The Nigerian Tourism Development Authority (NTDA), under the leadership of its Director-General, Ola Awakan, has unveiled a comprehensive and ambitious roadmap designed to fundamentally reposition Nigeria's tourism sector. This strategic vision includes the groundbreaking introduction of a "Naija Flavour Marketplace" and the ambitious development of an international Tourism City, among other initiatives aimed at unlocking the nation's rich tourism potential.

Awakan made these significant announcements on Tuesday in Abuja during the maiden National Hospitality and Tourism Stakeholders' Forum, aptly themed "Shaping the Future of Nigerian Tourism Together." Addressing a diverse assembly of public and private sector stakeholders, the NTDA boss emphasized the forum's critical role as a platform to harmonize efforts, strengthen collaborative synergies, and meticulously chart a sustainable trajectory for the entire industry. He underscored that Nigerian tourism fundamentally rests upon three integral pillars: attractions, hospitality, and transportation, stressing the imperative of improved integration across these components to fully harness the sector's capabilities.

Acknowledging Nigeria's abundant endowment with natural, cultural, and creative assets, Awakan candidly pointed out that the sector has historically fallen short of its full potential. He attributed this underperformance to persistent challenges such as weak coordination among stakeholders, significant infrastructure deficits, and limited global visibility. Since assuming office, Awakan has initiated a vigorous repositioning of the NTDA, transforming it into a robust regulatory, developmental, and marketing agency, in strict adherence to the provisions of the NTDA Act, 2022. The Authority's immediate priorities are centered on strengthening policy and regulatory frameworks, proactively boosting tourism investment, enhancing global promotional efforts, elevating service standards, and rigorously building institutional capacity to support these advancements.

A major and innovative highlight presented at the forum was the proposed Naija Flavour Marketplace. This initiative is conceived as a dual digital and physical platform specifically designed to forge stronger connections among stakeholders throughout the tourism value chain, with a particular focus on empowering Micro, Small and Medium Enterprises (MSMEs). Awakan elaborated that this marketplace is intended to effectively address issues of labour fragmentation, significantly improve market access for operators, and generate crucial employment opportunities, especially for youth and women. He affirmed, "Tourism is labour-intensive. This marketplace will provide visibility and coordination for operators, stimulate entrepreneurship, and deepen value creation across the sector."

Furthering the digital transformation agenda, the NTDA boss also announced definitive plans to deepen tourism digitalization. This will involve the creation of interactive platforms meticulously designed to integrate comprehensive destination information, seamless booking functionalities, and diverse service offerings, all aimed at significantly enhancing the overall user experience for both domestic and international visitors. Complementing this, Awakan specifically highlighted the strategic development of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. He identified MICE as a high-value segment with considerable potential to significantly boost business travel and stimulate broader economic activity within the nation.

In a commitment to elevate service quality, Awakan further revealed that the Authority is set to implement a nationwide system for the rigorous standardisation and accreditation of hospitality and tourism enterprises. This critical measure aims to ensure consistent improvement in service delivery and to align Nigeria's tourism offerings with established global best practices. Regarding international tourism, he articulated the NTDA's strategy to intensify marketing efforts, strategically leverage Nigeria's rich cultural and creative assets, and deploy compelling storytelling narratives to reshape and improve global perceptions about the country. He also strongly advocated for the establishment of a more visa-friendly regime, recognizing its importance in enhancing Nigeria's overall competitiveness as a preferred tourism destination.

In a particularly bold declaration, Awakan unveiled plans for the ambitious development of an international Tourism City. Envisioned as a comprehensive, one-stop destination, this city will seamlessly integrate culture, entertainment, hospitality, and commerce. Its primary purpose, he explained, will be to serve as a major attraction for both domestic and international tourists while powerfully projecting Nigeria's unique identity and rich heritage on a global stage. He emphatically stressed that robust collaboration with all key stakeholders, including the Federation of Tourism Associations of Nigeria (FTAN), various state governments, and private investors, will be absolutely critical to the successful realization of these far-reaching objectives.

Reiterating the collaborative spirit, Awakan concluded, "The future of Nigerian tourism cannot be built in isolation. It requires strong collaboration, innovation, and commitment from all stakeholders." He also disclosed that the National Hospitality and Tourism Stakeholders' Forum is slated to become a recurring national platform, set to evolve into a periodic town hall series. This ongoing engagement mechanism aims to sustain dialogue and drive continuous sector-wide reforms. Awakan expressed profound optimism that with sustained and concerted efforts, tourism can substantially contribute to Nigeria's Gross Domestic Product (GDP), generate a multitude of jobs, and significantly enhance both national unity and global visibility.