The Chief Executive Officer of Kleber Group, Julia Kleber, has called for deliberate capacity building and strategic investment to unlock Nigeria’s largely untapped tourism potential.
Speaking at a press briefing in Abuja, Kleber said Nigeria possesses the core elements required for a thriving tourism industry, including rich cultural heritage, diverse landscapes, vibrant arts, music and cuisine, as well as a warm and welcoming population.
She stressed that without sustained investment in skills development, destination management and storytelling, the country would continue to lag behind other global tourism destinations.
According to her, Nigeria remains underrepresented on the international tourism map, with many of its attractions largely invisible to global travellers due to weak branding and limited global visibility.
Kleber urged both the public and private sectors to prioritise capacity building, effective promotion and infrastructure development to position Nigeria as a competitive tourism destination and maximise the sector’s contribution to economic growth and job creation.
“Since arriving in Nigeria, I have been struck by the beauty of this country and the warmth of its people. Nigeria has extraordinary tourism opportunities, but these assets are still not fully visible on the global stage,” Kleber said.
She emphasized that tourism is a powerful engine for job creation and economic growth, with strong linkages to aviation, agriculture, hospitality, energy, and infrastructure sectors.
According to Kleber, sustainable tourism development in Nigeria requires a clear strategy focused on product development, investor engagement, infrastructure, and skills building for local communities and hospitality workers.
Drawing from Kleber Group’s experience in South Africa, Namibia, Uganda, Zambia, Sierra Leone, and Angola, she stressed that deliberate planning and public-private collaboration can unlock significant investment, citing Angola’s success in attracting over $450 million for tourism infrastructure.
Ambassador Phil Roberts, who also spoke at the briefing, stressed the role of the media in reshaping Nigeria’s tourism image internationally.
He noted that negative narratives often overshadow the country’s tourism potential and announced plans for a Tourism Investment Summit across Nigeria’s geopolitical zones.
Stakeholders, including the Federal Ministry of Art, Culture and Tourism, Nigerian National Parks Service, and private investors, are reportedly engaged in efforts to develop the sector, reflecting Nigeria’s regional diversity and immense tourism potential.
Kleber and her team expressed optimism about Nigeria’s future in tourism, emphasizing that with collaboration, implementation, and commitment, the country can attract global travelers and investors while generating jobs and driving sustainable economic growth.