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Adamawa Tourism Takes Off: Opportunities in Hospitality and Leisure

The tourism industry in Adamawa State is rapidly developing, creating exciting opportunities in hospitality, leisure, and entertainment. With its lush rolling hills, savannah grasslands, and picturesque mountain ranges, Adamawa has tremendous potential as an eco-tourism and adventure travel destination. The state government has embarked on ambitious initiatives to boost tourism, improve infrastructure, and promote investment in the sector. This has opened up a wealth of prospects for entrepreneurs, investors, and professionals in fields like accommodation, food and beverage, tour operations, recreation, and more.

Overview of the Adamawa Tourism Sector

Natural and cultural attractions

Adamawa is endowed with a diverse range of natural attractions, perfect for eco-tourism. Key sites include the Gashaka-Gumti National Park, Nigeria’s largest national park, spanning 6,731 sq km of pristine wilderness with rolling hills, savannahs, and montane forest habitats. It offers incredible wildlife viewing, hiking, rock climbing, and cultural experiences.

Other attractions are the scenic Koma Hills and Mandara Mountains along the Cameroon border. Pella Falls, near Mubi, is a breathtaking natural waterfall. Shelleng and Song Local Government Areas (LGAs) have scenic hills and caves for hiking and exploration.

The state also has a vibrant cultural heritage, including various Durbar festivals like the Mubi Durbar and ancient historic cities like Yola and Ganye, famed for artefacts, centuries-old architecture, and monuments.

Government tourism initiatives

The Adamawa government has implemented various initiatives under its Tourism Development Master Plan to boost the sector. It has developed a comprehensive blueprint for tourism zones across the state and established the Adamawa Tourism Board to drive growth.

Other measures include hosting annual events like the Lamido Fombina Annual Fishing and Cultural Festival to showcase cultural heritage and promote domestic tourism. The state also organises an annual Adamawa Tourism Submit, bringing together tourism stakeholders.

The government’s biggest push is infrastructure spending to open up tourism sites. It is upgrading road networks across tourist zones and constructing lodging and resort facilities and recreation centres at key locations. The new Adamawa Museum and Natural Park is also underway.

Hospitality Opportunities

Adamawa’s expanding tourism sector presents major opportunities in accommodation and hospitality services. With tourist activity on the rise, demand is increasing for hotels, resorts, lodges, and other accommodation facilities near key sites.

Hotels and Resorts

Internationally branded hotels are entering Adamawa, but capacity remains limited, creating prospects for large resorts and boutique hotels. Most facilities are concentrated in Yola and Hong LGAs near the National Park. Investors can target other locations like Mubi, Shelleng, and Ganye. Services like restaurants, pools, and lawns for events are also in demand.

Eco-Lodges and Camps

Nature tourism in parks and reserves offers opportunities for safari-style tented camps, cabins, and eco-lodges offering immersive natural experiences. These are ideal for sites like Pella Falls, Koma Hills, and inside Gashaka-Gumti National Park.

B&Bs and guesthouses

Smaller accommodations like bread and breakfasts, hostels, and guesthouses have potential in towns across Adamawa. These cater to budget travellers and youth groups and provide local income generation.


Hospitality support services will grow in tandem, like launderettes, transport rentals, catering, recreation facilities, and more. Training institutes for hospitality skills and management are also essential.

Food and beverage opportunities

Food and beverage services will expand dramatically with rising tourism. This creates opportunities for restaurants, cafes, bars, and recreation centres.


There is demand for restaurants serving continental and intercontinental cuisines in major cities and tourist zones. Local Adamawa cuisine and indigenous dishes are also gaining popularity. Hotels and resorts need speciality restaurants on-site.

Cafes and bars

Cafes, coffee shops, and bars have growth prospects in urban centres like Yola, Mubi, Hong, and Toungo. These cater to local professionals and emerging middle-class segments. Lounges serving indigenous drinks like burukutu have potential.

Recreation Centres

Family entertainment centres with restaurants, lounges, sports bars, and children’s zones can flourish in major towns and near parks and resorts. These provide wholesome dining and entertainment experiences.

Outdoor/Mobile Catering

Mobile food vendors, food trucks, and outdoor catering services can tap rising visitor demand at parks, festivals, and cultural events within the state.

Leisure and Recreation Prospects

The tourism drive will also accelerate leisure services like tour operations, recreation, and entertainment.

Tour Operators

With improved connectivity, tour operators can leverage Adamawa’s nature, wildlife, culture, and adventure offerings to design specialised tour packages targeted at domestic and international travellers. Activities like hiking, caving, climbing, game drives, and cultural experiences can be incorporated.

Nature/Adventure Operators

Specialised adventure operators can offer services like guided treks, mountain climbing, whitewater rafting, zip-lining, and bungee jumping in Adamawa’s scenic outdoor zones. Operators can also run safaris, birding tours, and camping within and around Gashaka-Gumti National Park.

Entertainment/Amusement Centres

Family entertainment centres, amusement and water parks, cinemas, activity zones, and food markets can thrive in Adamawa’s urban centres. Yola, being the state capital, offers the most potential.

Culture/Heritage Services

The rich cultural festivals and heritage sites in Adamawa present opportunities for experiential services showcasing indigenous architecture, handicrafts, cuisine, and cultural performances. Operators can curate exclusive experiences for visitors.

Key Investment Recommendations

Here are some top recommendations for companies and investors looking to tap Adamawa’s emerging tourism potential:

  • Conduct in-depth market studies to identify promising locations and services aligned with target tourist profiles and projected growth patterns.
  • Partner with local companies and operators that possess on-ground expertise and relationships. This provides access to sites and facilitates licencing and approvals.
  • Engage closely with the Adamawa Tourism Board and state agencies to avail incentives, infrastructure, and support facilities to boost viable projects.
  • Hire experienced hospitality professionals and train local talent. Invest in skilled staff to deliver quality experiences.
  • Adopt eco-friendly designs and sustainable operations to preserve Adamawa’s natural heritage. This boosts brand image.
  • Incorporate global quality standards, best practices, and technologies to provide world-class tourism facilities and services.
  • Build value-added amenities like recreation zones, restaurants, and sports facilities as part of core accommodation and tour offerings for richer experiences.
  • Create strategic partnerships with travel agents, airlines, operators, and marketing firms to enhance domestic and global promotion of tourism offerings.


Adamawa State has enormous potential as an emerging tourism destination. The state government’s strong push to boost the sector makes now an opportune time for hospitality and leisure companies to capture first-mover advantages in this high-growth market. With in-depth planning, smart partnerships, and sustainable models, investors can unlock immense value catering to Adamawa’s rising tourism prospects. The possibilities are wide-ranging across accommodation, food and beverage, leisure, recreation, and allied services. Adamawa tourism is set for an upward trajectory, promising tremendous prospects to shape the industry’s future in Nigeria’s evolving hospitality landscape.

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