Sustainable Tourism Development and Heritage Site Repositioning In Nigeria: A Decadal Assessment of Obudu Cattle Ranch

Abstract

Nigeria’s cultural heritage sites, including Obudu Cattle Ranch, possess strong tourism potential but face challenges such as poor infrastructure, limited government support, and weak community participation. This study assessed the sustainability and tourism development of Obudu Cattle Ranch over a 10-year period using a mixed-method cross-sectional design. Quantitative data from 100 respondents and qualitative interviews with staff and stakeholders revealed that 79% of visitors had tertiary education, 66% lived in urban areas, and 44% found the site memorable. However, 66% were dissatisfied with amenities, and only 21% noticed new development. Qualitative insights identified funding gaps, poor maintenance, and weak promotion as major barriers. The study concludes that sustainable repositioning of the ranch through improved infrastructure, enhanced service quality, community engagement, and policy reforms is crucial. Recommendations include off-season tourism promotion and the enforcement of environmental sustainability to unlock the site's full potential for long-term growth.