Tourism on hold: How an image problem hampers travel agencies trying to sell Nigeria as a destination

BY BUKOLA OLATUNBOSUN

Abstract

Nigeria is blessed with breathtaking landscapes, vibrant culture, and a rich heritage. Yet, its image in the global arena often overshadows its beauty. As a lawyer and travel business owner, I have witnessed first-hand how this perception challenges the work of travel agencies like mine that are committed to selling Nigeria as a destination.

This article explores the root of Nigeria’s image problem, its impact on the tourism sector, and the urgent steps needed to reposition the country in the global travel market.

Introduction

When people think of tourism, their minds often go to Paris, Dubai, Cape Town, or Bali.
Rarely does Nigeria make that list — not because the country lacks attractions, but
because of how the nation is perceived.

Nigeria is home to stunning natural wonders, from the Obudu Mountain Resort to Yankari National Park, and cultural festivals such as
Osun-Osogbo and Argungu Fishing Festival. Yet, despite these treasures, the story of
Nigeria in international media is too often one of insecurity, corruption, and crisis.

As a barrister, consultant, and entrepreneur, this global perception has made it extremely
difficult to market Nigeria as a viable tourist destination.

Nigeria’s Image Challenge

Nigeria faces a branding problem. Stories of terrorism, political unrest, and economic
instability dominate global headlines. For many potential tourists, these stories form their
first and only impression of Nigeria. In reality, while there are genuine challenges in parts
of the country, many areas remain safe, welcoming, and filled with unforgettable
experiences.

Unfortunately, negative narratives outweigh the positive ones. Poor infrastructure, inconsistent government policies, and lack of coordinated tourism campaigns add to the struggle. The absence of a strong national tourism brand leaves agencies to fend for themselves in convincing foreign clients that Nigeria is worth the journey.

The Travel Agencies’ Struggle

Travel agencies are often the bridge between a country and international visitors. We do
not just sell flights or hotel packages; we sell stories, dreams, and expectations. When
those expectations are tainted by fear or doubt, the job becomes nearly impossible.

For example, a client once asked me if visiting Nigeria meant they would need armed escorts
at all times. That question was not born out of personal experience but from global
headlines. Such perceptions make Nigeria a ‘hard sell,’ no matter how competitively priced
or unique the package is.

My Perspective and Experience

Running both legal and travel businesses has opened my eyes to both the opportunities
and challenges Nigeria faces in tourism. On one hand, I know the rich culture, cuisine,
music, and fashion that draw millions of Nigerians in the diaspora back home every year.

On the other hand, I see how the same diaspora hesitates to invite friends or foreign
colleagues to visit because of Nigeria’s reputation. For agencies like mine, this creates a
cycle: we want to promote Nigeria, but the international market is hesitant to buy into it.
We pivot instead to selling other destinations, often at the expense of showcasing our own
country.

What Needs to Change

Rebranding Nigeria is not just about glossy brochures or flashy campaigns. It requires
intentional storytelling, investment in infrastructure, and strategic partnerships. Key steps include:

1) Government Involvement – A national tourism board with a consistent strategy
to promote Nigeria globally.

2) Diaspora Engagement – Encouraging Nigerians abroad to
share positive stories and experiences.

3) Safety Assurance – Clear communication on
safety and security measures for tourists.

4) Cultural Showcases – Leveraging Nollywood,
Afrobeat, and cultural festivals as global ambassadors of Nigeria.

5) Public–Private Partnerships – Travel agencies, influencers, and government working together to tell Nigeria’s true story.

Conclusion

Nigeria’s tourism sector is on hold — not because of a lack of beauty, culture, or talent, but because of an image crisis. Until we address the perception problem, travel agencies will
continue to struggle in convincing the world to choose Nigeria.

As a barrister and travel consultant, I believe in the country’s potential. The time has come for us to tell our own story, not through the lens of fear, but through the lens of opportunity, culture, and pride. If we take the right steps, Nigeria can become not just a destination, but a global brand in tourism.

Bukola Olatunbosun is a legal lractitioner, founder, Mortiara Travels & Tours JTCoopers Solicitors (Nigeria & UK)