Nigeria’s tourism sector requires long‑term partnerships, says NTT Global Destinations CEO.

By Jimoh Babatunde

The founder and Chief Executive Officer of NTT Global Destinations, Elizabeth Agboola, urged sustained dialogue and long‑term partnerships to boost Nigeria’s competitiveness in the global tourism arena.

She also called for deeper collaboration among government bodies, diplomatic missions and private sector stakeholders to increase Nigeria’s presence in international tourism markets.

Agboola made the appeal at the Nigeria Tourism Diplomacy Roundtable, organised by the Nigerian Tourism Development Authority (NTDA) in partnership with NTT Global Destinations and the Federation of Tourism Associations of Nigeria (FTAN) in Lagos.

The roundtable convened diplomatic missions, tourism stakeholders, public sector representatives and members of Nigeria’s organised private tourism sector to discuss tourism diplomacy, market development and international cooperation.

Speaking at the event, Agboola said tourism has moved beyond the movement of people and now centres on relationships, market access, structured engagement and economic opportunities.

“Tourism today is no longer simply about movement. It is increasingly about relationships, market access, structured engagement, and economic opportunity,” she said. “At NTT Global Destinations, our focus as a strategic partner to NTDA and FTAN is to support stronger alignment between government, diplomatic missions and the tourism private sector in ways that improve trust, strengthen partnerships and help position tourism as a more structured and bankable service‑economy sector.”

Agboola noted that platforms such as the Tourism Diplomacy Roundtable are becoming more important as Nigeria expands its footprint in global tourism markets after years of limited participation in international tourism conversations.

Mr. Ola Awakan, Director‑General of NTDA, said tourism should increasingly be viewed as a tool for economic and diplomatic engagement.

He added that the roundtable plays a critical role in strengthening ties between destinations, diplomatic missions and industry stakeholders while positioning Nigeria more strategically within the global tourism landscape.

“Tourism today must be viewed beyond leisure. It is increasingly an instrument of economic exchange, cultural diplomacy and international collaboration,” he said. “Platforms such as this Roundtable are important for strengthening relationships between destinations, diplomatic missions and the organised tourism industry while positioning Nigeria more strategically within the global tourism ecosystem.”

Dr. Aliyu Badaki, President of FTAN, emphasised the importance of stronger partnerships among government agencies, the organised private sector and international stakeholders.

He noted that tourism development is most effective when public and private institutions work in alignment, adding that FTAN remains committed to initiatives that encourage international partnerships and sustainable growth within the sector.

Mr. Arnaldo Salbert, Acting Consul General of Brazil in Lagos, highlighted the existing cultural and tourism ties between Nigeria and Brazil.

“Brazil and Nigeria already share strong cultural and people‑to‑people connections through music, creativity, festivals and cultural exchange,” he said. “We continue to see increasing tourism and cultural movement between both countries, including participation in festivals, entertainment and international experiences.”

He added that continuous engagement among diplomatic missions and tourism operators would further strengthen tourism cooperation.

Participants at the event explored the growing role of tourism beyond leisure, highlighting its impact on economic exchange, cultural interaction, investment opportunities, connectivity and international engagement.

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