Abuja: German tourism expert, Julia Kleber, has called for strategic investment to explore tourism opportunities for effective storytelling and capacity building in order to position Nigeria as a competitive global destination. Kleber, who is the Chief Executive Officer (CEO) of Kleber Group, made the call at a news conference on Wednesday in Abuja.
According to News Agency of Nigeria, Kleber described Nigeria as a country with vast and large untapped tourism opportunities. She noted that Nigeria possesses core elements required to build a strong tourism sector, including rich culture, diverse landscapes, vibrant arts, music, cuisine, and a welcoming population, yet remains largely underrepresented in the global tourism market. Kleber expressed her admiration for the beauty of Nigeria and the warmth of its people since her arrival on Sunday, emphasizing that Nigeria’s extraordinary tourism opportunities are not yet fully visible on the global stage.
Kleber highlighted tourism as a significant driver of job creation and economic growth, with strong linkages to sectors such as aviation, agriculture, hospitality, energy, and infrastructure. She remarked that Africa is largely unexplored from a tourism perspective, with Nigeria offering a huge opportunity for growth. She advocated for improved international perception of Nigeria through targeted promotion, market education, and authentic storytelling that reflects the country’s heritage, culture, and attractions.
The Kleber Group CEO stressed the necessity for a clear strategy focusing on product development, investor engagement, infrastructure, and capacity building for local communities and hospitality workers. She envisioned placing Nigeria firmly on the international tourism map as an authentic and attractive destination for travelers and investors.
With over three decades of experience in tourism development across Africa, including projects in South Africa, Namibia, Uganda, Zambia, Sierra Leone, and Angola, Kleber pointed out that public-private collaboration and deliberate tourism planning have attracted significant government investment in tourism infrastructure in Angola. She expressed optimism about achieving similar success in Nigeria, citing ongoing engagements with government institutions, national parks, and other stakeholders.
Ambassador Phil Roberts, also speaking at the event, called for closer collaboration with the media to reshape Nigeria’s global tourism image, pointing out that negative narratives often overshadow the country’s tourism assets. Roberts shared his personal experiences promoting Nigeria as a tourism destination and emphasized the harmful impact of portraying Nigeria as a conflict zone, which deters tourists.
Roberts highlighted various high-level engagements held since Kleber’s arrival, including meetings with government ministries and agencies, with plans for a Tourism Investment Summit across Nigeria’s geopolitical zones. He stressed that sustainable tourism requires deliberate investment in infrastructure and collaboration with investors, including the World Trade Centre.
Mr. Jeffrey Adamade, Special Assistant on NGO/Partnerships to the Office of the Wife of the Governor of Cross River State, emphasized Cross River’s openness to partnerships, describing it as one of Nigeria’s leading tourism destinations. Similarly, Mr. Bonaventure Onuorah, Chairman of KU Worldwide, reaffirmed the commitment of Kleber Group and its partners to project Nigeria’s tourism assets globally.