Prominent tourism industry stakeholders, led by veteran strategist Toyin Odugbesan, are calling for a fundamental shift in Nigeria’s approach to the sector, warning that reliance on sporadic events is insufficient for meaningful national development. 
Toyin Odugbesan, a social entrepreneur with over 15 years of experience in tourism and hospitality, former head of the Advisory Board of the Oyo State Tourism Board, and convener of the annual Ekaabo Trade Show, stressed that the country must move decisively beyond event-driven tourism.
“For too long, tourism in Nigeria has been treated as a series of events rather than a coordinated economic system,” Odugbesan stated. “We have incredible assets — culture, heritage, hospitality potential — but we lack the strong frameworks needed to harness them sustainably for economic growth.” 
Her position echoes a growing consensus among experts who argue that Nigeria’s vast tourism resources — ranging from diverse cultural festivals and eco-destinations to historical sites and hospitality offerings — remain underutilised due to fragmented policies, weak institutional coordination, and the absence of a comprehensive national master plan.

Industry voices highlight the need for a robust, integrated framework that treats tourism as core economic infrastructure. This includes clear regulatory policies, strategic infrastructure development, skills training for service providers, sustainable destination management, and stronger public-private partnerships. Such measures, they say, would drive job creation, foreign exchange earnings, SME growth, and community empowerment while positioning Nigeria competitively on the global tourism map. 
Recent government steps, including the Federal Executive Council’s approval of a National Tourism Brand Framework under the “Naija Season” master brand and initiatives by the Nigerian Tourism Development Authority (NTDA), signal growing recognition of the sector’s potential. However, experts insist that branding and events alone are not enough without enforceable structures, measurable targets, and long-term investment in supporting infrastructure. 
Odugbesan, through platforms like the Ekaabo Trade Show, continues to advocate for practical collaboration across tourism, hospitality, agriculture, creative industries, and trade. Her message resonates with broader calls for tourism to become a deliberate tool for innovation, cultural preservation, and inclusive economic development under national agendas focused on diversification. 
As Nigeria seeks post-oil economic resilience, stakeholders agree that building a “coordinated economic system” with strong frameworks is no longer optional — it is essential for unlocking the sector’s full transformative power.
