Lagos, Canadian envoy seek stronger tourism promotion

The Lagos State Government, in collaboration with the Canadian Deputy High Commissioner Carlos Rojas-Arbulú, is seeking to significantly boost the state's tourism sector through improved packaging and promotion strategies. The joint call to action, made at a stakeholder meeting tagged “Experience The Best of Lagos,” aims to position the state as a more competitive destination for both domestic and international travelers.

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My mandate is to ensure that tourism is boosted in Lagos to become the best. We need to continue to create a better environment in the tourism, art, and culture sector.

Idris Aregbe, the Special Adviser to the Lagos State Governor on Tourism, Arts and Culture, stressed the government's determination to unlock the full tourism potential within Lagos communities. He urged officials at the local government level to take greater ownership in identifying and promoting local attractions, many of which remain largely unknown even to residents. Aregbe envisions a significant turnaround for Lagos tourism, particularly aiming to make the 2026 ember season a landmark period for visitor experiences.

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You are the keys to the door of tourism in your councils.

Canadian Deputy High Commissioner Rojas-Arbulú highlighted that Lagos possesses considerable tourism value that can be transformed into economic opportunities. He pointed out that elements residents might consider ordinary could be perceived as unique and valuable experiences by international visitors. Rojas-Arbulú identified three critical components for strengthening Lagos's tourism offering: value, structure, and narrative. He emphasized the importance of packaging these elements effectively to appeal to international visitors and stressed that well-organized destinations, transportation, and service providers are crucial for attracting and retaining tourists.

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We need to make the 2026 ember season the beginning of a massive turnaround in the country, particularly Lagos tourism. We must be able to hold the tourists and give them an unforgettable experience that will make them either spend more days than expected or tick Lagos for their next tourism destination for the next season.

The initiative underscores a strategic effort to leverage local assets and international partnerships to enhance Lagos's appeal as a tourist hub. By involving local councils and focusing on creating structured, narrative-driven experiences, the government and its partners aim to convert growing interest into sustainable, year-round tourism, ultimately driving economic growth.

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It’s understanding that you hold value; you have to find a way to package it in a way that speaks to that international visitor.