Analysis of Ecotourism Marketing Strategies for Nigerian National Parks

Effective marketing of ecotourism products is essential for enhancing visitor numbers, generating conservation revenue, and raising public awareness of biodiversity values. This study analyzes the current ecotourism marketing strategies adopted by three Nigerian national parks, namely Yankari Game Reserve in Bauchi State, Cross River National Park in Cross River State, and Okomu National Park in Edo State, representing the North East, South South, and South West geopolitical zones respectively. Data were collected through structured interviews with park public relations staff, review of official websites and social media platforms, and surveys of 90 previous visitors recruited through digital channels. Marketing audit frameworks were adapted from tourism marketing literature to assess the parks' product differentiation, digital presence, visitor communication, and brand identity. Results reveal that all three parks maintain social media accounts with low posting frequency and minimal engagement analytics. Digital photography content is the most commonly shared material, with limited use of video, influencer engagement, or multilingual content targeting diaspora visitors. Brand identity is inconsistently applied across platforms. International marketing efforts are virtually absent for all three sites. The study recommends the development of dedicated digital marketing teams, strategic partnerships with Nigerian travel agencies, and investment in high-quality visual storytelling content featuring flagship wildlife species. Regional tourism marketing clusters linking adjacent protected areas are also proposed. Keywords: ecotourism marketing, national parks, digital marketing, Nigeria, conservation finance