Tourism in Nigeria cannot be a reality without a deliberate effort to institutionalise strategic plan to create a sustainable plan for the future and to do this, the industry needs a purposeful leader driven by practical commitment to make tourism work.
The new Director-General of Nigerian Tourism Development Authority (NTDA), Mr Ola Awakan, who has barely spent five months in office, has identified the core model to strategically chart a sustainable pathway for public and private sector engagement in tourism development and promotion without mincing words on the benefits of the value chain gains of job creation, revenue generation and investment opportunities for stakeholders.
However, youth are the future of tourism, driving industry transformation through technology, sustainability, and authentic, experience-driven travel. As the largest growing market segment—representing roughly 190 million international travellers—young people (15-29) act as trendsetters, boosting local economies by seeking immersive cultural experiences.
Youth-led innovations and digital literacy are vital to the industry’s revolution, as 80 percent of the tourism workforce is under 40.
The future of tourism depends on rebalancing priorities: protecting ecosystems, honouring local cultures, and supporting the long-term wellbeing of communities. Making this a reality was a recently colaboration between the NTDA and the Olabisi Onabanjo University, Ago Iwoye, Ogun State, to establish a smart tourism hub and develop new initiatives, aimed at growing tourism in the South-East and across Nigeria.
Speaking during the meeting at the University, the director-general of NTDA, said the authority is committed to working closely with OOU management to create programmes that will boost tourism within the institution, the state, and the wider region.