Nigeria: Tourism gold,yawning
for mining
By MAURICE ARCHIBONG
Thursday,
January 31, 2008
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•Mr.
Olujimi Adebakin of Universal Alliance Connections (UK)
PHOTOS: MAURICE
ARCHIBONG |
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To a cursory observer, tourism appears to be all about the
travel and hospitality industry. However, a closer look reveals
that even at the superficial level, the contribution of tourism
to other areas of society's social and economic well being
become all too glaring.
Thus, this week and next, Travels would feature reports arising
from a special study of the contribution of tourism to national
economy and the views of various stakeholders regarding the
pace of growth of this industry in Nigeria. Furthermore, the
story would also dwell on what to do to galvanize this sector
toward yielding dividends, which include promotion of peace
and reducing unemployment in the country.
Tourism is one of President Umaru Yar'Adua's Seven Emergencies,
which include Security, Energy and Job creation. It is apparent
that, if tourism is given the attention it deserves, it will
indirectly take care of several other aspects of the so-called
Seven Point Agenda.
Nigeria's tourism and culture stakeholders could learn a lesson
or two from this special study by Travels, which also reveals
the expenditure pattern of the average tourist as well as
some multiplier effects of the industry on the nation generally.
But more Nigerians must clean up their act, for filth and
unrest roll back the gains of tourism, as recent experiences
in the Italian filth-ridden city of Naples and the ongoing
post-election violence in Kenya reveal.
This report includes excerpts of interviews with Prince Adetokunbo
Kayode, Nigeria's Tourism, Culture and National Orientation
Minister, Mr. Oluwajimi Jubril Adebakin, Nigerian-born British-based
CEO of United Alliance Connections (UK), Prince Femi Oluwasina,
the CEO of Jethro Tours, Mr. Ikechi Uko, Africa Travel Quarterly
(ATQ) and The Traveller publisher as well as organizer of
the Akwaaba travel exhibition, among others.
Subsequently, Travels would also project the suggestions/recommendations
and impressions of other key figures of the sector, such as
Alhaji Munzali Dantata, Director General of the National Institute
of Hotels and Tourism (NIHOTOUR), Chief Edem Duke, President
of the Federation of Tourism Associations of Nigeria (FTAN),
and the revered veteran Chief Matts Da Silva, among others.
Tourism needs conduce atmosphere to grow
Staggering resources grossed by Indonesia, Thailand and other
countries that harbour popular resorts are clear pointers
to the huge revenue generating prospects of tourism. Although
tourism is a Janus-faced industry, and comes with certain
problems alongside the money, there is no doubt as to the
radical improvement this sector could bring about in the economic
life of any community. Across the world, examples abound regarding
the contribution of tourism to job-creation, wealth generation
and promotion of social integration.
Interestingly, many of the world famous destinations, reaping
colossal fortunes from tourism, are not necessarily more endowed
than Nigeria. Travels studies reveal that successive Nigerian
governments are actually the worst enemy of the local tourism
sector. Experts say that for tourism to blossom and thrive,
it must be private sector driven. However, government must
provide necessary infrastructure to enable the industry take
off. These facilities include electricity, water, roads, security,
transportation and sanitation.
Unfortunately, despicable leaders have failed to meet their
responsibility to Nigerians in this regard over decades.
The woeful failures that Nigerian leaders have mostly turned
out, constitute the primary reason behind the inability of
the tourism sector to yield accruable dividends to the citizenry.
Benin Republic, Burkina Faso, Ghana, Mali, Senegal, The Gambia,
Togo and other smaller nations across West Africa are smiling
to the bank with huge financial hauls from thriving hospitality
industry. Their tourism industry is lucrative because of better
infrastructure/conducive atmosphere.
NTDC as metaphor
It's true what they say about "where there's a will,
there's a way." This was pointedly brought to mind during
a recent visit to the headquarters of the Nigerian Tourism
Development Corporation (NTDC). Any one that knew what the
national headquarters of Nigeria's tourism coordinating body
used to look like would easily understand what we mean. The
headquarters of the NTDC stands within the Old Federal Secretariat
complex in Abuja's Garki Area One. Located to the right, just
beyond the gate near the road leading to the Corporate Affairs
Commission (CAC), the environment of the NTDC was far from
what it ought to be.
For those unfamiliar with these climes, the NTDC was one of
the least attractive tourism authorities' offices we ever
visited across West Africa! Outside, cars were parked in haphazard
manner; inside, the floors, walls, ceiling and sundry finishing
left a lot to be desired. Being possibly the first port of
call for countless tourists visiting Nigeria, one expected
the NTDC premises to be more welcoming but this was not the
case, until recently.
As part of Otunba Olusegun Runsewe's desire to push the tourism
industry to its optimum level, the surroundings of the NTDC
block have since been put through aesthetics overhaul: The
environment is ostensibly neater, the parking lot is now well
mapped out, the whole area wears new coats of colours, alluring
sculptures and billboards have been thrown in, as well as
a row of eateries, like icing on a delicious cake.
If we thought that the changes in the surroundings were another
reflection of some Nigerians' disposition toward cosmetics,
there were pleasant surprises on the inside to disabuse one's
mind. Apart from the instantly noticeable positive developments
on the exterior, the innards had been transformed too. The
floors now wear marble or terrazzo tiles, the walls, ceilings
and what have you are all spick 'n' span but there's more
aside these.
Computers now occupy various desks inside the NTDC, which
is for the first time grappling with efforts to gather and
collate data with a view to keeping tourism statistics.
Furthermore, the NTDC complex now boasts a Leisure and Exhibition
Hall inside what was supposed to be a store but actually served
for years as another filth-ridden room in this building. Sincerely,
this Leisure and Exhibition Hall is a welcome addition to
the NTDC headquarters. It is a quasi-museum and an introduction
to Nigeria from various angles. The NTDC Leisure and Exhibition
Hall offers a bit of an insight into Nigeria's Media history,
there are various craft pieces and portraits of former political
leaders and snippets of our people and places, among others.
For those that don't know what the maiden issue of The Nigerian
Daily Times looked like, the Leisure and Exhibition Hall has
a copy as guide: The serial number of this debut copy reads
Vol. 1, No. 1 and it was published on June 1, 1926. Many Yoruba
speakers are familiar with the phrase, Oro po ni'nu iwe kobo,
which roughly translates as "plenty to read in a penny's
newspaper." This came from the numerous contents of each
copy of The Nigerian Daily Times, which in its early days
carried a cover price of one penny (kobo).
Many people of today's generation, used to listening to high-fidelity
music from CDs, DVD and so on, can hardly imagine what was
available to older folks some 40 years ago. They were called
"gramophone," and you needed to turn and twist the
player to gather momentum before it put its nail-like pin
to the record, which like ancient chinaware broke if it was
accidentally dropped. One of such gramophones, branded EAR,
is on display at NTDC's Leisure and Exhibition Hall.
Nowadays, virtually everyone is used to seeing his or her
picture immediately after being taken with one of the countless
make of digital cameras in the market. But this was not the
case until a few decades ago, when camera-manufacturing methodology
had not been inextricably wedded to computer technology. Want
to know what a camera looked like around 1920? The Leisure
and Exhibition Hall of the NTDC holds at least one, presumable
bought by a certain Rose Becker in 1921.
Now, not only do we take the PC for granted, we are also forever
looking for the latest and fastest software. At some point,
we desired just Pentium, but how quickly our choices swung
from Pentium 1, through 2, 3 and 4! Now, some have since moved
on to other modes. Interestingly, barely 20 years ago, in
Nigeria at least, the IBM and its predecessor Remington typewriters
were still fashionable items, which only the rich could afford.
But how many young Nigerians know what a typewriter looks
like?
The Leisure and Exhibition Hall of the NTDC offers much more,
including traditional musical instruments and textiles from
various parts of Nigeria. But then, this Leisure and Exhibition
Hall is just one of the many achievements of the NTDC since
Otunba Runsewe assumed office as Director General there. It
all goes to show that, where there's a will, there'll always
be a way. We have simply thrown in the NTDC again as a metaphor.
Now, if President Yar'Adua is determined to make his mark
as a true statesman and develop our nation, he must start
by saving Nigerians from the lingering and forever-enervating
energy crisis, which holds down every other sector including
tourism.
Nigeria: A slice of Paradise
With natural beaches dotting Nigeria's Atlantic coastline,
which straddles more than 800km, all-year vernal climate,
fascinating people, captivating landscape, colourful festivals,
rolling hills, heritage sites, plenitude of enviable ancestral
and contemporary art and what have you, Nigeria's tourism
potential could be likened to a field littered with gold,
literally waiting to be picked. But is our nation ready? Is
Nigeria prepared to harness her God-given wealth in the tourism
arena? Are Nigerian politicians aware as to what to do to
facilitate the reaping of staggering wealth by its citizens
from a universally lucrative industry rendered unprofitable
by successive governments' myopia?
Like tourism itself, which thrives on mobility, dynamism is
required on the part of every stakeholder. Although beaches,
mountains, museums, sites and hotels may be stationary, the
tourism industry is kinetic worldwide. It therefore requires
incessant brains racking with regard to destination marketing
and improvement in service delivery to cash-in on tourists
flow worldwide. Is Nigeria truly ready? Travels sought the
views of key figures within the bureaucracy and private sector
to enable the reader make up his/her mind.
Despite the inclusion of tourism among the present federal
government's list of priorities and achievements by the current
leadership of the Nigeria Tourism Development Corporation
(NTDC), Travels investigations reveal that many stakeholders
think the industry is not moving fast enough. Interestingly,
too, observers agreed that factors bogging down growth of
the travel and hospitality sectors are outside the purview
of the NTDC and the supervisory Ministry of Tourism, Culture
and National Orientation. Aside yearning for a more radical
growth of the tourism industry, analysts identified security
concerns, epileptic power supply, scary roads as well as uncomfortable
transport system and poor public sanitation among principal
banes plaguing Nigeria's hospitality and leisure businesses.
Menace of darkness
Recent reports revealed how Chief Olusegun Obasanjo, immediate
predecessor of President Umaru Musa Yar'Adua, blew some $10
billion on attempts at improving electricity supply in the
country. From all indications, like many other ventures of
the out gone president, the attempt to revamp the power sector
was at best dubious. And going by revelations that the bulk
of the contracts over which this whooping sum was allegedly
sent down the drain, went to Obasanjo's family, friends and
political cohorts, it remains to be seen how President Yar'Adua
intends to recover this money, given his affiliation to Obasanjo's
Peoples Democratic Party (PDP), many of whose members, apparently
did nothing other than loot the national treasury from 1999
to 2007, going by findings of the EFCC and ICPC.
Although the President Umaru Musa Yar'Adua-led Federal Government
has listed tourism among its Seven Point Agenda of priorities,
British-based Nigerian-born Oluwajimi Adebakin, says the travel
and hospitality industry does not enjoy its proper position
in the scheme of things. This is why Adebakin, CEO of Universal
Alliance Connections (UK) Limited, which has offices in London,
Madrid and Lagos, wants various governments in his home country
to push tourism to the front burner, not by mere words but
by action. Adebakin said he would like to see greater urgency
attached to the unleashing of the nation's potential in this
area with a view to radically improving the plight of Nigerians,
especially the poor and unemployed.
While commending Otunba Olusegun Runsewe, Director General
of the NTDC for galloping strides recorded in recent times,
Adebakin nonetheless expressed worries that so many Nigerian
youth are roaming the streets in search of work, whereas if
properly harnessed, the tourism industry could very easily
mop up countless number of such jobless people.
According to Adebakin, within 12 months between 2006 and 2007,
global tourism yielded some 422 million euro (roughly N65
billion). The bulk of this revenue went to roughly 74, 000
travel agents and tour operators worldwide. Aside the thousands
of workers directly involved in tourism operations, the industry
also provides employment to at least another 1, 000 ancillary
staffs.
"Nigeria can become the third most visited country in
Africa by 2020," projected Adebakin, who found an analogy
in the experience of the South African Western Cape area.
Hear him: "According to statistics held by the province
of the Western Cape, more than five million passengers passed
through Cape Town International Airport in 2002. Officials
are expecting that number to double within the next five years.
In 2006, just under a million overseas visitors passed through
Cape Town International Airport, this equals about 100, 000
jobs locally." He therefore strongly suggests that Nigerian
authorities could look into borrowing a leaf from here.
Adebakin again: "Economists estimate that one job is
created for every 10 foreign tourists. Experts say tourism
can be used as a development tool to bring the country's poor
into the economic mainstream. We have changed the political
sphere into a fully democratic dispensation, now we need to
change the economic sphere. We cannot have 90 percent of our
population locked out of the economic mainstream. Tourism
covers a vast range of activities, including transport, accommodation,
and catering; tourism is one of the sectors best suited to
draw previously disadvantaged people into the mainstream."
Adebakin, who remarked: "I have travelled to most countries
in Africa that promotes commercial tourism," added that
based on personal experience, "Nigeria boasts more than
double, whatever any other African country has to offer any
tourist." He further stressed that Nigerian authorities
need to use tourism as a development tool to support the economic,
social, and environmental goals of the nation.
Given Nigeria's rich culture, countless festivals, diverse
people, settlements, hills and mountains as well as ocean
coastline, beaches, rivers, creeks and lakes, among other
allures, Adebakin believes tourists were waiting to flood
the famed Giant in the Sun.
Hear him: "Tourism will become fastest-growing industry;
tourism will take the lead over oil and gas as Nigeria's highest
foreign exchange earner. Tourists will come to Nigeria for
our sunshine. They will come because of our history, culture,
people, festivals, cities and villages, recognized as one
of the world's most beautiful sites, our wildlife and landscapes."
Adebakin consequently emphasized: tourism must be a focal
point of Nigeria's strategy to reduce its high unemployment
rates, even though this industry's earnings appeared dismal
compared to what the nation grossed from oil and gas exports.
Adebakin, whose company's abbreviation coincides with the
ancestral conglomerate we all know as UAC, is affiliated to
Universal Trans-hotel Limited, Universal Airport Taxis Limited,
Universal Alliance Cargo Limited, among others. He further
observed that government could reduce friction between the
authorities and communities alleging official stultification,
if the benefits of tourism were tapped to empower such areas,
complaining of neglect.
Prince Femi Oluwasina is another personality, whose contributions
helped shaped this Travels report.
Commenting on Nigeria's tourism industry, Prince Femi, CEO
of Jethro Tours, while stressing, "the NTDC is playing
its role well," however reminded that tourism development
is holistic business. For Nigeria to really fly, there must
be uninterrupted electricity supply, roads must be smooth,
water must flow from the taps, and the society must be made
more secure, and last but not least, all hands must be on
deck.
Prince Femi Oluwasina, proprietor of the tour packaging and
tourism-consulting firm Jethro Tours, said, "There are
about 22 ways to propel tourism in Nigeria, but how many people
bother to know what these ways are? If Nigeria can put generators'
nuisance to sleep, by ensuring uninterrupted electricity and
enhance security as well as clean up the environment and curb
pollution, even with these three alone, tourism will boom!"
Oluwasina enthused.
In his view, two other measures need to be taken to galvanize
development of the industry: One of these is opportunity for
greater private sector participation. The second aspect draws
from the first because it calls on "the State to release
some of the numerous dilapidated sites under government control
to private tour operators to run, manage and maintain."
Oluwasina again: "We need a lot of education to enable
tourism grow in Nigeria. It took South Africa only three years
to launch her tourism industry to the enviable height it enjoys
today. So, why has tourism virtually refused to grow in Nigeria,
almost 50 years after independence?" Oluwasina queried.
"We need full-scale training and re-orientation,"
he remarked.
Continuing, Oluwasina, who agreed that local rulers must do
more to curb rising crime, added that roads devoid of obfuscating
traffic jams and jaw shaking bumps and potholes would contribute
to making Nigerian destinations more attractive and consequently
help the local tourism industry. On a more positive note,
Oluwasina observed that Nigeria remains a safer environment
than many countries of the world. He cited South Africa as
one of the numerous countries with worse crime rate than Nigeria,
and therefore wondered why the tourism sector of Africa's
Giant in the Sun has failed to grab its share of the global
tourism market.
Interestingly, Jethro chose an optimistic note to bring our
chat to a close. He sounded upbeat about hopes for improved
security, when he remarked: "For the first time, we're
about to channel our strength into security, going by President
(Umaru) Yar'Adua government's Seven Point Agenda. Now, I think
Yar'Adua is moving in the right direction, with the environment
made more secure, more and more tourist will pour into Nigeria:
There are troops of tourists waiting to come to Nigeria,"
Jethro concluded. |
