cultural tourism as a strong foundation, noting that, “Festivals such as the Calabar Carnival, Eyo Festival, Osun-Osogbo Festival and Ojude Oba have evolved into major attractions drawing visitors from within and outside the country
“These events have helped position Nigeria as a culturally rich destination with unique experiences to offer.
From a national perspective, this cultural capital represents exportable value. Tourism is not merely about leisure; it is about foreign exchange earnings, job creation, small business growth and international branding. Countries with fewer natural and cultural assets have built thriving economies around tourism.’’
Adegbaju further argued that Nigeria already has the raw materials, adding that beyond festivals, natural and historical attractions such as Erin Ijesha Waterfalls, Olumo Rock, Lekki Conservation Centre and Obudu Mountain Resort are gold mines.
“These sites, if properly developed, marketed and maintained, can drive domestic tourism while attracting international visitors,” she advised.
She pointed out that potential alone does not build an industry, saying, “Security remains a major concern,” Adegbaju stresses. Insecurity not only deters tourists but also discourages investors in hospitality infrastructure. For tourism to meaningfully contribute to GDP, national and state governments must treat safety as an economic priority, not merely a political talking point.”
Infrastructure is another crucial pillar in her argument, adding that, “Poor road networks, unreliable electricity and limited access to basic amenities undermine visitor experience and inflate operational costs.”
Adegbaju advised further that, tourism development should be integrated into national infrastructure planning, adding that, “Access roads to tourist destinations, stable power for hotels and reliable transportation systems are not luxuries; they are prerequisites for competitiveness.
For Adegbaju, the path forward is clear, pointing out that Nigeria already possesses the culture, landscapes and entrepreneurial talent required for success, adding that what remains is deliberate, consistent and strategic action to transform tourism from potential into prosperity.
