Speaking during a guest appearance on the Difficult Conversation Africa podcast, Olapoju argued that the country’s vast cultural heritage and natural attractions remain largely invisible on the global tourism stage. He noted that Nigeria boasts a rich array of cultural festivals, historic landmarks, diverse landscapes, and distinctive culinary traditions, but these assets are not being effectively projected to international audiences.
Rather than attributing the sector’s underperformance solely to infrastructure deficits or policy inconsistencies, Olapoju pointed to a more fundamental challenge: weak narrative development and poor online documentation.
“Tourism today is driven as much by perception as by place,” he said, emphasizing that travelers increasingly rely on digital content to inform their decisions. “If people cannot find authentic stories, credible reviews, and lived experiences online, they simply won’t visit — no matter how attractive the destination is.”
He described storytelling as a critical form of economic infrastructure that builds trust and shapes global perceptions. According to him, destinations that invest in compelling narratives tend to reap tangible financial benefits.
“Successful destinations understand that stories create confidence. Confidence attracts visitors, and visitors attract investment,” Olapoju said.
He observed that Nigeria’s tourism image is often overshadowed by negative headlines or reduced to generic branding campaigns that fail to capture authentic, community-driven experiences. This, he suggested, leaves a vacuum where powerful local stories should exist.
Olapoju highlighted the role of digital platforms in reshaping the narrative. He cited ReviewIT, a platform he founded to crowdsource honest, user-generated reviews, as an example of how technology can democratize tourism storytelling and amplify real experiences.
“People trust people more than adverts,” he said. “A single honest review or well-told story can be more powerful than a large marketing budget.”
He also called on journalists, content creators, and media organizations to adopt more immersive, experience-led reporting approaches that present destinations as tangible and investment-ready.
“When places are properly documented, they become investable,” he added. “Stories translate culture into opportunity.”
To unlock the sector’s full potential, Olapoju advocated stronger collaboration among government agencies, tourism boards, private operators, media institutions, and host communities. Such partnerships, he said, are essential for building a more inclusive, sustainable, and globally competitive tourism ecosystem.
Industry observers note that as global tourism becomes increasingly influenced by digital discovery and peer recommendations, countries that fail to shape their own narratives risk being left behind — regardless of the richness of their attractions.