…Says Nigeria Can Earn More From Tourism Than Oil
…Calls for common platform to promote cultural heritage, improve Nigeria’s global image
The Aare Ona Kakanfo of Yorubaland, Iba Gani Adams, has called on tourism organisations across Nigeria to establish a common platform and joint committee to promote the country’s tourism industry, describing tourism as an economic asset capable of generating more revenue than crude oil.
Adams made the call at the 2026 annual conference and awards of the Association of Nigerian Journalists and Writers of Tourism (ANJET), held at the Radisson Blu Hotel, Ikeja, Lagos, where he received the Most Impactful Cultural Tourism Personality in Nigeria Award.
He identified inadequate collaboration among tourism stakeholders as a major challenge confronting the industry, urging organisations to work together to develop the country’s cultural heritage, historical sites and natural attractions into viable tourism products.
According to him, a coordinated approach involving government agencies, tourism associations, private sector operators and other industry players would strengthen the promotion of Nigeria’s tourism assets and expand the sector’s contribution to the economy.
“In my own opinion, we should learn for both the corporate and the exclusive to work together to promote our tourism industry. I will appeal that a programme like this should be held jointly with all tourism stakeholders. All the organisations should form a committee,” Adams said.
Speaking further, the Yoruba leader stressed the need for sustained public enlightenment on the economic benefits of tourism, arguing that Nigeria had yet to maximise the opportunities available in its cultural and natural endowments.
He described tourism as an alternative source of sustainable revenue, noting that, unlike oil and other extractive resources, tourism could continue to generate income when destinations and cultural attractions were properly developed and managed.
“When you have oil, you can’t drink oil. You have a time frame of taking that oil,” he said, urging federal and state governments to prioritise tourism in their economic development plans.
Adams also called for a deliberate strategy to improve Nigeria’s international image through cultural storytelling, tourism promotion and investment in the creative industry.
Drawing comparisons with the United States, he cited Hollywood’s influence in shaping global perceptions of America, arguing that Nigeria could similarly deploy its films, culture and creative products to showcase its attractions and project a more positive image internationally.
He said his experiences as an international traveller had shown him how Nigeria’s reputation could influence business interactions with foreign partners, stressing that sustained efforts were required to change perceptions and build confidence in the country.
The Aare Ona Kakanfo also cited South Africa and Saudi Arabia as examples of countries leveraging tourism and established attractions to strengthen their international visibility and economic opportunities.
He urged Nigeria to develop its cultural heritage, religious sites, festivals and historical destinations to attract both domestic and international visitors.
Adams, however, emphasised that promoting international tourism should not come at the expense of domestic tourism, noting that both segments were essential to the industry’s growth.
He called on tourism journalists and writers to intensify efforts to publicise Nigeria’s attractions and educate citizens about the economic opportunities inherent in the sector.
