Nigeria’s tourism industry needs long-term partnerships – NTT Global Destinations CEO

By Jimoh Babatunde

The founder and Chief Executive Officer of NTT Global Destinations, Elizabeth Agboola, has called forsustained dialogue and long-term partnerships to drive and enhance Nigeria’s competitiveness within the global tourism ecosystem.

She also called for a stronger collaboration among government institutions, diplomatic missions, and private sector players to enhance Nigeria’s participation in international tourism markets.

Agboola made the call during the Nigeria Tourism Diplomacy Roundtable organised by the Nigerian Tourism Development Authority (NTDA) in collaboration with NTT Global Destinations and the Federation of Tourism Associations of Nigeria (FTAN) in Lagos.

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

Speaking at the event, she said tourism has evolved beyond the movement of people and now increasingly revolves around 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.

At NTT Global Destinations, our focus as strategic partner to NTDA and FTAN is supporting 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 become increasingly important as Nigeria gradually expands its footprint within global tourism markets after years of limited participation in international tourism conversations.

Speaking at the event, the Director-General of NTDA, Mr. Ola Awakan, said tourism should increasingly be viewed as a tool for economic and diplomatic engagement.

According to him, platforms such as the Tourism Diplomacy Roundtable play 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.

“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.”

Also, the President of Federation of Tourism Associations of Nigeria (FTAN), Dr. Aliyu Badaki, underscored 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.

The host, Acting Consul General of Brazil in Lagos, Mr. Arnaldo Salbert, 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.

“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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