Ademola Oduwole, a global branding and tourism development strategist, emphasised the importance of branding for Nigeria’s tourism growth during the BusinessDay tourism conference. He explained that Nigeria needs a global brand to achieve recognition and tourism growth, even without extensive infrastructure.

Ademola Oduwole, a global branding and tourism development strategist, and former advisor to the governments of Fiji, Tanzania, and Mauritius, has highlighted the importance of branding for Nigeria’s tourism growth.

Speaking at the BusinessDay tourism conference, Oduwole stressed that Nigeria currently lacks a global brand.

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He argued that creating one is essential for gaining international recognition and fostering tourism development, even in the absence of large-scale infrastructure.

During the panel discussion, Oduwole used a vivid illustration to explain how branding can drive tourism growth.

He compared it to pouring honey on the floor of an empty warehouse, locking it up, and returning three months later to find ants.

He pointed out that, like the ants, tourists will find their way to Nigeria if the country builds a strong global brand, even without extensive facilities.

Oduwole’s insights underline the importance of strategic branding in boosting tourism and putting Nigeria on the global map alongside renowned tourist destinations.