Published on
October 5, 2025
The Cross River State Tourism Bureau recently unveiled a dynamic and proactive short-term plan designed to significantly boost the tourism sector in the state, with a core focus on fostering collaboration with the private sector through an innovative Public-Private Partnership (PPP) model. This ambitious initiative is positioned to not only reinvigorate tourism activities but also to establish Cross River State as a premier destination that attracts tourists on a regional, national, and global scale.
Strategic Engagement with Private Sector Stakeholders
Central to the plan is the active engagement of key private sector stakeholders, such as hoteliers, tour operators, travel agencies, and restaurant owners. Dialogues and consultations with these groups are prioritized to gain comprehensive insights into their concerns and gather innovative ideas to enhance the tourism offering. Incentive structures are being designed for tour operators and travel agents who incorporate Cross River into their travel packages and succeed in attracting tourists. This approach is integral in rebuilding trust between the Bureau and the private sector, ensuring that collaborative efforts yield quick, tangible benefits for all parties involved.
Enhancing Existing Tourism Attractions and Services
The Bureau’s focus includes the revitalization and promotion of existing tourism attractions across Cross River State. This involves launching marketing campaigns that highlight cultural richness and natural beauty while ensuring the state’s tourism facilities are well-maintained and visitor-ready. Planned improvements include the regulation, licensing, and grading of tourism establishments to ensure quality and reliability in service delivery. New and upgraded tourism information centers are to be strategically positioned, offering visitors comprehensive information about attractions, accommodations, and activities, thereby enhancing the overall tourist experience.
Commitment to Sustainable and Responsible Tourism Practices
Sustainability stands as a cornerstone of the Bureau’s comprehensive plan. The intent is to promote responsible tourism that safeguards the state’s natural and cultural heritage while delivering economic benefits. Training programs, developed in partnership with the private sector, aim to enhance service quality and embed sustainable practices throughout the tourism industry. Additionally, local influencers and celebrities will play a vital role as tourism ambassadors to elevate the state’s profile both within Nigeria and internationally.
Leveraging Festivals and Cultural Events
Cross River’s renowned festivals and carnivals, including the notable Calabar Festival, are identified as significant drivers for tourism growth. The Bureau plans to deepen partnerships with festival organizers to optimize these events as focal points for attracting visitors, thereby creating opportunities for increased private sector participation. Special promotional campaigns with discounts and other incentives are part of the short-term marketing strategy to boost attendance and engagement during these festive seasons.
Complementing these efforts, investment promotion forums and conferences are to be organized, targeting private sector investment in tourism infrastructure and services. The state government’s substantial financial commitments, including an ₦18 billion Sustainable Tourism Transformation initiative, aim to upgrade key destinations such as the Ranch Resort, Kwa Falls, Marina Resort, and Tinapa Business and Leisure Resort. Upgrades to the Amber Tinapa Hotel and Studio Tinapa, along with plans for a new Pier Harbour, are poised to enhance the tourism infrastructure significantly, offering varied and appealing experiences for visitors.
Cultural Immersion and Local Economy Boost
One of the exciting new initiatives is the launch of “Experience Calabar Tours,” an innovative program designed to immerse tourists in the rich cultural tapestry of Cross River. Visitors will engage with local traditions, cuisine, and arts, creating authentic experiences that highlight the state’s unique identity. The establishment of a Heritage Market for Arts and Crafts will serve as a platform for local artisans to showcase and sell their works, supporting economic development while celebrating cultural heritage.
A Vision Aligned with Leadership Commitment
This revitalization plan closely aligns with the vision of the current state leadership, particularly under Governor Prince Bassey Otu, who prioritizes economic growth through tourism development. The Bureau’s Managing Director, Mr. Ojoi Ekpenyong, expressed gratitude for the opportunity to lead the initiative, emphasizing the intention to create a sustainable tourism ecosystem that benefits both residents and visitors.
Conclusion
The comprehensive tourism development strategy in Cross River State aims to rejuvenate the industry through a well-structured approach focused on private sector collaboration, sustainable practices, cultural promotion, infrastructure enhancements, and targeted marketing. This multi-pronged plan seeks to position Cross River as a top-tier tourism destination, increasing visitor numbers and economic revenue while fostering a resilient, sustainable industry that benefits local communities and the broader economy.
At the core of this strategy is active engagement with private stakeholders such as hotel operators, tour companies, and local businesses. This collaboration encourages investment and innovation, ensuring the tourism offerings remain attractive and competitive. Alongside this, the strategy emphasizes the importance of adopting sustainable tourism practices that conserve the natural environment and cultural heritage. Initiatives include responsible management of natural attractions, eco-friendly infrastructure, and community participation in tourism activities, helping to protect the state’s rich biodiversity and cultural assets for future generations.
