Nigeria’s tourism sector needs stronger brand image – MD Jumia

Mrs Omolara Adagunodo, the Managing Director of Jumia’s Hotel & Flight Services, says there is need to intensify efforts to ensure stronger branding of the hotel and tourism sector in Nigeria.

Adagunodo said on Wednesday that this had become necessary as Nigeria continued to gain footing as one of the major tourist destinations in Africa.

According to her, stakeholders in Nigeria’s hospitality industry, and indeed, all Nigerians, should focus more on projecting a positive image of Nigeria’s tourism sector.

“Over the years, commendable efforts have been made to project Nigeria in a positive light to the international community.

“This brand message now needs to be reinforced by focusing more on broadening the narrative and telling a more balanced, honest story about Nigeria,” said Adagunodo in a statement.

According to her, “Nigeria will automatically become a choice destination for tourists from different parts of the globe.

“At the same time, the contribution of the sector to the country’s Gross Domestic Product will significantly increase.”

She said the travel and tourism sector accounted for 1.9 per cent of the total GDP as a direct contribution, and 5.1 per cent as a total contribution, according to the Nigeria Hospitality Report.

“In monetary terms, travel and tourism contributed N2.298 billion to the GDP as a direct contribution and N6.205 billion as a total contribution to the GDP.

“The contributions and figures can be higher with stronger branding as the sector has proved several times as a tool that can be deployed for brand awareness and recognition,” Adagunodo said.