Nigeria is working to attract tourists.
Located in western Africa, Nigeria trails other African countries in tourist numbers. But the country boasts extraordinary scenery, and offers cultural experiences that marketers are increasingly beginning to exploit.
Features
Charged with promoting tourism both domestically and internationally, the Nigerian Tourism Development Corporation is Nigeria's chief tourism marketer. The agency works closely with the travel industry in Nigeria, including hotels and tour companies, and also promotes tourism infrastructure investment.
Significance
The tourism agency ensures international standards for cleanliness, and services are met via a registration and inspection process for hotels and other tourist suppliers. These companies then become part of the marketing effort, resulting in a partnership between government and private sectors.
Strategy
Nigeria participates in well-known international travel forums such as the World Travel Market in London. Besides distributing brochures, representatives can personally meet with major travel agents and tour planners to promote travel to Nigeria. In addition, the agency promotes travel in print advertisements. The agency also compiles statistics to monitor marketing results.
Benefits
Nigeria features an array of attractions, including rain forests, unspoiled beaches and a glimpse of traditional African life. Visitors benefit from these experiences, as well as Nigeria itself, through jobs and earned foreign currency.
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