Nigeria Holds Vast Untapped Tourism Opportunities – Kleber Group

The Chief Executive Officer of Kleber Group, Julia Kleber, has described Nigeria as a country with vast but largely untapped tourism opportunities, urging strategic investment, effective storytelling and capacity building to position the country as a competitive global destination.

Speaking at a press conference in Abuja on Wednesday, Kleber said Nigeria possesses the core elements required to build a strong tourism sector, including rich culture, diverse landscapes, vibrant arts, music, cuisine and a welcoming population, yet remains largely underrepresented in the global tourism market.

“Since arriving on Sunday, I have been struck by the beauty of this country and the warmth of its people. Nigeria has extraordinary tourism opportunities, but these assets are still not fully visible on the global stage,” she said.

Kleber noted that tourism is one of the most effective drivers of job creation and economic growth, with strong linkages to sectors such as aviation, agriculture, hospitality, energy and infrastructure.

“Africa remains largely unexplored from a tourism perspective, and Nigeria, in particular, has a huge opening. Tourism is a peaceful industry that creates jobs, attracts investment and stimulates wide economic activity,” she said.

She called for improved international perception of Nigeria through targeted promotion, market education and authentic storytelling that reflects the country’s heritage, culture and attractions. According to her, sustainable tourism development requires a clear strategy focused on product development, investor engagement, infrastructure, training and capacity building for local communities and hospitality workers.

“Our goal is to place Nigeria firmly on the international tourism map and present it as an authentic and attractive destination for travellers and investors,” Kleber stated.

She highlighted Kleber Group’s over three decades of experience in tourism development across Africa, including engagements in South Africa, Namibia, Uganda, Zambia, Sierra Leone and Angola, as well as work in the aviation and hospitality sectors.

Using Angola as a case study, Kleber said strong public-private collaboration and deliberate tourism planning helped the country attract global attention and secure more than 450 million dollars in government investment for tourism infrastructure.

“This shows what can be achieved when tourism is treated as a viable economic sector. Nigeria has similar opportunities and even greater potential,” she added.

Kleber also spoke on Voice for Africa, an initiative launched during the COVID-19 period to promote positive narratives about the continent and counter perceptions that discourage travel and investment. She expressed optimism about Nigeria’s tourism outlook, citing ongoing engagements with government institutions, national parks and other stakeholders.

“There is a journey ahead, but the process has started. With collaboration, implementation and commitment, tourism can become a major source of jobs, investment and sustainable growth in Nigeria,” she said.

Also speaking at the briefing, Ambassador Phil Roberts called for closer collaboration with the media to reshape Nigeria’s global tourism image, noting that negative narratives often overshadow the country’s tourism assets.

“Two years ago, I trekked from Abuja to Delta State to promote Nigeria as a tourism destination, and last October I undertook another project from Nigeria to Ethiopia. What people abroad see and hear from me is often very different from what our media projects online,” Roberts said.

He recalled concerns raised ahead of Kleber’s visit regarding insecurity, noting that such perceptions often discourage tourism. “Nigeria is frequently portrayed as a war theatre, and that is harmful to tourism development,” he added.

Roberts disclosed that several high-level engagements had been held since Kleber’s arrival, including meetings with the Federal Ministry of Art, Culture and Tourism, the Federal Capital Territory Administration, the Presidential Villa, the Nigerian National Parks Service and other stakeholders. He added that further engagements were planned with the Presidency.

He announced plans to organise a Tourism Investment Summit across Nigeria’s geopolitical zones, stressing that tourism development must reflect regional diversity. “Tourism is not one-size-fits-all. Each zone has its unique attractions and strengths,” he said.

On infrastructure, Roberts said sustainable tourism could not thrive without deliberate investment, adding that discussions were ongoing with investors, including the World Trade Centre, on tourism-related infrastructure.

In his remarks, the Special Assistant on NGO/Partnerships to the Office of the Wife of the Governor of Cross River State, Mr. Jeffrey Adamade, said the state remained open to partnerships, describing Cross River as one of Nigeria’s leading tourism destinations.

Similarly, the Chairman of KU Worldwide, Mr. Bonaventure Onuorah, reaffirmed the commitment of Kleber Group and its partners to work with Nigerian stakeholders to project the country’s tourism assets globally.

Roberts concluded by underscoring the role of the media in tourism growth. “Tourism is about storytelling. Without the media driving these stories, the effort will not yield results. We will work closely with the media to project Nigeria’s tourism narrative,” he said.