Nigeria’s role within the arts, music and fashion is critical to its economic relevance in the global scene. Increasing transition and upgrade of the fashion world, advancing tourism and travel across the nation, and ensuring accessibility to vast tourism potentials in the society – and much more will lay the foundation for revitalizing public perception of Nigeria’s tourism exports
The role tourism in economic development of Nigeria cannot be underrated. Throughout the world, tourism has become a sustainable source of revenue and competes favourably with money-spinning sectors, such as the oil and gas; manufacturing amongst others.
This is a clarion call to Governments at different tiers to enhance their efforts in the promotion of tourism in the country; and never to underestimate the role of tourism to drive the economy in the Nation. If well harnessed, this sector has the potentials of driving the gross domestic product in the short, medium, and long-term in the Nation.
Though, tourism sector’s contribution to the economic development in Nigeria, leaves much to be desired, there is no doubt that the Federal Government has shone its search light to the sector.
The Agency responsible for the development of the tourism sector in Nigeria has been Nigerian Tourism Development Corporation which started out as Nigerian Tourist Association in 1962. Its title was later changed to NTDC in 1992 as a Federal Government Corporation under the Ministry of Culture, Tourism, and National Orientation.
The Corporation is responsible for the planning, supervision, development and marketing of tourism in Nigeria. Tourism is a central pillar of economic growth and diversification in any country and the major functions of NTDC among other things include: to encourage people living in Nigeria to take their holiday therein and people from abroad to visit Nigeria and also to encourage the provision and improvement of tourism amenities and facilities in Nigeria.
The brilliant role of Folorunsho Coker, the Director General of the Agency cannot go unnoticed. An administrator and hospitality and tourism entrepreneur, who was appointed Director General, Nigerian Tourism Development Corporation in March 2017, Coker has been useful in the transformation of the sector.
A vanguard of creativity, Folorunsho Coker once said, “We are proudly the most populous black nation on earth; home to the second-largest film industry on the globe whilst also being the fashion, technological and creative hub of Africa.”
His Public Service Career began in Lagos State in 1999 where he served the State in various capacities including; as Principal Aide to the Governor, Deputy Chief of Staff to the State Government, Founding CEO of the Lagos State Number Plate Production Authority and as Special Adviser on Central Business Districts. He also served as Lagos State Commissioner of Tourism, Arts & Culture and established the “ONE LAGOS BRAND”.
As DG, NTDC he conceived the ‘TOUR NIGERIA” brand to drive domestic consumption of tourism products in Nigeria, commercialize tourism and generate employment. The brand is hinged on the identification, exploration, exposition, enhancement and promotion of creative assets across the country using sustainable approaches. government involvement in the planning and execution of marketing of tourism potentials, the invitation of travel agents to visit Nigeria by government agency (NTDC), from time to time with the aim of stimulating such travel agents’ interest in marketing Nigeria; and the compilation of statistics on international arrivals – tourism expenditure with a view to measuring travel, recreational and tourism development.
In a bid to improve the corporate governance of NTDC, the Coker led administration revoked the NTDC Act of 1992 (the law that established it) and enacted a new one. The Act has now been passed by the senate and but is presently awaiting concurrence from the House of Reps.
Also, in a bid to put the agency in line with world best practices in the tourism industry, Coker led administration began the digitalization of NTDC by training its staff in collaboration with Google, especially in areas regarding the gathering of data. The partnership is for data capture of tourism sights and street view in the hope of deepening the positive digital story of Nigeria. Google Nigeria is also soon set to commence a training with the organisation on Google tools and Mining Tourism Data.
It would be recalled that, a highly innovative Folorunsho Coker, while he was Commissioner for Tourism, Arts and Culture, in Lagos state, organised the One Lagos Fiesta (OLF). A 5 day event, held in 5 different locations including, Lagos Atlantic, Agege, Ikorodu, Badagry and Epe. The event was a combination of music and other forms of entertainment.
Coker and his team at the NTDC introduced a food festival in Abuja to showcase Nigerian food and culture and also promote the city as a destination for fun, hospitality and relaxation. The event was held in collaboration with the National Institute for Tourism and Hospitality, (NIHOTOUR), under Mrs Chika Balogun.
Mr. Folorunsho Coker worked on drafting a preliminary tourism development plan for the rehabilitation of the TigaDam, Kano, the National Park and Zoo, Abuja, KatampeHill, Abuja, Owu Waterfalls, Kwara and Kurra Falls – 64 hectares of land allocated by Plateau State Government now under design.
In 2018, with the partnership of Kano State Government, he initiated the proposed implementation of Kano/Durbar repackaging plan. He also started the repackaging of the Iri Ji Yam Festival, Anambra, Ogidi Ijumu Festival, Kogi and Osun-Osogbo Festival, Osun.
Coker started his education at Corona College Obalende before travelling to the UK in 1992 where he attended St. Bees School, Cumbria. He holds a bachelor’s degree in combined studies, Economic and Geography from Manchester University. He obtained postgraduates degrees in diplomacy. International trade and finance the University of Westminster where he finished with distinction. In his time as the Director-General of NTDC, The Nigerian Tourism Development Corporation (NTDC) bagged Best Tourism Marketing Agency of the year 2019 at the Gala/Award Night of Tourism Transportation Summit and Expo.
With the undoubtedly transforming role of Folorunsho Coker, Government ought to strengthen the sector more for the tourism industry to contribute significantly to economic development in Nigeria; just as Government does in other economies. The Federal Government needs to pump more funds and play more active roles in tourist destination development.
