A German tourist expert, Julia Kleber, has said that Nigeria has a vast but largely untapped tourism potential.
Kleber called for strategic investment, effective storytelling and capacity building to position the country as a competitive global destination.
Speaking at a press conference in Abuja on Wednesday, Kleber said Nigeria possesses the core elements required to build a strong tourism sector, including rich culture, diverse landscapes, vibrant arts, music, cuisine and a welcoming population, yet remains largely underrepresented in the global tourism market.
“Since arriving on Sunday, I have been struck by the beauty of this country and the warmth of its people. Nigeria has extraordinary tourism opportunities, but these assets are still not fully visible on the global stage,” she said.
Kleber noted that tourism is one of the most effective drivers of job creation and economic growth, with strong linkages to sectors such as aviation, agriculture, hospitality, energy and infrastructure.
“Africa remains largely unexplored from a tourism perspective, and Nigeria, in particular, has a huge opening. Tourism is a peaceful industry that creates jobs, attracts investment and stimulates wide economic activity,” she said.
She called for improved international perception of Nigeria through targeted promotion, market education and authentic storytelling that reflects the country’s heritage, culture and attractions.
According to her, sustainable tourism development requires a clear strategy focused on product development, investor engagement, infrastructure, training and capacity building for local communities and hospitality workers.
She stated that Nigeria must be firmly placed on the international tourism map and present it as an authentic and attractive destination for travellers and investors.
Using Angola as a case study, Kleber said strong public-private collaboration and deliberate tourism planning helped the country attract global attention and secure more than 450 million dollars in government investment for tourism infrastructure.
“This shows what can be achieved when tourism is treated as a viable economic sector. Nigeria has similar opportunities and even greater potential,” she added.
Nigeria has vast, untapped tourism potential – Expert
