Nigeria has called for the deployment of artificial intelligence (AI) and digital technology to transform the country’s tourism sector, improve visitor experiences, create jobs and position the industry as a stronger contributor to national economic development.
The Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, made the call in a message to mark the 2026 World Tourism Day, represented by the Permanent Secretary of the Ministry, Abdelkarim Osirubrahim. The celebration was held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
Musawa said the theme was particularly timely as tourism globally entered a period of rapid technological transformation, stressing that Nigeria must deliberately embrace the digital revolution rather than remain a passive participant.
According to her, tourism has traditionally been associated with hospitality, discovery, culture and human connection, but the sector has consistently evolved alongside technological developments, from the internet and online booking platforms to smartphones and increasingly sophisticated digital tools.
She said artificial intelligence was already changing the way travellers planned their journeys, how destinations managed resources and how tourism businesses interacted with customers, adding that the question for Nigeria was whether it would actively shape the transformation or simply be shaped by it.
The minister described tourism as more than an economic activity for Nigeria, saying it was also a source of national identity, cultural pride, employment and international engagement. She noted that the sector supported traders, artisans, farmers, hospitality operators, transport providers and players in the creative economy.
Musawa said Nigeria possessed enormous tourism potential, citing its diverse cultural heritage, historic sites, festivals, beaches, natural landscapes and creative industries, but stressed that much of the potential remained underdeveloped and required deliberate investment, infrastructure and effective destination marketing.
She identified Meetings, Incentives, Conferences and Exhibitions (MICE) tourism as an important segment capable of helping Nigeria diversify its tourism economy.
According to her, the segment offers opportunities to attract visitors throughout the year while strengthening Nigeria’s position as a destination for business, conferences and international events.
The minister also highlighted the relationship between tourism and Nigeria’s creative economy, particularly film, music, fashion, visual arts and digital content, describing the creative sector as an important soft-power asset that could help turn Nigerian culture and stories into increased visitation, spending and international recognition.
She said MICE and creative-sector visitors could generate wider economic benefits by spending across hotels, transportation, restaurants, retail outlets and other services, while some visitors could extend business trips into leisure experiences, creating additional demand throughout the tourism value chain.
Musawa said artificial intelligence could help Nigeria personalise tourism experiences, connect travellers with destinations suited to their interests, improve the visibility of small tourism businesses and enable operators in rural communities to access digital marketing and booking opportunities previously dominated by larger establishments.
She further identified destination management as another area where AI could be deployed, particularly through the use of data to monitor visitor patterns, manage crowds, protect cultural and natural heritage sites and provide policymakers with information required for evidence-based planning.
The minister also said digital technology could strengthen visitor safety by providing travellers with real-time information and improving communication during emergencies, while stressing that the adoption of new technology must not come at the expense of privacy, security or human dignity.
She called for responsible digitalisation of hotels, airports, booking platforms and other tourism facilities, insisting that visitor information and digital privacy must be protected. She also urged stakeholders to ensure that smaller businesses were not excluded from technological advancement because of limited resources or inadequate digital skills.
Musawa emphasised that technology should amplify Nigeria’s cultural narratives rather than replace them, while investment in training and new skills should ensure that technological innovation creates opportunities for workers instead of displacing them.
She said the transformation of the tourism sector could not be achieved by government alone, calling for stronger partnerships among government agencies, private-sector operators, technology companies, universities, development partners, international organisations and host communities.
The minister also commended secondary school and university students who participated in activities organised as part of the 2026 World Tourism Day celebration, describing their participation as evidence that young Nigerians could play an important role in shaping the future of tourism through technology and creative thinking.
She expressed appreciation to the Stockholm Museum for its support for the students’ activities, including mentorship and financial prizes for winners, describing the initiative as an example of the partnerships required to develop young talent and strengthen the tourism ecosystem.
In his goodwill message, the Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, said the 2026 theme provided Nigeria with an opportunity to use digital innovation and AI to enhance destination promotion, improve visitor experiences, attract investment, create employment and increase tourism’s contribution to economic development.
Awakan said the NTDA remained committed to building a digitally enabled, investment-ready, inclusive and sustainable tourism ecosystem, while encouraging responsible application of technology that protects cultural authenticity, safeguards visitor information and empowers local communities.
The UN Tourism Secretary-General, Shaikha Al Nuwais, also stressed the need for an inclusive digital transformation of tourism, noting that AI could make the sector more efficient and resilient if properly managed, but warning that disconnected digital systems could leave businesses and communities behind.
She called for greater integration of bookings, payments and data so that technology strengthens livelihoods across the tourism value chain.
