Special Report (Investigative Journalism): Strategies Of Transforming Local Cultural Heritage Sites Into Popular Tourism Attractions: Lessons For Cultural Sites In The Lake Chad Basin Region I
By Daniel Ishaya
27th October, 2022
When it comes to the popularity of international travelers in Africa, safari game reserves in some countries in the East African region certainly rank near the top of the list. So, how can the administrations of Nigerian cultural heritage sites, especially those in northeastern Nigeria, take full advantage of this thriving market and compete with other players around the world?
Over the weekend, KanemPress conducted a street survey (vox pop) in some parts of Kaduna, Kano and Damaturu cities as well as interviewed some key informants (experts on cultural heritage tourism) and their responses are analyzed and presented in the paragraphs/sections below.
KanemPress surveyed yielded a number of doable strategies on how to transform cultural heritage sites, especially those in northeastern Nigeria into tourism attractions and business in order to enhance their attractiveness both locally and internationally and to generate revenue. Some of the most important strategies that were extracted from the survey data are discussed in the sections below.
Participating in Trade Fairs and Expos
It is a basic marketing rule; Person-to-person communication can generate sales. This is exactly what attracts thousands of tour operators and travelers to international fairs/trade fairs like KADINVEST 7.0 which was held in Kaduna recently. If the administrations of Nigerian cultural heritage sites in the Northeast of the country are shopping for a trade fair to showcase their tourism business, they need to make sure that they choose one that gives them the best offer. Also, they should avoid untested places – places are very important for identifying tourist attractions. Prior to the exhibition/show, the North East Nigerian Cultural Heritage Sites must ensure that their team is properly trained to promote and advertise their business i.e. the Cultural Heritage Site.
Numerous exhibitions, performances, associations, governmental and non-governmental organizations can help the management of Nigerian cultural heritage sites in the Northeast of the country learn about the local and international arena on a large scale. Below are a few of these heritage sites located in Northeast Nigeria.
- Dufuna Canoe in Damaturu, Yobe State, Nigeria
- Rabeh Fortress in Dikwa town, Borno State, Nigeria
- Yankari Game Reserve in Bauchi State, Nigeria
- Sukur Cultural Site (UNESCO accredited) in Madagali, Adamawa State, Nigeria
- Gashaka-Gumti National Park in Taraba State, Nigeria
- Dagona Birds Sanctuary in Yobe State, Nigeria
- Ngalda Hills in Yobe State, Nigeria
- Lake Chad National Park,
- Zara-Aura ancient city, Djado Plateau, Niger Republic, etc.
Give World-Class Treatment to Heritage Sites
In the Northeast of the country, they can customize their websites to suit their target markets with simple visual aids such as country flags. At the very least, they will likely want to translate a few pages of their website to attract visitors from their target markets.
Quoting their prices in local currency can also help to connect with local and international visitors and increase their ability to compare prices. In the end, the administrations of Nigerian cultural heritage sites in the northeast of the country will, of course want to increase user confidence and comfort.
There are other ways to customize websites to suit foreign visitors. Cultural artifacts and other content marketing targeting specific regions (for example, in Africa) or countries can drive more traffic to their sites. The administrations of Nigerian cultural heritage sites in the northeast of the country will also want to tailor their search engine optimization (SEO) strategy and online marketing campaigns for local markets.
Sign Up Heritage Sites in Online Tourism Databases
Instead of going through a travel agent, people are increasingly shopping through price aggregators, such as Priceline and Expedia. Expedia alone receives 75 million inflight shoppers each month. To appear in search results, administrations of Nigerian Cultural Heritage Sites in the Northeast of the country will need to register their sites directly with these sites.
Fortunately, most fare aggregators belong to a few large companies, so administrations of Nigerian cultural heritage sites in the northeast will only need to register once to appear across their entire network. It may also be beneficial for them to register on websites such as ‘Ctrip of China and ‘Oktogo’ of Russia that are popular in large international markets. Remember that even if these rate aggregators do not lead to many new bookings, they can still drive new traffic to their website.
Monitoring and Responding to Online Reviews
Domestic and international travelers planning their trip do not have much information about the quality of cultural heritage sites. Reviews on websites such as TripAdvisor, Yelp, and Google are often the only source for which cultural heritage site administrations in northeast Nigeria, the Lake Chad Basin region and elsewhere have to make a decision. Administrations may wish to register their cultural heritage sites and museums on these platforms and enter detailed information and photos.
From there, the administrations of Nigerian cultural heritage sites in the northeast of the country must regularly monitor and respond to reviews, making sure any issues with unsatisfied customers are quickly resolved. Free and low-cost social media monitoring tools can help them automate some of the work required to collect and analyze this data. These sites will also provide them with guest reviews that they can analyze to improve their tourism services.
Involving Heritage Site in Adventure Travel and Ecotourism
Canada is emerging as a global destination for ecotourism and adventure travel. The country is a natural magnet for international visitors looking for wildlife, adventure, and authentic cultural experiences. Canada has a good reputation as an uncrowded and unspoiled vacation destination with a diverse range of wildlife. Its natural environment also attracts visitors looking for an adrenaline rush with activities like windsurfing, white water kayaking, skiing, and rock climbing.
Consider how you can take advantage of ecotourism and adventure travel opportunities in your area. Even if your cultural heritage site or museum is in a city, you can attract both local and foreign visitors simply by helping them find local ecotourism activities.
Making the Heritage Site an ‘All-Season’ Affair
Any tourism management today knows that capacity building for all seasons in its tourism business is an important way to increase its revenue. This is particularly important for attracting international visitors. If the administrations of Nigerian cultural heritage sites in the northeast are looking for ways to make their tourism business suitable for all seasons, the first step is to assess potential year-round activities in their area. Some examples include the seasonal Argungu Fishing Festival in Kebbi State and the Eyo Festival in Lagos State, Nigeria; or even the Durbar Carnivals of royal horse riding, which are celebrated by Muslim Emirs mostly in northern parts of Nigeria to celebrate the Islamic religious festivals of Eid el- Fitr and the Eid el Kabir. Although Muslims perform the Durbar carnivals, they are enjoyed by all and sundry, regardless of faith or ethnicity. Hence, in addition to serving as potential tourism boosters, Durbars are also national unifiers especially in the context of multi-ethnic and multi-religious country, Nigeria.
While doing so, administrations of cultural heritage sites in northeastern Nigeria should ask themselves the following questions: Are there cultural activities, such as music festivals, that will attract visitors? Are there seasonal outdoor activities all year round? They can also consider adding a new dimension to their tourism business, such as providing swimming services, spa services, playing golf, etc. They can also cooperate with other local tourism companies to share services and reduce their risks.
The Collaborative Media Engagement supported by Wole Soyinka Centre for Investigative Journalism (WSCIJ), is aimed to strengthen media independence and presence, especially at the sub-national levels, state, local government and the private sector, in a bid to improve public awareness and the ecosystem for transparency, accountability and good governance.
