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Tour Guide Nigeria is a means of showcasing to the world Nigeria's beauty. It showcases the rich cultural heritage of the country, the delicious cuisines, the beautiful people, interesting places, the wild life and the tours and hospitality organizations. It also talks about the problems facing hospitality and tourism development in Nigeria and tries to proffer solutions to the ones it can.

Sunday, 9 August 2015

Hospitality and Tourism in Nigeria

Hi guys, today we would be talking about Hospitality and Tourism in Nigeria
Hospitality and Tourism in Nigeria centers largely on hotels, travel, tour sites and events. The industry suffers from the country's poor electricity, roads, and water quality. Tourist attractions in
Nigeria include festivals and cultural celebrations (such as Durbar festivals in the north), the nation's national parks (such as Old Oyo, Yankari, and Cross River National Parks), and other geographical sites (such as Aso RockAbuja.) By far the most outstanding tourist zone is the Mambilla Plateau in Taraba State. Tourism Minister Edem Duke rightly described the Mambilla Plateau as Nigeria's 'Crown Jewel of Tourism"(Blueprint, 15 August 2012; Bami-Yuno: Beyond Rhetoric: Mambilla Plateau and Tourism in Nigeria, April 2013). The tourism industry is regulated by the Ministry of Culture, Tourism and National Orientation, a Nigerian government ministry.In an attempt to raise the profile of the country's tourism sector, a beauty pageant, the Miss Tourism Nigeria Pageant, was created in 2004. The winners in 2004, 2005, and 2006 have been, respectively, Shirley Aghotse, Abigail Longe, and Gloria Zirigbe. The World Travel and Tourism Council estimates revenue related to tourism and travel in Nigeria will exceed 10 billion $USD in 2007, and will account for approximately 6% of the gross domestic product

The low end still exists, known as “mama put”, these road side restaurants give the general public access to restaurant dining, their range is incredible and based on the individual setup ran by each proprietor. The price per plate can run from as low as N100-N1500 ($0.70-$9).

Other Segments: Many other segments of hospitality feature well in Nigeria but do not have much of a presence. In Calabar you will find the Obudu Mountain Resort, In Bauchi there is the Yankari Game Reserve, In Enugu you will find the Oakland’s Amusement Park. All over the country you will find new ideas springing up but the scale and rampancy are not as significant as developments in the aforementioned categories.

Carvings; the Ibeno Beach, and the Opobo Boatyard with its natural sand beaches at Ikot Abasi. Ojukwu Bunker in Abia wherein relics and inventions of the Nigeria civil war are displayed.
Badagry Coconut Beach; Eleko Beach; Kuramo Beach widely noted for night beaching; Maiyegun Beach; the French Village; the National Theatre; the Murtala Mohammed Memorial Botanical Garden; Ogun State is naturally prettified with the Olumo Rock, a massive outcrop of granite rocks of primitive formation, the highest point of which is about 137m above sea level in Abeokuta among others. Nature’s gift of the Ikogosi Warm Spring located in Ekiti State. The warm water from the rock meets with cold water stream 100m below. It has lodging facilities. Nigeria is also proud of the Erin-Ijesha Water Falls in Osun State;Ibadan University Zoo, Agodi Zoological Garden, Upper Ogun Games Reserve.
In Ogun state, there are the Egungun festival, the Oro festival, Agemo festival, Obinrin Ojowo festival, and the Igunnuko Masquerades. Oyo States Ibadan delights in the Ode-Ibadan festival.
Hospitality is a broad industry covering various hosting services including restaurants, hotels, bars, cruise lines and many other related businesses. Globally it is a multi-billion dollar industry with broad offerings, in Nigeria the best of hospitality development is found in accommodations and restaurants.The hospitality market is booming in Nigeria and with that boom comes new found diversification in range, quality and classifications yet there is much room for growth, diversification and standardization.The industry faces many challenges including instability in power supply, security, negative global publicity and the effects of the general issues facing the growth of tourism in Nigeria.
Currently: Over the course of the last 13 years a tremendous amount ofgrowth has happened in the hospitality industry leading to the rise of fast food restaurant chains, hotels and Nightlife covering a wide range of styles, presentations and quality. 
Restaurants: Restaurant chains have emerged as part of the changing face of Nigeria. While Nigeria has always had restaurants of all classes the new entrant is middle income fast food chains. The likes of Mama Cass, Chicken Republic, T.F.C, Tantalizers and Mr. Biggs have taken up the race, building multicity chains of restaurants all over the country. These chains with an average rate of N1500-2000 ($9-13) per plate offer clean dining, a welcoming atmosphere and quality food. They have been highly successful and represent the highest change in the industry.
There exists a rising high end characterized by high rates and located mainly in the major             cities like Lagos and Abuja. These “true” restaurants offer high end dinning with global             palettes from Chinese to Japanese to Italian foods.
Another strong feature in the industry are hotel restaurants, they are a major attraction for any hotel in Nigeria and correspond in quality to the hotels in which they are situated. They present a reasonable value proposition to travelers who are not always comfortable venturing outside of their hotels for various reasons.
Hotels: Hotels in Nigeria are the new craze for both local and foreign investors. This industry has wide variety of options from no-class slums, to 5 star edifices. It features global players like South Africa’s Protea and African Sun, American Brands like Star Points among others. It also has a strong investment stream from local entrepreneurs who have committed local funds to multi-classes of developments.

The hotel market is diversified depending on location, city center hotels boast of high quality while the hotels on the outskirts often offer a lower standard. There exists no true classification of hotels in Nigeria and most hotels prescribe their own grading leading to confusion among customers.
Night Clubs: Another strong show in hospitality in Nigeria is the nightlife segment. Its greatest showing are in Lagos, Abuja, Port Harcourt, Enugu, Benin and Calabar but across the board they are readily available across the country especially in the city centers.The unofficial rate pegs Nigeria’s room capacity at 30-35,000 rooms with an estimated 1-2000 rooms coming on stream annually. Still the capacity does not meet demand, both at the high and low end.
Much like the hotels they offer very diverse services and attend to all classes of customers. They suffer a lot from a culture that is conservative and less prone to supporting nightlife as a routine occurrence but they still thrive as the crowd available seems sufficient and eager to spend. In recent times competition has increased tremendously forcing many out of business or into rapid redevelopments of their offerings; even still the smart operators have great room for growth.
Opportunities: In addressing opportunities in Nigeria I wish to broaden my views into the under attended segments of hospitality as well as address the thriving segments like accommodations and restaurants. The hospitality industry in Nigeria has much room for growth, necessitated by an economy which is growing at 7%, a rapidly expanding middle class, increasing urban development and an influx of foreigners. It is also aided by a mental acceptance of leisure and travel as routine to living. Today you will find many hotels occupied by Nigerians who are just in town for the weekend, many restaurants filled with families who live in mansions and hire cooks and therefore have no need for the outing expect for leisure. The clubs are rapidly attracting a more diverse audience. In general it is a good time to be in hospitality in Nigeria.
Restaurants: There are many opportunities in the restaurant business. Currently Nigeria has no set king in Premium brands, Fast Foods or Low end meal times. The market still remains open to a front runner evidenced by K.F.C’s rapid incursion in this territory in the last 2 years.
However I see more opportunities at the low and high end. While the middle is quite lucrative it is also quite competitive and with many players who have had years to build reputable brands, balance finances, acquire systems and learn consumer behaviors, competing here will take strong financing and a very long term commitment.
The high end on the other hand has very few players as most high end restaurants in Nigeria are the ones in the hotels. This creates a tremendous opportunity for anyone who has a clear vision and can take the time to understand Nigerian tastes in order to package a solution fit for this audience. It is crucial for anyone investing in Nigeria to understand that as a general rule the Nigerian consumer is like no other in the world. They are a diversified audience not only due to local orientation but also due to wide exposure to foreign tastes. In trying to pallet a high end restaurant to the Nigerian people you must take time to study your niche and ensure that your particular offering has enough audience in the Nigerian market.

On the low end there is also an opportunity for the creation of mass market, budget restaurants which offer Nigerians a clean dining experience and reasonable value in the food exchanged for the price paid.
While the “mama put” restaurants fair well they still have a reputation as begin low class and often too dirty for anyone of reasonable income. A low cost provider who can capitalize on volume by serving the masses while offering a predictable and clean dining experience can take advantage of this negative publicity.The low end provides tremendous opportunity for growth as it can be replicated in all corners of the country much unlike high end dinning which is only relevant in a few choice cities.
Hotels: Take away hotel and travel is limited to places where you have friends. Take away hotels and conferences get too personal. Take away hotels and hospitality is missing a huge portion essential to its very existence. In Nigeria today hotels mean many things to many people and while the current players satisfy the needs of the business traveler and the night time reveler it fails horribly at serving the need of the leisure guest, the vacationer or the family man.  

Herein lies the opportunities.
Starting with the leisure guest who checks in just to clear his/her mind and getaway from day to day life. The exorbitant cost of clean and customer oriented hotels create a deterrent for such guests. This is occasioned by the lack of hotels who apply the inn format most conducive to such random guest appearances. The style of hotels in Nigeria edge more towards party fun or business lodging, the provider who is able to capture the market for random guest appearances will find a ready market with an insatiable appetite.
For the vacationer the lack of resort themed hotels within the middle income bracket is a big issue. While there are many resorts in Nigeria they aim to satisfy the top 1% and while this might mean great profits for brands that can capture the 4 and 5 star market I do believe there is great room for middle class offerings as the greater portion of leisure spending comes from this class of guests.
The issue for the family man is greatly related to a lack of focus on families in the hotel industry and a misconception that travelling families is not a reasonable bracket to brand a hotel around. As Nigeria grows and travel increase the portion of traveler able to pay for rooms and unwilling to stay with family is increasing. However these families find hotels unsuited to group lodgings. For example most hotels in Nigeria feature 1 bed per room, while in foreign markets you can find multi person room arrangements that allow siblings to share a room on separate beds.
Most of the opportunities I see for hotels in Nigeria border around taking advantage of the fast growing middle class to fill rooms. The upper class (4-5star) crowd is still relevant, the lower class crowd is still booming but the opportunity is in getting the underserved and middle income market to spend a night with you (no pun intended).
Whether you are building a resort, hotel, conference center hotel, inn etcetera, the best bet is a focus on middle income earners, families and non business travelers. While this may seem illogical in a place where hotels stays are synonymous with waywardness and infidelity, internal research has shown that more Nigerians will stay in hotels if the costs allowed for greater value that a stay with relative.
To achieve that value a resort, hotel or inn etcetera needs economies of scale that allow for operational cost drops. This scale can only be achieved with massive guest intakes and high occupancy rates which can only be sustained with a broader market and that broader market is only available in the middle class.
The Broader Segments: Here is the available number of “Noteworthy” - Leisure Parks (3), Aquariums (0), Mountain Resorts (1), Zoos (3), Museums (0), World Heritage Resorts (0), Safari and Game Reserves (1), Beach Resorts (0)…
Is there anything else left to say. Herein lies the opportunities. The country is bored…
From power supply, to a constantly changing regulatory environment, to negative global perception and flawed internal perception, to classification conflicts etcetera, the Nigerian hospitality industry has its challenges. However it is also adding 2000+ rooms a year, hundreds of modern grade restaurants. Amusement parks, Clubs and more spring up weekly. It is functioning in a country that is growing at 7% per annum, with a rapidly urbanizing and receptive population, a fast emerging middle class, a ballooning upper class, and a higher income bracketed lower class.
It is a challenging time to be in hospitality in Nigeria but it is no tougher than it was in the past however it is much more lucrative, organized and predictable. In all it is a good time to be in hospitality in Nigeria.
Nigeria is a land blessed with many natural and human resources. Nature has endowed Nigeria with a good design that is so attractive that Nigeria makes one of the most naturally picturesque nations in the world. Nigeria is an adventure, simply put.
Tourist attractions abound in Nigeria, ranging from natural attractions like hills, waterfalls, springs, lakes, mountains, rocks, beaches, etc; Olumo Rock in Abeokuta, Obudu Cattle Ranch, Man made attractions like resorts, parks, game reserves, ranches, etc; and Cultural attractions such as Festivals, carnivals, etc. The tourist attractions in Nigeria are spread out in the different states that make up the federation. Tourists come to Nigeria to enjoy its picturesque cites, some of which are natural wonders, its artistic treasures, beautiful beaches, resorts, parks, festivals and food. Tourism in Nigeria is one of the countries bourgeoning service activities, with the government and individuals doing much to improve and expand the countrys tourist facilities.
Tinapa, the first integrated business and leisure resort in Nigeria, with world Class facilities for business, leisure and entertainment, located in Calabar; the Agbokin and Kwa Falls; a Game Reserve at Okwangwo in Obudu local government and Oban Forest Reserves both of which were combined to create the Calabar National Park.; the Boshi Game Reserve; the Mary Slessor Cottage; and a National Museum. In Akwa Ibom, there is the Oron Museum famous for its collection of fine African
Lagos State, the former national capital is proud of her many tourist centres/attraction. These include the long stretch of beaches from Lekki Beach to Alpha Beach; Tarkwa Bay Beach;
Finally, Abuja, the beautiful and well- planned National Capital is a must-visit for all tourists for while the Zuma Rock greets you welcome, the large Aso Rock hills tells you; the sitting of Federal Capital Territory is here.
Many of Nigerian cultural festivals also have tourist appeal. We cannot forget the buzz and excitement that goes with the Argungu Fishing Festival (Kebbi State), established in the 1930s and that is held between February and March annually and that attracts over 5,000 fishermen into the Argungu village to compete to catch the biggest Nile perch.
Even though tourist services in the nation, at the moment, is not at its peak, the industry is still flourishing with more than 1,000,000 tourists coming into the nation annually from neighbouring African countries and the continent over. Nigerians are good and hospitable people. Nigerian Hotels are a delight and most offer tour/travels services. The likes of the NICON NOGA Hilton Hotel Abuja, Sheraton Hotels, Newcastle Hotels Lagos/Imo state, Eko Hotel & Suites, Lagos Federal Palace Hotel, Lagos, Southern Sun Ikoyi Hotel, Lagos, etc to mention but a few. Travel broadens the mind and Tourism is life. This is the secret to enjoying your tourist experience of Nigeria. Visit Nigeria today and be rapt by its beauty. You are welcome!
Adelola Rotimi
King Oruruo (C.E.O) of LIVEN Capital
My Sincere apologies to others I failed to recognize

                         Nigerian Tourism and journey so far



  1. Its amazing to see professionals that have passion for the hospitality and tourism industry in Nigeria. Once again i say welldone sir

  2. Well done dear...It is evident that u av really brought out the hospitality n tourism industry in Nigeria as it is....I agree that Restaurants here need more competitors n I also wish to suggest. that the hotel industry shld subsidise its facilities for the leisure guest n family man.due to the economic situation in Nigeria its hard to see such...they r mostly seen in local joints.Thank u very much for d write up

    1. Thank you for the comment
      I agree with you about the hotels needing to reduce their tariffs; this also is affecting entry into the country, the process of obtaining a Nigerian Visa is a little bit discouraging. W e need to open up our borders to tourists. Thank you once again.