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SME Guide

Tourism Takes Off in Akwa Ibom: Opportunities in Hospitality and Leisure

With rich cultural heritage, natural attractions, improving infrastructure, and strategic marketing, Akwa Ibom is emerging as a leading tourism destination in Nigeria. An expanding hospitality and leisure sector stands to benefit from rising visitor numbers. Capturing a larger share of tourism spending by developing the state’s attractions and services presents major growth possibilities.

Leveraging Akwa Ibom’s Diverse Assets

Akwa Ibom possesses extensive assets to draw visitors. Key opportunities include:

Promoting the state’s vibrant cultural heritage

Akwa Ibom is home to Annang, Ibibio, Oron, Eket, and other ethnic groups with captivating traditions. Festivals, cuisine, music, dress, architecture, and more can be showcased through festivals and cultural sites.

Developing Nature and Adventure Tourism

Nature tourism is a major asset, with attractions like the Qua Iboe River, the Ibeno Sandbar, raffia palm forests, and more. Outdoor activities around these assets, like hiking, water sports, and guided tours, can be developed.

Growing business and MICE tourism

As an oil and gas hub, the state attracts business travel. This can be expanded by promoting conventions, conferences, and meetings. Specifically targeting regional association meetings and exhibitions can boost MICE visitors.

Improving Tourist Facilities at Religious and Historic Sites

Key religious heritage sites like Methodist Church headquarters and historic attractions like the first-story building in Nigeria can be upgraded with amenities like restaurants and guided tours.

Creating authentic experiences around local crafts and cuisine

The state’s unique handicrafts and cuisine provide immersive cultural experiences for visitors. Promoting interactions with artisans and chefs lets tourists actively engage with traditions.

Targeting domestic and regional tourism

Proximity to regions like the South-South, South-East, and South-West makes domestic and regional visitors from Nigeria and West Africa a natural target. Focusing on this market can deliver quick wins.

With strategic development, Akwa Ibom’s diverse tourism assets provide a strong foundation for sector growth.

Improving Connectivity through Transport Infrastructure

Transport infrastructure upgrades expand tourism by improving access and connectivity.

Upgrading international and domestic air connectivity

The Victor Attah International Airport is the sole air gateway. Increasing routes and airlines linking key domestic and regional hubs expands inbound visitors. Enhanced services and facilities also boost the visitor experience.

Developing New Road Networks and Enhancing Existing Ones

An improved highway network makes land transport faster and expands access to attractions across the state. Ongoing road projects like the Ibom Superhighway require completion, while new routes can be added.

Expanding Water Transport Options

New public and private jetties along waterways provide alternative transport to coastal areas. Boat services enable tourists to reach riverside leisure spots.

Improving Public Transport Systems

Reliable public transport like air-conditioned buses along major routes, dotted by bus stops and shelters, enables convenient tourist mobility. Ride-sharing services also boost connectivity.

Enhancing how tourists move around Akwa Ibom unlocks new opportunities.

Building hospitality infrastructure to attract visitors

Hospitality infrastructure like hotels and lodges is imperative for hosting tourists.

Expanding hotel room capacity

The current room inventory of around 1,500 rooms in major cities needs to double to meet demand as visitor numbers grow. Global hotel chains and local developers can build new properties.

Developing resort-style hotels and lodges

Resort hotels near key attractions provide immersive experiences through amenities like spas, golf, water sports, and farm-to-table dining. Eco-lodges in natural settings appeal to nature tourists.

Improving Standards at Lower-priced Hotels

Budget hotels catering to domestic travellers must also meet quality benchmarks, enforcing accommodation classification guidelines.

Promoting Homestays and Boutique Hotels

Homestays enable cultural immersion, while boutique hotels provide unique experiences combined with local character. Both should be encouraged.

Building the capacity of hospitality professionals

Training programmes and partnerships with hospitality institutes develop skilled workers for hotels and restaurants. Service standards are enhanced through customer service and language skills.

A well-designed hospitality infrastructure staffed by professionals delights visitors.

Developing leisure infrastructure

New leisure facilities give tourists attractive ways to spend time and money.

Building New Convention and Exhibition Centres

At least two large convention centres are needed in Uyo and Eket to host major association events, exhibitions, concerts, and shows. These venues, along with supporting transport options and hotels, drive MICE tourism.

Constructing themed entertainment parks

Family-oriented theme parks with rides, adventure zones, and F&B outlets appeal to domestic visitors. Parks showcasing cultural stories also educate.

Upgrading Museums and Cultural Centres

The state’s many museums and cultural centres need renovation with engaging exhibits, cafes, gift shops, and amenities to enhance visitor experiences and spending.

Developing Waterside Entertainment Complexes

Given Akwa Ibom’s water resources, marinas with waterside dining, boat rides, water sports, and entertainment appeal to upmarket tourists.

Building wellness and tourism infrastructure

Yoga retreats, massage parlours, salt spas, and hot springs facilities promote wellness tourism.

Modern leisure amenities cater to diverse traveller interests and keep visitors engaged longer.

Creating Compelling Events and Activities

Special events and activities round out the tourism product offering:

Hosting festivals and cultural events

The state’s existing festivals, like Ekpe, Ukara, and Masquerade, provide ready content. But new festivals showcasing contemporary culture, food, music, and art also attract new generations.

Organising sports and entertainment events

Major music, comedy, and film festivals, along with professional sporting events like golf and water sports tournaments, appeal to niche travellers.

Promoting Mega Sales Events

Akwa Ibom’s artisanal crafts lend themselves to events like major handicraft exhibitions and sales showcasing products from across the state to drive spending.

Creating Immersive Experiences Around Local Lifestyles

Packaged tours enable visitors to experience rural and river lifestyles through cooking demonstrations, fishing trips, village walks, and more, providing unique memories.

Developing Retail and Gastronomy Tourism

Food markets and dining districts offering local delicacies, manufacturing site tours of local brands, and shopping circuits promoting authentic products and souvenirs boost expenditure.

Exciting happenings provide compelling reasons to visit while driving tourist expenditures across sectors.

Raising service standards through training and certification

Training programmes enhance customer service and experience delivery.

Building Skills for Hospitality Professionals

Programmes teaching hotel, restaurant, and tour operator staff key skills like communication, presentation, problem solving, and service recovery should be institutionalised and scaled up.

Creating tour guide certification systems

Compulsory licencing and training for guides working at attractions will ensure standardised, high-quality interpretation and storytelling.

Conducting community-based tourism training

Education programmes on homestay hospitality, cultural sensitivity, and delivering authentic local experiences prepare communities to host tourists.

Implementing Tourism Service Quality Standards

Service standards like hygiene and security protocols, product quality benchmarks, and visitor satisfaction measures implemented across the industry drive performance.

With excellent service delivery, Akwa Ibom provides memorable, world-class experiences.

Promoting Entrepreneurship in Hospitality and Leisure

Small businesses create vital tourism services while expanding economic opportunities.

Offering hospitality skills training

Programmes teaching restaurant service, housekeeping, kitchen skills, hotel operations, etc. enable locals to open small hospitality businesses. Access to finance and registration support is key.

Building the Capacity of Local Tour Operators

Local operators must be trained on customer service, trip planning, booking systems, and safety to provide quality packaged tours and activities. Business mentorship assists new entrepreneurs.

Facilitating Craft Producers and Performing Groups

Artisan collectives producing handicrafts and cultural troupes performing at hotels and events earn income. Product development skills and market linkages aid earnings and professionalisation.

Supporting Women and Youth Tourism Ventures

Loans, training, and preferential procurement for women- and youth-owned ventures like tour companies, gift shops, and F&B outlets promote inclusion.

Showcasing local talent at hotels and attractions

Venues hosting musical performances, art exhibitions, and theatre featuring local talent provide income opportunities for creators while delighting guests.

With support from local tourism entrepreneurs, new businesses flourish while ensuring authentic experiences.

Developing Talent to Support Sector Growth

A skilled workforce is fundamental for service excellence.

Introducing Hospitality and Tourism Education in Schools

Hotel operations, customer service, and tourism studies in secondary schools and universities develop passion and skills from a young age. Partnerships with industry associations foster employability.

Expanding vocational training in travel and hospitality

Programmes teaching cookery, housekeeping, tour operations, and event management at technical colleges address skills gaps for direct employment.

Launching Industry Internship and Mentorship Platforms

Schemes enabling students to intern at hotels, tour agencies, and leisure sites build experience and mentor relationships for career advancement.

Offering continuous professional education for sector employees

On-the-job training, skills certifications, and short courses help existing staff upgrade their capabilities.

Attracting talent from other regions

As opportunities expand, skilled professionals and investors from Nigeria’s hospitality hotspots, like Lagos, are drawn to the state.

Developing hospitality and leisure talent sustains growth while transforming Akwa Ibom into a talent hub.

Adopting Digital Technologies and Building Supporting Infrastructure

Digital adoption enhances efficiency, marketing, and the visitor experience.

Developing digital tourism platforms and apps

User-friendly state tourism apps and websites with information on attractions, transportation, accommodation, events, deals, etc. aid trip planning and navigation for visitors.

Encouraging the Digitalization of Hospitality Businesses

Hotels, restaurants, and other players should adopt digital systems like customer relationship management, online booking engines, and digital payments for greater convenience.

Implementing centralised online tourism dashboards

Digital dashboards integrating databases of sector players, visitor arrivals, accommodation availability, event calendars, etc. enable real-time monitoring and coordinated planning.

Using digital marketing and social media strategically

Digital marketing campaigns on leading travel platforms and an active online presence across social media channels boost destination visibility and attract modern travellers.

Expanding free public WiFi coverage

Enabling free, fast public WiFi at key tourism hotspots through telco partnerships keeps visitors connected.

Technology transforms tourism experiences while optimising operations.

Promoting private sector participation through incentives

Public funding combined with private capital and expertise boosts tourism development.

Offering Tax Breaks and Subsidies for Hospitality Projects

Reduced corporate taxes, import duties, and subsidised land incentivize hospitality brands and developers to open new properties. Preferential utility rates also help.

Creating Public-Private Partnership Structures

PPPs allow the government to leverage private expertise and funding for mutually beneficial projects like convention centres, marinas, theme parks, etc. Revenue-sharing models provide returns.

Facilitating joint marketing partnerships

Allowing travel companies to market their inventory on the state tourism website expands its reach. Cooperative campaigns combining government marketing with private offers also boost impact.

Sponsoring investor forums and roadshows

Events targeting domestic and international hotel investors and operators generate leads and land deals to develop new properties. Site visits and meetings create confidence.

Offering one-stop support for investments

Fast-tracking of licences, permits, and approvals via dedicated tourism investment desks saves costs and time for hospitality projects and businesses. Information portals provide guidance.

Policy incentives accelerate private sector participation to realise mutual goals.

Building a Strong Brand Identity and Marketing the Destination

A compelling brand and promotion strategy promotes Akwa Ibom’s tourism offerings:

Conducting tourism branding workshops

Multi-stakeholder workshops with government, businesses, and communities will build consensus on Akwa Ibom’s differentiating identity as a cultural, nature, leisure, or MICE destination.

Engaging top creative agencies

Top-notch branding expertise helps develop an iconic brand logo, tagline, imagery, brand guidelines, and assets reflecting Akwa Ibom’s identity for consistent promotion.

Producing High-Quality Marketing Collateral

Brochures, videos, advertisements, and other promotional materials that inspire travellers to visit are created and distributed through digital and traditional channels.

Participating in travel fairs and expos

The destination must be represented at key domestic and regional travel tradeshows to meet tour operators and media for marketing partnerships.

Leveraging travel influencers and celebrity endorsements

Influencers and celebrities amplify tourism promotion and brand interest through sponsored visits. Their content across social media channels sparks new interest.

A strategic branding and marketing push amplifies Akwa Ibom’s appeal to target tourist segments.

Developing supportive policies and building institutional capacity

Enabling policies and strengthened institutions foster sector growth.

Passing a State Tourism Policy

A comprehensive policy provides guidance on governance structures, regulations, incentives, infrastructure standards, skills programmes, investment promotion, environmental safeguards, etc.

Establishing a State Tourism Board

An empowered statutory board with stakeholder participation drives development, marketing, skills initiatives, investment promotion, and more through coordinated efforts.

Strengthening Government Tourism Directorates

Enhanced capacity of state tourism, hospitality, culture, and allied agencies through funding, staffing, and digital systems enables robust policy implementation.

Setting service delivery standards

Clear guidelines and training on visitor handling, tourist safety, environmental protection, and food hygiene for hospitality players improve service quality. Licencing and classifications enforce standards.

Developing tourism satellite accounts

Statistical frameworks track tourism’s economic footprint across production, employment, investment, and consumption to inform policies with real data.

Forward-looking policies and institutions sustain tourism growth.


Akwa Ibom’s rising tourism potential provides an exciting new growth avenue by leveraging the state’s cultural richness, natural assets, warm hospitality, improved connectivity, and strategic location. However, realising this potential requires a concerted effort by the government, businesses, and communities to systematically develop the tourism product while expanding skills and supporting infrastructure. With visionary policies, active private sector participation, and proactive destination branding, Akwa Ibom can capture an increasing share of Nigeria’s booming tourism industry for socioeconomic upliftment. The opportunities are manifold to position the state as a leading tourism destination.

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