Travel/Tourism
Boosting Local & International Patronage for Indigenous Tourist Sites Through Entertainment Industry
By Olukayode Kolawole
The Nigerian entertainment industry is growing at an unstoppable rate. We unarguably have the best talents in the whole of Africa; limiting us to the shores of Nigeria is a disservice. In no time, our entertainers will start earning as much as – if not more than – their counterparts in developed countries. At least, that’s the dream and it’s work in progress.
In the nearest future, we will hear Omotola Jalade-Ekeinde, Genevieve Nnaji, Richard Mofe-Damijo and the likes gulp billions of nairas each year.
It’s funny how we don’t even get to know how much these entertainers earn every year from movies roles. We deserve to know; we’re the fans after all. Is it not all possible to have platforms created to provide us with reliable data, not speculations, on how much each artiste earns in a year? Well, that’s something I would like to write about some other time.
Nollywood and the music industry have grown together in the last couple of years like Siamese twins. We have recorded more movie exports than all the African countries put together. Our music acts have become the most-sought-after for collaborations here and there. Concerts in most African countries cannot be said to be enjoyed without a Nigerian act in attendance, more often than not as the headline artiste. Every single day, new acts are cropping up with ‘gbedu wey dey burst brain’ (irresistible beats) being produced by equally talented producers and lasers. The contributions of Nollywood and our music industry (how come no one has come up with a befitting nomenclature for the music industry?) to Nigeria’s GDP are indeed commendable. By 2019, the industry is estimated to have the potential to gross in US$8.1 billion. If only the government could provide additional support to tackle some of the recurring challenges in the sector, more revenue can be squeezed out and our economy will stand at a vantage position.
Worthy of note is our creative arts industry. The illustrators, artists, designers, cartoonists and so on. For the purpose of this article, I will refer to them as second-level entertainers. No intention to derogate or minimize their arts. In fact, I appreciate all kinds of creative works. These categories of professionals are also entertainers. They entertain us with their respective works of arts. And truly, Nigerians have an impeccable hunger for these creative outputs. It’s a bit shocking why these second-level entertainers do not get as much recognition as their counterparts. While I understand there is an urgent need to promote these kinds of arts, it’s also important for the players to carry one another along by way of lending helping hands and more importantly through word of mouth.
If our entertainment industry wields such an enviable influence and it’s at the heart of everything in Africa, then we need to saddle the players in the industry with weightier responsibilities. After all, to whom much is given, much is expected. Besides, the task of growing our economy is a collective responsibility because either directly or indirectly, we all milk from the economy. And at the moment, the cow has grown surprisingly lean, with barely enough milk. Whose fault is it that we’ve fed the cow with just grass? Whose fault is it that now that the pasture isn’t as green as it used to, the cow can’t even feed well, talk less of generating enough milk for others to consume? The cow shall regain its weight. Its nutrients shall return. There shall soon be milk for all, enough to go round. But only when it starts to consume a lot more than just grass. Thankfully, all hands are on deck to ensure this anticipated lot befalls the cow.
More than anyone else, our entertainers have a lot to do to attract more people to our tourist sites. These sites have enormous potentials to generate more revenue than the current statistics indicate. Our entertainers are like our mirrors to the world. Granted, they have done well in portraying to the entire world the diversity in our cultures, lifestyles and ethnicity. Through our films and music videos, the world now knows us well now. What about promoting our tourist sites through these means? How about taking deliberate measures to shoot some of their music videos at these sites? It’s not every time we should be portraying sex appeals, let’s incorporate the storyline to include the promotion of our numerous tourist sites. Let me put this in proper context: an average music video from any of our tier A artistes, such as Olamide, Davido, Yemi Alade, Omawunmi, Waje will get over a million YouTube views from across the world. Imagine if such a video was shot in any of these tourist sites! Over a million people worldwide will see and appreciate what we have and probably decide to visit!
Docudramas can also be very instrumental. Nollywood scripts should start accommodating the inclusion of these sites into its production. In addition to using the sites as set locations, storylines should also be developed within this line. No doubt, I understand the financial restraint this might pose. It is especially important for movie producers to seek for partnerships with government agencies. I do not think the Mbanefo-led Nigeria Tourism Development Corporation (NTDC) will refrain from supporting any work of art that seeks to promote tourism in Nigeria. I think our movie producers also need to get creative about sourcing for funds. There are a number of private organisations that are willing to put their money down to support such projects. Those who can’t commit to the project with funds can provide non-monetary supports such as manpower development (directing), free hotel rooms for the cast & crew, provision of state-of-the-art equipment and many more.
The role of government in making this recommendation witness the first sun cannot be over emphasized. An enabling environment has to be created and maintained. Access to funds, grants and loans needs to be improved. Government needs to facilitate or subsidize access to international trainings. I still believe there are a lot we can achieve with public-private partnerships. Much to our surprise, the abandoned stone might eventually become our cornerstone.
Olukayode Kolawole is the Head of PR & Marketing at Jumia Travel NG.
By Modupe Gbadeyanka
To strengthen African trade and diaspora connections, one of the leading airlines in Nigeria, Air Peace, partnered with the Africa Diaspora Investment Network Alliance (ADINA) for its summit held in Ghana on December 27, 2024.
The airline operator said it backed the event to solidify its commitment to fostering stronger ties between Africa and its global diaspora.
The programme facilitated conversations around trade, investment, and economic empowerment, positioning the diaspora as a significant force for Africa’s economic transformation.
At the summit held at the Kempinski Gold Coast City Hotel in Accra, the Head of Sales and Business Development at Air Peace, Mr Davids Odeyemi, emphasized the airline’s mission to connect Africa and its diaspora.
He highlighted Air Peace’s extensive network, which offers seamless travel solutions for diasporans seeking to reconnect with their roots, explore their heritage, and invest in Africa’s burgeoning markets.
Mr Odeyemi also reaffirmed the airline’s role as a driver of intra-African trade, enhancing connectivity to enable the movement of goods, services, and people, thereby creating jobs and fostering economic growth.
Air Peace’s partnership with the ADINA Summit also aligns with its broader commitment to promoting tourism and showcasing Africa’s rich cultural heritage. The airline’s continuous investment in a modern fleet underscores its determination to provide a world-class travel experience, reinforcing its position as a catalyst for African development.
The programme underscored the critical role of diaspora remittances in bolstering local economies, with discussions focusing on the potential of the diaspora to surpass traditional foreign direct investments.
Air Peace, through this partnership, gained access to a high-level network of African and diaspora leaders, creating opportunities to connect with talent, clients, and collaborators while amplifying its branding and marketing initiatives.
By actively participating in the ADINA Summit 2024, Air Peace reaffirmed its dedication to shaping the continent’s future. This partnership exemplifies the airline’s leadership in African aviation and its unwavering commitment to driving progress across the continent. Together with ADINA, Air Peace is helping to unlock Africa’s economic potential and strengthen its global connections.
By Dipo Olowookere
The Enugu Christmas Village has been commissioned by the Minister of Arts, Tourism, Culture, and the Creative Economy, Ms Hanatu Musawa; and the Governor of Enugu State, Mr Peter Mba.
This development officially kicked off the holiday season in the state, giving residents and others from across Nigeria and outside the opportunity to relax in an atmosphere of love, positioning Enugu as a key destination for cultural and holiday tourism.
Facilitated by Omu Resort, a leading tourism promoter in Africa, the Enugu Christmas Village is set to become the heartbeat of holiday celebrations in the state.
The company has already organised a 25-day festival at the village designed to attract residents, visitors, and dignitaries from across the region.
With its vibrant atmosphere and festive attractions, the Enugu Christmas Village boasts an array of attractions such as a waterpark, roller skating, archery, amusement rides, and much more.
At its centre is a breathtaking display of 500,000 Christmas lights, illuminating the village in a magical glow that promises to captivate visitors of all ages.
The festival goes beyond the lights and rides, offering a rich tapestry of events that celebrate the state’s cultural heritage.
Highlights include Afrobeat Concert, Praise Night, Highlife Concert Street Carnival, Cultural Parade and a Grand Fireworks Show.
One of the most anticipated moments is the Santa Street Storm, where over 100 Santa Claus figures riding tricycles will parade through the streets, distributing gifts to orphanages and the less privileged, spreading joy and goodwill.
Running from December 7 to December 31, 2024, the Enugu Christmas Festival is more than just a celebration of the holiday season. It underscores the state’s cultural vibrancy and its potential as a leading tourist destination.
The festival offers a unique opportunity for families and friends to come together, celebrate, and unwind in a festive atmosphere. It is also expected to fosters unity and showcases the rich cultural heritage of Enugu State, while promoting arts, tourism, and community well-being.
By Aduragbemi Omiyale
One of the leading airline operators, Emirates Airline, has officially unveiled its first Airbus A350-900 at an exclusive event showcase in Dubai attended by aerospace partners, government officials and dignitaries, members of the media, as well as aviation enthusiasts.
The Emirates A350 features three spacious cabin classes, accommodating 312 passengers in 32 next-generation Business Class lie-flat seats, 21 Premium Economy seats and 259 generously pitched Economy Class seats.
The latest onboard products reflect the airline’s commitment to delivering a premium passenger experience while optimising operational efficiency. The Emirates A350 is the first new aircraft type to join Emirates’ fleet since 2008.
Apart from its newly delivered A350, Emirates operates two other aircraft types around the world to 140 destinations – the widebody Boeing 777 aircraft and the iconic ‘double decker’ Airbus A380 aircraft.
The A350’s introduction will enable Emirates to expand into new destinations globally, including mid-sized airports unsuited for larger aircraft. The Emirates A350 will be delivered in two versions – one for regional routes and one for ultra long-haul routes.
The Emirates A350 takes technology to another level. Customers can now adjust their electric window blinds at the touch of a button.
The aerBlade dual blind system will feature in Business and Premium Economy Class offering two shaded options, and the aerBlade single blind systems will make a debut in Economy Class, with all blinds showing the Emirates Ghaf tree motif when closed.
Business Class on the Emirates A350 will feature 32 luxurious leather ‘S Lounge seats’, inspired by the Mercedes S Class for an exceptional travel experience. The A350 aircraft will feature brand new additions of wireless charging on the side cocktail table in Business Class, and in-seat lighting controls with 5 streams of light. The 1-2-1 seat configuration in the A350 Business Class ensures a very private, exclusive experience.
Speaking at the event, the chairman of Emirates Airline, Mr Ahmed bin Saeed Al Maktoum, said, “Today is an exciting milestone for Emirates as we showcase our first A350 and usher in a new era for our fleet and network growth.
“This aircraft sets the stage for Emirates to spread its wings farther by offering added range, efficiency and flexibility to our network, enabling us to meet customer demand in new markets and unlock new opportunities in the cities that we serve.
“Onboard, our updated interiors and seating configurations will help us deliver a more elevated and comfortable experience to travellers across every cabin class.
“The 65 Emirates A350s joining our fleet in the coming years fit into the airline’s broader plans to support our visionary leadership’s Dubai’s D33 Strategy, which will transform the city into a pivotal hub in the global economy by expanding its connectivity and reach.”
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