Nigeria’s agritourism dilemma: Balancing economic opportunities with looming challenges in $45bn Market

Onome Amuge

Agritourism, the fusion of agriculture and tourism has emerged as a unique tourism practice that blends agriculture with tourism services, offering a significant opportunity to stimulate rural development, encompasses agricultural activities that promote physical development while strengthening community participation.  Industry experts contend that proper management of this innovative tourism approach in Nigeria could revitalise rural areas, fostering community involvement and celebrating the richness of local culture while creating economic opportunities and promoting physical wellness.

This form of leisure activities centered around working farms, is considered an innovative approach to tourism that not only provides unique experiences but also contributes to the protection of agricultural lands. From educational farm tours to leisurely rural getaways, the emergent trend is challenging traditional notions of tourism by merging agriculture and tourism for sustainable development, bolstering local economies, and preserving the distinctive character of rural areas.

According to Straits Research, a renowned market research firm, the agritourism market is on an upward trajectory. With a 2021 market size of $45.395 billion and a projected growth rate of 13.4 percent from 2022 to 2030, the market is expected to hit $141 billion by the year 2030.

With agritourism emerging as a powerful tool for attracting and engaging youth in agriculture worldwide, Nigeria stands on the sidelines, forgoing a valuable opportunity to leverage tourism’s educational and recreational aspects with agricultural potential. While the rest of the globe embraces agritourism as a means to revitalise the agricultural sector and address unemployment, Nigeria continues to overlook this strategy.  It is therefore a no-brainer that without decisive action, Nigeria risks missing out on the transformative impact that agritourism could bring to both its youth and agricultural industry.

It is a known fact that tourists’ desires are dynamic, and as the tourism industry evolves, travelers increasingly crave immersive experiences that offer something new and authentic. Thus, agritourism is considered an avenue that meets this growing demand for genuine farm experiences, making it an untapped market with high potential in Nigeria. This is also a viable investment potential for Nigeria’s economic diversification as the worldwide trend towards agritourism reveals a window of opportunity for investors to tap into the changing tastes of modern travelers and capitalise on this innovative sector.

Not only does agritourism cater to the evolving demands of modern travelers, but it also presents a powerful tool for rural development. By bringing in visitors and investments, agritourism can promote the integration of urban and rural communities, stimulate the creation of vital infrastructure, and generate employment opportunities, all of which are essential elements of sustainable development.

Potential for Agritourism in Nigeria

Nigeria’s rich agricultural resources, diverse crops, and varied wildlife hold the potential to make it an agritourism hotspot, but the country is struggling to realise this potential. Despite the country’s natural endowments, agritourism projects are facing a plethora of challenges, including poor infrastructure  including poor road networks and inadequate water and power supply,

inadequate funding, insecurity, among others. These obstacles have hindered the growth of a sector that could play a pivotal role in rural development and economic expansion.

Analysts also observed that agritourism has yet to take root in the country, with only a handful of established farms and tourism companies offering agro-based experiences.

Despite the obstacles facing agritourism in Nigeria, there is still a growing optimism among analysts that the country’s rich agricultural heritage, diverse cultural landscapes, and traditional farming techniques create a wealth of opportunity for both domestic and international travelers seeking a unique and immersive experience. Furthermore, they contend that agritourism businesses could harness this potential to champion environmentally friendly practices and promote conservation efforts, tapping into the growing interest in sustainable agriculture and eco-conscious travel.

Aliyu Sabi Abdullahi, the minister of state for agriculture and food security, recently expressed his conviction that agritourism holds the promise to enhance Nigeria’s agricultural sector, drive investment, and improve food and nutrition security. Speaking  at the World Agritourism Day event in Abuja, themed “Food Security for All”, Abdullahi underscored agritourism’s potential as a vital contributor to the nation’s sustainable economic development and food sovereignty.

“It will benefit farmers ,who gain additional income, tourists who gain insights into agricultural activities relating to Agritourism ranging from farm tours and workshops to seasonal festivals and tastings of farm produced ,among others,” the minister noted.

Building on the potential of agritourism to transform Nigeria’s agricultural sector, Minister Abdullahi announced the formation of a national committee tasked with spearheading the growth and promotion of agritourism in Nigeria. This committee, he explained, is poised to design a robust framework and set standard operating guidelines to cultivate a thriving agribusiness ecosystem.

Kolawole Adeniji, CEO and founder of Niji Group, an agribusiness conglomerate, commended the virtues of a flourishing agritourism sector for Nigeria’s economy, emphasising its capacity to elevate the nation’s farmers.

Adeniji called on Nigerians to embrace the potential of agritourism, stressing that it offers a unique opportunity to showcase the country’s farms, traditional recipes, and cultural heritage. According to Adeniji, there is a growing demand for agritourism experiences, making it vital for Nigeria to collaborate and develop the industry to avoid missing out on a significant opportunity.

In 2023, the Federal Ministry of Agriculture and Food Security of Nigeria commenced the Nigerian Agritourism Village project, with the aim of boosting agricultural and tourism investment nationwide. The Ministry identified a 200-hectare location in Ibadan, Oyo State, as the project’s flagship site, signifying a commitment to making agritourism a cornerstone of Nigeria’s economic future.

Ernest Umakhihe, the permanent secretary of the Federal Ministry of Agriculture and Food Security, revealed the Nigerian Agritourism Village project in collaboration with the World Agritourism Organization and Bangladesh.

The launch of the Nigerian Agritourism Village Project, alongside the organisation of the International Agribusiness and Agritourism Forum, was hailed as a historic moment for the country’s agricultural sector, indicating a step forward in Nigeria’s quest to achieve food security, increase the value of agriculture,paving the way for a more prosperous and sustainable future.

Umakhihe, represented by Otokom Etoabasi, a director in the ministry, projected a flourishing future for Nigeria’s agricultural and tourism sectors, centered around the Nigerian Agritourism Village Project.

Trust Henry Ogboi,president of the World Agritourism Organisation, expressed a positive outlook for Nigeria’s agricultural sector despite ongoing security challenges in the country. Ogboi acknowledged the security issues facing the nation but reaffirmed the organisation’s commitment to fostering a secure environment for agribusiness through partnerships with relevant security agencies in Nigeria.

The Federal Ministry of Agriculture and Food Security approved the creation of the Nigerian Agritourism village  In 2017,with the first village launched in Oyo State in July 2023. The landmark project is expected to expand to all six geopolitical zones in Nigeria, reflecting the country’s commitment to transforming its agriculture and tourism sectors.