The conversation around Nigeria’s tourism potential took a strategic turn during the latest edition of the Naija7Wonders Zoom Conference 3.0, where industry stakeholders gathered to examine how festivals can become powerful drivers of economic growth, cultural preservation, and destination marketing.
Speaking during the session themed “Festivals & Tourism in Nigeria: A New Pathway,” hospitality entrepreneur and CEO of Tojum Hospitality, Olugbenga Sunday, delivered a thought-provoking presentation that challenged tourism stakeholders to rethink how Nigeria organizes, promotes, and sustains its cultural festivals.
From data collection to accommodation systems, food safety, and visitor experience, Sunday painted a detailed picture of what Nigeria must improve if its festivals are to compete on the global tourism stage.
Opening his remarks, Sunday reflected on the growth of the Naija7Wonders initiative since its early conversations during the COVID-19 period. He described the current discussion as timely, noting that Nigeria’s tourism industry must embrace “a new pathway” if it hopes to unlock the full economic value of its cultural assets.
One of the strongest themes in his presentation was the urgent need for proper data collection across Nigeria’s tourism and festival ecosystem. According to him, many festivals attract massive crowds, yet organizers often lack accurate records about attendance, visitor demographics, travel patterns, accommodation demand, and international participation.
Using festivals such as the Ojude Oba Festival as an example, Sunday questioned why organizers cannot confidently state how many people attended, where visitors came from, or how many hotels reached full occupancy during the event.
For him, data is more than statistics — it is the foundation of tourism development.
“Data is the real economy,” he emphasized, explaining that accurate records can help tourism planners measure impact, attract investors, improve infrastructure, and position Nigerian festivals for international recognition.
He praised tourism platforms that already prioritize detailed reporting and urged both public and private sector operators to invest in digital systems that capture and preserve tourism data for future planning.
Beyond data, Sunday turned attention to one of the most pressing challenges facing festival tourism in Nigeria: accommodation shortages.
Drawing from the original concept behind Airbnb-style hospitality, he argued that local communities hosting major festivals should be empowered to provide temporary accommodation through verified spare rooms and homestay arrangements.
According to him, many communities already possess unused spaces that could support tourism during peak festival periods. Yet visitors are often forced to travel long distances in search of hotels because locals have not been properly introduced to community-based hospitality systems.
Referencing events like the famous Twins Festival in Igbo-ora and the globally recognized Calabar Carnival, Sunday questioned whether existing hotel infrastructure can truly accommodate thousands of visitors if tourism numbers continue to grow.
He stressed that teaching communities how to safely participate in Airbnb-style hosting could significantly boost local income while solving accommodation challenges during large events.
The hospitality expert also highlighted another overlooked opportunity — extending festival experiences beyond the final day celebration.
According to him, many Nigerian festivals include several days of activities ranging from sports competitions and nightlife events to cultural showcases and local entertainment. However, only the climax day often receives attention and promotion.
By developing full festival calendars and creating tourism packages around multi-day activities, communities can generate greater economic impact and encourage visitors to stay longer.
Sunday further called for a more organized review and feedback culture within Nigeria’s tourism industry. He questioned why many major festivals still lack centralized online review platforms where attendees can share experiences, recommendations, and concerns.
He suggested the use of QR-code systems during festivals, allowing guests to instantly leave reviews that organizers can later analyze for improvement.
“In those reviews,” he explained, “we will see what we need to do better.”
Food safety also emerged as a critical concern during his presentation. Sunday warned that poor hygiene standards among food vendors at festivals could damage Nigeria’s tourism reputation if not properly addressed.
He noted that many tourists return home with negative health experiences due to poorly handled meals, inadequate sanitation, and a lack of food safety education among vendors.
For him, festival organizers must begin training food sellers on hygiene, crowd preparation, and balanced meal standards, especially as Nigeria seeks to attract more international visitors.
Equally important, he said, is the need for better crowd management systems, visible safety signs, waste disposal structures, and adequate toilet facilities at event venues.
According to Sunday, tourism sustainability cannot be built solely on crowd numbers; visitor comfort, safety, sanitation, and environmental management must also become central priorities.
Through his presentation, the CEO of Tojum Hospitality reinforced its growing role as a voice for innovation within Nigeria’s hospitality and tourism industry. The company continues to advocate for practical strategies that can transform festivals from seasonal celebrations into structured economic assets capable of attracting both domestic and international travelers.
As conversations around cultural tourism continue to gain momentum, stakeholders at the conference agreed that Nigeria possesses enormous untapped potential. From ancient traditions and food culture to music, fashion, nightlife, and community festivals, the country holds the ingredients needed to become one of Africa’s leading cultural tourism destinations.
The challenge now lies in organization, collaboration, and long-term planning.
With voices like Olugbenga Sunday calling for smarter systems, stronger community involvement, and better visitor experiences, the future of festivals and tourism in Nigeria may indeed be entering a new pathway, one capable of transforming local celebrations into global attractions.
By Sam Opoku
