Nigeria can significantly increase its tourism revenue by strategically developing festivals, international sporting events and Meetings, Incentives, Conferences and Exhibitions (MICE), according to Dewald Kruger, General Manager of The Envoy Hotel by Silk Road Hospitality, Abuja.
Speaking during the Naija7Wonders Zoom Conference themed “Festivals & Tourism in Nigeria: A New Pathway,” Kruger said the country possesses enormous tourism assets but has yet to package and market them effectively to attract international visitors.
Drawing comparisons with leading global tourism destinations, the South African hospitality executive noted that iconic attractions such as China’s Forbidden City, France’s Louvre Museum, the Palace of Versailles and the Eiffel Tower collectively attract tens of millions of visitors annually, generating substantial economic benefits. He also cited religious tourism as a major revenue driver, pointing to the annual Hajj pilgrimage and the Vatican’s millions of visitors, saying such events create extensive value chains that benefit transport operators, hotels, restaurants, retailers and local communities.
According to him, Nigeria can achieve similar results by investing in well-organised festivals and international events capable of attracting large numbers of visitors. Kruger referenced South Africa’s successful hosting of the 2010 FIFA World Cup, which attracted about 400,000 international visitors within a month and boosted tourism’s contribution to the country’s Gross Domestic Product to approximately 10 percent.
He expressed optimism over reports that Abuja could one day host a Formula One street race, noting that such a mega sporting event would stimulate infrastructure upgrades, create employment opportunities and dramatically raise the city’s international profile. “If Nigeria hosts an event of that magnitude, the impact on hotels, restaurants, transport providers, entertainment businesses and the wider economy would be enormous,” he said.
Kruger also welcomed plans by the Federal Capital Territory Administration to transform the Jabi Lake waterfront into a major leisure destination, while urging authorities to ensure developments are sustainable and supported by reliable utilities and public services. He stressed that tourism should be viewed as an interconnected economic ecosystem capable of stimulating multiple sectors, provided destinations are properly developed, marketed and managed.
The hospitality executive further called for stronger collaboration between government and the private sector to position Abuja and Nigeria as competitive destinations for conferences, festivals and leisure tourism.
