The Aare Onakakanfo of Yorubaland, Iba Gani Adams, has urged governments to invest in tourism promotion and cultural products to improve Nigeria’s global image.
Mr Adams made the call at the 2026 annual conference and awards of the Association of Nigerian Journalists and Writers of Tourism on Friday in Lagos.
The conference’s theme was “Nigerian Tourism Industry and Current Administration’s Immigration Reforms.”
Mr Adams said Nigeria could learn from the United States by investing in platforms capable of projecting a positive image of the country internationally.
He cited Hollywood’s influence on America’s global perception, saying Nigeria needed a similar strategic approach to showcase its culture and heritage.
He stressed the need for unity among tourism stakeholders, warning that divisions within the industry could undermine efforts to promote Nigeria’s tourism assets.
The Yoruba leader, who described himself as a regular international traveller, recounted instances in which business interactions changed after foreign partners discovered he was Nigerian.
He attributed such experiences to Nigeria’s negative international reputation and called for sustained efforts to improve the country’s image.
Mr Adams urged federal and state governments to prioritise tourism in their economic development plans and empower existing tourism organisations and structures.
He said tourism offered long-term economic opportunities compared with extractive industries such as oil and solid minerals, whose resources were finite.
“When you have oil, you can’t drink oil. You have a time frame of taking that oil,” he said.
Mr Adams urged Nigeria to develop its cultural heritage, natural attractions and other tourism assets into products capable of attracting visitors and generating income for local communities.
He cited South Africa’s international tourism profile and Saudi Arabia’s growing emphasis on tourism and religious travel as examples Nigeria could emulate.
He also highlighted the economic opportunities associated with international pilgrimages and faith-based travel, citing religious tourism involving destinations such as Israel.
Mr Adams urged tourism journalists and writers to tell compelling stories about Nigeria’s destinations, people, culture and heritage to attract visitors and strengthen the country’s reputation.
Mr Adams received the Most Impactful Cultural Tourism Personality in Nigeria award at the event.
While receiving the award, he urged tourism organisations to establish a common platform and a joint committee to promote the industry.
He identified poor collaboration among tourism organisations as a major challenge and called on stakeholders to work together while retaining their individual programmes.
Mr Adams appealed to conference organisers to bring tourism stakeholders together through joint programmes.
“I will appeal that a programme like this should be held jointly with all tourism stakeholders.
“All the organisations should form a committee,” he said.
Describing tourism as an asset capable of generating more revenue than crude oil, Mr Adams urged conference organisers to use such events to educate Nigerians on its economic value.
“The gold you people have thrown away that can give you more money than crude oil is tourism,” he said.
(NAN)
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