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The Lagos State Government is stepping up efforts to turn the state’s lesser known attractions and everyday experiences into tourism products capable of drawing visitors from across Nigeria and around the world.
Eko Hot Blog reports that the state’s Special Adviser on Tourism, Arts and Culture, Idris Aregbe, and Canada’s Deputy High Commissioner to Nigeria, Carlos Rojas Arbulú, made the call at a stakeholder meeting with representatives of local governments and grassroots communities in Lagos.
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The meeting, tagged ‘Experience The Best of Lagos,’ was held in the Victoria Island area as the state prepares to use the 2026 ember season to attract more visitors and grow its tourism economy.
Aregbe said the government was focused on creating an environment where tourism, arts and culture could flourish while identifying, developing and promoting attractions across Lagos.
He noted that the state’s 20 local governments and 37 Local Council Development Areas provide a strong grassroots network for discovering tourism sites that could otherwise remain overlooked.
According to him, places that residents have become accustomed to seeing as ordinary could become major tourist attractions if they are properly developed, packaged and marketed.
Aregbe urged local government authorities to identify tourism opportunities within their communities and collaborate with the state government to turn them into experiences that visitors would want to explore.
He said Lagos was determined to make the state a destination that tourists would want to visit throughout the year, rather than only during major festive periods.
The Special Adviser also challenged stakeholders to ensure visitors have reasons to extend their stay and return to Lagos.
“We need to make the 2026 ember season the beginning of a massive turnaround in the country, particularly Lagos tourism,” he said.
“We must be able to hold the tourists and give them an unforgettable experience that will make them either spend more days than expected or tick Lagos for their next tourism destination for the next season.”
The Canadian envoy backed the initiative, saying Lagos had enormous tourism value that could generate greater economic returns if its attractions were better packaged for international audiences.
Drawing from his experience of living in Lagos for 2 years, Rojas Arbulú described his experience of the city and Nigeria as “transformational.”
He said experiences that Lagos residents often consider normal could be exciting discoveries for international visitors if properly presented as tourism products.
“It’s understanding that you hold value; you have to find a way to package it in a way that speaks to that international visitor,” he said.
Rojas Arbulú also called for greater coordination and structure within the tourism sector, noting that international visitors are more likely to pay for experiences that are organised and professionally presented.
He placed particular emphasis on storytelling, saying Lagos and Nigeria need to tell more positive stories about what the country has to offer.
According to him, international perceptions of Nigeria have often been shaped by negative reports, leaving many people unaware of the country’s vibrant culture, creativity and entrepreneurial spirit.
He highlighted Afrobeats, Nigerian food, fashion and entrepreneurship as examples of experiences that could create emotional connections with international visitors and present a different image of the country.
The envoy described Lagos as “a whole world to be discovered,” adding that the state had the talent and diversity of experiences needed to attract tourists.
He also pledged to encourage more Canadians to develop a more positive view of Nigeria, expressing optimism that stronger links between Lagos and Toronto could create new opportunities in tourism, investment and wider economic cooperation.
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