The Chief Executive Officer of Travel Lab Ltd, Shalom Asuquo, says Nigeria’s tourism future lies beyond traditional festivals and cultural displays, urging stakeholders to focus on building immersive experiences and structured tourism ecosystems.
Speaking at the Naija7Wonders Zoom Conference 3.0, Asuquo argued that modern travellers are increasingly seeking emotional and experiential connections rather than simply visiting destinations for sightseeing.
She explained that today’s tourism economy revolves around participation, storytelling, identity and memory creation, adding that global festivals such as the Rio Carnival, Coachella and Afrofestival-driven tourism models have evolved into full economic ecosystems.
According to her, Nigeria possesses the cultural resources, festivals, cuisine, music and creativity needed to compete globally, but lacks sufficient structure, packaging, technology and long-term vision.
Asuquo called for the development of year-round tourism calendars, immersive cultural villages, culinary tourism hubs, fashion and music marketplaces, and curated tourism experiences capable of attracting both local and international audiences.
She maintained that the future of tourism marketing now depends heavily on digital storytelling, noting that creators on platforms such as TikTok, Instagram and YouTube increasingly influence travel decisions more effectively than traditional advertising campaigns.
The tourism entrepreneur further urged Nigerians to focus on projecting positive narratives about the country instead of dwelling solely on its challenges, stressing that global audiences are already drawn to African music, food, fashion and entertainment.
