Is the ancient city of Benin Kingdom a preferred tourist location? A qualitative-based study to achieving sustainable development Goal 11

Studies on preferred tourist locations focus on developed countries and selected Asian cities. Many African cities like the Ancient City of Benin Kingdom (ACBK) have been grossly under-researched in global extant literature regarding preferred tourist locations and how they may improve achieving Sustainable Development Goal 11 (Goal 11). Thus, this study examines the attributes of a tourist location. Also, it investigates perceived barriers facing the ancient city and suggests measures to improve achieving the ACBK as a tourist location and, by extension, improve achieving Sustainable Development Goal 11 in Nigeria. The study adopted qualitative research and collected primary data via face-to-face interviews and observations of tourist locations. A convenient sampling technique was used to select 30 knowledgeable participants. The researchers analysed the collected data manually. Findings reveal nature destinations (historical/archaeological), natural attractions, ecotourism/wildlife, landform areas, prompt quality services, basic amenities/infrastructure, mangrove forests, and safety/security as the attributes of a global tourist location. Findings show that the sustenance of these attributes will improve achieving Goal 11. Also, the findings identified the barriers and recommended measures to mitigate them and, by extension, promote ACBK as a preferred tourist location and improve achieving Goal 11. This study reawakens the need for all-inclusive tourism planning management and marketing in developing countries.