The 2011 report of the World Tourism Organisation (UNWTO), just released, projects global tourism to hit the one billion milestone this year. According to the report, 'International tourist arrivals grew by over 4 percent in 2011 to 980 million, up from 939 million in the previous year.'
2011, remarkably, was a year characterised by a stalled global economic recovery, natural disasters in Japan and major political changes in the Middle East and North Africa. By region, Europe was the best performer, while by sub region South-America with over 10 percent topped the ranking. Contrary to previous years, growth was higher in advanced economies than in emerging ones due largely to the strong results in Europe, and the setbacks in the Middle East and North Africa. Despite persistent economic uncertainty, tourist arrivals to Europe reached 503 million in 2011. Central Europe and Southern Mediterranean destinations experienced the best results, although part of the growth resulted from a shift in traffic away from the Middle East and North Africa.
To put International tourism in its proper perspective, the sector is directly responsible for 5 percent of the world's GDP, 6 percent of total exports and employs one out of every 12 people in advanced and emerging economies alike. In Africa, Egypt lost enormous grounds to South Africa as the number one tourist destination on the continent due largely to the political upheaval in the North African country. Surprisingly in sub Saharan Africa, tiny Gambia reputed as the smallest country, in Africa, with a population of less than two million was the prime choice for international tourists.
So the question is what has tiny Gambia, which is less than one single state in Nigeria, in terms of size and population done that Nigeria has failed to do?
Granted, Gambia's natural beauty, it's long, pristine beaches and proximity to Europe, positions it as a prime attraction for tourism. Nevertheless, the tiny West African country, with no confirmed mineral or natural resource deposits and a limited agricultural base with some small-scale processing of peanuts, fish, and hides, has truly elevated tourism to a very high pedestal as a major foreign exchange earner.
As a way of stimulating travel demand, Gambia has gone to a great length at advancing travel facilitation, an area in which in spite of the recent strides made in Nigeria, so far, by the Ministries of Culture and Tourism and that of Foreign Affairs, there is still much room for improvement. There is therefore, need for greater synergy between the two Ministries and even the Ministry of Trade and Investment to make the most of information and communication technology platforms in improving visa application formalities, processing and issuance, with a view to scaling up Nigerian tourism potential.
Travel facilitation is closely linked with tourism development and can be key in boosting demand, to stimulate economic growth. Nigeria's economic mainstay is currently so heavily tilted towards crude oil export and no effort should be spared to diversify the economy and create much needed employment for the nation's teeming youths. Nigeria as the most populous country in Africa with an estimated figure of over 150 million people, with her rich human and material resources, incredibly diverse tapestry of culture and uniquely enthralling heritage, has no business playing second fiddle in tourism or in any sector of the economy on the continent.
The country is currently experiencing the longest period of civilian rule and democracy in its history and that is a very strong selling point even though recent security threats in the country have appeared to erode these huge accomplishment and record. Reform of the economy has been under way since the nation returned to civil rule in 1999 but this has been rather slow and chequered. However, there is now some level of optimism that the country may finally be turning the corner and is perhaps now poised to rouse from its self-induced deep slumber, to truly stake a claim as the giant of Africa.
Past governments' abysmal failure to diversify the economy from Oil as well as the chronic neglect of decaying public infrastructure, have been at the root of Nigeria's endemic economic woes of poverty and high unemployment.
That is why the Federal Government must be commended for the pragmatic initiative to fix the nation's perennial, epileptic power deficit and the on-going effort to breathe some life into the nation's moribund rail transportation system.
In this regard therefore, the role of the private sector must not be underestimated. That is why the latest effort by the veteran Broadcaster, Diplomat and ace Television Producer, Ambassador Segun Olusola at the head of the Jewel of Africa project must be highly commended. The project, which underscores the imperative of public- private partnership in the advancement of the nation's goals, is aimed at charting a new way forward in Nigeria's quest at rediscovering its innate endowment and leveraging same for rapid economic and social development, using culture and tourism as a launch-pad.
The project aims therefore, at drawing attention to the latent and largely untapped potential in the culture and tourism sub-sector of the economy, as a veritable foreign exchange earner, with a view to opening up the nation's vast economic landscape for aggregate quantum foreign investment and engendering a better, more positive international image for Nigeria.
The project which is collaborating with major indigenous and foreign media partners, hopefully when fully realised should serve as a potent lever to stimulate growth and job creation and just the right catalyst to leap-frog Nigeria to emerge as a truly viable, strong, regional economic hub and powerhouse, in Africa.
