Abuja-

Nigeria’s tourism sector has immense potential, boasting diverse cultural heritage, breathtaking landscapes, and rich historical sites. However, the country’s absence from key international tourism exhibitions has raised concerns about its global positioning. The Federation of Tourism Associations of Nigeria (FTAN), the umbrella body for private-sector tourism operators, has expressed deep concern over Nigeria’s continued absence from major international tourism platforms, particularly FITUR 2025 in Madrid, Spain.

FITUR is one of the world’s most significant travel and tourism trade fairs, bringing together buyers, suppliers, investors, and tourism experts to explore opportunities and promote destinations. With over 25 African countries showcasing their tourism potential at the event, Nigeria’s absence was not only noticeable but also a missed opportunity to rebrand itself as a prime travel destination.

A Call for Immediate Action

FTAN President Nkereuwem Onung has urged the Minister of Arts, Culture, Tourism, and Creative Economy, Hannatu Musawa, to take proactive steps in ensuring Nigeria does not continue to be left out of such critical global platforms. According to Onung, these exhibitions provide a crucial avenue for marketing Nigeria’s tourism potential, attracting investors, and engaging with global stakeholders.

Last year, Nigeria made a significant return to the international tourism scene by attending the World Travel Market (WTM) in London, after over a decade of absence. This move was widely praised as a step in the right direction. However, missing FITUR 2025 signals a troubling inconsistency that could weaken Nigeria’s efforts to reposition itself in the global tourism market.

The Consequences of Nigeria’s Absence

Nigeria’s failure to participate in FITUR 2025 is a missed economic opportunity. Global travel exhibitions are not just about visibility—they offer a platform for deal-making, partnership-building, and investment attraction. Several African countries, including Kenya, South Africa, Ghana, and Rwanda, leveraged FITUR to showcase their destinations, secure funding, and strengthen diplomatic tourism relations. Nigeria, with its vast tourism resources, cannot afford to be absent while its competitors strategically position themselves for international tourism growth.

Key concerns arising from Nigeria’s continued absence include:

FTAN’s Recommendations

To reverse this trend and ensure Nigeria takes its rightful place on the global tourism stage, FTAN has outlined key recommendations for the government:

1. Develop a Clear International Tourism Participation Strategy – The government should commit to a structured plan for attending key global tourism events like FITUR, ITB Berlin, WTM London, and Africa Travel Indaba.
2. Strengthen Public-Private Collaboration – The Ministry of Tourism should work closely with private sector stakeholders like FTAN to ensure strategic representation at global exhibitions.
3. Establish a Dedicated Tourism Promotion Fund – Lack of funding has often been cited as a reason for Nigeria’s absence. A special tourism promotion fund can be set up to support international marketing efforts.
4. Leverage Digital and Virtual Tourism Showcases – Even if Nigeria cannot physically attend, digital and virtual exhibitions should be explored to ensure continuous global visibility.
5. Political Will & Leadership Commitment – The Ministry must demonstrate strong leadership and commitment to repositioning Nigeria’s tourism sector by prioritizing international engagements.

Nigeria’s tourism sector has immense potential, but it must be actively marketed and positioned in the global arena. The country’s absence from FITUR 2025 is a wake-up call that requires urgent intervention from the government, particularly the Ministry of Arts, Culture, Tourism, and Creative Economy.

FTAN’s call for proactive measures must not go unheeded. To transform tourism into a major economic driver, Nigeria must be consistently present in international tourism conversations, forging partnerships, securing investments, and showcasing its vast cultural and natural attractions to the world.