Travel and tourism expert, Hajia Faridah Sagaya, has described Nigeria’s tourism sector as an “untapped goldmine,” urging both government and private stakeholders to intensify efforts to promote and develop the country’s rich cultural heritage.
Speaking in Ilorin, Kwara State, she lamented that despite Nigeria’s vast tourism potential, the country has yet to effectively package and showcase its attractions to both local and international audiences.
“In all my travels, I’ve realised that we haven’t packaged ourselves well here in Nigeria. Abroad, destinations are marketed with a lot of hype — it’s expensive and well-presented — but honestly, they often don’t have as much to offer as we do,” she observed.
Hajia Sagaya highlighted Nigeria’s diversity — its people, cuisine, music, culture, and fashion — as natural assets that remain underappreciated and under-promoted.
“We are incredibly diverse, and what we have to offer is limitless. Thankfully, we are now beginning to showcase some of it through the creativity of our people. In our own small way, we contribute to promoting this great country,” she added.
Acknowledging that many shy away from investing in tourism due to misconceptions about its profitability, she emphasized that when properly developed, the industry offers significant long-term benefits for local communities.
“It’s true that people are hesitant about tourism because it hasn’t been fully developed and they don’t see quick profits. But it is a long-term investment with huge rewards. We haven’t even scratched the surface — souvenirs, music, food, costumes, arts, and crafts — especially here in Ilorin,” she explained.
She underscored the cultural richness of Ilorin, the Kwara State capital, and called for strategic planning to attract more visitors for leisure and cultural exchange.
“We are naturally warm and welcoming people, and that’s a big plus. What we need now are better strategies to attract more visitors,” she said.
On the recently held annual Ilorin Emirate Grand Durbar, Hajia Sagaya noted that ongoing efforts to generate global attention for the event are beginning to yield positive results.
“We promote it on social media, through the press, and by inviting influencers. CNN Award-winning travel journalist Pelu Awofeso was here in 2023, alongside the iconic Goge Africa Team. Last year, we welcomed groups such as Nigeria Tourism Lovers, Authentic Cyclist, and other tourism promoters. This year, the Goge Africa Team is back, and they were joined by Mr. Muyiwa Omololu of TravelScope Magazine to cover the entire event,” she said.
*Calls for inclusion of Tourism Education in School Curriculum*
Hajia Sagaya also called for the inclusion of tourism education in school curricula, particularly at the secondary level, to cultivate early interest in the sector.
“Children today often lack awareness of their own heritage. When I was young, I wanted to study far from home to experience something new. Eventually, I went to Jos, and that experience shaped who I am today. We must expose young Nigerians to their country through excursions and local tourism,” she said.
Additionally, she encouraged more tertiary institutions — particularly the University of Ilorin — to establish programs in tourism and hospitality to broaden career opportunities for youth.
“Kwara State University already offers tourism courses, but we need to introduce proper tour-guiding programs as well. The tourism industry is vast, and young people must be exposed to its many opportunities,” she stressed.
While acknowledging existing partnerships between private operators and government agencies, Hajia Sagaya emphasized that more collaborative efforts are needed.
“The government is making efforts, and we are all working together to advance the tourism sector. But we must keep the conversation alive — every day — so we can build a stronger, more sustainable tourism industry in Nigeria,” she stressed further.
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