Former Minister of Information, Culture and Tourism, Lai Mohammed, has cautioned Nigerians at home and abroad against what he described as “de-marketing” the country, stressing that unguarded negative comments and damaging narratives are hindering Nigeria’s chances of unlocking its full tourism potential.
Mohammed, who now chairs the Board of Trustees and Governing Board of the newly inaugurated Eko Tourism Foundation (ETF), delivered the warning in Lagos during the launch of the foundation, which aims to serve as a rallying point for stakeholders in Nigeria’s tourism industry.
He lamented that widespread portrayals of Nigeria as unsafe discourage international tourists, even when such portrayals are exaggerated or misrepresent the reality. According to him, while Nigeria, like every other nation, has its challenges, a constant cycle of negative media and ill remarks only worsens the country’s image abroad.
“Sometimes, when you read about Nigeria before coming here, you get the impression that Lagos and Nigeria are two different countries. That is the danger of de-marketing. We must tell our story ourselves. No country is without its challenges, and Nigeria is no exception, but we must never allow the negatives to overshadow the vast opportunities that abound here,” Mohammed said.
The former minister stressed that tourism, if well harnessed, has the capacity to transform Nigeria’s economy, creating millions of jobs and generating revenue beyond oil. He explained that the ETF was set up as an inclusive platform to unite the government, private sector, and creative industry players in reshaping Nigeria’s tourism narrative.
“The Eko Tourism Foundation will serve as the voice of tourism, advocating for policies that work, coordinating efforts across different sectors, and ensuring that Lagos — and indeed Nigeria — is positioned as a destination of choice for global tour operators,” he added.
The President of the Lagos Chamber of Commerce and Industry, Gabriel Idahosa, who also spoke at the event, highlighted that stakeholders in tourism — artists, caterers, hoteliers, travel operators, and cultural practitioners — have long worked in silos, limiting the industry’s overall impact. He expressed optimism that the ETF will break these barriers, creating synergy and unlocking the true economic benefits of the sector.
Globally, countries like Rwanda and South Africa have successfully leveraged branding and tourism marketing to reshape their international image. Rwanda, once synonymous with conflict, is today regarded as one of Africa’s top tourism destinations through deliberate campaigns highlighting its safety, culture, and natural attractions. South Africa, despite its own security challenges, continues to attract millions of visitors yearly by selling the uniqueness of its wildlife, heritage, and adventure tourism.
Analysts believe Nigeria can replicate such success if it invests in infrastructure, ensures greater security, and commits to positive storytelling backed by tangible reforms. With its rich cultural heritage, diverse landscapes, music, film, and art already commanding global recognition, Nigeria’s tourism potential remains vast — but only if perception is managed effectively.
Stakeholders at the ETF launch unanimously agreed that beyond fixing roads, airports, and security, Nigeria must urgently address the reputational damage inflicted by unguarded negative comments, both locally and internationally.
As Lai Mohammed emphasized, “Tourism is one of the most powerful engines of growth globally. If we get it right, tourism can drive our economy, create millions of jobs, and project Nigeria in a positive light to the world.”