A travel and tourism expert, Hajia Faridah Sagaya has described Nigeria’s tourism sector as an untapped goldmine.
Sagaya, therefore, urged both the government and private stakeholders to intensify efforts at promoting and developing the country’s rich cultural heritage.
The tourism expert spoke with LEADERSHIP on the sidelines of the 2025 Ilorin Emirate Durbar in Ilorin, Kwara State.
She noted that despite Nigeria’s vast tourism potential, the country has yet to effectively package and present its attractions to both domestic and international audiences.
“In all my travels, I’ve realised that we haven’t packaged ourselves well here in Nigeria. Abroad, destinations are marketed with a lot of hype, it’s expensive and well-presented, but honestly, they often don’t have as much to offer as we do,” she said.
Sagaya highlighted Nigeria’s diversity including the people, cuisine, music, culture, and fashion, as natural assets that remain underappreciated and under promoted.
“We are incredibly diverse, and what we have to offer is limitless. Thankfully, we are now beginning to showcase some of it through the creativity of our people. In our own small way, we contribute to promoting this great country,” she added.
Sagaya who noted that many shied away from investing in tourism due to misconceptions about its profitability, emphasised that when properly developed, the industry offers significant longterm benefits for local communities.
“It’s true that people are hesitant about tourism because it hasn’t been fully developed and they don’t see quick profits. But it is a long term investment with huge rewards. We haven’t even scratched the surface — souvenirs, music, food, costumes, arts, and crafts — especially here in Ilorin,” she explained.
She underscored the cultural richness of Ilorin, the Kwara State capital, and called for strategic planning to attract more visitors for leisure and cultural exchange.
“We are naturally warm and welcoming people, and that’s a big plus. What we need now are better strategies to attract more visitors,” she said.
On the Ilorin Durbar, Sagaya said that efforts to generate global attention for the event have started yielding positive results.
“We promote it on social media, through the press, and by inviting influencers. CNN award-winning travel journalist Pelu Awofeso was here in 2023, alongside the iconic Goge Africa Team.
“Last year, we welcomed groups such as Nigeria Tourism Lovers, Authentic Cyclist, and other tourism promoters. This year, the Goge Africa Team is back, and they were joined by Mr. Muyiwa Omololu of TravelScope Magazine to cover the entire event,” she said.
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