The Lagos State Government has called for stronger and more professional tour operators to unlock Nigeria’s vast tourism potential and drive sustainable economic growth.

The state Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka, made the call on Thursday at the 10th Annual General Meeting (AGM) and Conference of the Nigeria Association of Tour Operators (NATOP) in Lagos.

The conference has the theme “Unlocking Nigeria’s Tourism Potential: Strengthening Tour Operators for Sustainable Destination Development. “

Ms Benson-Awoyinka said Nigeria’s rich tourism assets would only translate into jobs, investment and economic growth if they were deliberately developed, professionally packaged and effectively marketed.

According to her, though Nigeria possesses diverse cultures, festivals, cuisine, wildlife, beaches and historical sites capable of competing globally, the tourism sector must shift from untapped potential to measurable economic performance.

She said, “Potential alone does not create employment, generate revenue or attract investment. Potential must be deliberately developed, professionally packaged, effectively marketed and efficiently delivered. This is where the role of tour operators becomes indispensable.”

The commissioner said tour operators played a critical role in connecting destinations with travellers by transforming attractions into memorable experiences and creating opportunities across the tourism value chain.

She cited projects, including the J. Randle Centre for Yoruba Culture and History and the Senator Oluremi Tinubu Industrial Leather Hub, as evidence of the state government’s investment in tourism infrastructure.

According to her, Governor Babajide Sanwo-Olu’s THEMES+ Agenda continued to improve security, accessibility and tourism development across Lagos.

Ms Benson-Awoyinka said Lagos hosted more than 200 festivals and events annually, including the Eyo Festival, Lagos Fanti Carnival, E1 Boat Regatta, Lagos Seafood Festival and Art X Lagos.

She said that the events had helped position Lagos as a leading tourism and entertainment destination on the African continent.

The commissioner said Nigeria could no longer afford to merely discuss its tourism assets but must begin converting them into tangible economic gains.

“Nigeria’s tourism potential is no longer in question. The real challenge before us is how quickly and effectively we can convert that enormous potential into measurable performance.

“We must move beyond discussing opportunities to implementing practical solutions,” she said.

She also called for improved professionalism, certification, innovation, access to finance and stronger public-private partnerships within the tourism industry.

Ms Benson-Awoyinka further urged stakeholders to intensify the “See Nigeria First” campaign to promote domestic tourism and encourage Nigerians to explore local destinations.

Earlier, NATOP President Bolaji Mustapha described the association’s 10th AGM as a celebration of resilience and renewed commitment to advancing tourism development in Nigeria.

Ms Mustapha said stronger institutions, innovation, strategic partnerships and capacity building were essential to achieving sustainable destination development.

She said that tour operators remained critical to job creation, cultural preservation and community development across the country.

She added, “As tour operators, we are more than service providers; we are storytellers, destination ambassadors and drivers of economic growth.

“Every itinerary we design, every destination we promote and every visitor we welcome contributes to job creation, community development, cultural preservation, and national prosperity.”

(NAN)