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
Emirates passengers travelling to or through Dubai will enjoy some exclusive offers, including complimentary stays at the iconic JW Marriott Marquis and hundreds of discounts through the popular My Emirates Pass, the airline operator has said.
In a statement, the company stated that from June 22 to July 12, 2026, travellers who purchase an Emirates return ticket in First Class or Business Class are invited to enjoy a two-night stay, while customers booked in Premium Economy Class or Economy Class can enjoy a complimentary one-night stay.
It was disclosed that this special offer is valid for all return tickets to or stopping over in Dubai for more than 24 hours, for customers travelling between June 25 and September 30, 2026.
In addition, passengers can enjoy over 600 offers available in the popular My Emirates Pass, which provides access to spas, restaurants, big-name retailers and much more by simply showing either a physical or digital boarding pass along with a valid ID at participating venues to enjoy the benefits.
These exclusive offers are being offered by Emirates through its Dubai Summer Surprises, which enters its 28th year in 2026.
Further, from July 2 to August 30, residents and visitors can expect an extraordinary live Beat the Heat DXB concert series, cultural events and an array of wellness and fitness activities, as well as big savings and exclusive, limited-time experiences in the city’s malls and lifestyle destinations.
“Whether visitors are seeking relaxation, adventure, entertainment, or a combination of all three, Dubai is the ideal start to any summer vacation.
“We’re inviting passengers to enjoy even more of the city with a complimentary hotel stay to take advantage of the exceptional range of shopping, entertainment, dining and family-friendly experiences that define the Dubai summer experience, when stopping over as part of your journey or visiting Dubai as your final destination,” the Deputy President and Chief Commercial Officer of Emirates, Mr Adnan Kazim, said.
By Modupe Gbadeyanka
The popular Jabi Lake waterfront in Abuja is set to become a major leisure and tourism hub in the country, thanks to Akida Hills, which is making efforts to enable visitors to enjoy the transformation from December 2026.
The Nigerian mixed-use real estate and destination development company has been allocated a 3.36-hectare development site within the approximately 14-hectare waterfront district, where it will deliver a phased mix of recreational, entertainment, and public leisure experiences.
According to the deal, the first phase of the development will introduce the destination’s first operational attractions, including dining and leisure experiences, water-based activities, structured weekly programming, a seasonal lights festival, and the dancing musical fountain as its signature attraction.
Additional experiences and amenities will be introduced in subsequent phases as the destination evolves.
Designed as a central landmark within the waterfront experience, the dancing musical fountain will combine choreographed water displays, synchronised lighting, and music to create a distinctive evening attraction and focal point for visitor engagement.
Upon completion, the development is expected to serve as a major hub for tourism, recreation, entertainment, and community engagement, further strengthening Abuja’s position as a leading leisure and lifestyle destination.
Construction and implementation activities will progress in phases, with additional announcements on attractions, programming, and commercial partnerships expected ahead of the December 2026 launch.
“Jabi Lake represents one of the most significant opportunities to create a world-class waterfront destination in Africa.
“Through this development, we aim to deliver experiences that attract residents, visitors, and tourists year-round while contributing to economic growth, job creation, and Nigeria’s tourism appeal.
“Our vision is to establish Jabi as a defining waterfront destination for the continent – one that demonstrates the transformative power of destination-led development and reimagines how people experience a city,” the founder of Akida Hills, Mr Kayode Bamisile, said.
By Adedapo Adesanya
The Federal Airports Authority of Nigeria (FAAN) is considering extending the deadline for its airport taxi upgrade policy to October, following concerns raised by the Nigeria Union of Private Cab Operators.
The development was disclosed on Monday in Lagos by Mr Henry Agbebire, Director of Public Affairs and Consumer Protection at FAAN, saying that the possible extension followed complaints and concerns from airport cab operators, even as the authority maintained that the policy was designed to improve service standards across Nigerian airports.
“The policy aligns with international best practices and seeks to elevate service quality,” Mr Agbebire said.
He added that passengers deserved “clean, safe, comfortable and professionally maintained vehicles” within airport transport systems.
The FAAN spokesman dismissed claims that the authority had failed to engage operators on the policy, insisting that consultations had been ongoing.
He said FAAN maintained regular discussions with licensed transport providers operating within airport premises, stressing that engagement was conducted directly with corporate entities rather than unions or associations.
“Engagements on operational matters are conducted directly with affected corporate entities,” he said.
Mr Agbebire explained that discussions on the upgrade requirement began in July 2024, giving operators time to comply.
He noted that the original compliance deadline had already been extended twice—from January 2026 to June 2026—citing economic realities and the need to give operators adequate preparation time.
According to him, the policy was not intended to punish operators or restrict their participation in airport transport services.
“Operators have been afforded ample opportunity to prepare for compliance,” he stated.
However, he warned that further extensions beyond the proposed October deadline may not be granted.
Mr Agbebire acknowledged the role of airport cab operators in passenger movement, urging them to support the initiative aimed at improving service delivery.
He added that FAAN remains committed to passenger-focused reforms across Nigeria’s aviation sector.
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