Destination branding serves as a catalyst for attracting tourists, investors and global events to a country, shaping how the world sees its people, places and prospects. It demands trust, consistency and a story that visitors can believe long before they arrive.

For Nigeria, a country rich in culture, music, festivals, hills and beaches, the challenge lies less in what it offers than in what the world believes it offers. According to industry leaders, closing that gap will depend on the combined work of public relations professionals, committed leadership and credible storytelling, supported by digital platforms that carry the Nigerian story to global audiences.

The Perception Challenge Facing Nigeria’s Tourism

Dr Olayiwola Awakan, Director General of the Nigerian Tourism Development Authority (NTDA), spoke on the central role of perception in tourism. “Tourism thrives on perception, reputation, and effective communication,” he said.

In his view, the way a country is seen matters as much as what it holds. A tourist, an investor or a conference organiser forms an opinion of a destination from the stories, images and reviews already in circulation, and that opinion often decides whether a trip is booked at all. This is why perception, rather than infrastructure alone, sits at the heart of the discussion.

He stressed that citizens also carry responsibility for the image. “We want Nigerians to always market the country and not de-market the nation,” he stated.

Public Relations as a Strategic Partner

Moving forward, Dr Awakan explained why the Authority has partnered with the Nigerian Institute of Public Relations (NIPR). “The partnership with NIPR is therefore a strategic one aimed at strengthening the image and visibility of Nigeria,” he noted, adding that the Institute brings “extensive expertise in strategic communication, reputation management, stakeholder engagement.”

On the Authority’s part, he said, “we intend to develop innovative communication strategies that will promote Nigeria’s tourism assets.” He also drew attention to the safety dimension. Tourism communication, he explained, is particularly important at destinations and attractions that appear risky to prospective tourists, because the integrity of the destination and the safety of visitors depend on it.

The timing carries weight. Nigeria hosts the World Public Relations Forum in Abuja in November, an occasion Dr Awakan described among the “events of global reputation” ahead for the country.

Storytelling as a Tool for Destination Branding

Transitioning to storytelling, Dr Awakan emphasised that the two fields cannot be separated. “Tourism and storytelling are naturally interconnected,” he said. “Nigeria is a microcosm of stories, and this soft power should be leveraged for tourism promotion.” The aim, in his words, is to “position Nigeria not just as a destination to visit” but “as a destination to experience through its people, culture, and creative expressions.”

The Authority has also developed NITOUREY, a digital platform dedicated to telling the country’s tourism stories.

Kolapo Olapoju, editor of TheCable and founder of ReviewIT, spoke on the same theme from the digital side. “Tourism today is driven as much by perception as by place,” he said. He cautioned that when travellers cannot find authentic stories, credible reviews and lived experiences online, they simply will not visit.

“Successful destinations understand that stories create confidence,” he stated. “Confidence attracts visitors, and visitors attract investment.” Documentation, he added, is part of the equation. “When places are properly documented, they become investable.”

His assessment cuts to the heart of how modern travellers decide. “People trust people more than adverts,” he explained. “A single honest review or well-told story can be more powerful than a large marketing budget.”

The Leadership Imperative

Udeme Ufot, group managing director of SO&U, highlighted the role of leadership in sustaining a destination brand. “Leadership provides direction, continuity and conviction,” he said.

According to him, a destination that gets this right benefits across the board. It “becomes a destination for investments, conferences, exhibitions, and leisure travel.” He urged that destination branding is a long-term undertaking that demands consistency and patience. “We must strategically market our destination in a way that will attract the best of conferences,” he said, a reminder that conferences and events are among the most valuable visitors any destination can win.

Lessons from Lagos

Toke Benson-Awoyinka, Lagos State Commissioner for Tourism, Arts and Culture, presented a working example. Speaking after the State’s selection to host AFRIMA 2025, she noted that Lagos already enjoys a strong reputation. “People say we are the culture and entertainment capital of Africa,” she said.

Her vision extends beyond hosting events. She stressed that government has a specific part to play in the creative economy. “The government’s role is to create structures that enable creatives to earn, not to hand out money,” she stated. Applied across festivals, music and tourism, that principle gives a destination brand substance as well as visibility. The Lagos example suggests that destination branding works best when tourism, culture and entertainment are managed as one coordinated effort and not as separate projects, with communication holding the story together.

Strategic Solutions for a Stronger Brand

Addressing these challenges, the speakers pointed to practical steps. Leadership at the highest level must back the brand and sustain it over time. Places and people must be documented and their stories told honestly. Digital platforms such as NITOUREY must carry those stories to global audiences. Government must create structures that allow creatives to earn. And communication, as the partnership between the tourism authority and the Institute of Public Relations demonstrates, must be treated as part of destination planning.

For public relations professionals, the role is clear. They shape the narrative, manage reputation when incidents occur, and align the many voices of states, agencies, businesses and citizens around one credible message. A national brand cannot speak with ten voices, and the profession is trained to bring them together.

The Path Forward

With the global attention that Nigeria’s hosting of the World Public Relations Forum will bring, the conversations among tourism officials, communication professionals and industry leaders provide a roadmap for turning the country’s undeniable cultural wealth into a destination brand that visitors trust and investors respect. If the commitment holds, the world may soon arrive with a very different impression of Nigeria already formed.