Tourism is the movement of tourists from one destination to another. It is the temporary, short term movement of people to destinations outside the place where they normally live or work and it includes the activities they indulge in at destination as well as the facilities and services specially created to meet their needs (Bernardhino& Laos, 2001). The movement can be within a tourist’s country or a foreign destination visit.
Globally, tourism plays fundamentally vital roles in economic development and environmental sustainability. Tourism activities create jobs for local residents, local traders and business receive a financial boost from tourist visits, more money is retained in the local economy and the natural environment; including monuments, artifacts, reserves, water, land and forest resources are protected and preserved (Kahn, Ming & Shao, 2011). It is in recognition of the unique potential inherent in tourism that countries, governments, communities and organizations around the world are advocating for sustainable tourism development and exploration (Gabby &Giffords, 2013). Nigeria is not left out of the league of nations with bountiful tourism potential. With its vast resources, Nigeria possesses all its requires to rank among the highest earning tourism-driven economies on the African continent, but unfortunately, over the past seven years, much of that vision is yet to be visualized (Kabiri& Musa, 2009). The same goes for Cross River State. Being one of the most tourism-conscious states in Nigeria, Cross River State is well known for its incredible strides in tourism development, which is why hundreds of tourists visit various destinations in Calabar annually, especially duringhundreds of tourists visit various destinations in Calabar annually, especially during the famous Calabar Carnival ceremony.
However, in order to sustain and ultimately improve this advantage and bring sustainable development to the tourism industry, there is an urgent need for planners and policy-makers of tourism destination to implement various marketing and non-marketing approaches. In support of this assertion, Robertson (2010) opines that to ultimately guarantee development of tourism in countries, there is much need for sustained government funding and attention, private sector participation and effective marketing. According to the foregoing marketing along other factors, is critical to sustainable tourism development.