Showbiz
How Nigeria’s Hospitality Industry Can Leverage Entertainment Sector
By Adeniyi Ogunfowoke
Hospitality has so many branches which include but not limited to music and film. To present a total hospitality package to tourists and visitors, these two must be aligned.
In Nigeria, you can arguably posit that there is yet to be a synergy between the hospitality and entertainment industry. This is a minus for both industries because the country is losing out from a major revenue loop. Although both sectors can exist independently, it will do the economy a whole lot of good if they synergise.
Let’s give more credence to this. According to Nigeria’s Hospitality Report, Travel and Tourism was directly responsible for 1.9% (N2.3 billion in actual numbers) of the country’s total GDP in 2017.
Meanwhile, a report in the Vanguard Newspaper reveals that the entertainment and creative sector contributed 2.3 per cent which was approximately N239 billion to the nation’s Gross Domestic Product, GDP in 2016. Definitely, the numbers would have increased in 2017.
You can only imagine how much the Nigerian government will earn if both industries are synergised. In fact, more than the above-referenced figures can be earned if the government and stakeholders explore the endless gains of the hospitality and entertainment industry.
Nigeria’s Entertainment Industry
The entertainment industry has grown by leaps and bounds. Unlike in the past when Nigerians have the knack for foreign films and music, the opposite is the case now. They have embraced Nigerian films and music. The likes of Rita Dominic, Genevieve Nnaji, Pete Edochie, Funke Akindele, Wizkid, Olamide, and Davido et al are known all over the world including African countries. They are also celebrated in the country. Hence, they are ‘tools’ that can be used to push the Nigerian hospitality industry.
Interestingly, the government has recognised that the creative industry has a huge goldmine and has supported the industry with several grants.
In 2013, the government then established N200 billion (or about $1.2 billion) intervention fund for the entertainment industry. Last year, the federal government again supported the Nigerian film industry with N420m grant.
The government support has largely boosted the entertainment industry. You can observe this in the quality of videos and songs emerging from the country.
The Hospitality industry
There has really been no reported grant or fund for the hospitality industry unlike what is happening in entertainment. This is probably why the industry is laid back.
When you talk about hospitality in Nigeria, we mostly look at it from the perspective of hotels and tourist attractions-which need government attention. It is beyond this. There is food, flight, festivals, culture, film, music and much more.
The industry has infinite opportunities that only being explored by a few stakeholders and government interest is limited.
Again, quoting the Nigeria Hospitality report, the number of direct jobs created by the sector peaked at 1.2 million compared to 651,000 in 2016 (1.6%), that’s 1.8% of total employment in the country. This is estimated to rise by 4.7% by end of 2018 to approximately 1.3 million jobs (1.8% of total employment). If the government could invest in the hospitality industry, these figures will definitely increase.
How the hospitality industry can leverage the entertainment sector
Since entertainment is getting more attention from the government, it can be said that the hospitality industry will have to leverage on entertainment for the purpose of business and earn more revenue.
This said it is not rocket science to synergise both sectors to earn more revenue.
Artistes and producers must recognise that there are beautiful, pleasant and awesome Nigerian destinations where they can shoot their videos. For example, we have the Obudu Cattle Ranch, the Kajuru Castle, Olumirin Waterfalls and a host of others. They do not need to visit South Africa or Dubai to shoot their movies. The more these destinations get celebrity endorsements, the more Nigerians will be interested in checking out these destinations and of course, these destinations can earn more revenue.
Furthermore, hospitality stakeholders should partner with artists so that they can endorse their hospitality spots. They do not need to pay the artists cash but they can compensate them in kind. For example, whenever, they have shows or performances, they can provide a certain number of rooms to the artistes and his backroom staff. This will translate to more bookings for the hotel.
Finally, the Nigerian tourist spots need dire attention. So, these artists can organise shows and performances at these spots. The more performances at these tourists attractions, the more they feature prominently in the media. Since the media sets the agenda, the condition of these destinations will be known to the government. They can now, in turn, develop these destinations.
Conclusion
Entertainment and Hospitality can contribute more than it is currently doing to Nigeria’s Gross Domestic Product. That is if it is synergised. The government have a key role to play. They have to also give the grant to the hospitality sector. However, because hospitality is yet to have the influence or impact that entertainment has, the former can leverage on the later to more revenue.
By Adedapo Adesanya
The All Africa Music Awards (AFRIMA) and the British High Commission in Nigeria have entered into a cultural partnership aimed at boosting creative exchange, strengthening cultural ties, and opening more international doors for African music as the 9th AFRIMA Awards is set to hold from January 7-11, 2026.
The collaboration, formalised through a newly signed Cultural Cooperation Agreement, also affirms that the British Deputy High Commission in Lagos will co-host the Welcome Soirée for the Nominees and Guests in Lagos, the official opening event of the 9th AFRIMA Awards Week.
The exclusive gathering will take place on January 7, 2026 and in attendance will be AU officials, AFRIMA delegates, jury members, international guests, nominees, creatives, and media professionals for an evening of networking and cultural connection.
Unarguably, Africa’s global music awards, the 9th AFRIMA, is organised by the International Executive Committee of AFRIMA in partnership with the African Union Commission and the Lagos State government as the Official Host City.
Speaking of the partnership, AFRIMA’s Chief Experience Officer (CXO), Mr Adenrele Niyi, described the collaboration as a strategic move to deepen cultural diplomacy through music.
“This partnership reflects AFRIMA’s mission to position African music as a global force,” she said. “Beyond the awards, we are committed to building spaces where creativity meets opportunity and where African talent can confidently engage the world. Working with the British High Commission expands our platform for industry innovation, collaboration, and meaningful cultural exchange.”
Mr Niyi added that this edition of AFRIMA will place strong emphasis on strengthening global creative-industry relationships.
“Partnerships like this show just how relevant African music has become on the world stage. We’re honoured to collaborate with such an important institution, and we believe the impact will go far beyond 2025.”
The agreement, signed by Mr Gill Lever OBE, Chargé d’Affaires, British High Commission Nigeria, aligns with the UK’s ongoing support for Nigeria’s creative industries through enhanced cultural exchange and innovation.
She said, “The UK is delighted to partner with AFRIMA to celebrate the extraordinary creativity and talent of Africa’s music industry. This collaboration reflects our commitment to strengthening cultural ties between the UK and Nigeria, and across the African continent. Our Jollof and Tea campaign has shown us the power of bringing people together through culture, and we’re excited to build on that spirit. We look forward to a week of celebration that showcases the very best of African music and opens new doors for creative exchange and collaboration.”
Across the five-day celebration, the 9th AFRIMA will deliver a lineup of key events including the Diamond Showcase (January 7–8), the Africa Music Business Summit (January 8), Host City Tour and CSR Visit, the Music Village Concert (January 9), the Nominees & Industry Party (January 10), and the Red Carpet and Grand Awards Night (January 11). The awards ceremony will be broadcast live to more than 84 countries, ensuring the excitement reaches audiences around the world.
The fight against content theft intensified on Thursday as MultiChoice Nigeria led stakeholders in a Walk Against Piracy from Ikeja City Mall, Lagos, drawing a powerful mix of Nollywood actors, filmmakers, directors, writers, media personalities, regulators, students, and members of the public.
The walk was part of a broader national advocacy campaign aimed at protecting Nigeria’s creative economy from the escalating damage of piracy. Participants marched through the Ikeja axis, distributing flyers, engaging passers-by, and educating the public on the dangers of piracy and its impact on livelihoods.
Veteran actor, Saidi Balogun, one of the leading voices at the walk, described piracy as “a silent killer draining the lifeblood of the creative industry.”
“People see the glamour but forget the sweat, months of work, and the hundreds of jobs behind a single film,” he said. “When you pirate a movie, you are killing someone’s dream, someone’s job, and the future of an entire industry. It must stop.”
Screenwriter and producer, Obi Emelonye, warned that piracy poses an existential threat to the next generation of creatives.
“Piracy is a menace eating deeply into the industry. If we do nothing, young creatives coming behind us will inherit an economy with no structure, no revenue, and no incentive to create,” he stated. “We cannot allow that future.”
The regulatory perspective came from Charles Amudipe, Deputy Director of Operations at the Nigerian Copyright Commission (NCC), who emphasised both the legal and personal risks tied to piracy.
“Piracy is a criminal offence under Nigerian law, punishable by fines and imprisonment,” he said. “Beyond the legal consequences, consumers who download illegal content expose their devices to malware, identity theft, and financial fraud. It is not worth the risk.”
During the outreach, members of the public raised questions about affordability and alternatives to pirated content. The team responded by highlighting accessible, cost-friendly, and legal platforms available to consumers, underscoring that entertainment can be enjoyed responsibly without breaking the law.
Caroline Oghuma, Executive Head, Corporate Affairs at MultiChoice Nigeria, explained that the walk was a continuation of MultiChoice’s long-standing commitments to consumer education. Last month, the company led a school sensitisation programme at Kuramo Senior College in Victoria Island, teaching students how piracy harms creators and how they can unknowingly participate in it.
“We want to catch them young, take this message into communities, and meet Nigerians where they are,” Oghuma said. “Today’s walk is a reminder that protecting intellectual property is everyone’s responsibility. What we are fighting for is the survival of Nigeria’s creative future.”
Other notable participants included members of the Intellectual Property Law Advocacy Network (IPLAN), lawyers, media executives, content creators, and fans of Nigerian entertainment.
MultiChoice Nigeria reaffirmed its commitment to working with regulators, industry bodies, and stakeholders to champion policies, education, and enforcement mechanisms that safeguard creative work and ensure creators receive fair reward for their labour.
By Modupe Gbadeyanka
The Association of Nigeria Theatre Arts Practitioners (ANTP) has debunked viral news reports that that the chairman of its board of trustees, Mr Olalere Osunpaimo, well known as Lere Paimo, was dead.
In a public notice from the national Public Relations Officer (PRO) of the organisation, Mr Adejonwo Oluwafemi Femson, it was disclosed that the veteran action is “alive and well.”
Members of the public were advised to disregard the death rumour.
“We would like to inform the public that reports circulating on Facebook about the passing of Chief Olalere OsunPaimo (MFR) are FALSE.
“We have confirmed with Baba Eda Onile Ola’s wife that he is alive and in good health.
“Please disregard these false reports and be aware that they are being spread by unscrupulous individuals.
“Chief Olalere OsunPaimo (MFR), Chairman Board of Trustee Association of Nigeria Theatre Arts Practitioners (ANTP), is alive and well.
“We urge everyone to verify information before sharing to avoid spreading misinformation,” the notice disclosed.
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