By Kelechi Mgboji
A market worth billions of naira beckons investors in the tourism industry. You probably have heard about tourism marketing, but never spared a thought for it.
Creative tour marketing works by offering guides to foreign tourists. High profile hotels which offer them such services often charge them exorbitant rates.
The Crow Limited ventured into the tourism industry a few years ago.
Erin Ijesha Water Falls.
It was an eye opener when TheNiche ran into its Chief Operating Officer, Gbenga Fakoya, at the Lagos Chamber of Commerce and Industry building on Victoria Island.
He said the industry is sprawling with opportunities waiting to be tapped, but regretted that the government has over-priced its value.
Fakoya, who worked with South African Breweries as Promotions Manager way back in 2002, wants tourism in Nigeria redefined to accommodate both foreign and local tourists and offer value for money.
At the moment, there is no specific guide for tourists to explore the country with convenience and at an affordable price.
“There is no particular guide that tells you these are the places you may want to stay in, the hotels you may wish to lodge in, or the tourist attraction centres you may visit in Lagos.
“The whole affair is not organised, no coordination. Transportation system is chaotic and expensive too. And to the average tourist from another country to Nigeria, this is expensive, leaving him at the mercy of cut throats.
“It is all expensive and the tourist does not see the need to spend so much money in a tour that does not put any money in his pocket. He wants to rest and needs a place to go, a home away from home; but he needs to find it affordable first and foremost,” Fakoya said.
Here is his overall view on the industry.
Between Erin Ijesha Water Falls and Ikogosi Warm Spring
The Erin Ijesha Water Falls in Osun State is a place at peace with nature but it has no single infrastructure. You cannot be accommodated there and you cannot even eat some food.
But within the same range you have the Ikogosi Warm Spring where both warm and cold water meet. It has lodging and other facilities.
Yankari Game Reserve
Yankari Game Reserve has been sold to a foreign investor and the entry fee has shot up. A few years ago, a tourist did not have to pay through the nose to see all beautiful wildlife. But today the story is different.
The cost is at least N100,000 when you include flying from Lagos to Jos to Bauchi, and from Bauchi travelling by road to the game reserve.
Assuming it is safe to go to Yankari Games Reserve in Bauchi State, there is no direct flight from Lagos to Bauchi, the state capital. You have to land in Jos first and from there travel by road for one and a half hours to Yankari.
But there is a direct flight from Lagos to Gombe, which is next door to Bauchi. The road link from Bauchi to Yankari is short.
Mambila Plateau, Taraba
The biggest tourist attraction in the country. Taraba State, where Mambila Plateau is located, has many tourist sites, including Nigeria’s biggest wildlife reserve. Mambila Plateau itself is different from the wildlife reserve.
Taraba is developing a dam to generate about 3,000 megawatts of electricity in the tourist sites and open up more tourism potential.
Obudu Cattle Ranch
This is more expensive than most other tourist locations. You need to take a flight from Lagos to Calabar and from there drive for about six hours to Obudu. The round trip and hotel charges cost about N200,000.
Hotel lodging costs N75,000 a night, minus charges for food, sightseeing and other entertainment.
You may choose to live with the locals or go for low profile hotels which are cheaper.
Business opportunities
There are tremendous opportunities for one to make good money if one invests in the tourist sites or tourist conveyance.
If 10 per cent of Nigeria’s population of 170 million constitutes the target market, it is a huge catch.
If half the number of Nigerians who travel to Dubai, London, New York and other foreign spots each year for pleasure is made to feel comfortable at local tourist sites, it is a lot of money.