The Managing Director of the Cross River State Tourism Bureau, Mr. John Atsu, has expressed optimism that the state’s tourism sector is poised for significant growth following strategic engagements and partnership arrangements reached during Nigeria’s participation at the 2026 World Travel Market (WTM) in London.
Atsu made this known on the sidelines of the international tourism exhibition, held from November 3 to 5 at ExCeL London, where he met with the Director-General of the Nigerian Tourism Development Authority (NTDA), Dr. Olayiwola Awakan, alongside other key players in the global tourism industry.
A major highlight of the engagement was a strategic meeting between Atsu and the NTDA Director-General to explore practical ways of expanding Cross River State’s tourism landscape and strengthening collaboration between the state and the Federal Government.
The discussions focused on advancing the Destination Cross River brand through increased investment opportunities, destination marketing, strategic partnerships and infrastructure development. Both parties expressed their commitment to deepening cooperation and translating the outcomes of the London engagement into tangible results within the shortest possible time.
Speaking on the significance of the development, Atsu said he was particularly encouraged by the growing international recognition of Cross River State as a leading tourism destination in Nigeria.
He noted that the state’s increasing visibility on the global tourism calendar, particularly around its annual peak tourism season, reflected the deliberate efforts of Governor Bassey Otu to reposition the sector and harness its enormous economic potential.
Atsu further disclosed that the NTDA Director-General had indicated his readiness to undertake a working visit to Cross River State to advance the discussions and accelerate the implementation of agreed areas of collaboration.
Nigeria’s participation at WTM London 2026, led by the NTDA, marked a significant return to one of the world’s foremost travel and tourism exhibitions after more than a decade of inconsistent representation. The country featured a dedicated Nigeria Pavilion, showcasing its rich cultural heritage and diverse tourism offerings to the international market.
One of the standout moments was a cultural performance by Dr. Awakan, popularly known as the ‘Drummer DG’, who captivated visitors with a talking drum presentation that highlighted Nigeria’s cultural identity.
The Nigerian delegation also held a series of strategic engagements with international tour operators, airlines, hospitality groups and prospective investors, promoting opportunities across the country’s MICE, eco-tourism, cultural tourism, beach tourism and creative economy sectors.
Commending Nigeria’s participation, the President of the National Association of Nigeria Travel Agencies (NANTA), Dr. Yinka Folami, described the outing as ‘historic and dignified’. He also acknowledged the NTDA Director-General’s approach to tourism promotion, citing his storytelling, collaboration and innovation, which reportedly earned commendation from President Bola Ahmed Tinubu during his first year in office.
Atsu expressed confidence that the renewed partnership between the Cross River State Tourism Bureau and the NTDA would yield meaningful benefits for the state’s tourism ecosystem, enhance its international visibility and attract strategic investments ahead of the forthcoming peak tourism season.
