Nigeria Tourism
Development Master Plan
Institutional Capacity Strengthening to the
Tourism Sector in Nigeria
NIR/03/002
Final Report
Executive Summary
Government of the Federal Republic of Nigeria
United Nations World Tourism Organisation
United Nations Development Programme
Tourism Development International
January 2006
Nigeria Tourism Master plan
NIGERIA TOURISM MASTER
PLAN
Executive Summary
MESSAGE BY THE SECRETARY-GENERAL
OF THE WORLD TOURISM ORGANIZATION
The rapid growth of the modern tourism industry which, in 2005
registered approximately 800 million international tourist arrivals worldwide, has
made the tourism industry one of the most important industries of the world,
particularly in economic terms. One of the most valuable characteristics of the
tourism industry is that while it has grown in numbers, it has also grown in
variety of destinations as there has been a continued geographical spread of
tourism to all parts of the world which has made it possible for many countries,
especially developing countries, to develop tourism as a viable engine for socioeconomic development.
Essentially, tourism can have a profound impact on the society, economy
and environment of nations. Socially, one of the most immediate benefits of the
tourism industry is its ability to create employment and, in the case of tourism,
an added benefit is that it caters for both skilled and unskilled employment. As
a labour-intensive industry, tourism has the potential to create more jobs per
unit of investment than any other industry and tourism can be a useful source of
employment for women and ethnic minority groups. Environmentally, tourism,
when properly developed and managed, can serve as a mechanism for
protecting natural environments; preserving historical, archaeological and
religious monuments; and, stimulating the practice of local cultures, folklore,
traditions, arts and crafts, and cuisine. And, economically, tourism brings many
benefits to the Central Government, local authorities as well as the private
sector through the generation of foreign revenue, financial returns on
investment, taxation on tourists and tourist products, and, linkages to other local
industries such as agriculture and fisheries.
One of the most important challenges facing the modern world is the fight
against poverty and this is a battle that governments, agencies and institutions
have been fighting over decades. We in UNWTO are convinced that with its
enormous economic power and high potential for employment creation, its
capacity to spread its socio-economic benefits to all levels of society and to all
parts (including remote areas) of developing and least developed countries,
and, its sustained resiliency in times of crisis, tourism can be a leading sector in
the fight against poverty and, it is no surprise that many governments have
placed tourism on the top of their development agendas.
Nigeria is one of the leading countries in Africa in the fight against
poverty and plays an active role in UNWTO’s ST-EP programme (Sustainable
Tourism – Eliminating Poverty) – a programme which was launched in 2002 and
focuses on longstanding work to encourage sustainable tourism - social,
economic and ecological - which specifically alleviates poverty, bringing
development and jobs to people living on less than a dollar a day. Nigeria has
chaired the Working Group of the UNWTO Executive Council (the highest
policy-making organ of the Organization) which supervised the preparation of
the ST-EP initiative. Furthermore, Nigeria was recently elected as the
Chairman of the UNWTO Commission for Africa.
UNWTO applauds the initiative of the Government of Nigeria to actively
develop tourism as a means for improving the socio-economic conditions of the
Nigerian people and diversifying its economic base. However, the success of
Nigeria’s tourism industry depends on its sustainability.
That is why, UNWTO, at the request of the Government of Nigeria, and
through the support of the United Nations Development Programme (UNDP),
executed this project for the formulation of a National Tourism Master Plan for
Nigeria which focuses on Institutional and Capacity Strengthening Support to
the Tourism Sector. The objective of this project is to promote the sustainable
development of the tourism industry through capacity building of the
Government (at the Federal level) in the areas of human resource development,
research development, improved sectoral planning and governance. The
project also provides capacity building at the local/State level in promoting
tourism development at the community level by encouraging local community
participation, ownership and management of the tourism sector.
The Master Plan has addressed a number of vital issues and provides
strategic recommendations in the areas of tourism policy, governance,
development of tourism products, marketing approach, international and
domestic transportation, hospitality education and training, tourism organization
and legislation, tourism management information systems, amongst other
issues.
Through the implementation of this Master Plan’s recommendations, it is
expected that the Government of Nigeria, through its Ministry of Culture and
Tourism, would be better equipped to develop and manage the tourism industry
so as to enhance the economic benefits of tourism through sustainable, peopleoriented development policies which would spread the benefits of tourism to all
parts of the country and all layers of society, thereby greatly contributing to the
eradication of poverty and the upliftment of Nigeria and its people.
Francesco Frangialli
NIGERIA TOURISM DEVELOPMENT MASTER PLAN
EXECUTIVE SUMMARY
CONTENTS
Page
Message from Secretary General of the
World Tourism Organization
1.
Introduction
1
2.
Master Plan Report Structure
2
3.
Overview
2
4.
Key Findings
4
5.
Strategic Recommendations
10
6.
Action & Implementation Programme
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Nigeria Tourism Master Plan
NIGERIA TOURISM MASTER PLAN
EXECUTIVE SUMMARY
1.
INTRODUCTION
The Tourism Sector in the Federal Republic of Nigeria has been identified by the
President of the Federal Republic, Chief Olusegun Obasanjo GCFR, as one the six
priority areas for development. A Tourism Master Plan is required to develop the
sector. Poverty alleviation and generation of employment, physical environmental
enhancement and cultural and social issues, including HIV /Aids are central issues
in the plan.
The President initiated a Presidential Committee for the Nigeria Tourism
Development Master Plan. Subsequently, at the request of the Federal
Government, the United Nations World Tourism Organisation (UNWTO) and the
United Nations Development Programme (UNDP) took responsibility to part fund
and implement the production of the Master Plan.
Tourism Development International Ltd was contracted by UNWTO as the
consultants to produce the plan. The project commenced in Abuja on 7th February
2005. An inception report was delivered in March 2005, a Mid Term Report on 7th
August 2005 and a Draft Master Plan Report on December 12th 2005
A number of consultative seminars on the findings, key conclusions and initial
recommendations were held with the stakeholders during October and November,
after which the Draft and Final Reports including the Master Plan were produced.
The Project team wish to acknowledge the evident interest of His Excellency the
President of the Federal Republic in the project, the support of the Honourable
Minister for Culture and Tourism, Ambassador Frank Nchita Ogbuewu, the
Project Co-ordinator, Dr. Franklin Adejuwon and the officials in the Federal
Ministry of Culture and Tourism, the Nigerian Tourism Development Corporation
and other Federal and State Ministries as well as many government agencies. The
Project team thank the UNDP Resident Representative and other officers in Abuja
and the UNWTO Head of the Technical Co-operation Service and officers in
Madrid for the continuing support and encouragement. The support and
understanding of the private sector is very much appreciated in their willingness
to share information and their knowledge with the team.
Finally, the many State Governors who so warmly received and assisted the team
on their field visits are offered a special acknowledgement and thanks.
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Nigeria Tourism Master Plan
2.
MASTER PLAN REPORT STRUCTURE
The Tourism Master Plan report is divided into three volumes:
•
Volume I – CURRENT SITUATION ANALYSIS sets out the findings
resulting from field visits, consultations, desk research and market research.
The conclusions of the team on a range of areas, SWOT analysis and key
issues for Nigeria are included.
•
Volume II – STRATEGIC RECOMMENDATIONS &
IMPLEMENTATION sets out the direction and the Master Plan together
with the Action Programme.
•
Volume III – TECHNICAL REPORTS AND APPENDICIES supporting
and elaborating the findings and recommendations of the Tourism Master
Plan.
There is also a separately bound EXECUTIVE SUMMARY (This Document)
which summarises the findings and recommendations and also includes the
Action Plan.
3.
OVERVIEW
The principal conclusions from the analysis of the economic impact of Tourism
on the economy of Nigeria conducted by the project are:
•
Spending by international tourists has a direct impact on the national
economy estimated at US$280m/N36b.
•
Downstream economic impacts from the “export” revenues of international
tourist spending are estimated to generate additional gross revenue of
US$224m/N29b.
•
While the incidence of domestic leisure travel may be low, the sheer size of
Nigeria’s population means that there is a significant contribution to the
demand for tourism services from domestic travel activity. The revenue
value of this impact is unknown.
•
The revenue generated from travel within the country by employees and
staff of Federal Government departments and agencies generates a demand
for an estimated US$68m/N8.8b of transport and hospitality sectors.
•
State governments also make a considerable contribution to the transport
and hospitality sector in the undertaking of official travel activities. The
revenue value of this impact is unknown.
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Nigeria Tourism Master Plan
•
The contribution to government revenue from VAT levies on the Hospitality
sector, recorded at N1.149 million in 2004, is considered to grossly
understate the actual level of revenue received.
•
Company Income tax generated by the Hospitality sector was recorded at
N313 million in the 2005 year, the first year such a breakdown was
available.
•
Implementation of the Tourism Development Master Plan in Tourism
Cluster development will disperse the economic benefits from tourism
activity. The economic benefits from tourism activity will be spread much
wider and to a greater proportion of the population than is currently the case.
•
Demand for labour will receive a very significant stimulus from
implementation of the proposed Tourism Development Master Plan.
Nature
Tropical Rainforest
Cluster
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Nigeria Tourism Master Plan
The future for tourism in Nigeria is dependent on the opportunities and challenges
being exploited and addressed. The diversity of cultural attractions, the friendly
disposition of the people, a revamped National Tourism Organisation, Human
Resources Development and new Convention Bureau provide key opportunities.
Implementation of the Tourism Development Master Plan will be a major
challenge for the government and industry, as will changing the international
image of Nigeria. Improving the quality of the product and facilities and putting
in place a comprehensive training programme will require a very strong
partnership between the public and private sectors.
If the opportunities and potentials, which Nigeria has, are exploited and the
challenges met, substantial investment in planned and strategic marketing of
Nigeria as a desirable tourist destination will be required and will pay positive and
substantial dividends.
4.
KEY FINDINGS
The present National Tourism Development Corporation (NTDC) Act is pretty
basic. Omitted from its text are various provisions which are salient to the
development of a viable tourism industry and which ensure continuing sustenance
of the present efforts. This is being addressed with the new Bill that has been
drafted by the project team
The Presidential Council on Tourism which is chaired by His Excellency the
President, Chief Olusegun Obasanjo, and the Tourism Steering Committee which
is chaired by the Honourable Minister are very important in ensuring the
implementation of the Master Plan and to the future of the industry in Nigeria.
The Federal Ministry for Culture and Tourism needs strengthening to fulfill its
role in securing the necessary Federal investment, target setting and monitoring.
There is need for economists, planners and personnel with statistics and industry
experience
The Nigerian Tourism Development Corporation (NTDC) is overstaffed. The
staff lack appropriate training and experience. The organisation is badly equipped,
lacking computers, with very poor office accommodation. Together with an
inadequate budget the overall result is an ineffective organisation.
The commercial sector lacks a much needed strong single voice to articulate its
needs to government. The overall state of the commercial sector of the tourist
industry and the lack of government support and the multi taxation of the industry
underline the need for a strong single industry voice
Despite the existence of a number of funding schemes targeting SME enterprises
and available to applicants in the tourism sector, the conditions are currently too
restrictive to effectively foster investment in the sector.
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Nigeria Tourism Master Plan
The conditions and process to obtain Bank of Industry funding need to be made
simpler and more accessible.
The collection and compilation of tourism statistics needs urgent improvement.
The reliability of the current statistics is extremely low and no information was
available on tourists spending and overall tourist revenue for the country.
However, it would appear that the number of international visitors to Nigeria
has remained static over the last 15 years.
The total number of international air visitors to Nigeria in 2004 (the benchmark
year) is estimated at 190,000. The level of spending by international tourists in
2004 is estimated to be N 36 billion (US$ 280million).
To be effective and efficient in stimulating investment in development of the
tourism clusters, the current conditions of the funding schemes for SME
companies will need to be amended as they are too complicated and difficult for
SMEs.
At the time of this report, no hotel or hospitality project had been successful in
securing incentives for a proposed investment. The same applies to the mandated
fund available through the Bank of Industry for lending to SME enterprise. This is
a result of complicated application processes and the inability of people in the
sector to prepare adequate business plans
The current marketing approach is very weak. The marketing of Nigeria as a
tourist destination is under funded and lacks a strategic marketing approach. The
marketing collaterals are not up to international standards; while they are
informative they are not customer friendly.
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Nigeria Tourism Master Plan
A survey of tour operators in the UK, Europe and the United States of America
indicated a lack of information or knowledge about Nigeria as a tourist
destination.
The adoption of a niche marketing approach will be critical to the success of any
future marketing strategy and therefore the success (or otherwise) in developing
tourism in the country.
The potential market segments for development are likely to be leisure (new
experience seekers; Nigeria’s Diaspora; special interest; expatriate community;
family holidays), conference and meetings, visiting friends and relatives (VFR),
religious sports and other events.
Air transport capacity (both external and internal) is satisfactory to meet the needs
of tourism growth in the immediate future. The safety aspect of the internal air
transport has recently become a matter of concern. The presidency has taken steps
to address it.
The international airports terminal buildings are satisfactory, however the
runways in Lagos need upgrading and repairs. The domestic terminals are poor
and need modernisation.
The road network is generally adequate with some exceptions of the roads to
tourist sites which are being addressed. City taxis need to be upgraded and fitted
with meters. The rail network will not serve or have any impact on tourism in the
near future.
The visa regime as it is currently operated is a very real barrier to tourism growth.
It is punitive and does not serve the tourism interests of Nigeria. Applicants for
visas must produce a letter of invitation from Nigeria and apply at the embassy or
high commission in the country where they reside.
Many of Nigeria’s competitors have much more friendly visa regimes with some
requiring no visa for nationals of the tourism generating countries. This issue
needs to be addressed as a matter of priority.
The Slave Routes are a strategic element in Nigeria’s cultural tourism product
offer and need development and packaging as they are not well presented at the
present time. Many of Nigeria’s historic sites are in a dilapidated state, have no
interpretation or signposting. The current deplorable state of the Nigerian natural
environment is a strategic competitive disadvantage.
The range and number of festivals and events can be a highly marketable product
but they require some strategic improvement to make them more marketable.
Event management needs to be professional, spectator facilities, safety, access and
parking need improvement.
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Nigeria Tourism Master Plan
Internationally operated hotels are currently providing a high quality product to
the business market. The spare capacity that currently exists at these properties
should be offered to tour operators at favourable rates.
Private locally operated hotels are currently performing poorly but an opportunity
exists for the development of more good quality professionally managed
“boutique” hotels that are capable to develop niche markets.
Government bodies must remove themselves from operating hotels as they are not
providing an acceptable quality and such hotels would be best managed by the
private sector.
Accommodation and catering facilities need to be developed at the National Parks
and the management of accommodation and catering at the National Parks should
be privatized.
The conference facilities in Lagos and Abuja and in some other locations are
good. There is a need to encourage private sector local conference management
companies in Abuja to provide a professional conference service and organize
social events for delegates and spouses. The public section is not equipped to
provide the professionalism required.
The human resources capabilities of the tourism and hospitality sectors are
lagging far behind in terms of quality, standards and skills delivery. There is a
lack of balance between management and supervisory training and craft skills
training. The numbers receiving craft skills training need to be greatly increased
The National Institute for Hospitality and Tourism (NIHOTOUR) is grossly
overstaffed and ineffective in its present role as a provider of educational services.
The Institute has no credible on-site practice facilities nor has it any experience of
delivering skilled personnel to the workforce.
The various education providers do not specify skills or programme outcomes.
There is no way of ensuring consistent delivery of quality outcomes nor is there
any way for auditing the quality of outcomes of the various training and education
institutions. The conditions in the training institutes are very poor, dirty, ill
equipped, badly maintained and are under-funded. The management and staff
morale is poor and at a low level. A number of institutions train their course
attendees in theoretical aspects but have no on-site practice training facilities.
There is a significant shortage of suitably qualified instructors, teachers and
lecturers across the teaching faculty. They also lack industry experience and an
international aspect. The consequence is that the teaching methods and course
content are out of date.
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Nigeria Tourism Master Plan
The foregoing is an overview of the current situation in tourism and of the issues
that currently exist and are discussed in full in the chapters of Volume I of the
main report of the Tourism Master Plan. An overview of these key findings is as
follows:
4.1
Tourism Policy, Governance & Organisation
• The existing legislation is weak. The proposed tourism bills and classification
proposals should be put on hold until the master plan is in place.
• The presidential Council on Tourism and the Tourism Steering Committee on
Tourism are unique and key to driving tourism growth.
• The Federal Ministry for Culture and Tourism needs strengthening and
professional personnel.
• The NTDC is overstaffed, under resourced, lacks targets and action plans and
consequently is in-effective.
• The commercial sector lacks a strong unified voice.
• The Public/Private relationships are non-existent.
• There is a lack of an enabling environment for the private sector involvement
and investment in the tourism sector.
• The current marketing of Nigeria is inadequate.
4.2
The Value of Tourism to Nigeria
y The sector lacks reliable statistics and market information
y Essential databases to implement the Tourism Satellite Account (TSA) are not
available
y The project identified 190,000 international air arrivals with visitor spending at
US$ 280 million for 2004.
y No information exists on land frontier arrivals
y The existing incentives and investment procedures are not attracting investment
in the tourism sector
4.3
Current Marketing Approach
y Current marketing activities are under-funded, inadequate and ineffective
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Nigeria Tourism Master Plan
y The tourist products are not organized or packaged for the market place
y Nigeria’s tourist attractions are unknown to the international travel trade
y The image of Nigeria abroad is very negative and is not being addressed
4.4
Access & Internal Transportation
y International air access is adequate for existing and short term needs
y Internal air transport needs safety improvements as a matter of urgency
y The road network is adequate and amongst the best in Africa. It needs to be
properly maintained and signposted
4.5
Visa Regime
y The visa regime is a very real barrier to tourism growth
4.6
The Nigerian Tourism Product
y The slave route, culture and heritage are strategic elements in the Nigerian
tourism product but require development and packaging
y Nigeria’s historical and cultural sites are in decay and the physical environment
is a strategic competitive disadvantage
y With improvements in presentation and packaging the many festivals and events
can be highly marketable
y Levies and imposts by the federal, state and local governments make trading
difficult and raise the operating costs for hotels by up to 30%.
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Nigeria Tourism Master Plan
y The poor standards in public sector enterprises underlines the need for
privatization
y Private sector operator hotels are performing poorly with the exception of a
limited number of “boutique” style hotels
y Nigeria is well endowed with conference facilities
y Destination Management Companies (DMCs) and conference organizers are
weak or non-existent at present
4.7
Tourism Hospitality, Education & Training
y Human Resource Development is totally inadequate in training quality, skills
range and numbers
y NIHOTOUR is grossly overstaffed and ineffective
y The training institutions are ill-equipped, badly maintained and lack on-site
practical training facilities
y There is a significant shortage of suitably qualified teachers and instructors
5.
STRATEGIC RECOMMENDATIONS
Volume II addresses the overall issues identified above and determines the
direction, methodology and actions the government must take if tourism is to
become a profitable and sustainable economic activity linked to the governments
overall policy of development through institutional capacity building. The
development of a vibrant tourism industry will rest with a range of actions and
implementation processes. Volume II shows the way forward through a series of
recommendations and action plans as well as the implementation processes
necessary to make them work. The following is a summary of the key
recommendations from which the Action and Implementation Programme
evolves:
Key Recommendation I
Positioning Nigeria Tourism
That Nigeria adopt a clear identifiable positioning as a cultural and regional
conference destination in the tourism marketplace
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Nigeria Tourism Master Plan
Key Recommendation II
Tourism Clusters
The development of tourism should be concentrated in five clusters.
The five clusters are
Tropical Rainforest
Conference Capital
Atlantic Gateway
Scenic Nature
Sahara Gateway
Key Recommendation III
Product Development
Market led quality products should be developed for international, regional and
domestic tourists
Key Recommendation IV
Flagship Tourism Projects
Within each tourism cluster, flagship projects should be developed to act as
tourism icons and as a catalyst for all further development of tourism within the
cluster. The Flagship Projects proposed are:
Tinapa Business, Leisure and Conference Resort
(Tropical Rainforest)
Cross River Tropical Rainforest
(Tropical Rainforest)
Development of Conference, Meetings and Event
Management Capability
(Conference Capital)
Farin Ruwa Eco Tourism Project
(Conference Capital)
Olokola Cultural Resort
(Atlantic Gateway)
Museum of Traditional Nigerian Architecture
(Scenic Nature)
Ancient City of Kano
(Sahara Gateway)
Key Recommendation V
Sites of Regional Significance
Investment resources should be allocated to a number of sites of regional
significance which are unique to Nigeria and offer the country a competitive
advantage
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Nigeria Tourism Master Plan
Key Recommendation VI
Accommodation
Encourage the development of international three star hotels. The management
and operation of all accommodation units be privatized and that privately owned
“Boutique” hotels be encouraged.
Implement hotel classification as a development as well as a marketing tool
Key Recommendation VII
The Environment
Each State Government should appoint a Waste Management Officer to establish
and implement a waste management system involving the general public, Local
Governments and private waste management enterprises.
The development of tourism products should be preceded by an environment
impact study. Planning and the protection of cultural assets and heritage sites
requires the co-ordination of the three tiers of government and particularly local
governments.
Key Recommendation VIII
Safety and Security
Establish the Tourism Security Committee to coordinate the security aspects of
tourism
Key Recommendation IX
HIV/AIDS
Advice notices for tourists on HIV / Aids be produced and distributed through
hotels and other outlets
All promotional activities be aimed at attracting responsible tourists
Key Recommendation X
Arts and Crafts
Reconstitute the National Crafts Council
Establish design centres and mobile clinics introducing standards and quality
control
Key Recommendation XI
Festivals and Events
Promote the initial Calendar of Festivals and agree annual dates
Improve spectator facilities and crowd control where needed
Develop a new national cultural show with the National Dance Troupe to be based
in the new Culture & Tourism Centre
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Key Recommendation XII
National Parks
Strengthen the protection role of the National Parks Service. Implement
the recommendations made for the individual parks within the clusters
Key Recommendations XIII
Access and Internal Transport
Perimeter fencing should be erected at all airports
Safety requirements should be fully implemented for all domestic aircraft and air
traffic
Key Recommendations XIV
Marketing
A significant increase in marketing expenditure will be required to overcome the
lack of awareness of Nigeria as a tourist destination and the very poor image of the
country in the main international markets. A budget of US$15million over five
years (2006-2010) is the minimum recommended for marketing purposes.
Key Recommendation XV
Target Markets
Marketing activities will be focused on the following target markets which are
considered to offer the best prospects for Nigeria
International – United Kingdom, Western Europe, USA, South America, Caribbean
Regional
-
ECOWAS, South Africa
Domestic
Key Recommendations XVI
Market Segments
Marketing activities will be focused on the following market segments which are
considered to offer the best prospects for Nigeria
Leisure – New Experience Seekers, Diaspora, Expatriate Community, Family
Holidays
Business – Conference/Meetings
Visiting Friends and Relatives (VFR)
Other – Religious Crusades, Sporting Events, Shopping
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Nigeria Tourism Master Plan
Key Recommendations XVII
Marketing Approach
The overall marketing approach for tourism in Nigeria will be to create a range of
holiday packages and market these packages directly to international tour operators
and regional travel agents for inclusion in their holiday pogrammes
A major promotional and public relations campaign will also be undertaken to
counteract the country’s negative image
Key Recommendations XVIII
Branding
A new brand for Nigeria Tourism will be put in place which will project a new
vibrant image for Nigeria
Key Recommendation IXX
Partnership
All marketing activities will be part of an integrated marketing plan and
implemented in partnership with the industry
Key Recommendation XX
National Institute for Culture and Tourism
Establish a National Institute for Culture and Tourism to research, plan and oversee
education and training for the culture and tourism sector
Key Recommendation XXI
Abuja College of Culture and Tourism Studies
Establish Abuja College of Culture and Tourism Studies aimed at becoming the
premier tourism and cultural college serving West Africa
Key Recommendation XXII
Legislation
New legislation be enacted identifying clear roles for the federal and state agencies in
tourism
Key Recommendation XXIII
Nigeria Tourism Authority
In line with best practice establish Nigeria Tourism Authority to implement
government tourism policy
Key Recommendation XXIV
Convention Bureau
For the promotion of Nigeria as a regional conference and meetings destination
establish the Abuja Visitor and Convention Bureau within the structure of the
Nigeria Tourism Authority
Key Recommendation XXV
Visa Regime
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Nigeria Tourism Master Plan
The requirement to obtain a single entry visitor visa for a stay of up to one month
should be removed for nationals of tourist producing countries and potential tourist
producing countries where it is deemed that migrant workers will not be seeking jobs
in Nigeria
Key Recommendation XXVI
Tourism Satellite Account
To produce a Tourism Satellite Account for Nigeria in 2008 the following should be
implemented, starting in 2006
• Introduce redesigned migration forms
• Implement twice-yearly airport exit surveys
• Include domestic travel in the household omnibus survey programme
• The NTA implement simplified surveys at major land borders
• The NTA implement surveys into niche markets within Nigeria
• The Central Bank and other agencies to be strongly involved.
Key Recommendation XXVII
Incentives and Investment Programme
The recommended incentives should be put in place and promulgated including
Soft Loans
Tax Incentives
Grant Scheme
Pioneer status
Duty Free Import of equipment
Land at concessionary rate
Surety of foreign loans
The existing disincentives should be removed or consolidated
Key Recommendation XXVIII
Tourism Management Information System
Implement an efficient TIS including information on visitor numbers,
characteristics, behaviour and spending.
Collect employment statistics, accommodation occupancy rates
Analyse and promulgate findings
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6.
ACTION AND IMPLEMENTATION PROGRAMME
This chapter outlines the organizational structures and actions required to
implement the Tourism Master Plan. Suggestions as to how the Tourism Master
Plan can be funded are also outlined.
The table below sets out a listing of Priority actions for immediate implementation.
It is recommended that these actions be implemented during 2006 with a view to
building momentum and raising the profile of tourism in Nigeria amongst the
general public, private sector tourism interests, Federal and State Government
officials and potential investors.
The following Priority Actions are drawn from the Action Plans, as outlined in 6.2
Action
No.
Priority Actions (2006)
Lead
Support
A.2.
Establishment of the Tourism Master Plan Implementation Organization
(TMPIO) in presidency
FGN
TMPIO
G.9.
Establishment of the Tourism Development Fund Machinery
FGN
TMPIO
B.4.
Undertake feasibility study and architectural outlay for Atlantic Gateway cluster
Project
PCT/MCT
TMIPO
B.4.
A. 6.
Construction of the Coastal Road through Epa to Olokola 55 kilometres
Establish Nigeria Tourism Authority and office
State Governments
FGN
FGN
TMPIO
D.3.
Develop new brand for Nigeria tourism and undertake Tourism Awareness
Programme
Prepare Slave Route Feasibility Study and Convention: Develop a co-operative
marketing approach with other Slave Route countries
Package and promote Abuja Carnival through selected tour operators and
develop professional approach within Private sector
NTA
TMPIO
PCT/ FGN
TMPIO
FGN
TMIPO
FGN
Kano State
MCT
TMPIO
FGN
TMPIO
Nasarawa State
TMPIO
FGN
TMPIO
Lagos State
TMPIO
TMPIO
MCT
B.12.
D.6.
B.21.
B.6.
Agree design of facility mix for Cultural and Tourism Centre, Abuja
Undertake restoration of part of Kano City as pilot project
G.2.
B.7. /
B.13.
A.4.
Produce Tourism Investment prospectus and organize Investment conference in
London
Prepare Feasibility Study and commence development of Farin Ruwa Eco
Tourism Project
Implement new visa regime
B.23.
Pedestrianize Onikan Area Lagos City as pilot project
D.34./
D.42.
Promote TMP to tourism Industry both within and outside Nigeria
The Tourism Master Plan Implementation Organisation will have responsibility for
overseeing the implementation of these Priority Actions.
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6.1
Tourism Master Plan Implementation Organization
A Tourism Master Plan Implementation Organizational (TMPIO) is imperative as the
take-off point of the implementation strategy and will be established in the first quarter
of 2006. The TMPIO will be responsible to the Presidential Tourism Council and will
operate under a controlled budget dispensation. Because of the envisaged involvement
other international agencies and financiers in the tourism development process of Nigeria,
we strongly recommend a formula of a dependable priority and acceptability outside
barometer ministerial ambiance under the direct control of the President
The TMPIO will comprise of a Presidential nominated leadership capable of interpreting
the issues of Tourism Master Plan and who must also have direct access to the President,
P.C.T. Government machineries and international organizations. The TMPIO will also
comprise of representation from the Ministry of Culture and Tourism, Ministry of
Finance, private sector tourism, financial services/banking sector and a full time
Executive Chairman. The TMPIO will retain the services of an International Project
Director/Co-ordinator and will employ international and local executives on a
consultancy basis.
TOURISM MASTER PLAN IMPLEMENTATION SECRETARIAT
The Presidency
•
•
•
•
•
Executive Chairman
Ministry Culture and Tourism
Ministry of Finance
Private Sector representative
Financial Services/Banking representative
International Project
Director and Co-ordinator
HRD
(I) International
Expert HRD
organization
(I) International Expert
Tourism Training
and Education
Development
Organization
Marketing
/T.S.A.
(I)International
(I) International NTA (I) International
Tourism Development
Org. Management
Marketing
Expert
Expert
Expert
(I) International Accommodation
(I) International
Classification and
TSA Expert
Registration Expert
(3) Local experts
•
•
•
Planning
Environment
Funding
17
Nigeria Tourism Master Plan
It is envisiaged that the Tourism Mater Plan Implementation Organization will
remain in place for the first three years of the timeframe of the Tourism Master
Plan (2006-2008). There will be a gradual transfer of responsibilities to the newly
established N.T.A. and N.I.C.T. during 2007 and 2008. From 2009, the N.T.A.
will have full responsibility for the development and marekting of tourism in
Nigeria.
6.2
Action Plans
The action plan tables in the following are laid out as follows:
1.
An identification number for each part of the action programme
with a prefix letter designating the area to which the action refers:
A – Organization Action Plan
B – Development Action Plan
C – Access and Internal Transport Action Plan
D – Marketing Action Plan
E – HRD Action Plan
F – TSA Action Plan
G – Investment and Incentives Action Plan
H – Tourism Management Information System Action Plan
2.
The detail of the action.
3.
The rationale for taking the action.
4.
The agency or sector which will take the lead in application
5.
The agency(ies) sector(s) that will support the action or provide
funding.
6.
The priority (in terms of time) placed on the action will:
1
2
3
Priority 1 - Indicate a short term action in 2006-2007
Priority 2 - Indicate a medium term action in 2008-2010
Priority 3 - Indicate a longer term action in 2011-2015
18
Appoint relevant international consultants for three
years
Appoint Project Director/ Co-ordinator
A.3.
Organize International Study Tour
Establish Convention Bureau
Organize seminars to communicate TMP to
stakeholders
A.7.
A.8.
A.9.
A.6.
Present Nigeria Tourism Bill (2006) to National
Assembly (Presidential bill)
Establish Nigeria Tourism Authority (NTA) and office
A.5.
A. 4.
A.3. (5)
A.3 (4)
A.3. (3)
A.3. (2)
Appoint International N.T.A. Management
Organization Expert (18 man month Input) to while
with the Chief Executive (NTA)
Appoint International Marketing Expert (18 man
month input)
Appoint Tourism Development Cultural Expert (24
man month Input)
Running T.M.P. Secretariat (local experts, personnel,
equipment and office costs) (3years)
Implement new Visa regime
Establish T.M.P. Implementation Organization
A.2.
A.3. (1)
Adoption of T.M.P.
A.1.
A Organisation Action Plan
No
Action
19
Current regime obstacle to
tourism
Strengthen Tourism
Organization
Policy direction and
Monitoring
Exposure to ‘Best
Practice’ in Tourism
Create specific purpose
organization to secure
conference business for
Nigeria
Promote awareness of
TMP
Development of Tourism
Sector
Ensure implementation of
TMP (2006-2008)
Experience of ‘best
practice’ required
Experience of ‘best
practice’ required
Tourism Management
organization experience
required
Tourism Marketing
expertise required
Tourism development
expertise required
Rationale
Chief Executive/
NTA
TMPIO/Private
Sector
TMPIO
FGN
Presidency
FGN
TMPIO
FGN
FGN
FGN
FGN
FGN
Presidency/P.C.T./
Executive council
Presidency/P.C.T.
Lead
TMPIO
Chief Executive/
NTA
Chief Executive/
NTA
MCT
MCT
FGM
TMPIO
TMPIO
TMPIO
MCT
UNDP
MCT
MCT
Support
I
I
I
I
I
I
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Prepare a feasibility study/business Plan for Cross
River National Park Tropical Rainforest. Identify
international financial support for this project
Prepare Business Development/Marketing Plan for
Conference Capital cluster
Prepare feasibility study /business plan for Olokala
Cultural Resort and Master plan
Prepare feasibility study/business plan for Museum
of Traditional Nigerian architecture
Prepare restoration plan for Ancient City of Kano.
Undertake Pilot – project
Prepare feasibility Study/business plan for Farin
Ruwa Eco Tourism Project
B.2.
B.3.
B.4.
B.5.
Introduce New Classification and grading Scheme
for hotels and other accommodation
Appoint consultant engineers and architects to design
the National Lodge and Accommodation Units to be
developed in each of the identified National Parks
(Cross River, Yankari, Gashaka Gumpti, and Lake
Kanji),
B.8.
B.9.
B.7.
B.6.
Identify and secure additional investment to conclude
the second stage of the development of the Tinapa
Business Resort to include hotel accommodation and
conference facilities
Product Development Action Plan
Action
B.1.
B
No
Rationale
20
Develop a standard set of
plans for the development
of similar styled (but
different scale) of
accommodation at each of
the National Parks being
developed.
Make access commercial
viability to attract
investors
Make museum more
attractive
Make Kano more
attractive to tourists
Acess commercial viability
and create Eco Tourism
Product
Improve standards of
accommodation
Assess the commercial
viability of developing the
National Park as an
internationally
recognizable Rainforest.
Increase conference
business
Ensure completion of the
tourism and leisure
dimension at Tinapa
Business Resort
Lead
National Parks
Commission
NTA
Nasarawa State
Kano State
Jos State
- Kogi State
- Nasarawa State
- Federal Capital
Authority
Ogun / Ondo States
Cross River
State/Consultants
Cross River State
TMPIO
TMPIO
/Consultants
TMPIO
/Consultants
TMPIO
/Consultants
TMPIO
/Consultants
TMPIO
/Consultants
TMPIO
/Consultants
TMPIO
TMPIO
Support
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Improve all road access to potential tourist sites
Undertake feasibility study/business plan for the
International Slave Route project linking all Nigerian
slave route location to other African Slave Ports and
international slave destination points. Organize Slave
Route convention
Development of Farin Ruwa Eco Tourism Project
Undertake feasibility studies/ Business Plans to
determine feasibility, content other supporting
projects in each cluster and site of regional
significance
Identify all state owned and operated hotels to be
made available for privatization.
B.11.
B.12.
B.13.
B.14.
Complete privatization process of all state owned and
operated hotels.
Prepare Historic Sites Conservation Plan
Prepare Arts and Crafts Development Plan
B.16.
B.17.
B.18.
B.15.
Appoint consultant architects/engineers and land
planners to design interpretation centres, visitor
facilities, to include catering, retail, parking and
restroom visitor amenities at all flagship and
supporting projects. Finalisation all designs with the
identified timetable within one year.
Product Development Action Plan
Action
B.10.
B
No
Rationale
21
To standardise in
accordance with national
and regional preferences
the design layout and
usage of all lands in and
around all strategically
identified tourist
attractions identified in the
T.M.P
Enhance accessibility
Evaluate the viability of
establishing Nigeria as the
centre of the international
Salve Routes and develop
markets to justify
investment
Priority
Develop critical part of
tourism facilities and
markets to justify
investment
Initial preparation for the
privatization of state
owned and operated hotels
Transfer of ownership/
operation of state owned
hotels to private
management/ownership
Identify conservation
priorities at key historic
sites
Identify unique craft skills
and strategy
Lead
MCT
MCT
State Governments
State Governments
Nasarawa State
PCT/MCT
Ministry of Works
PCT/MCT
TMPIO
Support
NTA/
TMPIO
NTA
MCT
TMPIO
TMPIO
M.C.T.
TMPIO
Consultants
2
I
2
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Based on completed feasibility studies shortlist all
tourism projects to be proceeded with and complete
construction and development budget and identify
financial sources for projects
Regeneration of Onikan area of Lagos city
B.22.
B.31.
B.30.
B.29.
B.28.
B.27.
B.26.
B.25.
B.24.
B.23.
Restore/upgrade Museum of Traditional Nigerian
Architecture (subject to feasibility)
Develop and restore Ancient city of Kano (subject to
feasibility)
Develop Supporting Projects in each cluster (subject
to feasibility)
Develop Sites of Regional Significance (subject to
feasibility)
Develop further support for Tinapa Leisure and Conf.
Resort
Develop Cross River National Park Tropical
Rainforest (subject to feasibility)
Develop Conference Hosting/Management capability
in Abuja
Develop Olokola cultural Resort (subject to
feasibility)
Submit inputs into the development of the proposed
National Centre of Culture in Abuja including new
National Culture Show
B.21.
B.20.
Complete customer service excellence training for all
guides and interpretation staff at all identified tourist
attractions
Secure opening of Emirs Palaces to visitors
Product Development Action Plan
Action
B.19.
B
No
Rationale
22
Strengthen Clusters
Cluster Development
Flagship project
Flagship project.
International Private sector
initiative
Flagship project
Flagship project
Flagship project
Ensure design of new
national Cultural Centre
optimises its tourism
potential
Set development priorities
and outline investment
requirement for overall
tourism development
Establish visitor friendly
environment
Flagship project
Prepare and
professionalize staff in the
area of customer service
Make Emirs Palaces
available as a tourism and
cultural attraction
As may apply
As may apply
Kano State
MCT
Ogun / Ondo States
Private sector /NTA
NPC
Cross River State
Lagos State
PCT
MCT
Relevant States
NTA
Lead
Support
NTA
MCT
TMPIO
TMPIO
TMPIO
Ministry of
Environment
TMPIO
TMPIO
TMPIO
MCT/
TMPIO
TMPIO
MCT/
NTA
TMPIO
TMP project
team
2/3
2/3
1/2
1/2
1/2
1/2
1/2
1/2
I
I
I
2
2
Priority
Nigeria Tourism Master Plan
D.5.
D.4.
D.3.
D.2.
D.1.
Select and contract Market Representatives in main
markets
Select and contract P.R. Agency
Rationale
Lead
Ministry of
Aviation
TMP Secretariat
TMP Secretariat
TMPIO
MCT
TMPIO
TMP
TMIPO
TMPIO
TMPIO
Support
NTA/
MCT
NTA
Ministry of
Finance
Support
NTA
NTA
Support
Branding Agency
PCT
NTA
Lead
Immigration
Private Sector
Specialist support required
23
Lead
Ministry of
Environment
MCT
Specialist support required
Positioning of Nigeria
Promote tourism products
to target markets
Positioning of Nigeria
Rationale
To provide more
comfortable facilities to
increase regional tourism
To ensure greater choice of
vehicles
To make Nigeria more
attractive to visit
Rationale
Product development
initiative
Improve environmental
Implement co-ordinated marketing programme 20062010
Prepare guidelines for new brand. Appoint specialist
Branding Agency
Design and development of new brand
Action
Introduce revised Visa Regime
C.3.
Marketing Action Plan
Provide additional Coaches and Car Hire vehicles
C.2.
D
No
Upgrade Domestic Airports
C.1.
Access and Internal Transport Action Plan
Action
Implement Festivals and Events Development
programme
B.33.
C
No
Implement environment enhancement programme
Product Development Action Plan
Action
B.32.
B
No
I
I
I
I
I
Priority
1
2
1
Priority
2/3
2/3
Priority
Nigeria Tourism Master Plan
Compile database of International Tour operators to be
targeted
Compile database of Tour operators and Travel Agents in
African Markets
Compile database of Professional Conference organizers
(PCOs), Multinational
D.8.
Design and Print collaterals including Destination
brochure, Travel Trade Manual, Conference Guide,
Product Brochures
Establish Photo Library and prepare C.D. ROM
Together with local hotels and ground handlers prepare
cultural tourism products/packages
Set up co-operative marketing initiatives with Airlines
and Major hotel groups
Agree programme of P.R. activities including Press
releases, Tourism Ambassador Programme
Select and contract Advertising Agency
Select and contract web development/internet agency
D.12.
D.14.
D.15.
D.17.
D.18.
D.16.
D.13.
Compile media contact list
D.11.
D.10.
D.9.
Undertake Market Research in International and Regional
markets
D.7.
Action
Package and promote Abuja Carnival through selected
Tour operators. Privatize Carnival Management
Marketing Action Plan
D.6.
D
No
Rationale
24
Specialist support required
Specialist support required
Establish ‘Image Bank’ for
use by N.T.O. and private
sector
Very few ‘products’ or
‘experiences’ currently in
place
Cost effective approach to
marketing
Ordered planning
Tools necessary for
effective marketing
Ordered planning
Ordered planning
Ordered planning
Information necessary to
inform marketing
campaigns
Ordered planning
Cultural Tourism initiative
MCT
MCT
MCT
NTA
NTA
NTA
NTA
Market
Representatives
Convention Bureau
NTA
NTA
NTA
PCT
Lead
NTA/TMPIO
Market
Representatives
NTA/TMPIO
Tourism
Industry /
TMPIO
TMPIO
TMPIO
Convention
Bureau/TMPIO
NTA
Market
Representatives
Market
Representatives
NTA
TMPIO
TMPIO
Support
I
I
I
I
I
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Make sales calls to Tour Operators, Airlines, Travel
Agents etc.
Distribution of Destination Brochure, Travel Trade
Manual, Product Guide to Travel Trade
Distribution of Conference Guide to PCOs, Multinational
Companies and Associations
Organization of Familiarization visits for Tour Operators
and Media
Pro-active use of the internet. Ensure information is up to
date
Organize Familiarization visits for PCOs, Multinationals
and Associations
D.21.
D.22.
D.24.
D.25.
Develop special interest products/packages
Implement Destination advertising campaign
Advertising campaign for Festivals and Events
Conferences/meetings Advertising campaign (ongoing)
Advertising Campaign for Domestic Market (ongoing)
D.27.
D.28.
D.39.
D.30.
D.31.
D.26.
D.23.
Attend Travel Trade Promotions/workshops
D.20.
Action
Agree Programme of Travel Trade
Promotions/workshops to be attended
Marketing Action Plan
D.19.
D
No
Rationale
25
Increase visitors
Increase visitors
Increase visitors
Increase visitors
Address deficiencies in
current offer
Cost effective
communication tool
Address current ‘lack of
awareness’ of Nigeria’s
tourism offer
Raise awareness of
Nigeria
Raise awareness of
Nigeria
Raise awareness of Nigeria
Develop relationships with
Travel Trade
Develop relationships with
Travel Trade
Ordered planning
NTA
Convention
Bureau
NTA
NTA
NTA
NTA
NTA
Market
Representatives
Market
Representatives
Convention
Bureau
NTA
NTA
MCT
Lead
MCT
Marketing
Representatives
Marketing
Representatives
NTA
M.C.T. Ministry
of Information
and National
Orientation
Tourism
Industry
NTA
NTA
NTA
Market
Representatives
NTA Market
Representatives /
TMPIO
Market
Representatives
Support
I
I
I
I
I
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Undertake research with International and Regional
Travel Trade to inform medium term strategies
Implement P.R. and communications campaign in key
markets
On-going liaison/targeting of international/Regional
Travel Trade
Distribution of marketing collaterals (ongoing)
Organization of Familiarization visits for Tour
operators and media (ongoing)
Implement Destination advertising campaign
On-line information provision and marketing activities
(ongoing)
Advertising campaign for Festivals and Events
Conferences/meetings Advertising campaign (ongoing)
Advertising Campaign for Domestic Market (ongoing)
Attendance at Travel Trade ,Workshops and
Promotions (ongoing)
D.33.
D.34.
D.35.
D.36.
D.37.
D.38.
D.39.
D.40.
D.41.
D.42.
D.43.
Action
Benchmark and Monitor Year I Marketing activities
Marketing Action Plan
D.32
D
No
26
Relationship
building/increase visitors
Increase visitors
Increase visitors
Increase visitors
Increase visitors
Increase trade awareness
of product offer/increase
visitors
Increase visitors
Increase visitors
Relationship
building/increase visitors
Address image
issue/increase visitors
Ensure strategy on
schedule within budget
parameters
Feedback
Rationale
Market
Representatives
Convention
Bureau
NTA
NTA
MCT/NTA
MCT/NTA
Market
Representatives
NTA
Market
Representatives
NTA
NTA
Fed. Ministry of
Finance
Lead
NTA
Marketing
Representatives
NTA
Marketing
Representatives
TMPIO
Marketing
Representatives
NTA
Ministry of
Information and
National
Orientation
NTA
TMPIO
TMPIO
Support
2
2
2
2
2
2
2
2
2
2
2
Priority
Nigeria Tourism Master Plan
Action
E.9.
E.8.
E.7.
E.6.
E.5.
E.4.
NUC to agree and publish clear guidelines for Honour degree
and Masters programmes
27
Legally establish National Institute for Culture and Tourism
Studies (NICT). Consult with stakeholders and obtain inputs.
Establish mission and areas of core focus and development plan.
Participating institutions to define their Educational Visions and
Missions. Then define programmes, programme aims,
objectives and intended outcomes
Identify suitable international partners. Establish links and
exchanges. Key Nigerian academics to attend suitable
international programmes
Carry out research, agree details, arrange funding, define
responsibilities, establish links and planning of the Abuja
Culture Tourism and Hospitality College
Identify suitable locations for new school facilities in Kaduna
and Lagos
Upgrade facilities for Yaba College and Kaduna Polytechnic.
E.2.
E.3.
Action
Rationale
Improve facilities to cater
for training in tourism and
hospitality
University programmes
Improve facilities
Provide new Culture and
Tourism institution
Improve teaching
standards
Improve quality of
teaching
Tourism Training org.
expertise required
Tourism Training
education expertise
required
Strengthen Culture and
Tourism Training
Rationale
Ensure strategy on
schedule and within
budget parameters
Appoint Tourism Training Organization Expert
(12 man month input)
Appoint Tourism Training Education Expert
(12 man month input)
HRD Action Plan
Benchmark and Monitor Progress (ongoing)
Marketing Action Plan
E.1.
E
No
D.44.
D
No
Lead
Federal Ministry of
Education/
NICT
NICT University
Accreditation
NICT
MCT/
NICT
MCT/
NICT
NICT/
NTA
MCT
TMP Secretariat
TMP Secretariat
NTA
Lead
TMPIO/
Consultant
TMPIO
Internation
al
consultant
TMPIO
TIMPO
TIMPO
TMPIO
MCT
MCT
Support
MCT
Support
I
I
I
I
I
I
I
I
I
Priority
2
Priority
Nigeria Tourism Master Plan
Ongoing Polytechnics and Hotel Schools upgrades
Ongoing improvements at Hotel Schools
Complete construction of Abuja College
Investment in suitable University facilities and programmes
support subject to potential for accreditation
Develop new QA scheme, modus operandi, accountabilities
Develop further Secondary Vocational facilities in new
emerging tourism cluster areas
Visits to partner institutions, research for new programmes,
institutional resources expansion
Ongoing improvements at Hotels Schools
Visits to partner institutions, research for new programmes,
institutional resources expansion
E.13.
E.14.
E.15.
E.17.
E.19.
E.20.
E.18.
E.16.
E.11.
E.12.
Action
Identify secondary school pilot project locations. Agree
programmes content. Develop suitable facilities within key
cluster areas
Visits to partner institutions, research for new programmes,
institutional resources expansion
HRD Action Plan
E.10.
E
No
28
Rationale
Improved university
programmes
Training Quality
Assurance Service
Secondary Vocational
Schools
Ongoing academia and
academic programmes
development
Hotel School upgrades
Ongoing academia and
academic programmes
development
Expanded culture and
Tourism Training
Hotel School upgrades
Ongoing academia and
academic programmes
development
Improve facilities
Improve training facilities
NICT
Federal Ministry of
Education
NICT
NICT
NICT
NICT
MCT/ NICT
Federal Ministry of
Education
NICT
NICT
NICT
Lead
NICT/
TMPIO/
Consultant
TMPIO
TMIPO
Consultant
TMPIO
TMPIO
TMPIO/
Consultant
TMPIO/
Consultant
TMPIO
TMPIO
TMPIO
Support
3
3
2
2
2
2
2
2
2
I
I
Priority
Nigeria Tourism Master Plan
Undertake the collection, processing and analysis of
2005 (and subsequent years) international arrival
(migration) statistics from major border crossings.
NTO staff to undertake.
Introduce revised migration forms and supply to
airlines and border crossing posts.
Undertake 2 interview waves of recommended exit
survey at international airports. Commission market
research company to design and coordinate
interviewing and data analysis.
Establish a programme to measure domestic travel
incidence.
Insert questions in the household omnibus research
survey incidence, activities undertaken and spending
within the country by resident population.
Undertake market surveys on domestic niche markets
such as festival/events, national parks, religious events
etc
Train 2 x NBS officers from National Accounts
division in TSA methodology and analytical
techniques. 1 week trip to Canada for course with
Tourism Canada.
F.3.
F.5.
F.6.
F.8.
F.7.
F.4.
Appoint TSA Expert
Undertake the collection, processing and analysis of
2005 (and subsequent years) international arrival
(migration) statistics at all international airports
TSA Implementation Action Plan
Action
F. 1.
F.2.
F
No
Rationale
29
Training in TSA analytical
techniques
Establish level of patronage,
origin of participants and
spending
Establish incidence,
activities and spending on
domestic travel.
Monitor visitor mix,
activities and spending
within Nigeria
Establish recommended
changes to migration form to
monitor arrivals
Monitor visitor numbers
arriving across land borders.
TSA Expertise required
Monitor visitor numbers
arriving in the country
Lead
NBS
NTA
NTA
NTA
TSA
Implementation
Committee
TSA
Implementation
Committee
TMPIO
TSA
Implementation
Committee
NTA
NBS
Market
Research
company
NBS
NTA/
Nigeria
Immigration
Service
NTA/NBS
NPC/NBS
NTA
Support
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Undertake training and advisory input with NTO on
design, data collection and analysis of data from
international surveys economic data analysis and
integrate into the TSA system. Three (3) man months
input.
Purchase of computer equipment, software and
associated resources to undertake data analysis and
manipulation on niche surveys. Collation and
distribution of quarterly and annual tourism statistics
(electronically) to stakeholders
Undertake 2 interview waves of ongoing exit survey
programme at international airports. Commission
market research company to coordinate interviewing
and data analysis. (Budget year 2007)
F.10.
Undertake training and mentoring of NBS National
Accounts staff in implementation of TSA methodology
and analysis. (Three month man input) (Budget year
2007)
Undertake hotel revenue and operating cost survey for
top and middle level hotels. (Budget year 2007)
Undertake ongoing domestic market research
programme into niche market areas to establish
incidence and spending levels (Budget year 2007)
F.13.
F.14.
F.15.
F.12.
F.11.
Undertake Workshops for NTO staff in interpretation
of TSA Account system and their implications for the
tourism industry.
TSA Implementation Action Plan
Action
F.9.
F
No
Rationale
30
Establish a benchmark
measure of hotel revenues
and costs for TSA system
Establish economic
contribution of niche markets
to economy
Hands on practical
instruction in applying TSA
methodology to National
Accounts
Monitor visitor mix,
activities and spending
within Nigeria
Ensure equipment available
for wide spread distribution
of tourism statistics to
Nigerian stakeholders
Training and quality control
of data analysis and
manipulation for TSA
system.
Improve knowledge,
understanding and ability to
interpret TSA Account
system
NTA
NTA
UNDP/
International
Consultant
NTA
NTA
WTO/UNDP
International
Consultant
WTO/UNDP/
International
Consultant
Lead
NBS
NBS
NBS
NBS
NTA
NBS/
CBN
Support
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
F.20.
F.19.
Undertake ongoing domestic market research
programme into niche market areas to establish
incidence and spending levels (Budget year 2008)
TSA Implementation Costs
Undertake 2 interview waves of ongoing exit survey
programme at international airports and at key land
border posts. Commission market research company to
coordinate interviewing and data analysis. (Budget year
2008)
Undertake hotel revenue and operating cost survey for
top and middle level hotels. (Budget year 2008)
F.17.
F.18.
Undertake review of NBS National Accounts staff in
implementation of TSA methodology and analysis.
Prepare 2007 Benchmark Tear TSA Accounts for
publication. (Three month man input) (Budget year
2008)
TSA Implementation Action Plan
Action
F.16.
F
No
Rationale
31
Establish economic
contribution of niche markets
to economy
-
Establish a benchmark
measure of hotel revenues
and costs for TSA system
Monitor visitor mix,
activities and spending
within Nigeria
Hands on practical
instruction in applying TSA
methodology to National
Accounts
TSA
Implementation
Committee
NTA
NTA
NTA
UNDP/
International
Consultant
Lead
TMPIO
NBS
NBS
NBS
NBS/
NTA
Support
I
2
2
2
2
Priority
Nigeria Tourism Master Plan
Implement an efficient Tourism Management
Information System
Implement Arrival and Departure Registration System
Introduce new arrival and departure forms for Nigeria
H.2.
H.3.
Rationale
32
Ensure proper planning,
development and marketing
of tourism sector
Track individual visitors
entering the country
Ensure collection of reliable
tourist arrival statistics
Rationale
Encourage
investment/upgradeding by
owners of enterprises
Improve standards in
tourism enterprises
Reduce tourism enterprise
operating costs
Assist development
Guide allocation of grant aid
to tourism sector
Channell investment in to
clusters
Develop quality tourism
enterprises
Need to be more
specific/relevant to tourism
sector
Attract potential investors
Tourism Management Information System Action Plan
Action
H.1.
H
No
G.9.
G.8.
G.7.
G.6.
G.5.
G.4.
Relax import prohibition on items of quality linen,
tableware etc.
Consolidate levies and fees extracted from the
hospitality sector
Establish Tourism Development Fund
Prepare new high quality Investment/Brochure.
Organize Investment Conference in London
Develop a grant aid scheme for existing and new
enterprises in nominated tourism clusters
Ensure that incentives are directed to qualifying
enterprises in nominated tourism clusters
Ensure that incentives are applied to registered
premises where an appropriate registration scheme
exists
Extend duty free on imported kitchen and restaurant
equipment being installed as part of renovation projects
G.2.
G.3.
Amend incentives offered by the Nigerian Investment
Promotion Commission.
Investment and Incentives Action Plan
Action
G.1.
G
No
Department of
Immigration
Department of
Immigration
NTA
Lead
FGN
Presidency
Presidency
Presidency
NTA
MCT
MCT
NTA
FGN
Lead
NTA/
MCT
NTA/
MCT
MCT/ Department
of Information
Support
Ministry of
Finance
Ministry of
Finance
TMPIO
Ministry of
Finance
MCT/
NPC
NTA/
TMPIO
NTA/
TMPIO
NIPC .
Support
I
I
I
Priority
I
I
I
I
I
I
I
I
I
Priority
Nigeria Tourism Master Plan
Compile tourism accommodation statistics in
accordance with best international practice
Collect and compile tourism employment statistics
H.5.
H.6.
TMPIO
FGN
PCT
MCT
NDP
NPC
NIPC
CBN
NBS
NPC
NTA
TMP
NICT
Rationale
Obtain visitor profile
characteristics and travel
behavior patterns for tourism
planning and marketing
purposes
Provide information on the
capacity and utilization of
commercial accommodation
Measure level of direct
employment as a result of
tourism
Federal office of
Statistic
NTA
NTA
Lead
National Managers
Board/ NTA
TMPIO
TMPIO
Support
33
TOURISM MASTER PLAN IMPLEMENTATION ORGANIZATION
FEDERAL GOVERNMENT OF NIGERIA
PRESIDENTIAL COMMITEE ON TOURISM
MINISTRY OF CULTURE AND TOURISM
UNITED NATIONS DEVELOPMENT PROGRAMME
NATIONAL PARKS COMMISSION
NIGERIAN INVESTMENT PROMOTION COMMISSION
CENTRAL BANK OF NIGERIA
NATIONAL BUREAU OF STATISTICS (FORMERLY: FOS, FEDERAL OFFICE OF STATISTICS
NATIONAL POPULATION COMMISSION
NIGERIA TOURISM AUTORITY
TOURISM MASTER PLAN
NATIONAL INSTITUTE FOR CULTURE AND TOURISM
KEY TO ABBREVIATIONS AND ACRONYMS
Conduct visitor surveys in accordance with best
international practice
Tourism Management Information System Action Plan
Action
H.4.
H
No
I
I
I
Priority
Nigeria Tourism Master Plan
Nigeria Tourism Master Plan
NOTE: THE IMPORTANCE
AND CHRONOLOGICAL FOLLOW UP OF THE ABOVE
DETAILED ACTION PROGRAMMES CAN NOT BE OVER-ESTIMATED:
THE PROGRAMME SHALL REQUIRE INTERNATIONAL CONSULTANTS IN THE AREAS
OF:
- MANAGEMENT AND CO-ORDINATION OF ALL PROGRAMMES
- SETTING UP THE NTA
- TOURISM PRODUCT DEVELOPMENT
- MARKETING
- TOURISM SATELLITE ACCOUNTS
- HOTEL/ACCOMMODATION CLASSIFICATION AND GRANDING
- TRAINING AND ESTABLISHEMENT OF THE TOURISM AND CULTURE TRAINING
-
INSTITUTIONS
FEASIBILITY STUDIES/BUSINESS PLANS
WHILE
FUNDING FOR THESE CONSULTANTS CAN BE SOURCED FROM THE
INTERNATIONAL ORGANIZATIONS, FEDERAL GOVERNMENT SHOULD BE READY
WITH COUNTPART FUNDING. IN ALL CASES WHERE THE TMPIO IS INVOLVED, AN
EXPERT SHALL BE AVAILABLE TO PROPEL EVERY SECTOR AS AFFECTED. THE
TMPIO INVOLVEMENT IN MAJOR ISSUES IS IMPERATIVE SINCE IT WILL BE
OPERATING UNDER THE PERVUE OF THE PRESIDENT AND P.C.T. IT WILL
REGULARITY TAKE DIRECTIVES AND REPORT BACK. THE TMPIO SHALL ALSO BE
RESPONSIBLE FOR THE IDENTIFICATION AND SOURCING OF FUNDING OF THE
TOURISM MASTER PLAN ACTIONS. THE IMPLEMENTATION OF THE TMP SHOULD
BE STRICTLY CONTROLLED BY THE PRESIDENCY TO MAXIMIZE SUPPORT FOR THE
INTERNATIONAL ORGANIZATIONS.
6.3
Project funding
The cost of implementing the Tourism Master Plan in accordance with the
strategic recommendations outlined will be presented by the Tourism Master Plan
Implementation Organization as the programmes fall in to place. An initial
conservative budget has been submitted through the Federal Ministry of Culture
and Tourism to be considered in the 2006 budget for the jump starting of the
implementation of the Tourism Master Plan. It is recommended that this budget
should be placed under the TMPIO in the Presidency when appointed.
The implementation of the Tourism Master Plan will initially be funded from two
main sources, namely the government (Federal and State) and International
Funding Agencies. Investment in the Nigeria tourism product and infrastructure
by government with the support of international funding agencies will stimulate
the private sector interest while the establishment and the Tourism Development
Fund shall stimulate rapid back-up funding of the programmes.
34
Nigeria Tourism Master Plan
An early action for the TMP Implementation Organization will be to identify
sources of funding and investor and technical assistance for each of the actions as
identified in the Action Programme. It is anticipated that the main sources of
funding will be generated from the following sources:
•
Federal Government
•
State Government
•
Private Sector (domestic)
•
Foreign private investment
•
U.N.D.P.
•
World Bank
•
European Union
•
Other International Funding Agencies
•
International Labour Organization
•
Bi-lateral government aid *
•
Other (including Sponsorship) **
* THE GOVERNMENT OF GERMANY HAS FINANCED THE RECONSTRUCTION OF
PART OF KANO CITY WALLS
** IN A NUMBER OF COUNTRIES MULTI – NATIONAL COMPANIES HAVE BEEN
SUCCESSFULLY TARGETED TO FUND ENVIRONMENTAL ENHANCEMENT
PROGRAMMES
************************
35
Nigeria Tourism
Development Master Plan
Institutional Capacity Strengthening to the
Tourism Sector in Nigeria
NIR/03/002
Final Report
Volume l -- Current
Current Situation
Situation Analysis
Analysis
l
Government of the Federal Republic of Nigeria
United
United Nations
Nations World
World Tourism
Tourism Organisation
Organisation
United
United Nations
Nations Development
Development Programme
Programme
Tourism
Tourism Development
Development International
International
January 2006
Nigeria Tourism Master plan
NIGERIA TOURISM MASTER
PLAN
Volume 1
Nigeria Tourism Master Plan
NIGERIA TOURISM MASTER PLAN
CONTENTS VOLUME I
Introduction
Page No
i
Report Structure
ii
Overview
iii
Chapter 1. Tourism Policy Governance & Organisation
1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
2
3
5
6
7
8
8
8
10
11
National Tourism Policy
Tourism Related Legislation
New Bills & Grading System
National Classification & Grading System
Presidential Council on Tourism
Tourism Steering Committee
Federal Ministry of Culture & Tourism
Nigerian Tourism Development Corporation
Tourism Organisation at State Level/Local Government
Commercial Sector Organisations
Chapter 2. The Value of Tourism to Nigeria
13
2.1
2.2
2.3
2.4
2.5
13
16
19
25
34
Introduction
Existing Tourism Data Bases
Tourism Activity & Spending Impact
Investment & Incentives
Bench Marking Tourism - Conclusion
Chapter 3.
3.1
3.2
3.3
3.4
3.5
Current Marketing Approach
36
Current Situation
Review of International Guide Books
Competition Analysis
Appraisal of Nigeria's Tourism Potential
Domestic Toursm
36
41
42
44
46
Chapter 4.
4.1
Access & Internal Transport
49
Air Transport
49
a
Nigeria Tourism Master Plan
Contents cont:
4.2
4.3
4.4
The Road System
Rail
Transport Master Plans & Tourism
53
58
58
Chapter 5. Visa Regime
60
5.1
5.2
5.3
5.4
60
60
60
61
Present Situation
General Practice
Visitor Choice
Review of Selected Countries
Chapter 6. The Nigerian Tourism Product
62
6.1
6.2
6.3
6.4
6.5
6.6
62
67
68
69
83
99
Accommodations Review, Summary of Findings
Conference Facilities
Multi Product Resorts
Nigeria's Cultural, Historic & Natural Attractions
Environment & Nature
Activities
Chapter 7. Tourism & Hospitality, Education & Training
101
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
7.10
7.11
101
102
106
107
110
112
114
117
118
119
120
Human Resources Education & Training Framework
National Institute for Hospitality & Tourism
Nigerian Hotel & Catering Schools
Polytechnics of Nigeria
Universities of Nigeria
Programmes Specification, Accreditation & Certification
Hotel, Catering & Travel Trade Human Resource Issues
Distribution of Hotel Employees
Assumptions on Future Manpower Planning
Estimates on Future Manpower Requirements
Assessments & Evaluations of Framework & Organisations
Chapter 8. SWOT Analysis
130
8.1
8.2
8.3
8.4
130
132
135
137
Organisation & Legislation
Product & Infrastructure
Marketing
Human Resources Development
Chapter 9. Key Conclusions
141
9.1
141
Organisation & Legislation
b
Nigeria Tourism Master Plan
Contents cont:
9.2
9.3
9.4
9.5
9.6
9.7
9.8
The Value of Tourism to Nigeria
Current Marketing Approach
Access & Internal Travel
Visa Regime
The Nigerian Tourism Product
Tourism Hospitality, Education & Training
The Way Ahead
142
142
143
143
143
144
145
Spending by International Tourists
Total Spending by International Air Arrivals
Hospitality Sector Value Added
Federal Budget Appropriation for Domestic Travel
Contribution to Government Revenue
Products/Markets Potential for Development
Marketing Considerations
International Tourist Arrivals - Competitor Destinations
Competitor Analysis - Summary
International Tourist Arrivals & Receipts
Prospects for Tourist Arrivals by Region
International Tourist Receipts - Sub regions
Domestic Survey on Conference Participation
Domestic Market Potential
Aircraft and Passenger Arrivals
International Airlines Weekly Arrivals
The Age Profile of Domestic Aircraft
Road Access of the Main Tourist Centers
Distribution of Conference Facilities
Abuja Conference Facilities
Summary of Historical Sites & Monuments Visited
Overview of National Parks & Wetlands
Profile of National Parks
Wildlife Reserves in Nigeria
Wetland Areas in Nigeria
Nigeria Scenic Attractions
Framework of Levels of Education
NIHOTOUR Staffing Levels
Hotel & Catering Staff
Polytechnics offering Diploma Courses
Total Hotel & Catering ND Graduates
Total Hotel & Catering HND Graduates
20
21
23
24
25
39
41
42
43
44
45
45
47
48
50
52
53
57
67
67
81
89
91
94
95
96
102
104
107
108
109
109
Tables
2.1
2.2
2.3
2.4
2.5
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4.1
4.2
4.3
4.4
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
7.1
7.2
7.3
7.4
7.5
7.6
c
Tables cont:
7.7
7.8
7.9
7.10
8.1
8.2
8.3
8.4
8.5
8.6
8.7
8.8
Total Tourism ND Graduates in Nigeria
Total Tourism HND Graduates
Universities in Nigeria
Distribution of Hotels Employees
Organisation & Legislation (SWOT)
Organisation & Legislation (SWOT)
Product & Infrastructure (SWOT)
Product & Infrastructure (SWOT)
Marketing (SWOT)
Marketing (SWOT)
Human Resources Development (SWOT)
Human Resources Development (SWOT)
109
110
110
117
131
132
133
134
136
137
138
139
Maps
Nigeria
Nigeria Federal Structure
Airports & Border Crossings
National Parks
11
50
90
Volume II (Bound Separately)
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Master Plan Strategy
Sustainable Development Plan
Marketing Plan
Human Resources Development
Tourism Organisation & Legislation
Economic Impact
Tourism Management Information System
Project Implementation
Appendices (Bound Separately)
I
II
III
IV
V
VI
VII
VIII
IX
X
XI
XII
Terms of Reference
Tourism Legislation
Review of International Travel Guide Books
Survey of International Tour Operators
Product & Facilities Audit
Human Resources Development
Tourism Clusters Selection Criteria
Nigeria Tourism Bill 2006
Analysis of Spending by Air Arrivals
Examples of Tabulations, Survey Forms & Fact Sheets
Consultees, Meetings
Project Team
d
MESSAGE BY THE SECRETARY-GENERAL
OF THE WORLD TOURISM ORGANIZATION
The rapid growth of the modern tourism industry which, in 2005
registered approximately 800 million international tourist arrivals worldwide, has
made the tourism industry one of the most important industries of the world,
particularly in economic terms. One of the most valuable characteristics of the
tourism industry is that while it has grown in numbers, it has also grown in
variety of destinations as there has been a continued geographical spread of
tourism to all parts of the world which has made it possible for many countries,
especially developing countries, to develop tourism as a viable engine for socioeconomic development.
Essentially, tourism can have a profound impact on the society, economy
and environment of nations. Socially, one of the most immediate benefits of the
tourism industry is its ability to create employment and, in the case of tourism,
an added benefit is that it caters for both skilled and unskilled employment. As
a labour-intensive industry, tourism has the potential to create more jobs per
unit of investment than any other industry and tourism can be a useful source of
employment for women and ethnic minority groups. Environmentally, tourism,
when properly developed and managed, can serve as a mechanism for
protecting natural environments; preserving historical, archaeological and
religious monuments; and, stimulating the practice of local cultures, folklore,
traditions, arts and crafts, and cuisine. And, economically, tourism brings many
benefits to the Central Government, local authorities as well as the private
sector through the generation of foreign revenue, financial returns on
investment, taxation on tourists and tourist products, and, linkages to other local
industries such as agriculture and fisheries.
One of the most important challenges facing the modern world is the fight
against poverty and this is a battle that governments, agencies and institutions
have been fighting over decades. We in UNWTO are convinced that with its
enormous economic power and high potential for employment creation, its
capacity to spread its socio-economic benefits to all levels of society and to all
parts (including remote areas) of developing and least developed countries,
and, its sustained resiliency in times of crisis, tourism can be a leading sector in
the fight against poverty and, it is no surprise that many governments have
placed tourism on the top of their development agendas.
Nigeria is one of the leading countries in Africa in the fight against
poverty and plays an active role in UNWTO’s ST-EP programme (Sustainable
Tourism – Eliminating Poverty) – a programme which was launched in 2002 and
focuses on longstanding work to encourage sustainable tourism - social,
economic and ecological - which specifically alleviates poverty, bringing
development and jobs to people living on less than a dollar a day. Nigeria has
chaired the Working Group of the UNWTO Executive Council (the highest
policy-making organ of the Organization) which supervised the preparation of
the ST-EP initiative. Furthermore, Nigeria was recently elected as the
Chairman of the UNWTO Commission for Africa.
UNWTO applauds the initiative of the Government of Nigeria to actively
develop tourism as a means for improving the socio-economic conditions of the
Nigerian people and diversifying its economic base. However, the success of
Nigeria’s tourism industry depends on its sustainability.
That is why, UNWTO, at the request of the Government of Nigeria, and
through the support of the United Nations Development Programme (UNDP),
executed this project for the formulation of a National Tourism Master Plan for
Nigeria which focuses on Institutional and Capacity Strengthening Support to
the Tourism Sector. The objective of this project is to promote the sustainable
development of the tourism industry through capacity building of the
Government (at the Federal level) in the areas of human resource development,
research development, improved sectoral planning and governance. The
project also provides capacity building at the local/State level in promoting
tourism development at the community level by encouraging local community
participation, ownership and management of the tourism sector.
The Master Plan has addressed a number of vital issues and provides
strategic recommendations in the areas of tourism policy, governance,
development of tourism products, marketing approach, international and
domestic transportation, hospitality education and training, tourism organization
and legislation, tourism management information systems, amongst other
issues.
Through the implementation of this Master Plan’s recommendations, it is
expected that the Government of Nigeria, through its Ministry of Culture and
Tourism, would be better equipped to develop and manage the tourism industry
so as to enhance the economic benefits of tourism through sustainable, peopleoriented development policies which would spread the benefits of tourism to all
parts of the country and all layers of society, thereby greatly contributing to the
eradication of poverty and the upliftment of Nigeria and its people.
Francesco Frangialli
Nigeria Tourism Master Plan
VOLUME I
INTRODUCTION
The Tourism Sector in the Federal Republic of Nigeria has been identified by the
President of the Federal Republic, Chief Olusegun Obasanjo GCFR, as one the six
priority areas for development. A Tourism Master Plan is required to develop the sector.
Poverty alleviation and generation of employment, physical environmental enhancement
and cultural and social issues, including HIV/Aids are central issues in the plan.
The President initiated a Presidential Committee for the Nigeria Tourism Development
Master Plan. Subsequently, at the request of the Federal Government, the United Nations
World Tourism Organisation (UNWTO) and the United Nations Development
Programme (UNDP) took responsibility to part fund and implement the production of the
Master Plan.
Tourism Development International Ltd was contracted by UNWTO as the consultants to
produce the plan. The project commenced in Abuja on 7th February 2005. An inception
report was delivered in March 2005, a Mid Term Report on 7th August 2005 and a Draft
Master Plan Report on December 12th 2005
A number of consultative seminars on the findings, key conclusions and initial
recommendations were held with the stakeholders during October and November, after
which the Draft and Final Reports including the Master Plan were produced.
The Project team wish to acknowledge the evident interest of His Excellency the
President of the Federal Republic in the project, the support of the Honourable Minister
for Culture and Tourism, Ambassador Frank Nchita Ogbuewu, the Project Co-ordinator,
Dr. Franklin Adejuwon and the officials in the Federal Ministry of Culture and Tourism,
the Nigerian Tourism Development Corporation and other Federal and State Ministries as
well as many government agencies. The Project team thank the UNDP Resident
Representative and other officers in Abuja and the UNWTO Head of the Technical Cooperation Service and officers in Madrid for the continuing support and encouragement.
The support and understanding of the private sector is very much appreciated in their
willingness to share information and their knowledge with the team.
Finally, the many State Governors who so warmly received and assisted the team on their
field visits are offered a special acknowledgement and thanks.
i
Nigeria Tourism Master Plan
Report structure:
The Tourism Master Plan report is divided into three volumes:
•
Volume I – CURRENT SITUATION ANALYSIS sets out the findings resulting
from field visits, consultations, desk research and market research. The conclusions of
the team on a range of areas, SWOT analysis and key issues for Nigeria are included.
•
Volume II – STRATEGIC RECOMMENDATIONS & IMPLEMENTATION
PROGRAMME sets out the direction and the Master Plan together with the Action
Programme, implementation cost, funding and benefits.
•
Volume III – TECHNICAL REPORTS AND APPENDICIES supporting and
elaborating the findings and recommendations of the Tourism Master Plan.
There is also a separately bound EXECUTIVE SUMMARY which summarises the
findings and recommendations and also includes the ACTION PLAN and
implementation costs, funding and benefits.
ii
Nigeria Tourism Master Plan
OVERVIEW – THE SIGNIFICANCE OF TOURISM FOR
NIGERIA
The principal conclusions from the analysis of the economic impact of Tourism
on the economy of Nigeria are:
•
Spending by international tourists has a direct impact on the national
economy estimated at US$280m/N36b.
•
Downstream economic impacts from the “export” revenues of international
tourist spending are estimated to generate additional gross revenue of
US$224m/N29b.
•
While the incidence of domestic leisure travel may be low, the sheer size of
Nigeria’s population means that there is a significant contribution to the
demand for tourism services from domestic travel activity. The revenue
value of this impact is unknown.
•
The revenue generated from travel within the country by employees and
staff of Federal Government departments and agencies generates a demand
for an estimated US$68m/N8.8b of transport and hospitality sectors.
•
State governments also make a considerable contribution to the transport
and hospitality sector in the undertaking of official travel activities. The
revenue value of this impact is unknown.
•
The contribution to government revenue from VAT levies on the Hospitality
sector, recorded at N1.149 million in 2004, is considered to grossly
understate the actual level of revenue received.
•
Company Income tax generated by the Hospitality sector was recorded at
N313 million in the 2005 year, the first year such a breakdown was
available.
•
Implementation of the Development Plan in Tourism Cluster development
will disperse the economic benefits from tourism activity. The economic
benefits from tourism activity will be spread much wider and to a greater
proportion of the population than is currently the case.
•
Demand for labour will receive a very significant stimulus from
implementation of the proposed Development Plan.
iii
Nigeria Tourism Master plan
Chapter 1
Tourism Policy Governance &
Organisation
Nigeria Tourism Master Plan
CHAPTER 1.
1.
TOURISM POLICY, GOVERNANCE AND ORGANISATION
Key Findings/Conclusions
•
The existing legislation is weak The proposed tourism bills and
classification proposals should be put on hold until the master plan is
in place.
•
The Presidential Council on Tourism and the Tourism Steering
Committee are unique and key to driving tourism growth.
•
The Federal Ministry for Culture and Tourism needs strengthening
•
The NTDC is overstaffed, under resourced, lacks targets and action plans
and consequently is in-effective.
•
The commercial sector lacks a strong unified voice
•
The Public/Private relationships are non-existent
•
There is a lack of an enabling environment for the private sector
involvement and investment in the tourism sector
•
The current marketing of Nigeria is inadequate
Policy and legislation are the foundations on which the industry is built. The
tourism policy is commented on in this chapter. The existing legislation and
proposed is examined. Attached at Appendix II is a comprehensive review of the
tourism related legislation including the Nigerian Tourism Development
Corporation Act and legislation covering immigration, registration and
classification, taxation, land control and use, ports, endangered species, national
parks, environment, aviation and selected state laws. The following draft Bills are
at Appendix XII, Nigeria Tourism Bill, National Institute for Tourism and
Hospitality Studies Bill.
1
Nigeria Tourism Master Plan
1.1
NATIONAL TOURISM POLICY
The National Economic Empowerment and Development Strategy (NEEDS), a
plan for economic and social development produced by the Planning Commission
profiles its policy strategies for the tourism sector. The Commission considers that
Nigeria’s tourism industry has great potential for attracting foreign investment,
which would generate employment and foreign exchange. Subsequent to this, a
National Tourism Policy was developed and approved by government and has
been taken into consideration in the preparation of this Master Plan.
The industry is perceived to be constrained by several factors including:
•
•
•
•
•
•
1.1.1
Inadequate facilities at established tourist centers,
Low level of global awareness of tourist attractions in Nigeria (also applies
to the domestic/resident market),
Undeveloped tourist infrastructure
Lack of security,
Low level of investment,
Poor attitude and disposition towards recreation and domestic vacations by
Nigerians.
Target
The primary focus of NEEDS in the tourism sector is to make Nigeria the
preferred tourist destination in West Africa. The key target in the
immediate term is to increase tourist arrivals into the country by ten
percent a year.
1.1.2
Strategies
To achieve this target the government will:
•
•
•
•
•
•
•
•
Concession existing tourist attractions and provide support
infrastructure for tourism.
Encourage private sector investment in the tourism sector and
participate in the management of national parks.
Improve security to encourage foreign tourists to visit Nigeria
Launch an awareness campaign within and outside the country on the
benefits and potentials in the sector.
Re-orientate visa officials to a pro-tourism approach
Establish a tourism database.
Establish a private sector-orientated institute for hospitality and
tourism, regulated by the government.
Pursue an aggressive environmental policy that supports and
encourages the tourism industry.
2
Nigeria Tourism Master Plan
It is important to note that since the initial launch of the NEEDS Vision a
number of the strategies are well into their implementation phase. For
example, the privatisation programme in the telecom sector is well
advanced.
At the meeting of the Presidential Council on Tourism on 16th June 2005 a
comprehensive National Tourism Policy was approved.
This sets out policy objectives, thrust, pivot areas, focus, transportation,
role of the sectors and funding. The following policy statement contained
in the document requires further consideration and is addressed in Volume
II. Chapter 5.
“While encouraging foreign tour operators to operate from abroad, such
must be affiliated with a licensed tour operator in Nigeria before it can be
allowed to carry out business. All prepaid packages abroad shall have a
percentage of net profit paid in Nigeria”
Foreign Tour Operators based in the markets will be pivotal to the
successful marketing and selling of Nigeria as a holiday destination.
Requiring that they be affiliated to a licensed tour operator in Nigeria will
discourage those that may wish to do their own destination management.
Requiring a percentage of net profit be paid in Nigeria will be very
difficult to enforce without having access to the foreign tour operators
accounts for their sales into Nigeria. Such a requirement will be
detrimental to opening up the markets
1.2
TOURISM RELATED LEGISLATION
Nigerian Tourism Development Corporation Act.
The main tourism legislation in Nigeria is the Nigeria Tourism Development
Corporation Act (hereinafter referred to as NTDC Act) which established the
principal governmental body for the industry i.e. the Nigerian Tourism
Development Corporation (NTDC).
The functions of the NTDC include:
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•
•
Encouraging people living in Nigeria to take their holidays in Nigeria and
people from abroad to visit Nigeria.
Improvement of tourism amenities and facilities including the development
of hotels and ancillary facilities.
Provision of advisory and information services.
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Nigeria Tourism Master Plan
•
•
•
•
Promoting and undertaking research in the field of tourism.
Rendering technical advice to the states and local government in the field of
tourism.
Registration, classification and grading of hospitality and tourism
enterprises, travel agencies and tour operators.
Assisting in the development of museums and historic sites, parks, game
reserves, beaches, natural beauty spots, holiday resorts, souvenir industries
and publicizing tourism.
The Act provides for the appointment of a Chairman and twelve members
representing industry associations, ministries and government agencies that have
an influence on tourism activities
The Act also provides for the establishment of a tour operating company known
as the National Travel Bureau to operate tour services within and outside Nigeria
The Act provided for State Tourism Boards in each state of the Federation with
the following functions.
•
•
•
•
•
To assist the Corporation on the implementation of the Act.
To recommend to the Corporation such other measures as may be necessary
in the opinion of the Tourism Board to enable full effect to be given to be
the provisions of this Act.
To devise and carry out schemes aimed at encouraging Nigerians to visit the
State.
To identify, preserve, protect and develop tourism assets and resources.
To co-ordinate the activities of tourism agencies.
Section 10 established Local Government Tourism Committees. The
responsibilities of the Local Government Tourism Committee subject to the
control of the Tourism Board and the Corporation as stated are:
•
•
•
•
Recommending to the Tourism Board projects for development as tourist
attractions,
Advising on such matters relating to tourism within the local government
area,
Preserving and maintaining monuments and museums in their areas of
jurisdiction,
Promoting and sustaining communal interest in tourism.
Section 14 established a Hotel Inspectorate Division with the mandatory task of
registering, classifying, grading and monitoring hotels and other hospitality
establishments. Penalties are provided for.
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Nigeria Tourism Master Plan
The Act requires the Corporation to maintain a fund consisting of monies
provided by the Federal Government and other sources and to be used to defray
expenses incurred by the corporation.
Subsidiary Legislation-Hospitality & Tourism Establishments (Registration,
Grading and Classification Regulations) provide for mandatory registration of
hospitality and tourism establishments and the mandatory grading of
accommodation and food service establishments. Grading of other establishments
such as travel agencies, amusement parks etc. may be graded by the NTDC.
The NTDC is given power under the regulations to close down establishments for
non-compliance. We must emphasize the negative effect of this.
1.3
NEW BILLS AND GRADING SYSTEM
Two new Bills and an amending Bill have been drafted:
The Establishment of a Tourism Development Fund Management Board
This Bill seeks to establish a new tourism development fund with a management
board and a wide number of sources of funds by providing for a series of
contributions on tourism activities. It provides for the disbursement of monies
from the fund to training, project development, promotion and soft loans.
Amendment of the Nigerian Tourism Development Corporation Act 1992
(Private Members Bill)
This Bill seeks to amend the sections on the members of the Corporation, the
appointment of the Director General, the powers of inspectors, penalties, financial
provisions and the transfer of functions under the act from the Minister to the
President and Senate.
National Hospitality, Tourism and Culture Bill
This Bill seeks to establish a new institute to provide training and education for
the hospitality and tourism sector
In addition to the need to revise the Board composition and other matters the
existing NTDC Act is weak in that the following specific areas are not covered
•
•
•
Pre-action notice.
Condition prior to execution of judgment against the Corporation.
Indemnity of the corporation’s officers against personal liabilities for
actions taken by them in good faith for the purposes of their functions
under the Act.
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Nigeria Tourism Master Plan
•
Compliance Certificates from relevant authorities such as fire service,
environment, electricity, water and other services stated prior to
issuance of license to tourism organization or registration of such
organization.
Contents of License issued to applicant tourist organization.
Provisions relating to tourist guides including conditions under which
licenses are to be issued to them and revoked qualifications of and
training courses attended by tourist guides.
Complaints / Appeals Procedure.
Hotel Proprietors liabilities (states have promulgated laws on Hotel
Proprietors Liability/Innkeepers law).
•
•
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•
1.4.
NATIONAL CLASSIFICATION AND GRADING SYSTEM
In line with one of its statutory functions the Nigerian Tourism Development
Corporation is about to launch a National Hotel Classification System. Already
Classification and grading standards have been developed and published by
NTDC in collaboration with the Standard Organisation of Nigeria (SON). The
criteria used in achieving the above were based on the standard set up the British
Tourist Board and ECOWAS recommendations.
Similarly there are two bills which propose:
(i) Amendments to the Nigerian Tourism Development Corporation Act.
(ii) Creation of a new tourism training institution
Meanwhile, the team has recommended to the authorities that all the above
intentions should be put on hold until the outcome of the National Tourism
Master Plan in view of the hitherto findings which counter to the contents of the
bills as well as sustainable achievement of classification of hotels.
The authorities were informed that the proposed implementation of the national
classification and grading system are to be reviewed with consideration to the
provision of the following basics:
•
Listing of all hotels with their number of rooms and other details
•
Classification and grading policy as well as implementation plans
including selection and training criteria are put in place and agreed with
the industry.
•
The major players in the hospitality industry i.e. the hotel
owners/management are fully briefed on the system and procedure of the
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Nigeria Tourism Master Plan
exercise so as to enable them prepare and meet with the criteria they aim
for.
•
One of the major benefits of registration, classification and grading system
is that “It will eliminate sub-standard establishments in the industry, which
otherwise hazard the reputation of standard outfit”. The approach this time
must be faultless if the nation is to avoid a repeat of previous failure in this
exercise.
•
It is evident that a large number of hotels have refused to register because
of tax related fears and previous arbitrary levies placed on them by NTDC.
With the abstinence of a large portion of the industry in the exercise, the
exercise was bound to be another failure.
•
A national classification system for hotels and similar accommodation
establishments is primarily a marketing tool which can also be used as a
development tool to raise standards which on the long run shall enhance
the tourism sector of Nigeria. It is not a negative for the industry. A
classification system can therefore only be successfully implemented
where there is a good understanding and partnership between Government
authorities and the Private sector of the tourism and hospitality industry.
Unfortunately, this does not exist in Nigeria at the present time.
•
Hotels must be well educated as to the benefits derivable from a National
hotel classification system before its commencement especially, the
positive impact it will have on their business. In this respect, it is better to
have in place well-trained hotel classification assessor with a hospitality
background who should be more of private sector inclined as advisers
rather than as government inspectors.
On the issue of the bill on training, from the findings of the team, it looks
premature to allow such a bill when in fact the position on ground lacks focus,
and leaves very much to be desired in ability to cope and manage an elementary
training and educational status.
1.5
PRESIDENTIAL COUNCIL ON TOURISM
The Presidential Council on Tourism was established by His Excellency the
President of the Federal Republic of Nigeria. It meets a number of times a year. It
meetings are chaired by His Excellency the President. The members of the
Council include the Federal Minister for Culture and Tourism and a number of
other Federal Ministers whose Ministries impinge on the activities and needs of
the tourism sector, plus a number of State Governors and chief executives of
Federal agencies and the private sector.
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Nigeria Tourism Master Plan
It considers policy and the progress of high level tourism initiatives. It is a unique
body in national tourism in that the Head of State and Government chairs it. It is a
very high powered driving force for the sector.
1.6
TOURISM STEERING COMMITTEE
The Tourism Steering Committee is chaired by the Honourable Minister for
Culture and Tourism. Its membership consists of State Governors, representatives
of other Federal ministries and Federal agencies.
It discusses and arrives at consensus on matters to be con...
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