Stakeholders Urge Nigeria to Learn from Ghana’s $9bn Tourism Initiative

Emmanuel Addeh in Abuja

Stakeholders in the hospitality industry have urged Nigeria to invest in cultural exchange and tourism, especially given the success of Ghana’s ‘Year of Return’ initiative which it said generated nearly $9 billion in its first year.

The stakeholders spoke at a press briefing in Abuja, highlighting the success of  the initiative.

 The event, aimed at fostering cultural ties between Africans on the continent and those in the diaspora, they said, has positioned Ghana as a leading destination for African Americans seeking to reconnect with their roots.

The Cultural Oneness Festival—an event scheduled for November 2024 in Northern Ghana—underscores the potential benefits for Nigeria if similar initiatives were adopted, they added.

The Cultural Oneness Festival Country Director,  Kazeem Balogun, speaking at the event, emphasised the significant economic opportunities, particularly in tourism and entertainment.

“It’s more like the United States of Africa,” he noted, drawing a parallel between Ghana’s burgeoning tourism sector and the untapped potential in Nigeria.

“If we are not doing it right, I think it’s better we learn from those people that are doing it right,” he added.

Despite Ghana’s success, attempts to replicate the initiative in Nigeria have faced challenges, including resistance from government bodies concerned about the implications of granting citizenship to Africans in the diaspora.

Yet, he argued that the potential economic benefits outweigh these concerns. “If Nigeria gets something like that, it will be in the record that through creativity, tourism, and culture, such an amount of money got into the government’s purse, just like in Ghana,” he said.

Furthermore, the upcoming Cultural Wellness Festival in Ghana, themed “Leveraging on Strength for Shared Growth and Prosperity as One People,” is expected to attract 80,000 participants, offering a platform for cultural exchange, business networking, and the promotion of African arts.

Notably, the festival will feature a Nigeria-Ghana tourism roundtable, providing an opportunity for stakeholders from both countries to share insights and foster closer ties

Cultural Oneness Festival Assistant Director, Peace Onuiri, emphasised the importance of Nigeria embracing such initiatives to boost its own tourism and cultural sectors.

“When Nigerians partner and participate in this, we will gain a lot. We’ll learn how to do things properly and reap the benefits,” She explained, noting that the festival would also serve as a platform for fostering unity and integration within West Africa.

Onuiri highlighted the need for a cultural shift among Nigerians, urging greater appreciation for local traditions and attire. “Our mentality has to change that we are Africans,” she noted, encouraging the adoption of African attire and cultural practices in daily life.

Chief Executive of The Taste of Afrika Ltd, Tengol Kplemani, emphasised the rationale behind the establishment of the tourism festival.

 “Our mission is to promote unity and diversity through cultural exchange and continental visibility for economic empowerment. The festival will serve as a platform for various traditional rulers, kingdoms and leaders from across the continent to come together, share their rich cultural heritage, and collaborate on ways to advance their communities,” he said.

“This event will also improve our relationship with Ghana even more. It will help us to understand ourselves better,” the statement noted.