- The authorities should first create the enabling environment
‘Fascinating Nigeria’! That is the slogan of yet another re-branding initiative being promoted by the Ministry of Tourism to attract tourists into our country. Ordinarily, Nigerians who have witnessed in the last couple of years various efforts in that direction would have laughed this new idea off as yet another huge joke. The problem is that the federal government is probably taking itself seriously on this new slogan or how else can we explain the fact that the campaign was flagged off by President Goodluck Jonathan himself?
The broad theme is a familiar one: Nigeria is more exciting and even quite ‘fascinating’ contrary to what has been portrayed in the media both at home and abroad. But there is a hint of irony in the slant of the campaign itself. The shift to ‘fascinating’ possibly admits that our country is a destination made for those looking for not just relaxation and excitement but also a certain sense of the unexpected! Nigerians have had quite an experience with these expensive national re-branding campaigns. In a recent instance, the commercial even featured the footage of our president in an unrehearsed role, waving a white handkerchief and beckoning visitors to please come to Nigeria. Yet these campaigns have been disconnected from efforts to correct the anomalies that created our poor national image in the first place.
The broad theme is a familiar one: Nigeria is more exciting and even quite ‘fascinating’ contrary to what has been portrayed in the media both at home and abroad. But there is a hint of irony in the slant of the campaign itself. The shift to ‘fascinating’ possibly admits that our country is a destination made for those looking for not just relaxation and excitement but also a certain sense of the unexpected! Nigerians have had quite an experience with these expensive national re-branding campaigns. In a recent instance, the commercial even featured the footage of our president in an unrehearsed role, waving a white handkerchief and beckoning visitors to please come to Nigeria. Yet these campaigns have been disconnected from efforts to correct the anomalies that created our poor national image in the first place.
In place of the previous all embracing national re-branding efforts which were aimed at getting both Nigerians and the rest of the world to cultivate a more positive perception of our country, the current one is targeted specifically at attracting tourists. It is hard to deny that quite a few places of great tourist interest exist in the country. The annual Argungu fishing festival has attracted considerable national and international attention and interest. At present, the annual Calabar carnival, which is easily the most successful domestic tourist initiative in the country, has become so popular that hotels and private homes in the city can hardly cope with providing accommodation for the influx of domestic and foreign visitors who make bookings sometimes one year in advance.
However, what has so far driven the success of those initiatives is a combination of the peace and security of these places, the hospitality culture of the people of the areas as well as the creativity of the originators and subsequent drivers of the festivals. To a great extent, these conditions can be extrapolated as requirements for success in any national tourism promotion initiative. This is where the problem lies. The scourge of insecurity and violent crime remain nightmares for travellers to different parts of the country. With decayed infrastructure, travel within Nigeria is a frightful adventure for those who must dare.
The countries that have become tourist magnets are those that have consciously created the enabling environment: security, functioning infrastructure, convenient transit and a sense of hospitality as the minimum basic requirements. These in turn are usually products of good governance and responsible administration of the public space. Consequently, the more attractive countries to tourists are those whose political terrains are predictable and whose citizenry are not so alienated as to want to rob or kidnap visitors. Sadly, these conditions hardly obtain in Nigeria on a national scale to warrant yet another wasteful re-branding campaign.
Whether we want the world to view us in more positive light or to trust us with their tourist traffic, the challenge of the Nigerian situation remains that of responsible governance and the creation of an enabling environment for business and leisure to flow. The best test of that, ironically, is the volume of domestic tourist or business traffic the best places attract. The unwritten rule in tourism traffic is that foreigners mostly go where locals frequent and feel safe in. Therefore, if the authorities insist on this new campaign, the message should be directed at Nigerians first.
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