Nigeria: an insecure gem
Ibadan truly reflects the warmth, abrasive interactions, rich foods, rooted traditions and population density of the wider country.
Nigeria is home to 232 million people and over 500 ethnic groups, each with their own expressive language, and is the most populous country in Africa. While it is most known for Afrobeats, Nollywood, Chimamanda Ngozi and its ever-more-frustrating parades of corrupt-icians, there is a lot to unpack about the “Giant of Africa”. However, I will be using this opportunity to start a series exploring the cultural diplomacy of countries I visit. This will explore their soft power and how national branding can influence a decision to visit.
Nigeria is a deviant place to start because, despite its population size and potential for economic growth, more people are looking to leave than are keen to come in. According to the African Polling Institute (2022), 69% of Nigerians aged 18-35 would relocate if given the opportunity, a phenomenon coined as “Japa”. Nigeria’s tourism industry is also undersized. According to UN Tourism, 0.5 million international tourists visited Nigeria in 2024, the latest available data. For comparison, Morocco had 17.4 million visitors in 2024 and South Africa had 8.9 million. While not a completely fair comparison, with each country being in the North and Southern Africa, respectively, and boasting different tourist attractions, it does speak to the irony of the “Giant of Africa” brushed aside as a choice for many international adventurers and at such a vast rate. For a country whose youth are itching to get out, what could appeal to people to come in?
My last visit to my first home was to Ibadan in 2019. A ritual return for many members of the diaspora every few years. The diasporic community brings billions of dollars in remittances annually. They are the biggest market of “tourists” Nigeria attracts. But even in understanding this market lies the biggest deterrent for others to follow. I, like other fellow diasporic returnees, am told tales of the danger in travelling at night, travelling between states or public transport – especially as a non-local. This is rooted in truth: Nigeria faces chronic insecurity. A British traveller planning a visit to Nigeria immediately faces a risk warning advising “against all travel to parts of Nigeria” due to threats from Boko Haram in the north and an increase in kidnapping and violent crime.
This lack of security is evidently a major reason why many do not choose Nigeria as a destination; and in turn spells the difficulty Nigeria faces in establishing a strong tourism industry. As Honey & Gilpin argue, tourism can be an excellent tool in promoting peace and reducing poverty, so a Nigerian investment in its development would be a great asset in the long run.
There are changes in the works, the Nigerian Tourism Development Authority developed TOUR NIGERIA, a campaign to promote domestic tourism – a fantastic start.
A pop-culture list:
@theniyifagbemi – “Artist with a Camera” [showcasing culture and festivities across Naija]
9: Èsan by Brymo [don’t listen to the album if you’re going through a breakup… unless you don’t speak Yoruba]
My Sister, The Serial Killer – Novel by Oyinkan Braithwaite. [The title is unambiguous]
Oil on Water – Novel by Helon Habila. [Niger Delta, oil conflicts]
Ṣaworoidẹ [A Yoruba political drama]