Travel
Democratising Travel to Promote Inbound Tourism
By Adeniyi Ogunfowoke
Blessed with great vegetation, mind-blowing landscapes, unique flora and fauna, historical monuments and rich culture that cut across the 36 states of the federation, Nigeria is one of the most beautiful and thrilling countries to visit in Africa.
However, only quite a handful of Nigerians are aware of this fact. Even the few that are aware of this don’t count Nigeria as a tourist destination. They have already concluded plans to travel to Dubai, London, Cape Town, Paris, New York and other ‘exquisite’ destinations for their vacation.
There is absolutely nothing wrong with visiting these charming destinations. However, what is wrong is that after traversing the world, you refuse to explore Nigeria perhaps because you think Nigeria has nothing to offer. You are absolutely wrong. Nigeria has so much to offer.
What does Nigeria have to offer both local and international tourists?
When it comes to tourism, the offerings of Nigeria is limitless or let’s say infinite. Each one of the 36 states has something to offer in terms of tourism. Although some of the destinations are more popular than others, it still does not relegate the fact that you will have a magical experience in any of the states.
To encourage Nigerians to travel, Jumia through its hotel and flight services has democratised travel and encouraged inbound tourism. Presently, you can book affordable packages to different destinations in Nigeria. So, there is no excuse for you not to travel or tour Nigeria or for tourists not to visit the country.
It must be added that Jumia has partnered with tour operators to enable them to push their packages and with the traction on Jumia, we have seen a significant number of people both locally and internationally making enquiries and actually booking these packages.
*Northern Nigeria
Northern Nigeria is a resplendent and charming region of the country contrary to widely held beliefs. From Sokoto to Kano, Bauchi and Kaduna; there are so many things to do and see. Kaduna has Kajuru Castle and Kumuku National park; the ancient city of Kano delivers history in the form of the Gidan Makama Museum and the Kano city wall; Adamawa has Sukur Cultural Landscape; Bauchi has the popular Yankari Games Reserve and Taraba state host Chappal Waddi-the highest point in the country. Additionally, northern Nigeria has the Durbar Festival that is celebrated with pomp and pageantry.
*Southern Nigeria
Although there are other destinations in Southern Nigeria, Calabar has positioned itself as the leading destination in Southern Nigeria. This is because it has been packaged to appear this way. Calabar is a total package. It hosts the biggest street party in Africa – the Calabar Carnival, Obudu Cattle Ranch, Tinapa Resort, Agbokim Waterfalls as well as a very rich food culture!
*Eastern Nigeria
If you want to see cultural display at its best, look no further than eastern Nigeria: Imo, Anambra, Abia, Ebonyi and Enugu. Inhabitants of these states hold their culture dear to their hearts. That is why when you visit a destination like Ogbunike Cave in Anambra, there are some entry rules you have to follow. Beyond this, tourists will see the relics of the civil in Abia state at the National War Museum, Ngwo Pine Forest in Enugu, the Long Juju of Arochukwu in Abia and Awhum Waterfalls Enugu. There are also festivals like the new yam and masquerade.
Western Nigeria
Festivals, tourist destinations and historical moments are all waiting for tourists who visit some of the states in Western Nigeria. One of the best places where tourists can start from is Osun state. They will be treated to the Osun-osogbo festival, the Osogbo groove (a Unesco World Heritage site), and the Olumirin Waterfalls. Other prominent destinations include the Ikogosi warm spring in Ekiti State, Idanre Hills in Ondo, Olumo Rock and Ojude Oba Festival in Ogun State as well as Badagry and the Eyo festival in Lagos.
For Nigerians who are still contemplating what the country has to offer in terms of tourism, you can now see that the bucket list is infinite. The only role you have to play is to ensure that you immerse yourself in the culture of the destination you are visiting and you will be fine!
Hospitality
Nature, Wellness and Culinary Drive 2025 Travel Trends in Africa, according to Mastercard Economics Institute
New Mastercard Economics Institute Travel Trends Report 2025 reveals that purpose in the form of nature-driven travel, wellness escapes and culinary adventures, are among the top drivers of tourism across Africa, SANDRA ANI reports
The Mastercard Economics Institute (MEI) has released its annual Travel Trends 2025 report, revealing the latest consumer spending insights and motivation when it comes to travel.
Cross-border movement is often influenced by the most pressing economic factors of the moment, such as exchange rates and geopolitical tensions. However, these are not the only factors driving consumers’ travel spending decisions, including those in Africa. Personal and purpose-driven factors remain powerful even when economic uncertainty looms.
Building on the resilience of the global travel sector seen last year, the 2025 report highlights how destinations across the African continent are increasingly appealing to tourists and, creating additional opportunities for local markets to develop tourism.
“Africa is emerging as a global leader in purpose-driven travel, where nature, wellness, and culinary experiences are redefining the continent’s tourism landscape. These trends present a powerful opportunity to drive inclusive growth, support local economies, and position Africa as a key player in the future of global tourism,” said Mark Elliot, division president, Africa, Mastercard.
Whether drawn by Namibia’s wellness retreats, South Africa’s wilderness experiences or Morocco’s vibrant culinary scene, travelers are expanding their horizons beyond traditional hotspots.
“Tourism is playing an important role in Africa’s growth story. Travelers are increasingly drawn to the continent’s natural beauty, culinary diversity, and wellness experiences. While economic and geopolitical factors matter, the pursuit of meaningful, purpose-driven travel remains strong. The Mastercard Economics Institute’s report sheds light on how countries are tapping into this trend to attract visitors and boost local economies,” said Khatija Haque, chief economist EEMEA, Mastercard Economics Institute.
By exploring a full range of travel motivations, the report identifies the main themes shaping travel today:
Africa trends:
- Nature-fueled adventures: South Africa and Zambia dominate cross-border spending around national park areas. Spending around South Africa’s major national parks far outpaced that of other countries, with nearly a quarter of the cross-border spending occurring within these zones. Zambia is also highly ranked as an outdoor adventure destination.
- Culinary crossroads: Marrakech ranks highly on the foodie list with its median restaurant hosting tourists from many different countries, often to enjoy meals of tagine and b’stilla. Cape Town is also on the list, with its bobotie dish proving popular with visitors.
- Wellness in the wild: Africa is establishing itself as a global leader in wellness-centered travel as consumers prioritize rejuvenation and self-care. Namibia, South Africa and Botswana are among the top destinations for travelers seeking spa-style and nature-based retreats and immersive eco lodges. Kenya is also ranked among the top 20 destinations for wellness In the Mastercard Wellness Index 2025.
Other global trends:
- Spa, summit and savor: Personal passions and goals motivate travel choices. Adventure-seekers are heading to the Nordics, where Finland’s national parks account for 7.1% of cross-border spending in the country.
- Summer destination draws: The Asia-Pacific region commands the list of trending summer destinations. Flight booking data reveals the top global destinations gaining most momentum for June-September travel, relative to last year. Tokyo is the number one trending spot for summer 2025, followed by Osaka and then Paris.
- Fuelled by fans: Fans travel internationally to see their favorite teams and athletes play. Case in point? During Shohei Ohtani’s World Series debut, spending by Japanese visitors in Los Angeles surged by 91%, six times the broader cross-border boost.
- Money matters: Despite geopolitical tensions and fluctuating prices, the factors that motivate consumers to travel are often more complex than just economic. But currency depreciation can make certain destinations, like Japan, more attractive due to their better value for money.
- Wheeling and dealing closer to home: In general, business travelers favor longer trips within their own regions, driven by hybrid work models and geopolitical uncertainty. However, there are exceptions, with UK businesses spending a growing share of their travel budgets in Asia, Europe, the Middle East and Africa.
Mastercard is dedicated to helping the global tourism sector grow through market analysis and high-frequency, data-driven insights that enhance the travel experience. By empowering destinations and businesses to better understand evolving consumer trends, Mastercard is helping to shape a more connected and resilient future for travel across Africa.
You can view the full “Travel Trends 2025: Purpose-driven journeys” and other reports and insights from the Mastercard Economics Institute can be found here.
The Beer Sectoral Group (BSG) of the Manufacturers Association of Nigeria (MAN), in partnership with the Federal Road Safety Corps (FRSC), is set to launch the 2024 edition of its “Don’t Drink & Drive” campaign.
The two-day event will take place on December 10th and 11th, 2024, targeted at raising awareness on the dangers of drink-driving and ensuring safer roads for all Nigerians.
The campaign will kick off with a media launch at the Radisson Blu Hotel, Ikeja, on December 10th, where key stakeholders will address the media, highlighting the campaign’s goals, achievements, and the importance of continued collaboration in promoting road safety across Nigeria. The event will feature prominent executives from the BSG, FRSC, and other stakeholders in road safety advocacy.
On 11th December, the campaign will shift to three major motor parks—Ojodu, Ojota, and Oshodi—where drivers and road users will be engaged through an educational rally. During the rally, drivers will be sensitized on the dangers of drinking and driving, with a strong emphasis on responsible driving behavior. In addition, the FRSC will conduct voluntary breathalyzer tests at these locations, underscoring their commitment to fostering safer motoring environments across the country.
The 2024 edition of the “Don’t Drink & Drive” campaign promises to continue its tradition of educating the public on the risks of drinking and driving while providing the necessary tools for the FRSC to execute its duties effectively.
The BSG and the FRSC remain steadfast in their mission to reduce road accidents and make Nigerian roads safer for everyone.
The Honourable Minister of State for Defence, H.E. Dr. Bello Matawalle is in the Kingdom of Saudi Arabia to begin talk with the Secretary General of the Islamic Military Counter Terrorism Coalition (IMCTC), Major Gen. Mohammed Bin Saeed Al-Moghedi.
The talks which began at the IMCTC Headquarters in Riyadh, Saudi Arabia on Monday November 18, 2024 is expected to yield positive results and ideas on how best to approach counter-terrorism in Nigeria.
During the meeting, Dr. Matawalle is expected to talk with other high ranking experts in counter-terrorism fight and logistics management.
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