WTM: Nigeria displayed unified front as tourism leaders push for private-sector collaboration, investors’ reforms

In a notable departure from past international outings, Nigeria’s presence at the just-concluded World Travel Market (WTM) has drawn praise for showcasing a genuine, unified national identity through a rare, hands-on partnership between the government and the private sector.

Susan Akporiaye, a prominent tourism stakeholder and former President of the National Association of Nigeria Travel Agencies (NANTA), the umbrella body for all licensed travel agents and tour operators in Nigeria, spoke on the sidelines of the global event and highlighted the strong synergy between public officials and private operators.

“I am particularly excited about Nigeria’s participation at WTM because, for the first time, I can see a genuine Nigerian identity reflected in our presence here,” Akporiaye said.

“What makes it even more encouraging is the collaboration between the government and the private sector.”

Comparing the current arrangement to a successful model she previously witnessed in Australia, Akporiaye commended the Minister and relevant government agencies for executing a deliberate mandate to work hand in hand with industry structures.

She noted that the coordinated approach has made it seamless for international visitors and prospective partners to navigate the Nigerian stand, directing inquiries accordingly, whether they seek government engagement or private-sector partnerships.

Beyond forging partnerships, the Nigerian delegation utilised the global platform to push back against distorted international reporting.

Akporiaye said that since the event opened, the delegation spent considerable time reassuring visitors, particularly Nigerians living abroad, who remain hesitant to travel home because of negative security coverage in the foreign press.

“Unfortunately, the Western media has considerable influence in shaping global narratives, and sometimes the stories presented about Nigeria do not reflect the realities on the ground,” she noted.

She shared an encouraging encounter with a foreign visitor who looked past the headlines, remarking that violence can happen anywhere, even on London streets.

This direct engagement, Akporiaye emphasised, underscores Nigeria’s critical need to tell its own story rather than leave its reputation to external perceptions.

While lauding the current momentum, including the Director-General of the Nigerian Tourism Development Authority (NTDA), Dr Ola Awakan’s presence to brief the Presidency and the Ministry on outcomes, Akporiaye stressed that Nigeria must move from aspirations to intentional execution.

She warned against politicising tourism, calling instead for stable policies and an investor-friendly ecosystem.

Drawing on her experience courting international capital, she cautioned that bureaucratic roadblocks remain a major deterrent.

Recalling an instance where investors with track records in Dubai and Pakistan showed interest in Nigeria only to be frustrated by corruption and excessive demands, she stressed that the country’s primary challenge is no longer attracting investor interest, but cleaning up the internal environment to welcome them.

“The question is not whether investors are interested in Nigeria. The question is whether we are ready to welcome them and allow them to invest without unnecessary obstacles,” she asserted.

As the WTM event progressed, industry leaders urged the federal government, state governments, and relevant agencies to sustain this momentum by dismantling remaining bottlenecks, supporting local operators, and rolling out the red carpet for foreign capital.

In a related development, NANTA President, Dr Yinka Afolami, commended NTDA and its Director General, Awakan, for putting together an impressive outing for Nigeria at the just-concluded WTM London 2026, held at ExCeL London from November 3 to 5, 2026.

Folami said the NTDA’s outing was not just impressive; it was historic, dignified, and Nigeria at its best.

Folami, who was represented in London by NANTA’s First Deputy President, Mustapha Mohammed, leading a high-powered NANTA delegation, with NANTA as the only association with a dedicated presence at the NTDA stand at WTM London, said he watched with pride as NTDA led Nigeria’s participation, with the endorsement of President Bola Ahmed Tinubu, who had commended Awakan for his immersive storytelling, collaboration and innovation in his first year in office.

Wole Shadare