Nigeria’s travel professionals have been described as the country’s unofficial diplomats, projecting its image to the world even in the absence of strong government support.
Minister of Art, Culture, Tourism and the Creative Industry, Mrs Hannatu Musawa, made the remark while calling for a stronger private sector role in repositioning Nigeria globally and driving economic growth beyond oil.
Speaking at the 50th anniversary and Annual General Meeting of National Association of Nigerian Travel Agencies, NANTA, the minister stressed tourism’s strategic importance to national development, aligning it with the economic diversification agenda of President Bola Ahmed Tinubu.
She commended travel operators for sustaining Nigeria’s visibility at international events such as World Travel Market London, often without official backing.
Mrs Musawa stressed that government alone cannot unlock the sector’s full potential, signalling a shift toward deeper collaboration with private operators.
The minister pledged expanded partnerships, noting that long-term investment and shared responsibility would be critical to building a sustainable tourism industry.
A key highlight of her address was her support for NANTA’s proposed training institute, which she said could develop into a globally recognised certification hub.
She emphasized that strengthening human capacity is essential to making Nigeria competitive as a destination and boosting its cultural exports.
Linking tourism to national rebranding, the minister said greater global exposure would help counter negative perceptions and showcase Nigeria’s strengths.
Mrs. Musawa urged industry players to leverage diaspora engagement and destination marketing to reshape the country’s image and expand its influence.
As NANTA marks its golden jubilee, Mrs. Musawa challenged the association to move from local relevance to global leadership, assuring stakeholders of concrete government-backed initiatives before 2027.
She maintained that with the right strategy, the travel sector can emerge as a major engine for jobs, investment and international standing in the decades ahead.
Reporting By Nosa Aituamen