Tosin Clegg
A recent surge in the tourism sector of some African countries, during the AFCON 2023 tournament showed a significant boost for the events industry of those countries.
Owing to that, popular Master of Ceremonies, media professional and TV Host, Adeyemo Moses, widely known as SimplyMhoses believes that the Nigerian event space could benefit from similar unfolding dynamics in the immediate and near future if the tourism sector was positioned and given more attention.
“When people travel, they aren’t just looking for sights; they’re seeking experiences. And what better way to immerse in a culture than through events?” Moses said.
The native of Osun who has mastered the art of occasion and media, dazzling at functions and interviewing esteemed personalities added, “Events are the soul of tourism, and everyone knows that no one does socials like Nigeria.”
He elaborated while reminiscing about the events that took him beyond Nigerian borders, revealing the incredible potential for cross-pollination between industries.
“With increased travel, there’s a heightened demand for events that tell a story, that celebrate uniqueness and diversity,” Adeyemo emphasised.
The linkage between tourism and the events industry is akin to a marriage where both parties can thrive from each other’s success.
Tourism opens the gates for various types of events: from festivals that celebrate local culture, to international conferences, and everything in between.
With landmarks such as the Zuma Rock, the mystical charm of Osun Sacred Forest, and the bustling cityscapes of places like Lagos and Abuja, the nation has an attractive mosaic of culture and beauty that beckons worldwide explorers.
“The trend is clear; tourism in Nigeria can sprint ahead,” he enthused.
Much like the tourist hotspots, Nigeria’s event industry exhibits unrivalled potential. Events like the Lagos Theater Festival, Ake Book Festival, and Calabar Carnival beckon tourists from afar, offering a taste of the rich Nigerian culture, further illuminating Adeyemo’s point of convergence for both sectors.
Adeyemo’s perspective stems from his substantial local and international experience, where he has witnessed the transformation of local events into global spectacles and the increase in social currency, perception and economy. These are the sorts of experiences that could put a place on the map, not just as a destination but also as a hub of vibrant cultural exchange.
As a graduate of Graphics Arts, Creativity is at the heart of Moses’ proposed solutions.
“We must innovate our way into a robust events industry that can ride the tourism wave,” he said.
This includes developing event packages that integrate local tourism activities to international standards, offering a holistic experience to visitors.
Global observation comes into play as he highlighted best practices from countries that have married tourism and events successfully.
“Studying models from nations like South Africa or the UAE can help us craft bespoke solutions that fit our unique culture and market,” he observed.
With Nigeria’s entertainment industry — Nollywood and Afrobeats — catching global attention, there is an opportunity here to use these platforms to introduce Nigeria to the world as a premiere events destination. Collaboration between the government and private sectors is also crucial.
