The Federal Government has unveiled a fresh strategy to reposition Nigeria’s tourism sector by leveraging the country’s global diaspora to improve its international image, attract investment and create jobs.
The initiative follows a strategic partnership between the Nigerians in Diaspora Commission (NiDCOM) and the Nigerian Tourism Development Authority (NTDA), with both agencies committing to jointly promote Nigeria’s tourism assets as drivers of economic growth, cultural diplomacy and national rebranding.
The partnership was announced on Wednesday in Abuja during a meeting between the Chairman/Chief Executive Officer of NiDCOM, Hon. Abike Dabiri-Erewa, and the Director-General of the NTDA, Dr. Olayiwola Awakan.
Speaking at the meeting, Dabiri-Erewa said Nigeria must take deliberate steps to reclaim its narrative by showcasing its rich cultural, historical and natural heritage rather than allowing negative perceptions to define the country’s global image.
She described the Nigerian diaspora as more than a source of remittances, saying millions of Nigerians abroad possess the investment capital, professional expertise, international networks and cultural influence needed to transform the nation’s tourism industry.
According to her, closer collaboration between NiDCOM and the NTDA will strengthen ties between Nigeria and its diaspora while encouraging investment in tourism and promoting the country’s diverse attractions across the 36 states and the Federal Capital Territory.
The NiDCOM boss highlighted the significance of the Badagry Door of Return Festival, describing it as a powerful symbol of cultural reconnection for Africans in the diaspora.
She said the annual event, which retraces the route of enslaved Africans during the transatlantic slave trade, provides visitors with a profound spiritual, emotional and historical experience that can position Nigeria as a leading heritage tourism destination.
Dabiri-Erewa urged government agencies, private investors and diaspora organisations to work together in promoting Nigeria’s tourism potential, insisting that Nigerians must become the principal storytellers of their country’s achievements and cultural identity.
“We must take ownership of our national narrative,” she said, stressing that sustained rebranding efforts are essential to improving Nigeria’s global reputation.
In his remarks, NTDA Director-General Dr. Awakan said the authority was committed to transforming Nigeria into a globally competitive tourism destination by improving infrastructure, upgrading tourist sites and enhancing service delivery across the sector.
He identified the development of a professional tour guide system, improved standards for tourism operators, beautification of tourism assets, tourism expos, stronger private-sector participation, well-packaged tour products and the establishment of tourism bureaus among the agency’s priorities.
Awakan noted that a vibrant tourism industry could significantly contribute to economic diversification by creating employment, stimulating local economies, attracting foreign investment and reducing social tensions through expanded economic opportunities.
He acknowledged Nigeria’s rich cultural heritage, reflected in its numerous festivals, traditional celebrations and entertainment industry, but lamented that these strengths were often overshadowed internationally by negative narratives.
The NTDA chief described Nigerians in the diaspora as strategic ambassadors whose influence could help reshape global perceptions of the country.
As part of the new initiative, Awakan unveiled plans for NAIJA FEST, a proposed national cultural festival designed to showcase the cuisine, music, arts, traditions and cultural heritage of all 36 states and the Federal Capital Territory on a single platform.
He said the festival would serve as a major tourism promotion event capable of attracting investors, international visitors and global attention to Nigeria’s cultural diversity.
Awakan also announced plans for a Diaspora Internship Initiative in the United Kingdom, under which Nigerians living abroad would undertake nine-month internship programmes in Nigeria to strengthen their cultural, professional and economic ties with the country.
Both agencies agreed that stronger collaboration between government institutions, the private sector, local communities and Nigerians in the diaspora is critical to unlocking the country’s tourism potential.
They reaffirmed their commitment to implementing a coordinated national tourism strategy aimed at attracting domestic and foreign investment, promoting cultural diplomacy and positioning tourism as a key pillar of Nigeria’s economic diversification and national development agenda.
