Former Governor of Anambra State, Peter Obi, has called for the repositioning of Nigeria’s tourism industry, reiterating that “shifting from consumption to production, a new Nigeria is possible.”
Obi made the call while speaking at the opening of a 2-day Jands Travel Business School (JTBS) Domestic Tourism Conference held at Ofu-Obi African Centre, Enugu, on Saturday.
The 2023 Presidential Candidate of the Labour Party was almost “mobbed” by his admirers who thronged the venue of the conference to catch a glimpse of him. They held him “hostage” for hours, exchanging pleasantries before he was eventually ushered into the hall amid a loud ovation.
Obi described the tourism sector as a cash cow but lamented its neglect in Nigeria, citing countries such as Mexico, Indonesia, and Turkey, where tourism is well developed and yields huge revenues.
Declaring the conference open, Governor Peter Mbah of Enugu State described the gathering as historic, anchored on the timely theme: “The Future of Domestic Tourism in Nigeria: Celebrating our Arts and Culture.”
The governor, who was represented by his Commissioner for Culture and Tourism, Ugochi Madueke, said the conference came at a time when nations were rediscovering their cultural assets.
“Nigeria must rise to showcase the richness, creativity, and resilience that define our people, our heritage, and our tradition,” she said.
“Enugu is proud to host this convergence of visionaries. As we commence this conference today, let us commit to meaningful dialogue, practical collaborations and bold strategies that will reposition domestic tourism not merely as leisure but as a vital driver of economic growth, job creation, and national pride,” she added.
Also speaking, Monsignor Professor Obiora Ike, Pro-Chancellor and Chairman of the Governing Council of the University of Jos, a Professor of Ethics and Intercultural Studies at Godfrey Okoye University, Enugu, and Advisor to the Jands Board of Trustees, said the conference aligns with Jands’ efforts to reposition tourism as a tool for economic empowerment, cultural preservation, and youth development.
The cleric, who held the audience spellbound with his incisive speech, gave examples of advanced countries where tourism thrives, sustained by transparency and resilience.
In his paper entitled “Structuring Nigeria’s Tourism Economy: Accountability, Branding, and the Business of Culture,” Chief Ben Etiaba, Chartered Accountant, Management Consultant, and Chairman of the Jands Travel Business School Board, emphasized that “tourism as a creator of jobs is one of the few industries where jobs are created across every level.”
“Every country is known for something: France for romance and wine, Italy for fashion, art and history, Kenya and South Africa for safaris. Nigeria too is blessed — not with one attraction, but with many: breathtaking landscapes, vibrant arts, rich traditions, music that rules the world, Nollywood that entertains millions, and cultures as diverse as our people. Yet, the question remains: why has Nigeria not fully unlocked tourism as an engine of prosperity?” he asked.
According to him, “We must structure Nigeria’s tourism economy on three pillars: accountability, branding, and the business of culture.
“Let us structure tourism not as a side attraction, but as a central pillar of Nigeria’s economy. Let us tell our stories boldly, let us package our culture with pride, and let us work together — government, business, and community — to make Nigerian tourism not just a passion, but a profit, not just a heritage, but a future. The world is waiting for our story. Let us tell it — boldly, proudly, and profitably,” he stated.
Earlier in her welcome address, Conference Convener and Director of Jands Travel Business School, Mrs. Chioma Obi, described this year’s conference as more than just an event, but “a living story of how passion, culture, and collaboration can transform tourism in Nigeria.”
“Enugu State is already buzzing with visitors thanks to recent infrastructural strides, but the truth lies in boldly positioning tourism as a powerful driver of jobs, innovation and sustainable growth,” she added.
Mrs. Obi further explained that the theme of the conference underscores how “our arts, heritage, and cultural identity can fuel a thriving industry while empowering young people — whose creativity, digital innovation, and entrepreneurial spirit will shape the future.”
The JTBS boss concluded: “By celebrating culture and equipping the next generation, we are not just preserving traditions but building a vibrant future for Nigeria’s domestic tourism together.”
On the purpose of the conference, she noted that it is designed to promote Nigerian arts, culture, and heritage; encourage domestic tourism; empower youth and entrepreneurs; foster collaboration; celebrate cultural identity; and promote sustainable practices.
