Lagos is set to host a major cultural and tourism exhibition in December, bringing together stakeholders from across Nigeria and abroad to address the country’s long-standing neglect of its tourism sector.

The three-day event, organised by Migbaci Expo, is expected to attract over 15,000 participants and hundreds of thousands more via social media platforms.

The Chief Executive Officer of Migbaci Expo, Akinwale Alabi, emphasised the urgent need for deliberate government investment and attention towards reviving and disrupting Nigeria’s tourism industry for the benefit of its economy. “Tourism is the way to go. That is the core reason we are hosting this event to open eyes to what Nigeria has and what we’re failing to harness,” Alabi said.

The exhibition will serve as a platform for training, agenda-setting, investment drives, and interstate collaborations, with states invited to showcase their unique cultural sites and tourism offerings.

Incentives such as free tourism trips will be awarded to attendees, and several partnerships are in the pipeline to enhance the event’s impact.

Alabi lamented the general lack of recognition for Nigeria’s cultural festivals and heritage sites, describing the country as “sitting on a gold mine” of untapped tourism assets. “There is a full year-round calendar of tourism events in Nigeria that neither the government nor the private sector is leveraging. What some countries depend on for survival isn’t even half of what Nigeria has in tourism potential,” he said.

The Irish Commissioner is expected to attend the exhibition, along with other foreign delegates, making the event both a national and international affair. The event will also collaborate with the Idea Hub in Dublin to enhance its impact.

Consultant Ayo Olesin drew attention to how other nations commercialise and celebrate their cultural elements in ways that boost their economies. “In Germany, sipping beer is a tourist attraction. In Cape Town, their wines are elevated and globally respected. Meanwhile, we have palm wine and unique traditions here that we don’t promote,” he said.

Olesin described tourism as a multibillion-dollar untapped industry in Nigeria, calling for a change in mindset and greater appreciation for local cultural assets.