Julia Kleber, the CEO of Kleber Group, asserted on Thursday that Nigeria possesses significant yet underutilized tourism potential.
She pointed out that while tourism connects various sectors within the economy, enhancing Nigeria's global image, "Nigeria remains largely unknown to the global community."
Kleber made these remarks during a media interaction in Abuja, where she shared her organization's dedication to showcasing the country's tourism and cultural treasures on a global stage.
She further noted that Africa as a continent has not fully explored its tourism development potential, despite its capacity to generate employment, significant income, and overall economic stimulation.
"We need to improve Nigeria's image by promoting it robustly and educating the international markets about what Nigeria truly stands for. I mean, when we consider the diverse provinces, cultures, arts, music, and heritage, these are narratives that merit global attention," she stated.
Kleber added, "Currently, Nigeria is a major player on the continent, but not much is widely known about it. The growth of tourism attracts travelers, which, in turn, entices investors."
She emphasized the importance of establishing investor relations to support product development, asserting that it is crucial to generate demand and strengthen international tourism ties.
As a strategy to advance tourism, Kleber mentioned, "We need to determine which products to develop, identify focus areas, and devise plans for execution. This initiative will require a strategic framework to ensure that we witness tangible progress in Nigeria's tourism landscape over the coming years. Furthermore, building capacity is essential."
"Individuals must be trained to cater to international tourists, focusing on enhancing the hospitality sector as demand surges. Employment opportunities can flourish, and individuals can learn to comply with international standards by understanding tourists’ expectations and recognizing diverse market requirements and cultural specifics."
"Our objective is to position Nigeria prominently on the global tourism map, transforming it into a leading destination both on the continent and worldwide. Nigeria should evolve into a sought-after tourism locale, contributing to the nation's development through this sector."
Kleber further elaborated on her group’s ambitions to revitalize the industry, advocating for genuine and sustainable tourism practices.
The CEO of Kleber Group commented, "Nigeria does not need to copy other destinations; everything you need is already present. What is required is coordination across various industries to yield substantial revenue and encourage direct investments in tourism projects that require development. As international traveler demand increases and Nigeria's reputation strengthens worldwide, it will naturally attract investors."
"We aim to hold events here—tourism conferences, investment summits, and infrastructure dialogues. This initiative will not only benefit tourism but also other sectors of the economy. Tourists drink coffee in the morning, fly in on airplanes, dine at restaurants, utilize transport services, and consume local agricultural products. Tourism interlinks all these sectors."
She also highlighted some successful interventions, assisting countries in rejuvenating their struggling tourism industries.
Kleber remarked, "We have collaborated with numerous destinations, including the South African Tourism Board for over two decades, enhancing their image while primarily targeting the German-speaking markets. Before the pandemic, South Africa welcomed over 500,000 tourists annually from Germany, Switzerland, and Austria—key markets in Europe. The UK, the US, and Asia also represent significant markets."
"We were instrumental in shifting perceptions about South Africa from being deemed unsafe to becoming a desirable and attractive tourism destination. Our assistance extended to nations like Namibia, Uganda, Zambia, and Sierra Leone."
"In the private sector, we partnered with Ethiopian Airlines for a decade to enhance its status in Europe, countering stereotypes while showcasing the true essence of the airline. Additionally, we have collaborated with South African Airways and several ministries across various countries."
She recounted efforts in Angola, a nation that had scarcely tapped into tourism, where they helped establish it as a destination by orchestrating significant global tourism events, hosting investment conferences, developing tourism products, and educating local stakeholders. This included training guides and destination management firms while assuring that service quality aligned with international benchmarks.
"Competition is fierce throughout the continent, but this should not dissuade Nigeria. Travelers are increasingly seeking authentic experiences, fresh destinations, and places they have not frequently encountered online. Nigeria possesses exactly what they desire," she affirmed.
"Recently, Angola declared a direct investment of $450 million into tourism infrastructure, recognizing tourism as a vital economic sector. This indicates the possibilities when leadership acknowledges potential."
"Hence, the question arises: why is Nigeria not yet fully established on the tourism frontier? Now is the time for action. Many nations are accelerating their initiatives, and Nigeria must assert its presence."
Kleber added that her group has engaged in extensive talks with key stakeholders regarding strategies to revitalize Nigeria's tourism assets going forward.
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