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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

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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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Zedvance Hits ₦96bn Lending Milestone, Eyes ₦250bn Target in 2026

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Zedvance Finance Limited, a leading provider of consumer and business financing solutions in Nigeria, has disbursed over ₦96 billion in funding to support commercial businesses across the country, establishing its strong positioning beyond retail lending and reinforcing its commitment to bridging the gap between enterprise growth and access to timely financing solutions.

Zedvance Hits ₦96bn Lending Milestone, Eyes ₦250bn Target in 2026

Zedvance

Leveraging its 11-year legacy, Zedvance’s Commercial Solutions business, launched in 2025, has in just one year become a major driver of credit expansion, achieving one of the highest loan disbursement rates among financial institutions, empowering thousands of local enterprises and boosting economic growth.

The business has consistently supported enterprises across key sectors of the economy, including oil & gas, automotive, logistics, renewable energy, fintech, e-commerce, trade distribution value chains, agri-businesses and others.

Through offerings such as working capital, invoice/PO financing, equipment and trade finance, and ecosystem-based solutions, Zedvance enables access to liquidity for buy-now-pay-later providers, asset acquisition, and cross-border credit lines for imports & exports, aiding business expansion and strengthening operational resilience in a dynamic economic environment.

Speaking on the importance of flexible and tailored financing, Group Managing Director of Zedcrest Group, Adedayo Amzat, CFA, noted that Zedvance Finance, operates a model that is specifically purpose-built to bridge financing gaps and support business growth.

“We are proud of our accomplishments so far, especially the impact we’ve made in sectors that are critical to economic development. For instance, through solar and asset on-lending, we have helped to expand energy access and improve income opportunities for gig workers by financing mobility asset platforms across Nigeria.

“Because our customers are at the heart of our business, we were intentional about designing our flagship product, ‘Liquidity Solutions’ to allow businesses unlock faster credit delivery across all high-growth sectors. This has proven impactful as we continue to witness our clients record great successes,” Amzat said.

Highlighting the unique value of the offering, Amzat added that Liquidity Solutions provides tailored financing structures such as inventory purchase, invoice financing, and import financing, which empower businesses to optimise cash flow, accelerate turnover, and scale with confidence.

Commenting, Ayooluwa Oladimeji, Ag. Executive Director, Commercial Solutions, explained that Zedvance leverages technology, product innovation, deep sector expertise and risk-moderated structures to deploy diverse funding solutions, including multi-currency credit lines, BNPL facilities, and equipment financing across automotive, renewable energy, manufacturing, fintech, and trade distribution sectors.

“In 2025 alone, Zedvance Commercial Solution business recorded tremendous growth, driven by strong partnerships and a rapidly expanding portfolio.

“We are proud to have supported a range of businesses including; Shekel Mobility, Tradegrid, Sapphire, CredPal and other ecosystem partners.

“Beyond these successes, our focus remains on strengthening credit access across Africa’s commercial ecosystems to enable businesses scale with confidence and resilience”, he said

Building on its strong momentum, Zedvance is poised to expand its reach further in 2026, targeting over ₦250 billion in funding across key economic sectors including off-grid power, smart devices and home equipment, vehicle dealerships and mobility platforms, agribusiness and manufacturing, consumer and industrial goods distribution and hospitality.

This expansion reinforces its mission to accelerate enterprise growth by providing faster and broader access to credit across Africa.


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Mojisola Sayo-Kazeem Reflects on Leadership, Opportunity, Women in Tech @ IWD

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As the world marks International Women’s Day, Mojisola Sayo-Kazeem, Head of Finance, Jumia Nigeria & Ghana, reflects on how giving opportunity, mentorship, and support helps women thrive and strengthens organisations.

The future of work is digital, and for women it presents immense opportunities to innovate, lead, and shape the global economy. Yet thriving in a fast-paced, data-driven environment requires more than ambition or technical expertise. It requires opportunity and leadership that intentionally creates space for people to grow.

Reflecting on my own journey, I am reminded of how powerful those opportunities can be. I joined Jumia in 2012 as an accountant and, over time, grew into my current role as Head of Finance for Nigeria and Ghana.

Each stage of that journey came with new responsibilities and lessons that shaped my leadership perspective. One thing has become clear: growth rarely happens in isolation. It flourishes in environments where people are trusted, challenged, and supported to reach their full potential.

One of the most defining pillars of my career has been working within an organisation that invests in talent and encourages merit-based growth. At Jumia, a guiding principle is simple: let the best people and ideas grow. When organisations prioritise capability and innovation rather than bias, they create environments where individuals can thrive, and leadership potential can emerge naturally.

Leadership plays a crucial role in making this possible. Good leadership sharpens growth and experience, not only for the leader but for the teams they support. I have benefitted from leaders who shared knowledge, offered guidance, and entrusted me with meaningful responsibilities. Those opportunities challenged me to expand my skills, strengthen my judgement, and grow into larger leadership roles.

One experience that stands out was leading my team through the launch of a new business line under the guidance of our CFO. It demanded greater accountability, transparency, and strategic thinking. Looking back, it was more than a professional milestone, it was an opportunity to deepen my expertise and strengthen my leadership capacity.

Moments like these remind me that opportunity is one of the most powerful investments leaders can make in people. I also recognise and commend the many leaders who are already creating pathways for women to grow, lead, and contribute meaningfully. Their commitment to fairness, mentorship, and inclusion continues to open doors for others.

But there is still more to be done. As we mark International Women’s Day, this year’s theme, “Give to Gain,” invites leaders to reflect and to act. It challenges us to go beyond good intentions and intentionally create opportunities for women to grow and thrive based on merit, not favouritism or bias. This means sharing knowledge, investing in development, offering mentorship, and trusting capable women with meaningful responsibilities.

When we do this, we strengthen the people and institutions around us. Teams become more confident and capable, organisations become more resilient, and leadership pipelines become stronger and more diverse.

This year’s International Women’s Day theme, Give to Gain, reminds us that generosity is not subtraction, it is multiplication. When people, organisations, and communities give time, knowledge, visibility, advocacy, and support, opportunities for women expand. And when women thrive, industries, economies, and societies thrive with them.

When we give, we gain. The question for all of us is simple: What will you give to gain gender equality?


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