By Professor Wasiu Babalola

The establishment of the Ministry of Tourism under the administration of President Bola Tinubu was initially received with great optimism by stakeholders in the hospitality and tourism sectors. It signified recognition at the highest levels of governance that tourism, a sector with vast untapped potential, could be a significant contributor to Nigeria’s economic growth, job creation, and cultural diplomacy. Appointing Mrs. Lola Ade-John to spearhead this newly established ministry was also seen as a forward-thinking decision, considering her strong professional background and diverse industry experience. However, the sudden dissolution of the Ministry of Tourism after only a few months, leading to Mrs. Ade-John’s resignation, has sparked discourse on the achievements, challenges, and missed opportunities during her brief tenure.This commentary seeks to critically evaluate Mrs. Lola Ade-John’s performance and the strides she was able to achieve, even amidst the overwhelming challenges of a short-lived ministry. It also highlights the underlying factors that may have affected her performance and the larger implications for tourism development in Nigeria. It hopes to generate desired discuss in setting the pace for the new Ministry of Arts, Culture, Tourism and Creative Economy (MACTCE).Setting the Stage: The Expectations and ChallengesFrom the outset, Mrs. Lola Ade-John inherited a sector laden with potentials but hampered by numerous challenges. The tourism sector in Nigeria has long struggled with issues such as inadequate infrastructure, insecurity, a weak regulatory framework, poor funding, and underutilization of the country’s cultural and natural resources. Moreover, the lack of coordination between tourism and other critical sectors, such as transport, aviation, education, and trade, further complicated efforts to develop tourism as a significant economic driver.Despite these challenges, expectations were high. The creation of a dedicated Ministry of Tourism was seen as an opportunity to place tourism on the front burner of national policy, create an enabling environment for private-sector investments, and develop a strategic roadmap for growth. Mrs. Ade-John was expected to tackle these deep-rooted challenges while also navigating the politics of Nigeria’s often complex public administration.Mrs. Lola Ade-John’s Performance: Strides and MilestonesIn the few months that Mrs. Ade-John headed the Ministry of Tourism, she demonstrated clear vision and a proactive approach to jump-starting tourism reforms. Despite the Ministry’s short lifespan, she laid the groundwork for several initiatives that could have transformed Nigeria’s tourism sector if given the time to mature.Institutional Reforms and Policy Direction: One of the most notable achievements of Mrs. Ade-John was her swift effort to develop a tourism roadmap that aimed to tackle sectoral inefficiencies and bottlenecks. Early into her tenure, she initiated consultations with key stakeholders, including state governments, tourism operators, and international development partners. Her goal was to harmonize efforts across the different levels of government and the private sector. She also worked on proposals for legal reforms that would strengthen the regulatory framework, ensuring that the Ministry had the authority and tools to create a conducive business environment for tourism investments. Her pet project – revitalizing the Tourism Policy after over 20 years of review had been scheduled for industry review later in the month before the merger of the Ministry of Tourism.Partnerships and International Engagements: Another significant stride made under Mrs. Ade-John’s leadership was the forging of strategic partnerships with international tourism bodies and potential investors. Recognizing that Nigeria’s tourism industry cannot thrive in isolation, she worked to position Nigeria as a competitive destination within Africa and the global tourism landscape. The ministry engaged in talks with global players such as the United Nations World Tourism Organization (UNWTO) and the African Union, with the aim of tapping into international expertise, securing technical support, and promoting Nigeria as a premier African destination. This kind of international engagement is essential for building credibility and attracting foreign direct investment, an area in which Nigeria has traditionally lagged behind in tourism. She has been able to partner with industry players in returning Nigeria to the WTM, London; an event the country had been missing for about 10 years. Now, the country shall be at the WTM come November 2024 without the architect of the country’s participation.Focus on Cultural and Domestic Tourism: One of Mrs. Ade-John’s key strategies was her emphasis on cultural and domestic tourism. In light of the security challenges affecting international visitor arrivals, she saw domestic tourism as a low-hanging fruit. Her administration pushed for the development of local tourism circuits that would leverage Nigeria’s rich cultural heritage, festivals, and historical sites. A particular focus was placed on promoting less-travelled regions, with the hope of diversifying the tourism offerings beyond the well-known attractions in Lagos, Abuja, and Calabar. She has to her credits, visitation to lesser known destinations within Nigeria among others. To achieve this, Mrs. Ade-John emphasized the need for collaboration with state governments, many of which were tasked with managing their own cultural and historical assets. She also advocated for an enhanced role for the private sector in promoting these assets through creative packaging and marketing.Tourism Promotion and Branding: Another notable achievement was the launch of preliminary campaigns aimed at rebranding Nigeria’s image as a safe, culturally rich, and dynamic destination. Recognizing the need to tackle negative perceptions of insecurity, corruption, and poor infrastructure, Mrs. Ade-John sought to project a new narrative – “the world knows Nigerians but not Nigeria”. This rebranding effort, though still in its infancy, was set to address both domestic and international markets. Such efforts would have aligned well with her broader goal of promoting cultural tourism and enhancing Nigeria’s soft power through tourism.Challenges and SetbacksDespite the promising strides made by Mrs. Lola Ade-John, the challenges she faced were immense, many of which hindered the full realization of her vision.Inadequate Funding: One of the most significant challenges she faced was the chronic underfunding of the tourism sector. The tourism ministry struggled with budgetary allocations, which severely limited its capacity to implement large-scale projects. This lack of funding is not a new challenge but has historically crippled efforts to develop tourism infrastructure and services in Nigeria. Even with Mrs. Ade-John’s innovative approach, the Ministry’s financial constraints were a significant hindrance.Political Instability and Short Tenure: The sudden dissolution of the Ministry of Tourism and Mrs. Ade-John’s subsequent resignation brought an abrupt halt to the many initiatives she had started. The ministry’s short lifespan made it difficult to fully implement the strategic reforms she envisioned. Moreover, the political instability and frequent reshuffling of ministers in Nigeria have often led to policy discontinuity, and this case was no exception. Her inability to continue her work has left a void, with many projects at risk of abandonment or losing momentum.Security Concerns: The perennial issue of insecurity in Nigeria, particularly in the eastern and northern regions, remained a significant deterrent to tourism growth. Despite her efforts to promote domestic tourism, the threat of terrorism, banditry, and kidnappings made it difficult to convince both local and international tourists to explore Nigeria’s vast tourism potential. This challenge, although beyond her control, was a persistent issue that undermined her efforts at tourism promotion.Missed Opportunities and the Way ForwardWhile Mrs. Ade-John’s tenure was cut short, the strides she made set a foundation that, if built upon, could catalyze long-term growth in the tourism sector. However, the premature end of her leadership leaves lingering questions about the continuity of tourism development in Nigeria.The dissolution of the Ministry of Tourism can be seen as a missed opportunity for the country to truly harness the economic potential of its tourism sector. If the government remains committed to diversifying the economy away from oil, a well-funded and strategically guided tourism ministry is critical. Tourism offers Nigeria a unique opportunity to create jobs, generate foreign exchange, and promote cultural diplomacy. However, this potential will remain unrealised unless future administrations prioritize tourism, provide sufficient funding, and maintain policy continuity.Mrs. Lola Ade-John’s performance as the head of Nigeria’s Ministry of Tourism was marked by a clear vision and decisive action within a short time frame. She demonstrated a gradual but immense understanding of the sector’s challenges and initiated reforms that, if allowed to take root, could have significantly improved the tourism landscape in Nigeria. Unfortunately, the ministry’s brief existence and her subsequent resignation have left the sector at a crossroads once again. It is now up to future leaders and stakeholders to build upon the groundwork laid during her short tenure and ensure that Nigeria’s tourism sector is given the attention and investment it so desperately needs to thrive.As a scholar and practitioner in the hospitality and tourism sectors, I believe that Mrs. Ade-John’s time as Minister of Tourism, while short, represents a moment of hope for the sector. The strides she made should serve as a reminder that with the right leadership, commitment, and resources, Nigeria’s tourism industry can rise to become a vital pillar of our national economy. We will miss her lovely face at industry events while we can only hope for the new leadership to exceed her industry engagements and involvement efforts.About Professor Wasiu BabalolaProfessor Wasiu Babalola is a renowned expert in the field of hospitality and tourism with over three decades of academic, professional, and leadership experience. His leadership roles include being the President and Chairman of the Council of the Institute for Hospitality Accountants and Revenue Managers (IHArm) and the 2nd National Vice President of the Nigeria Hotel & Catering Institute (NHCI). Additionally, he is a Council Member at the Association of Tourism & Hospitality Consultants of Nigeria (ATHCON), Association of Tax Practitioners of Lagos (ATPL), and the Certified Board of Administration of Nigeria (CBAN), among others, where he provides strategic oversight for the advancement of hospitality education and practice in Nigeria. Additionally, he is a Professor of Hotel Management and Tourism at Atiba University, Oyo, contributing to the training of future leaders in the tourism and hospitality sectors.Professor Babalola is a recognized authority on tourism development and policy, having actively contributed to both national and international discussions on hospitality and tourism. His extensive research portfolio includes work on tourism’s role in economic diversification, cultural diplomacy, and wealth creation. As a Council Member of key industry organizations such as IHArm, NHCI, ATHCON, ATPL, and CBAN, Professor Babalola has been at the forefront of advocacy for better policies, increased investment, and sustainable tourism practices in Nigeria.Throughout his career, he has been a consistent voice for the development of the tourism sector, emphasizing its potential to drive economic growth and job creation. His insightful analyses reflect his deep understanding of the sector’s challenges and opportunities. With his blend of academic rigor and practical experience, Professor Babalola continues to shape the conversation around tourism and hospitality in Nigeria, making him a key figure in any assessment of the sector’s progress..