Cross River State, often celebrated for its lush landscapes and vibrant cultural traditions, is making bold moves to redefine its place on the global tourism map. The Cross River State Tourism Bureau has unveiled a short-term revitalization plan, blending private sector partnerships, sustainability, and cultural promotion to elevate the region into a premier destination. This strategy aims to drive economic growth while ensuring that tourism development benefits both local communities and visitors.
At the heart of this initiative lies a strong public-private partnership (PPP) model, designed to unify the efforts of government institutions with local businesses, hoteliers, and travel operators. By bridging the gap between public policy and private innovation, Cross River is positioning itself to attract more regional, national, and international tourists.
Partnering with the Private Sector
The new plan places significant emphasis on engaging private sector stakeholders, including hotels, tour operators, restaurants, and travel agencies. By consulting directly with these groups, the Tourism Bureau aims to gain practical insights into market needs while offering incentives to those who actively promote Cross River in their packages.
For tour companies and agents who successfully attract visitors to the state, reward schemes are being developed to build momentum and trust. This collaborative spirit highlights the government’s intent to ensure quick, tangible results while creating a stronger tourism ecosystem that benefits all players involved.
Enhancing Attractions and Tourist Services
Cross River’s tourism treasures—from its pristine beaches to its scenic waterfalls and mountain resorts—form the backbone of the new strategy. The Bureau has committed to revitalizing existing attractions through infrastructure upgrades, stronger regulation, and improved service standards.
Tourism establishments will undergo stricter licensing and grading, ensuring quality and reliability for guests. Additionally, new information centers will be strategically located across the state to provide visitors with guidance on attractions, accommodations, and activities. The goal is to offer a seamless and informative experience for every traveler.
A Commitment to Sustainability
Sustainability is at the core of Cross River’s tourism revival. The Bureau’s plan incorporates eco-friendly practices designed to protect both cultural and natural resources. Training programs in partnership with local businesses will help industry workers adopt green practices, reduce environmental footprints, and prioritize conservation.
In line with Nigeria’s broader sustainability goals, tourism ambassadors—ranging from influencers to cultural icons—will play a pivotal role in raising awareness. This ensures Cross River’s profile grows while promoting responsible travel that safeguards its unique biodiversity and heritage.
Cultural Festivals as a Driver of Growth
Few destinations in Africa rival Cross River when it comes to festivals. The internationally renowned Calabar Festival, Africa’s biggest street party, remains a focal point for the state’s tourism agenda. By deepening collaboration with festival organizers, the Bureau aims to transform cultural events into even more powerful drivers of visitor numbers.
Promotional campaigns will roll out ahead of festival seasons, offering travel discounts and other incentives to boost participation. Beyond Calabar, smaller festivals highlighting local arts, music, and traditions are also being positioned as opportunities to celebrate diversity while attracting domestic and foreign tourists.
Infrastructure and Investment
Recognizing the importance of robust infrastructure, the state government has earmarked ₦18 billion for the Sustainable Tourism Transformation initiative. This investment covers upgrades to iconic destinations including Ranch Resort, Kwa Falls, Marina Resort, and Tinapa Business and Leisure Resort.
The Amber Tinapa Hotel and Studio Tinapa are also set for renovations, while plans for a modern Pier Harbour signal new opportunities for waterfront tourism. These investments, combined with targeted private sector involvement, are expected to dramatically improve visitor experiences while boosting the state’s global competitiveness.
Authentic Cultural Experiences
Cross River is also preparing to launch “Experience Calabar Tours,” a program designed to immerse visitors in local life. From sampling traditional cuisine to exploring heritage art markets, these experiences will highlight the cultural richness of the region.
The creation of a Heritage Market for Arts and Crafts will provide a platform for artisans to showcase their talent while offering tourists the chance to take home authentic souvenirs. This not only enhances the visitor experience but also supports local businesses and fosters economic inclusion.
A Vision Anchored in Leadership
Governor Prince Bassey Otu has underscored tourism as a priority for Cross River’s economic diversification. Under his leadership, the Bureau, headed by Managing Director Mr. Ojoi Ekpenyong, is tasked with creating a sustainable ecosystem that balances growth with responsibility. Ekpenyong has emphasized his gratitude for the mandate to lead the initiative and his determination to make Cross River a recognized tourism hub in West Africa.
Conclusion: Building a Sustainable Tourism Future
The revitalization of tourism in Cross River is more than a short-term strategy—it is a blueprint for sustainable growth. By uniting the government, private sector, and local communities, the state is laying the foundation for a resilient tourism economy that protects heritage while embracing innovation.
From eco-conscious practices and cultural festivals to major infrastructure investments, Cross River is taking a multi-pronged approach that ensures long-term benefits for residents and visitors alike. For travelers, this means richer cultural experiences, improved services, and access to some of Nigeria’s most breathtaking natural and cultural landmarks.
As Cross River’s ambitious plan unfolds, the state is not just revitalizing tourism—it is setting new standards for how destinations can balance development, sustainability, and cultural pride.
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