Inside Folorunsho Coker’s Game-Changing Tour Nigeria Project

Launched in 2017, Tour Nigeria is one of the game-changing initiatives of Folorunsho Folarin-Coker, the Director General of the Nigerian Tourism Development Authority (NTDA). Coker entered the national tourism landscape with his appointment as the Director General of the Nigerian Tourism Development Corporation (NTDC) in November 2017. 

He was reappointed in April 2021 based on his admirable performance. He later became the pioneer Director General of the Nigerian Tourism Development Authority (NTDA) through his passionate push for redefining the legal framework governing tourism operations in the country.

The Nigerian Tourism Development Act 2022, which eliminated systematic hurdles and other limitations to the sector’s growth, transformed the NTDC into NTDA, allowing for sought-after public-private partnerships and a more accommodating legal structure. 

Although it took Coker a large part of his two tenures to achieve what has been described as his most far-reaching achievement and a legacy worth emulating, revelations from the Tour Nigeria project indicate that he did not neglect his other roles.

The Tour Nigeria concept is a two-fold tourism-boosting strategy designed to generate revenue (business model) while also promoting Nigeria as a global tourist destination (awareness creation). The value proposition targets tourists and travelers, local businesses and tourism providers, and Nigeria’s rich culture and heritage.

“For travelers and tourists, Tour Nigeria showcases and promotes the beauty, culture, and unique destinations of the country through a self-named digital platform aimed at inspiring both domestic and international travelers to visit. Visibility and marketing opportunities for hotels, travel agencies, and local tour guides, as well as restaurants, are some of the gains for local businesses and tourism providers. At the same time, the platform plays up the nation’s diverse landscapes and cultural heritage, fostering national pride and boosting attraction for tourists,” according to available information.

Additional details reveal that Tour Nigeria integrates the business model and awareness creation by producing engaging content that highlights the nation’s unique destinations while fostering partnerships with local businesses.

Featuring top tourist destinations, hidden gems, cultural festivals, and authentic Nigerian experiences, the initiative leverages social media engagements through regular posts, reels, interactive content, and campaigns to promote specific events and destinations. It is further strengthened by collaborations with local travel agencies, tour guides, and hospitality services, as well as influencers, travel bloggers, and local celebrities, to expand reach and increase engagement.

On the business model, revenue streams include tour packages that sell combined multi-destination experiences across Nigeria, affiliate marketing by partnering with hotels, airlines, and tour operators to earn commissions on bookings, and sponsored content through collaborations with tourism-related brands. Merchandising, which involves selling branded items like T-shirts, hats, bags, and travel accessories featuring the “Tour Nigeria” logo or iconic Nigerian imagery, is another avenue. Event hosting, which includes organizing exclusive tours, cultural events, and travel experiences to generate revenue through different ticket categories, and content licensing, which involves selling high-quality tourism-related content to tourism boards, brands, and media outlets, also contribute to revenue generation.

Additionally, provisions were made for community engagement, including fostering an online community through interactive content, customer support via travel advisory services, and a loyalty program offering discounts for repeat customers and exclusive deals.

“It was an ambitious plan and an all-round win for all stakeholders,” a source pointed out.

Insider information revealed that the initial attempt to bring the plan to life—through partnerships with tourism boards (ministries and departments), government agencies, travel agencies, tour operators, local artisans, cultural groups, hospitality providers, and corporate Nigeria—spurred the new legal framework that opened the door for public-private partnerships in the industry.

“The former legal structure governing tourism did not support such robust engagement; there were too many bottlenecks. What Coker and his team did was work around the limitations while pushing for a new legal framework, which was achieved in 2022,” a source explained.

The Tour Nigeria digital platform has since amassed over 10 million digital footprints, according to recent information released by the Director General in an interview. Complementing Tour Nigeria in amplifying Coker’s “Preach Nigeria” slogan is Nigerian Flavours, designed to showcase the nation’s culinary heritage and promote Nigeria through its unique cooking techniques and flavors.

Despite the initial limitations, Coker’s Tour Nigeria project has become a talking point among those interested in exploring Nigerian destinations, culture, and heritage. With barely a month left in office, his legacy in the Nigerian tourism sector remains a significant milestone.