Influence of Tourism Marketing on Destination Competitiveness and Economic Development : Exploring Nigeria and Other African Countries

This study descriptively examined the effectiveness of tourism marketing on destination competitiveness and economic development of Nigeria and other African countries. The main objective of the study is to examine and compare the ratings on effectiveness of marketing for Nigeria and that of other African countries. A secondary data was collected on country’ marketing effectiveness, international tourist arrivals, contribution of tourism to GDP, employment and tourism exports receipts for Africa countries. Finding of this study shows that some countries in Africa are taking the issue of tourism marketing serious, as a result, have been able to attract significant number of international tourist arrivals, which has contributed immensely to their inbound receipts and GDP. Meanwhile, Nigeria’s performance shows lack of sustained commitment to tourism marketing and has adversely affected the number of international tourists’ arrivals, and its effect on inbound receipts and GDP