CITIZENS COMPASS— Nigeria’s tourism sector may be rich in culture, landscapes, and heritage, but it remains largely invisible on the global stage due to weak storytelling and poor digital visibility, according to award-winning journalist and media innovator Kolapo Olapoju. Speaking during a recent Difficult Conversation Africa Podcast episode focused on Nigeria Tourism, development and storytelling, Olapoju argued that Nigeria’s tourism challenges go beyond infrastructure deficits and policy inconsistencies. At the heart of the problem, he said, is how destinations are narrated, documented, and experienced online.
“Tourism today is driven as much by perception as by place,” Olapoju said. “If people cannot find authentic stories, credible reviews, and lived experiences online, they simply won’t visit — no matter how attractive the destination is.” Nigeria boasts diverse cultural festivals, historic landmarks, natural attractions, and culinary traditions, yet remains underrepresented in global tourism rankings. Olapoju believes this gap reflects a failure to strategically tell Nigeria’s stories in ways that resonate with modern travellers and investors.
Storytelling as economic infrastructure,
Olapoju, who also founded ReviewIT, a digital platform designed to capture and share user-generated travel experiences, described storytelling as an essential form of economic infrastructure. He noted that narratives shape trust, influence travel decisions, and ultimately determine where money flows. “Successful destinations understand that stories create confidence,” he said. “Confidence attracts visitors, and visitors attract investment.”
He added that Nigeria’s tourism narrative has often been shaped by negative headlines or surface-level branding, leaving little room for authentic, community-driven stories that highlight everyday experiences.
A major focus of the discussion was the growing influence of digital platforms, reviews, and social media in shaping tourism behaviour. Olapoju said platforms like ReviewIT can help democratise tourism promotion by enabling local voices to document destinations and share firsthand experiences. “People trust people more than adverts,” he said. “A single honest review or well-told story can be more powerful than a large marketing budget.”
Beyond promotion, he noted that digital platforms also provide valuable data and feedback, helping tourism operators and policymakers identify gaps, improve services, and plan more effectively.
Media, local voices
Olapoju stressed that journalists, content creators, and media organisations have a critical role to play in repositioning Nigeria’s tourism image. By prioritising experience-based reporting and cultural context, the media can help make destinations legible to both tourists and investors.
“When places are properly documented, they become investable,” he said. “Stories translate culture into opportunity.” He also called for stronger collaboration between government agencies, tourism operators, media professionals, and host communities to ensure inclusive and sustainable tourism development.
Challenges, opportunities
Despite its potential, Nigeria’s tourism sector continues to face challenges, including poor infrastructure, inconsistent government policies, limited funding for cultural preservation, and weak coordination among stakeholders. However, Olapoju sees these gaps as opportunities for innovation, particularly for young media professionals and digital entrepreneurs.
As Nigeria seeks to diversify its economy, Olapoju argued that tourism must be supported by intentional storytelling strategies that reflect the country’s diversity and creativity. “If Nigeria tells its stories well,” he said, “tourism can become a powerful driver of jobs, local development, and global cultural exchange.
