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 Modupe Gbadeyanka
A Nigerian actress, Temitope Osoba, fondly called Tope Osoba by her fans, has reportedly passed away.
She died barely a year after she survived a battle with breast cancer, reports say.
The 41-year-old entertainer left the acting world to cater to her health, but returned shortly after she had a successful treatment in 2025.
The movie producer, however, has not been very active in the past months, ostensibly due to her health.
Her demise has come as a shock to some of her colleagues and admirers, as she was very lively during her lifetime.
Details about the unfortunate incident, which became known to her fans on Wednesday morning, have not been given by her family.
The first official voting of Big Brother Naija Season 11 is here, and fans have the power to decide who stays in the House and who leaves the competition.
After a week of getting to know the housemates, watching alliances form and seeing personalities emerge, this is where fans move from watching the game to influencing it. If you’ve been thinking about voting, here are five reasons why now is the time.
1. This Is the Season’s First Real Eviction
First evictions are always significant. They set the tone for the weeks ahead, reshape the House and often change the direction of the game. Viewers hold the power to change the trajectory of the game as they influence who continues their BBN journey and who the first set of housemates to leave are.
2. It’s Too Early to Lose Someone You Enjoy Watching
You may not have settled on a favourite housemate yet, and that’s perfectly normal. It’s only the first eviction. But if there’s someone you’ve enjoyed watching over the past week, this is your chance to help keep them in the House. Waiting until you’ve picked a favourite could mean losing a housemate you wish had stayed a little longer.
3. Every Vote Shapes the Competition
Who stays and who leaves affects everything from alliances and rivalries to tasks and strategies. The decisions viewers make this week will have an impact on how the game unfolds in the coming weeks.
4. Online Buzz Doesn’t Keep Housemates in the House
A housemate may trend all week, but that doesn’t automatically translate into safety. At the end of the day, it’s the votes that determine who survives eviction.
5. Don’t Leave It to Someone Else
It’s easy to assume other fans will do the voting, but every vote contributes to the final result. If there’s a housemate you’d like to see remain in the competition, this is your opportunity to back them.
Here’s How to Vote
Voting is available through the MyDStv app and MyGOtv app, as well as the Africa Magic voting website.
To vote:
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Register or log in using your mobile number and password.
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Select your favourite housemate.
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Choose the number of votes you’d like to cast.
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Submit your votes before the voting window closes.
Looking to boost your voting power? You can also earn bonus votes by playing games and completing quizzes on the MyDStv app and MyGOtv app.
The voting window for the first eviction is now open and closes on Thursday at 10:00 p.m. If there’s a housemate you’d like to see in the House for another week, be sure to cast your votes before the deadline.
Catch all the drama live and 24/7 on DStv channel 198 and GOtv channel 49. BBNaija season 11 is also available to watch on DStv Stream and GOtv Stream. For updates and exclusive news, visit www.africamagic.dstv.com/
After days of anticipation, Flora and Aikou have been confirmed as this season’s Gambits after receiving the highest number of votes from viewers. This was revealed during Sunday’s live show, where host Ebuka Obi-Uchendu announced the pair as the viewers’ choices.
Introduced as a brand-new twist for Season 11, The Gambit guarantees two selected housemates a place in the House until the final day. Although they will participate in tasks and House activities throughout the season, they will not be eligible to compete for the grand prize.
Sunday’s live show also marked the end of the Ladies-versus-Gentlemen format that defined the opening weeks of the competition. With the teams officially dissolved, the housemates will now compete as individuals.
Biggie also unveiled this week’s wager task, Game On, challenging the housemates to define the identity of Season 11. Through a creative presentation incorporating elements such as a logo, slogan, song, artwork and props, the housemates have been tasked with capturing what they believe this edition of Big Brother Naija should stand for and how they want it to be remembered.
The excitement continues today with the second Head of House Challenge at 2:00 p.m., where housemates will once again battle for power in the House. This will be followed by this week’s nomination show at 7:00 p.m., when viewers will find out who will become the first set of housemates to face possible eviction.
With Flora and Aikou’s fate in the House secured till the last day and the housemates now playing as individuals, the stakes have never been higher as the battle for the grand prize gathers momentum.
Viewers can enjoy the 24/7 BBNaija Season 11 experience on DStv and GOtv, or stream every episode live on DStv Stream and GOtv Stream.
For more updates, visit Africa Magic’s Big Brother Naija page and follow #BBNaija on X (@bbnaija), Instagram (@bigbronaija) and Facebook (Big Brother Naija).
