The Aare Ona Kakanfo of Yorubaland, Iba Gani Adams, has called on the Federal and state governments to increase investment in tourism, describing the sector as a sustainable source of revenue and a powerful tool for reshaping Nigeria’s international image.
Adams made the call in Lagos while delivering a goodwill message at the 2026 annual conference and awards of the Association of Nigerian Journalists and Writers of Tourism (ANJET), themed “Nigerian Tourism Industry and Current Administration’s Immigration Reforms.”
He stressed that unity among tourism stakeholders was essential to unlocking the industry’s potential, warning that divisions among industry groups could undermine efforts to promote Nigeria’s tourism assets.
According to him, Nigeria has considerable tourism potential, but the country needs stronger promotional platforms and sustained investment to counter negative perceptions abroad.
Adams cited the influence of Hollywood on America’s global image, arguing that the film industry has helped shape international perceptions of the United States and demonstrated the power of cultural storytelling in promoting a country.
READ: Africa: NTDA Boss Urges Collaboration, Stronger Storytelling to Boost Nigeria’s Tourism
He said Nigeria could draw lessons from the American experience by investing in tourism promotion, cultural products and platforms capable of presenting a more positive image of the country to the world.
The Yoruba leader, who described himself as a regular international traveller, recounted instances in which business interactions changed after foreign partners discovered that he was from Nigeria.
He attributed such experiences to the country’s negative international reputation, arguing that more deliberate government investment in tourism and destination marketing could help change the narrative.
Adams maintained that improving Nigeria’s global image would require sustained commitment rather than short-term interventions, urging the government to empower existing tourism organisations and structures to promote the country’s attractions.
He pointed to South Africa as an example of a country attracting substantial international travel, noting that tourism contributes significantly to its economic activity and international visibility.
He therefore appealed to governments at both federal and state levels to give tourism greater priority in their economic development plans.
Tourism offers sustainable revenue, Adams says
Adams contrasted tourism with extractive industries such as oil and solid minerals, arguing that natural resources are finite while tourism can generate income over the long term when destinations are properly developed and managed.
“When you have oil, you can’t drink oil. You have a time frame of taking that oil,” he said, stressing that tourism offers opportunities for sustained investment and revenue generation.
He urged Nigeria to develop its cultural heritage, natural attractions and other tourism assets into products capable of attracting visitors and generating economic benefits for local communities.
Adams also cited Saudi Arabia’s growing emphasis on tourism and religious travel as an example of how countries can use established cultural and religious attractions to attract international visitors and strengthen their global standing.
He referenced religious tourism involving destinations such as Israel, highlighting the economic opportunities associated with international pilgrimages and faith-based travel.
According to him, Nigeria has significant opportunities to benefit from religious, cultural and heritage tourism but must do more to develop and promote these assets to international audiences.
He urged tourism journalists and writers to support the effort by telling compelling stories about Nigeria’s destinations, people, culture and heritage.
Adams concluded that government investment, industry collaboration and strategic tourism promotion were necessary to improve Nigeria’s reputation, attract visitors and expand the sector’s contribution to national economic development
