Destination Development and
Institutionalization Strategies
In the OIC Member Countries
112
Established in 2003 by the Federal Government of Nigeria under the Tourism Bureau Law, the Cross River
Tourism Bureau is responsible for promoting tourismwithin the state of Cross River to both international
and domestic tourists.
The Bureau acts as a regulator and active stakeholder in the development of tourism, conservation parks
and natural heritage sites in Cross River State.
USPs
Several features underscore the merits of Cross River State. The state has capitalized on key events, with the
annual Calabar Carnival and Calabar Festivals attracting over 400,000 visitors to the State according to the
Cross River TourismBureau.
Cross River State is also naturally and culturally endowed with idyllic scenery, such as Obudu Rattle Ranch,
Kwa Falls, Agbokim Water Falls, Ebom Ox Bow lake, and Cross River State National Park, as well and the
Mary Slessor Tomb.
The State has also developed attractive supra-structure assets, most notably the Tinapa resort, located in
the Calabar Free Zone.
In terms of key attractions, a survey conducted in 2014 found that Tinapa resort, and the Calabar Carnivals
and Festivals, were top attractions for visitors to the State.346
Product Life Cycle
Cross River State is at the involvement stage of the product development life cycle. While experiencing a
substantial growth in tourist arrivals following dedicated investment and support by the State, the
destination has a long way to develop, with much needed investment in infrastructure, and greater
involvement from private sector participants. 347
Figure 35: Cross River State – Destination Life Cycle
Source: DinarStandard Analysis
346 “Influence of Marketing Strategies on Tourists’ Choice of Destination Area in Cross River State, Nigeria”, Anim O. Ajake, American Journal
of Tourism Marketing, 2015
347 Interview with MD
Destination Lifecycle
Discovery /
Exploration
Involvement Consolidation Development Stagnation
Cross
River
State