Adéṣẹ́gun Ọṣìbánjọ
Introduction: Nigeria at a Tourism Crossroads
Nigeria’s tourism sector stands at a historic crossroads—blessed with immense potential, yet crippled by chronic neglect. With unparalleled cultural diversity, dramatic landscapes, ancient kingdoms, and iconic landmarks, Nigeria should be a global tourism heavyweight. Yet, it remains anything but.
Instead, we see a lopsided reality: outbound tourism thrives, while inbound tourism is under-promoted, underfunded, and largely ignored. Nigerian travel agencies expertly shuttle tourists off to Zanzibar, Dubai, London, and Paris, but rarely encourage either citizens or foreigners to explore Nigeria itself. This is a national tragedy, hidden beneath layers of indifference.
The obsession with outbound travel has real consequences. It drains the national economy, and worse, reinforces a dangerous idea—that “real” holidays must happen outside Nigeria. Meanwhile, iconic domestic destinations like Obudu Cattle Ranch, Tinapa Resort, Yankari Game Reserve, Olumo Rock, and Zuma Rock have faded into decay, forgotten by both Government and Private enterprise.
This article—the first in a multi-part series—dives into the failures of Nigeria’s inbound tourism strategy, using one powerful example: Obudu Mountain Resort. Once a crown jewel, now a cautionary tale—and possibly, a comeback story waiting to be written.
________________________________________
Outbound Drain, Inbound Neglect: A Costly Obsession
Nigeria reportedly loses over $8.2 billion annually to outbound tourism. Citizens spend lavishly on international flights, hotels abroad, foreign dining, shopping, and attractions—a steady outflow of capital, jobs, and stories.
Meanwhile, Nigeria’s tourism gems—Obudu, Tinapa, Erin Ijesha Waterfalls, Yankari, Idanre Hills, Kajuru Castle, Ikogosi Springs—languish in obscurity. Most travel agencies don’t even mention them. These national treasures are treated like classified secrets.
Worse still, policymakers seem more invested in tourism expos abroad than in building infrastructure at home. No number of roadshows can replace a working Cable car at Obudu or safe roads to Ogbunike Caves.
________________________________________
Obudu Mountain Resort: From Glory to Ghost
Perched 1,576 meters above sea level in the Cross River highlands, Obudu Mountain Resort—formerly Obudu Cattle Ranch—was discovered in 1951 by Scottish ranchers M. McCaughley, Hugh Jones, and Dr. Crawfeild. Captivated by its cool climate and rolling green hills, they turned it from a cattle farm into a serene retreat.
Under Governor Donald Duke in the early 2000s, Obudu was reimagined as a world-class mountain escape. His visionary efforts attracted families, fitness lovers, and global tourists alike.
Obudu’s Golden Era Offered:
Africa’s longest cable car ride (4+ km)
A temperate, misty mountain climate
Well-furnished chalets and eco-lodges
Nature trails, canopy walkways, and cattle ranches
A helipad and water park
An international-standard conference centre
The globally-acclaimed Obudu Mountain Race
Obudu became an experience, not just a location. It showed that Nigeria could compete with the best.
But politics happened. Successive administrations failed to maintain the momentum. A 25-year concession to CIBA Construction in 2017 promised a revival—but delivered disappointment. Today, the cable car is grounded, the chalets are crumbling, and the mountain race is forgotten.
A recent tourism audit estimates the economic loss at over ₦6.8 billion, factoring in lost revenue, missed investments, job losses, and reputational damage. For communities in Obanliku and beyond, this was more than economic—it was emotional. Their livelihoods and pride were stripped in real time.
________________________________________
Reclaiming the Dream: A Blueprint for Obudu’s Revival
Obudu’s beauty remains untouched. The climate is still crisp. The views, still breathtaking. The dream is dormant, not dead.
Strategies to Rebuild Obudu:
Leverage the Landscape
Brand Obudu as West Africa’s premier eco-tourism and wellness retreat. Host yoga retreats, hiking tours, artist residencies, and nature therapy escapes.
Restore the Core
Fix the cable car. Renovate chalets. Upgrade water, sanitation, and signage. These are basic—and fixable.
Public-Private Partnerships (PPP)
Bring in trusted hospitality brands—Marriott, Ibis, Radisson Blu—with transparent contracts and ROI guarantees.
Eco- & Agri-Tourism Fusion
Blend farming with tourism. Leverage the land for dairy production, livestock tours, organic farming experiences. Make Obudu a sustainable revenue generator.
Bring Back the Mountain Race
Re-launch it as a global sporting event. Partner with athletic federations and sponsors. Attract elite runners from Kenya, Ethiopia, and beyond.
Improve Accessibility
Fix the roads from Calabar and Makurdi. Establish charter flights or develop the proposed Obudu International Airport.
Empower the Host Community
Train locals as tour guides, chefs, transport operators. Build community-run SMEs—souvenir shops, food stalls, eco-lodges.
________________________________________
The Startup Dilemma: Innovation Held Hostage
Nigeria’s tourism potential won’t bloom without empowered startups. But today’s system is hostile to innovation.
Creative tourism entrepreneurs face funding droughts, zero endorsements, bureaucratic landmines, and no corporate support.
Take the example of the World Arts, Culture and Tourism Congress (WACT). Conceived by Prince Abayomi Otukoya’s ‘Artkingdom International Foundation’ in collaboration with Engr. Adéṣẹ́gun Ọṣìbánjọ’s ‘MaakBeat Transnational Ltd’ and the late Sir Alex Akinyẹle’s ‘The Communicator’, it aimed to unite ‘Foreign Missions’ in Nigeria for a massive Cultural showcase.
Since 2017, the initiative has stalled, not for lack of vision, but due to the absence of Institutional support from the Federal Ministry of Culture & Tourism, the National Council for Arts and Culture and Corporate bodies. Only now is Artkingdom trying again, pitching to Osun State and FCT Abuja.
What Tourism Startups Need:
Official Endorsements
Marketing and PR Support
Creative Industry Grants
Tech Hubs for tourism innovation
Tax & Legal Incentives
Tourism startups create jobs, revive communities, and export culture. Backing them is economic common sense.
________________________________________
Action Points: From Words to Action
Federal Ministry of Art, Culture, Tourism & Creative Economy:
Policy shift to prioritize domestic tourism
Establish a Tourism Development Bank with low-interest loans
Launch a “See Nigeria First” National campaign
Offer tax breaks for inbound tourism operators
Cross River State Government:
Cancel or renegotiate failed concessions transparently
Budget for annual tourism infrastructure upgrades
Partner with reputable resort investors
Engage communities in hiring, training, and business development
Private Entrepreneurs:
Build tourism tech: apps, AR/VR tours, multilingual platforms
Collaborate with influencers and travel bloggers
Prioritize safe, affordable, authentic tourism experiences
________________________________________
The Big Picture: Obudu as a National Test Case
Obudu isn’t just a pretty hilltop—it’s a symbolic test case. Can Nigeria restore and monetize its natural and cultural assets?
If Obudu rises, so can:
Erin Ijesha Waterfalls as our Niagara
Idanre Hills as our Machu Picchu
Yankari Game Reserve as our Serengeti
Ogbunike Caves, Arochukwu Shrine, Kajuru Castle as Global culture spots
Tourism is more than leisure. It’s Diplomacy, soft power, youth engagement, job creation, and cultural rebirth—all in one.
________________________________________
Conclusion: Reimagine. Revive. Reclaim.
Tourism must be more than an industry. It should be a national reawakening strategy—a force for pride, peace, prosperity, and global presence.
Let Obudu rise again. Let the dreamers build. Let the startups thrive. Let our stories echo from mountaintops—not just in film scripts, but in real life, on Nigerian soil.
We’ve outsourced enough of our story.
Now is the time to Reimagine. Revive. Reclaim.
God bless Nigeria!!!
© Engr. Adéṣẹ́gun Olútáyọ̀ Adéolú Ọṣìbánjọ BENG, MBA, MNSE, MNIEE, MCIPSMN
COREN Registered Engineer | Lead Strategist | Policy Architect | Technical Writer
My TV Guest Appearances & Video Links:
http://youtube.com/post/UgkxTHsVgG2zByqcZ6Oqs5zqmfRybiYd_pXo?si=lRJBdEn1xYP16KO-
My Published Works: http://youtube.com/post/UgkxIZmGA1IgwTgXAwTRNyk71P2xru9Qs-6C?si=Lx6TeWlZM3MA0MYe
