Ado-Awaye, a serene tourist destination located in Ogun state, Nigeria, attract approximately 3,000 visitors annually. Many are religious pilgrims ascending the 369 steps to the hilltop to camp or visit the lake, one of only two suspended lakes globally. Others are drawn by hiking opportunities or the November festival. However, Nigeria’s severe cost-of-living crisis has reduced the number of visitors to just over 2,400 in 2024, according to Niyi Okunade, a local prince and tour organizer.
Atop the Ado-Awaye hills lies Iyake Lake, a natural suspended lake situated 433 meters above sea level. Local folklore attributes its name, meaning “crying woman” in Yoruba, to a barren woman who is said to have drowned there centuries ago, imbuing the lake with reputed fertility powers.
At the foothills, a massive boulder bears the inscription “Here we come: African Jerusalem” in golden letters, reflecting the spiritual significance of the site.
Tourism in Nigeria: Untapped Potential
Despite its vast tourism potential, Nigeria struggles to capitalize on it. The country boasts diverse attractions: the Kano Durbar festival, sand dunes in Yobe, and wildlife in Bauchi in the north; the scenic Mambilla and Jos plateaus in the Middle Belt; and waterfalls, beaches, and colonial relics in the south. Visitors can also enjoy vibrant music scenes and culinary delights, such as “mortuary standard” chilled beer.
However, tourism infrastructure remains underdeveloped. Ikemesit Effiong, a researcher, highlights a lack of world-class hotels, inadequate integration of hospitality services, and limited promotion of destinations. Neighboring countries like Kenya, Ghana, and Tanzania excel in marketing their tourism offerings domestically and internationally.
The Ado-Awaye site lacks modern accommodations and infrastructure, such as cable cars, which Okunade believes are necessary for global appeal. Other challenges include security concerns in remote areas, underutilized airports, and inconsistent maintenance of attractions like the Obudu ranch and Calabar Carnival.
Cultural and Generational Shifts
Henry Erikowa, founder of Falcorp Mangrove Park, observes waning interest among younger Nigerians in preserving heritage and participating in tourism-related careers. Economic incentives and targeted campaigns could reignite interest.
Efforts like the 2009 “Good People, Great Nation” campaign, though well-intentioned, failed to gain traction. Experts argue that a robust, government-supported initiative emphasizing service culture and infrastructure development is essential to elevate Nigeria’s tourism sector.
With better planning and investment, Nigeria has the potential to transform into a global tourism powerhouse.
