The role of travel consultants in promoting sites of tragedy

Introduction

For many, exploring locations associated with dark stories is a medium to have fun, particularly for those who regard ancient histories as myths. While a handful of individuals are in the camp of doubt, many also believe that adventuring in these dark locations is an opportunity to update history and increase chances for cultural and geographical awareness. Exploring sites with narratives tied around death, tragedy, and disaster is the sole aim of dark tourism. This kind of tourism has gained significant traction in the travel industry, where Future Market Insights of 2024 projects that the dark tourism market will grow from $31.89 billion in 2023 to $40.82 billion by 2034 at a CAGR of 2.5 percent. While this market is presently thriving, fostering historical awareness and education, many question the ethical standing of the act, considering that it celebrates human suffering. In this article, the travel ethical dilemma would be unravelled, whether travel consultants should market tragedy sites by evaluating the ethical, economic, and cultural implications, using Nigerian case studies to highlight the balance required.

Understanding dark tourism

Dark tourism in literal terms can be defined as the act of visiting places where significant historical tragedies have occurred. These places are often scary and tragic, and some typical examples include Auschwitz (Poland), Hiroshima Peace Memorial (Japan), and Ground Zero (USA). In Nigeria, popular sites include the Ogbunike Caves, which have links to the Nigerian Civil War; the Lekki Toll Gate—a location of the 2020 EndSARS protests where it is said that peaceful protesters were shot; the Odi Massacre Site (Bayelsa State), where rear area operations in 1999 resulted in major loss of life; and the National War Museum in Umuahia, where items from the Nigerian Civil War are preserved.

These sites entice people for cultural understanding, social reflection, and historical instruction, hence presenting travel advisors with the possibility to either responsibly market them or avoid them for ethical reasons.

Honouring the victims and survivors

One of the most significant ethical issues is whether turning tragedy into a marketing opportunity contributes to commodifying the suffering. The Odi Church Massacre Site, Bayelsa State, after the military massacre that left many dead, is tragic. It only raises moral questions to explore places like that without the participation of the affected communities; turning such sites into tourist attractions could come off as profiting off pain rather than preserving history.

Cultural sensitivity: Dark tourism is viewed differently by different cultures. In some African societies, it is taboo to talk about death and tragedy in public. In fact, the Zaki Biam Massacre location in Benue State may not attract much patronage due to the fact that communities will not want to expose their sorrowful history to tourism even when they themselves are survivors. For instance, a study of dark tourism in sub-Saharan Africa stresses the importance of comprehensive ESG (environmental, social, and governance) certificates (Emerald, 2024), whose success can depend on cultural fit.

Authenticity vs. Exploitation: Although historical tourism promotes education, many sites are also at risk of becoming sensationalised attractions. Vietnam’s Cu Chi Tunnels, for example, a war site, now include shooting ranges that undermine the site’s historical relevance. If Nigerian heritage sites like the Lekki Toll Gate were to be commercialised without adequate historical context, they could end up being more exploitative than educational.

Economic and social impact

Dark tourism advantages: Economic Boost—Dark tourism can be much more than just local businesses, hotels, and transport services. Every year millions of tourists flock to the Hiroshima Peace Memorial Park, which constitutes a great portion of income for the whole country. The caves of Ogbunike and the National War Museum can, as they are called, be ethically promoted to generate income for communities in Nigeria.
Historical Education—The Kigali Genocide Memorial in Rwanda preserves that collective memory that is national. Given formal recognition, the Lekki Toll Gate could serve as an education point on civil rights in Nigeria.

Disadvantages of dark tourism: Over-commercialisation—The commercialisation of tragic sites becomes a means of dilution of their historical value. For example, the Titanic Museum at Belfast has been blamed for developing a tragedy into a theme park experience. If sites like the Odi Massacre Site were profit-orientated, they would eventually lose their historical depth.
Emotional disturbance: The families of victims might be seen as trivialising their suffering by converting a painful history into a tourist attraction. Tours to Lekki Toll Gate might be opposed by survivors of the EndSARS protests if not appropriately handled.

Finding the balance: Best practices for ethical promotion

Travel consultants should really think about presenting dark tourism as a chance to learn rather than just a form of entertainment. It’s important that these tours are led by knowledgeable experts or historians. A great example of this is Rwanda’s approach to the Kigali Genocide Memorial. Likewise, Nigeria could showcase the National War Museum as a place for education instead of just a tourist spot.

When it comes to responsible tourism practices, travel consultants should promote respectful behaviour at sites of tragedy. The Auschwitz-Birkenau Memorial and Museum has set a good example by providing visitor guidelines to help maintain a respectful atmosphere. Nigeria could adopt similar ethical standards at places like the Lekki Toll Gate, making sure that visitors interact with the site in a considerate way.

It is also very crucial that survivors and local communities have a say in the decision-making process. In Rwanda, genocide survivors play a key role in curating museum exhibits, which helps ensure that the history is presented accurately. If dark tourism sites in Nigeria, like Odi or Lekki Toll Gate, were developed with input from survivors, the stories told would be much more genuine and ethically sound.

Should travel consultants market tragedy sites?

Yes, but with ethical responsibility such that travel consultants constantly seek to advocate for dark tourism in alignment with moral grounds. Profit should not be the main objective; education and historical preservation should. However, the answer would be no if there is a chance of exploitation. Tragic locations turn into commercial spectacles if they are promoted without regard for the victims. Cultural sensitivity, historical accuracy, and community involvement must be given top priority in marketing.

Conclusion

The debate over whether travel consultants should promote sites of tragedy isn’t entirely conclusive. On one hand, dark tourism can serve to educate people, preserve important historical narratives, and even help local economies. On the other hand, it raises some serious ethical questions. The trick is finding the right balance—these sites need to be marketed in a way that is responsible, respectful, and involves the communities that have been affected.

Nigeria has a real opportunity to create a dark tourism industry that is ethical and thoughtful. By taking cues from successful global examples and being mindful of cultural sensitivities, travel consultants can showcase these sites in a way that honours the past instead of taking advantage of it.

Michael Ajassi is an accomplished business executive with nearly a decade of experience in Travel Business Management. He has a proven track record of driving long-term growth and profitability through robust training programs and sound financial strategies.