Tourism marketing strategy for Nigeria's development

Putting Tourism Markerting to Good Use in Nigeria

Tourism Marketing in Nigeria

Nigeria is one of the most visited African destinations. Among the features that attract the visitors are the magnificent landscapes, the preserved beauties of wild nature, the rich culture and local customs, the wide variety of handicrafts and the pleasant character of the locals. If until recently foreigners were reticent to traveling to Nigeria, the situation is now beginning to change as the democratic government encourages tourism on a large scale.

However the country has significant resources and major potential, the number of visitors is still reduced. This is generally the consequence of the poverty in some Nigerian areas and also of the inadequate touristy services. Since tourism is an area that should present consumers with increased quality and service standards, the Nigerian community, government and investors ought to focus their actions towards improving the accommodation and transportation services.

Since the government has had a reduced beneficial impact on tourism, the community asks foreign and local investors to develop businesses within the country, as Nigeria's potential is the guarantee of success. Furthermore, with the new democracy installed and the growing market and economy liberalization, the investments will be likely to generate rapid profits.

Here are some of the areas investors should focus upon in order to develop the Nigerian tourism:

cultural resources and heritage, including slave trade relics;

opening of museums;

wildlife and natural reservations;

activities in nature such as picnic, camping and hiking in national parks;

building tourist accommodation facilities near centers of attraction, such as waterfalls or caves;

improving the railroad infrastructure and offering tourists the possibility to visit the mountains;

improving the quality of the beaches, including water transport, and developing beach activities (fishing, boating, diving, swimming);

building new holiday resorts along the coasts;

developing entertaining activities and facilities, such as shops, restaurants or amusement parks;

emphasizing on the local culture throughout the Nigerian arts and crafts.

Another area of interest regards promoting the Nigerian potential. This is more suitable to the local community than to the foreign investors, as it is primarily aimed to attract businessmen to the region. Only its second goal is to attract visitors to the country.

The specialized literature points out how the massive developments in Information Technology have changed all business features. One country that seems not to subscribe to this global trend is Nigeria. When most countries of the world have placed numerous advertisements and descriptions of their countries on the Internet, Nigeria remains difficult to google. In this order of ideas, several specialists emphasize on the need for Nigeria to develop a touristy strategy and place it online. Once the country has done this, the virtual access to the region will be eased and the online presentation of the Nigerian attractions will determine more and more foreigners to spend their vacations in the heart of African culture.

2. Marketing Proposal

Considering that an American investor desires to expand his chain of hotels by opening three new hotels in Nigeria, he has to develop a marketing plan that includes the strength-weaknesses-opportunities-threats analysis and the 4 marketing Ps - product, place, price and promotion.

SWOT Analysis

Strengths prior expertise in touristy activities and adequate hotel management; skilled personnel, including a highly trained and capable marketing team; sufficient financial resources.

Weaknesses lack of experience with opening hotels on other continents.

Opportunities great regional potential;

strong cultural factor that could attract customers;

market liberalization in Nigeria; implementation of democratic policies.

Threats lack of local touristy experience; poverty and underdevelopment in some regions of the country; inadequate infrastructure and transportation facilities; insufficient technological development; the risk of additional costs.

Once the investor has analyzed the SWOT analysis and, despite the internal weaknesses and the external threats, has decided to carry on with the new project, he has to identify and decide upon the 4 marketing Ps.

Place

The location of the three hotels has to be accessible by all transportation means and it should also be connected to touristy destinations. As such, the first hotel will be located on the Ibeno Beach, in the Akwa Ibom State. The beach placement of the first hotel will attract water sports lovers from all around the world.

The second hotel will be built in the vicinity of the Mbari Cultural Centers, a location most representative of the Nigerian culture. The third hotel will be located near the Hills of Benue, in the belt region of Nigeria.

All three hotels will have quick access to touristy locations, but each one will be placed in a manner that reveals their main services provided: beach activities for the first hotel; cultural activities for the second, and hiking trips within the third hotel.

Price

The prices charged for the services have to be large enough as to cover all the registered expenses and also to ensure profits. On the other hand, the prices have to be low enough as to attract customers and compensate for the underdevelopment in the region.

As such, the medium price for renting a room should revolve around the sum of $300 per night. Some of the additional services will be included in this price, whereas other will not. The fees for the additional services start from a minimum of $20 per hour and come to a maximum of $250 per hour.

Promotion

The advertising and promotion campaign for the three new hotels in Nigeria will be internationally implemented throughout several communication channels. First of all, the investor will promote the new hotels among his existent customers. This strategy is prone to be successful moreover when the audience is formed of sufficiently wealthy persons who like to travel and are eager to visit new locations.

Then, the owner of the hotels will hire a team of developers to conceive three modern and complete websites. The webpages would offer potential customers around the world the possibility to virtually visit the touristy locations in Nigeria and to observe the high standards presented by the hotels. This strategy is likely to be a successful one since it will reveal the beauties of the African country to the entire world, in a means that makes them accessible.