Nigeria, Africa missing on global map of most visited countries in 2023
By Anote Ajeluorou
WITH an unsecure and economically troubled Third World country Mexico sitting in the sixth position as one of the most visited countries in the world in 2023, according to Tourism Annual Foreign Visitors chart, Nigeria and Africa are conspicuously missing out on a global tourism boom. No African country appears on the 18 listed countries, not even favourites South Africa, Kenya and Egypt come into the picture, with the attendant pprennial economic loss. While France comes tops with figures at 100,155231 visitors, Spain is second at 85,174, 212, the United States third at 66,481,524, Italy fourth at 57,251,485, Turkiye fifth at 55,161,485, Mexico sixth at 42,152,356 and Poland sitting at the bottom with 18,992,578 visitors. Five countries represent Asia – China at eighth, Thailand 12th, Saudi Arabia 13th, Japan 14th and UAE 15th with Africa drawing blank.
Some culture and tourism experts have been mulling this statistics and what it means for Nigeria’s tourism fortunes, what can be learnt from it with a view to redressing an obvious lapse. Many African countries recording near zero sum total visitors, they argue, many not be a true representation of the situation, but a clear lack of data is to blame. Abuja-based art entrepreneur Imal Silva, noting the comparative deficit, argues that “Lagos (not nationwide) seems to have a steady rise. Empirical data would suggest an increase in local tourism spending in-country in my opinion. Another question is, ‘do we have the data to back the needed investment decisions going forward’?”
In responding to Don Kester Oshioreame’s earlier deficit of ‘strategic positioning and inbound tourism’, Silva adds, “Mexico to me is an interesting case study… And like Don Kester Oshioreame pointed out… strategic positioning… made the difference. Mexico being a developing country, there could be parallels for Nigeria to learn from.”
Ife Diran agrees that data is the bane of tourism development in Nigeria and most of Africa, and lists the number of condatas and other events Abuja alone hosted in just two months, but without data to analyse it if only for marketing purposes, “The data is where we are lacking. This year, Abuja pulled out its largest numbers ever for concerts across the first three weeks of Decembe,; it’s never been done before. I worked on the major ones and I can tell you this is the first time there have been two major concerts on the same day, and the audience wasn’t split. Both events were packed.
“In November, we had a huge rise in festivals across the city. We need to document and track because we are positioned to be the tourism hub of the North. We also need to sync our calendars because I found it slightly amusing that there were three film festivals happening at the same time. I do think we are on to something… if we pay enough attention and collaborate!”
Oshioreame who works with Rivers State Tourism Development Agency (RSTDA) is emphatic about his ‘strategic positioning’ proposition as possible way out for a prosperous tourism outlook for Nigeria when he submits thus, “Deliberate Positive Narratives must be pushed out into the media space to gain traction over the negative stories that demarket the brand… People consult Google, not you to take their decisions and form impressions. That’s how it works. So, the onus is on us to push with all our might the stories we want them (others) to hear.”
For Rafael Bahago, however, “Place making, nation branding, strategic positioning, and all of the other nifty management consulting and marketing concepts… Why not? But at the end of the day, something has to exist on ground to support, reinforce and bolster the destination one is promoting. Or else, all of the sugar-water and positive narratives and media spin in the world will not be able to stop intending tourists from voting with their wallets and going where the reality meets the hype.”
Ace art curator Moses Ohiomokhare is taken by fanciful key words like ‘strategic planning’. He, however, proposes what needs to be done “to boost our tourism,” such as “security, roads (network) development and electricity, provide road signs, advertise our tourist spots at our airports, seaports and road borders, there should be coordination – the federal and states and local governments should work in harmony, we should have maps of tourist sites, and when we are equipped with these six (points) above, we can invite the world,” stressing, “It is not rocket science.” While agreeing with Ohiomokhare, Bahago, however, quips, “In other words – if I get you right – at the most basic level, what Nigerian tourism needs to get it on the fast track to growth and global performance are the exact same things the average citizen of Nigeria requires for daily living?”
Bahago’s observation is key, as tourism is a feel-good experience that challenges Nigeria’s niggling social infrastructure struggling to keep up with citizens’ existential needs.
Beyond Ohiomokhare’s suggestions, Alexis Onome-Egborge adds an intriguing angle, which is local tourism as consumed by the locals akin to Nigerians consuming local tourism such as Nollywood and Afrobeats, Nigerian local brands that have gone global: “You didn’t add the biggest factor: If the available tourism options are not attractive to the locals, it will be a difficult sell to the international community! Nollywood and Afrobeats are popular today because we bought them, we patronised them! We also need to improve our understanding of service culture!”
But Silva is surprised that countries like Egypt, Kenya, South Africa, India and Russia didn’t make it to the top 20 countries attracting global tourism, adding that Mexico’s top position on the chart is another bundle of surprise, with the country’s well-known insecurity and crime. To these, Bahago is in agreement, saying, “South Africa… the absence of South Africa in the top 20 also sticks out for me. The report/infographics definitely calls for more detailed analysis and nuanced interpretation. This is one huge bonanza of data trove. A literal informational iceberg. There is so much embedded in this deceptively simple-looking chart.” And on the Mexico surprise appearance in the top 20, he adding, “I would like to opine that the one of the things that could have likely added to the Mexico-as-outlier scenario is what I would call the “good neighbour effect”, that is, having America next door and being on one contiguous landmass could also be a factor in boosting tourism to Mexico. I’m sure further refinement of the data will show that entry points bordering or near to the US generate disproportionately high tourism income, for example, California.”
While Silva believes government is doing its bit to boost tourism in the country, particularly the newly merged tourism ministry with the Ministry of Arts, Culture and Creative Economy, saying, “I want to believe government is doing their bit. Let’s keep ours (private sector operators) going. They (government) have access to a community here for insights,” Onome-Egborge does not agree government (federal and states) knows enough or even cares about what it takes to make tourism work. Citing instances from his own experience, he submits, “Government is actually NOT doing its bit. We are unsure whether government understands what its role should be! I have spoken with 13 (state) governors over the years. They all talk about the tourism potential in their states, but do not realise they do not even have marketable brands!”
Theatre-maker Om’Oba Jerry Adesewo agrees, saying his experience with the dismissed tourism minister Lola Ade-John in the now defunct Ministry of Tourism was a pitiable one, when he notes, “No, they (governments) don’t. And this is actually more of an issue than the brouhaha about insecurity. Government has proven it does know its role, or not willing to play it because there is always free money at their disposal. The recently sacked Minister of Tourism Ade-John is so clueless about tourism that she didn’t know that an international theatre festival is TOURISM. She said to me that it is not in her Key Performance Indicator (KPI).”
Ohiomokhare argues a proper coordination of key elements to make tourism work, “What I listed is phase one. Let the infrastructure be in place and the enabling environment is offered. The second phase is to coordinate all the ministries, parastatals, and private sectors. It is a conscious developmental process. Tourism is a social, cultural and economic occurrence and must be well developed to be consumed by visitors within and guests of other countries.”
Minister of Arts, Culture, Tourism and Creative Economy, Madam Hannatu Musawa
Onome-Egborge’s comments on the submission that Ekiti State seems to be on the rebound in terms of its tourism development intentions since a former tourism reporter and editor now mans its tourism development agency is insightful as factors the state must consider to drive in tourists. According to him, “These people will need a lot of help! Ekiti needs to consider ease of access to their location, as the first strategy. If there are issues in any of the states that one must travel through to reach Ekiti, it becomes something they must factor in. What is the number of quality accommodation available in that state? And this quality be verified off site? Can bookings be made online? Are there clear directions on how to get to Ekiti, perhaps on some government approved websites? Can the journey be made in good time… without night travel? What is the quality of cuisine that is available, low-pepper meal places? What about effective internet services? What about medical facilities and quality emergency response services? Where is the nearest airport in case of an emergency evacuation, such as an air ambulance, etc?”
