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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

FG Mulls Age Restriction for Kids on Social Media

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Federal government has said that it is evaluating potential policy approaches for the protection of children online, including age restrictions.

FG Mulls Age Restriction for Kids on Social Media

In a statement by Bosun Tijani, minister of Communications, Innovation, and Digital Economy, said that, while the internet offers significant opportunities for learning, creativity, and communication, it also exposes children to risks such as cyberbullying, harmful content, online exploitation, misuse of personal data, and emerging challenges linked to artificial intelligence tools.

“As Nigeria evaluates potential policy approaches for protection of children online, including age restrictions, improved age verification systems, platform accountability measures, and enhanced regulatory oversight, public input is essential to ensure that any framework adopted reflects national priorities, respects children’s rights, and responds to the realities of Nigeria’s digital landscape”, Tijani said in the statement.

He encouraged parents, educators, young people, digital professionals, and all stakeholders to share their perspectives on the critical issue by completing a survey, which he noted would shape evidence-based policies.

“As Nigeria evaluates possible policy options, it is important that any approach reflects national priorities, respects children’s rights, and responds effectively to the realities of the country’s digital landscape,” the Ministry stated in a policy note accompanying the survey.

Nigeria has witnessed rapid growth in internet and social media usage over the past decade, driven largely by increased smartphone adoption and expanding mobile broadband networks.

According to Dr. Vincent Olatunji, national commissioner, Nigeria Data Protection Commission (NDPC), more than 40 million Nigerians spend an average of six hours daily on social media.

 

 

 


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More Nigerians Emerge Millionaires in Week 9 of NIVEA’s Consumer Campaign

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NIVEA’s landmark ₦3 Billion National Consumer Promotion has successfully completed its ninth weekly draw, sustaining nationwide excitement as thousands of Nigerians continue to win instant and life-changing rewards across the country.

At the Week 9 draw, held on Thursday, March 5, another group of lucky consumers joined the growing community of winners created by the campaign.

Among the standout winners were Ruth Stephen from Enugu and Ayomide Oriola from Ibadan, who each received ₦1,000,000, further demonstrating the campaign’s reach and credibility across diverse regions of Nigeria.

Reacting to her win, Ruth Stephen described the experience as overwhelming and unforgettable.

“I was very happy when I got the call and was smiling throughout the day because I’ve never been this lucky. I will just pay my tithe from the prize money and save the rest until I know what to do with it,” she said.

For Ayomide Oriola, the surprise million-naira reward turned an ordinary purchase into a life-changing moment.

“I was surprised to hear from Nivea that I’d won the one million. And it was a very pleasant surprise for me. I will invest in my kiddies’ wear business to expand more than it is already,” she shared.

With nine successful draws now completed, the ₦3 billion promotion has produced well over 550,000 winners nationwide. So far:

  • 90 consumers have won and redeemed ₦1 million each
  • Over 450,000 winners have received ₦50,000 Jumia shopping vouchers
  • Approximately 550,000 participants have enjoyed ₦1,000 instant airtime rewards

Despite these impressive milestones, NIVEA emphasizes that the promotion is still ongoing, with several weeks of rewards, including major grand prizes, yet to be won.

Participation remains simple:

  1. Purchase any NIVEA 400ml Body Lotion variant – Cocoa, Rich Nourishing, Even Glow, Advanced Care, Perfect & Radiant, or Deep
  2. Locate the unique code on the pack
  3. Scratch and dial 7022*code# and follow the prompts
  4. Receive ₦1,000 instant airtime and automatic entry into weekly draws

The “Double the Care, Double the Glow” campaign continues to combine everyday skincare with tangible consumer rewards, steadily building anticipation toward the grand finale of the twelve-week promotion.

At the end of the campaign, participants stand a chance to win ₦5 million, ₦3 million, ₦2 million, three brand new SUVs, and ten all-expense-paid trips to Spain to watch Real Madrid live at the Santiago Bernabéu Stadium – a benefit tied to NIVEA’s global partnership with Real Madrid CF.

Speaking on the ninth draw milestone, Fiyin Toyo, Marketing Director for Central, East & West Africa (CEWA) at Beiersdorf, highlighted the growing trust consumers are placing in the campaign.

“Reaching the ninth draw is a powerful reminder of what happens when a brand consistently delivers on its promise. Every week, Nigerians across different cities and communities are seeing real people win, and that transparency continues to strengthen confidence in the promotion. As we move closer to the grand finale, our message remains simple – every purchase still holds opportunity, and the biggest rewards are still ahead.”

She reiterated that every eligible purchase guarantees instant value while offering multiple chances to win before the promotion concludes.

The ₦3 Billion Consumer Promotion is fully approved and regulated by the National Lottery Regulatory Commission (NLRC), Lagos State Lotteries and Gaming Authority (LSLGA), and the Federal Competition and Consumer Protection Commission (FCCPC), ensuring a transparent and credible process.

As the campaign advances beyond its ninth draw, NIVEA encourages consumers nationwide to keep participating, reminding Nigerians that the promotion remains live, accessible, and rewarding every week.

Through this initiative, NIVEA continues to reinforce its leadership in skincare while delivering on its enduring promise of Double Care, Double Glow, and Double Value for consumers across Nigeria.

 


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NICA Confers Professional Fellowship on Uche Uzoebo

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L-r: Mrs. Uche Uzoebo, Managing Director of Shared Agent Network Expansion Facilities (SANEF); Dr. (Mrs) Markie Idowu, president, and Prof. Chris Onalo, Registrar/CEO both of National Institute of Credit Administration (NICA) at the conferment of professional Fellowship of the institute on Mrs. Uche Uzoebo held in Lagos recently.
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The National Institute of Credit Administration (NICA) has conferred its Professional Fellowship on Mrs. Uche Uzoebo, Managing Director of Shared Agent Network Expansion Facilities (SANEF).

The recognition was announced in Lagos during the investiture of Dr. (Mrs.) Markie Idowu as the Institute’s new President.

In his welcome address, Prof. Chris Onalo, Registrar/CEO of NICA, noted that the National Institute of Credit Administration distinguishes itself from other professional bodies through its unwavering commitment to advancing credit management, promoting professionalism, and empowering Nigerians with credit literacy.

“Unlike many other institutes, NICA recognizes that credit management is a lifeline of commerce, influencing every aspect of business, social, and economic life. Through this commitment, the Institute continues to shape Nigeria’s economic future towards sustainable growth,” he stated.

The Fellowship represents the Institute’s highest professional distinction and is conferred on individuals whose leadership has significantly strengthened Nigeria’s credit environment, institutional governance frameworks, and the integrity of the financial system.

This recognition also comes at a significant moment globally as the world commemorates International Women’s Day, underscoring the growing recognition of women’s leadership and contributions across industries, particularly in finance, governance, and economic development.

The ceremony brought together senior financial sector executives, policymakers, regulators, and distinguished guests to celebrate excellence in credit administration and professional practice.

The Institute described Mrs. Uche Uzoebo as a seasoned business executive and financial services leader with over two decades of professional experience spanning banking, digital payments, and financial services.

A proven change agent, she brings deep expertise across digital payments, financial inclusion, agency banking, product and business development, merchant acquiring, as well as corporate, commercial, and retail banking.

Her leadership has been instrumental in advancing secure and inclusive digital financial services, strengthening payment systems, and expanding last-mile access to financial services across underserved communities in Nigeria.

Through SANEF and related initiatives, she has supported economic empowerment and financial inclusion by expanding agent networks, promoting financial literacy, and championing innovative technology-enabled solutions.

Passionate about gender inclusion and women’s economic empowerment, Uzoebo is also a gender specialist and advocate with a strong focus on supporting women entrepreneurs and breaking structural economic barriers.

As a certified trainer, she designs and delivers high-impact capacity-building programmes for individuals, youth, women, and organizations, enabling sustainable growth and improved performance.


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