Oduwole Says Branding Crucial For Nigeria Tourism Growth

Branding is essential for the expansion of tourism in Nigeria, according to Ademola Oduwole, a worldwide branding and tourist development strategist who has previously advised the governments of Fiji, Tanzania, and Mauritius.

As a panelist at the BusinessDay tourism conference, he asserted that, despite the absence of substantial infrastructure, Nigeria needs a worldwide brand and that developing one is essential for recognition and the growth of tourism.

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He used the images of an empty warehouse, a jar of honey, and ants to explain how international branding may help the nation’s tourist industry thrive. “When you pour a jar of honey on the floor, and you lock the warehouse, and you take off, and you come back, in three months, what are you going to find? Ants.

“The question is who are the ants, how did the ants get there? No infrastructure, nothing.

“They plot their way. They choose their way. They broke their way in there. That’s what terms. That’s what target you don’t have to find people,” Ademola said.