German tourism expert Julia Kleber has urged strategic investment in Nigeria’s tourism sector, emphasizing the need for effective storytelling, capacity building, and infrastructure development to position the country as a competitive global destination.
Kleber, Chief Executive Officer of Kleber Group, made the call at a press conference on Wednesday in Abuja, describing Nigeria as a nation with vast but largely untapped tourism potential.
“Nigeria possesses core elements required to build a strong tourism sector, which include rich culture, diverse landscapes, vibrant arts, music, cuisine, as well as a welcoming population, but remains largely underrepresented in the global tourism market,” Kleber said.
She highlighted tourism as a major driver of economic growth and job creation, noting its strong linkages to sectors such as aviation, agriculture, hospitality, energy, and infrastructure. Kleber stressed that sustainable tourism development requires a clear strategy focused on product development, investor engagement, infrastructure, and training for local communities and hospitality workers.
“Our goal is to place Nigeria firmly on the international tourism map and present it as an authentic and attractive destination for travellers and investors,” she said.
Kleber also referenced her company’s over three decades of experience in tourism development across Africa, including projects in South Africa, Namibia, Uganda, Zambia, Sierra Leone, and Angola, as well as work in aviation and hospitality. She cited Angola as an example, where public-private collaboration in tourism planning secured over $450 million in government investment for infrastructure.
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Commenting on narratives about Africa, Kleber noted her involvement in Voice for Africa, an initiative launched during the COVID-19 pandemic to promote positive stories and counter perceptions that discourage travel and investment. She expressed optimism about Nigeria’s tourism outlook, citing ongoing engagements with government institutions, national parks, and other stakeholders.
Also speaking at the event, Ambassador Phil Roberts called for closer collaboration with the media to reshape Nigeria’s global tourism image, stressing that negative perceptions of insecurity often overshadow the country’s tourism assets. Roberts revealed plans for a Tourism Investment Summit across Nigeria’s geopolitical zones to reflect regional diversity in tourism development.
Officials from Cross River State and the KU Worldwide Group reaffirmed their commitment to supporting initiatives aimed at promoting Nigeria’s tourism potential internationally.
Kleber and her team emphasized that strategic investments, capacity building, and authentic storytelling are key to unlocking Nigeria’s tourism potential and attracting international travellers and investors.