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How Nigeria’s Hospitality Industry can Leverage the Entertainment Sector

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By Adeniyi Ogunfowoke,PR Associate Jumia Travel

 

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.

 

Artists 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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

General News

NIN Enrolment Hits 117.3m – NIMC

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National Identity Management Commission (NIMC) has announced that as of February 28, 2025, the number of Nigerians enrolled in the National Identification Number (NIN) database has reached 117.3 million.

NIN Enrolment Hits 117.3m - NIMC

This marks a significant increase of over seven million registrations since September 2024, when the figure stood at 110 million.

Gender and State Distribution

The latest statistics reveal that 56.5% of registered individuals are male, totaling 66.2 million, while 43.5% are female, at 51.07 million.

Among states, Lagos leads with 12.6 million registrations, followed by Kano with 10.2 million and Kaduna with 6.9 million.

This is consistent with the high populations in Lagos and Kano.

Other states with notable enrolment numbers include:

Ogun (4.9 million),

Oyo (4.5 million),

Katsina (4 million).

In contrast,

Bayelsa (758,111),

Ebonyi (990,775),

have the lowest enrolment figures.

The government has been emphasising the need for citizens to link their NIN to access essential services, including social services, financial transactions, and telecommunications.

A well-developed and accessible digital ID system is seen as vital for effective digital governance.

Beyond strengthening security and promoting transparency, this initiative aims to enhance the efficiency of service delivery across the country.


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NITDA, MTN Foundation Collaborate to Boost Digital Literacy

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As part of efforts to reform the economy for sustained and inclusive growth, the Director-General, National Information Technology Development Agency, (NITDA) Kashifu Inuwa, CCIE has called for a collaborative partnership between NITDA and the MTN Foundation to promote digital literacy and capacity building in Nigeria.

Inuwa made this call during a courtesy visit by MTN Foundation delegation, led by Odunayo Sanya, at the Agency’s Corporate Headquarters in Abuja.

The Director-General emphasised the importance of synergy in fostering digital literacy and advancing President Bola Ahmed Tinubu’s agenda of promoting industrialisation to create a dynamic and diverse economic landscape.

He noted that NITDA’s initiative, DL4ALL, aims to achieve 95% digital literacy across the country by the year 2027. “This aligns with the Agency’s strategic pillar of fostering digital literacy and cultivate talents,” he noted.

Inuwa also highlighted NITDA’s dedication to developing a digital literacy framework based on UNESCO and DigiCom standards, adding that the Agency is collaborating with stakeholders to create a three-phase curriculum for primary, secondary, and tertiary institutions, with a focus on prioritising skills over certifications.

The MTN Foundation shares similar goals and currently offers online programmes featuring over 4,000 courses, with 2,000 young Nigerians already registered.

Mr. Sanya commended NITDA’s initiatives and invited the Agency to unveil its academy platform on April 17th of this year.

Both organisations have agreed to establish a committee to efficiently achieve their shared objectives. This partnership is expected to drive digital literacy and capacity building in Nigeria, aligning with the country’s national development agenda.


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MTN Nigeria Takes Go MAD Campaign to The Entrepreneurial Hub of Aba

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MTN Nigeria is set to bring its Go Make A Difference (Go M.A.D) campaign to Aba, Nigeria’s renowned enterprise hub, on Sunday, March 23, at Sugarland, Luxury City Hotel.

This initiative continues MTN’s mission to inspire Nigerians to take deliberate steps toward community development and digital empowerment.

Speaking with the press at the campaign launch, Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, shared the inspiration behind the Go M.A.D initiative. “At MTN, we believe in driving progress, giving our customers the power to rise above challenges and create something extraordinary. The Go M.A.D campaign is rooted in the belief that MTN data gives you the power to take on the world, to achieve the extraordinary, and to make a meaningful difference, in your community, your family, and your workplace. It’s our way of saying: we see you, we support you, and we’re here to make your journey better.”

Following exciting stops in Abuja, Enugu, Calabar, Ibadan, and most recently Benin, the campaign now heads to Aba with a promise to spotlight the city’s rich entrepreneurial spirit and creative talent.

In Aba, attendees can expect a thrilling fusion of technology, entertainment, and culture, with augmented and virtual reality zones, a flash mob, interactive games, special guests and inspiring real-life stories. The event will also feature Kahoot trivia games, a Go MAD puzzle, a pledge wall, and giveaways of MTN-branded merchandise and digital devices.

A highlight of this event will be the Talent Showcase, dedicated to spotlighting Aba’s emerging creatives and innovators. This platform provides local talents the opportunity to share their creative skills and connect with a broader audience.

Set against the backdrop of Aba’s reputation as a powerhouse of local industry and innovation, the event will celebrate individuals, known as Go MAD Icons, who are making a difference through MTN Data by driving social impact, growing businesses, or sharing knowledge digitally. These icons will serve as powerful reminders of what’s possible when creativity meets connectivity.

As with the previous activations in Abuja, Enugu, Ibadan, Calabar and Benin, cultural expression will remain central to the experience, with performances and installations that pay homage to the Igbo culture while encouraging young people to take positive action in their communities.

MTN’s Go MAD campaign is not just a series of events; it’s a national call to action. By merging storytelling, digital experiences, and grassroots inspiration, the campaign continues to engage Nigeria’s youth and highlight how technology can be a force for change.


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