The National Association of Nigeria Travel Agencies (NANTA) has signed a marketing agreement with Eko Hotel to upscale its cultural tourism offering, the Theatre of Lights. The partnership aims to promote Nigerian culture globally, especially through Eko Hotel’s Christmas luxury brand, which features musical theatre, grand carnival processions, and African-themed entertainment.
The National Association of Nigeria Travel Agencies (NANTA) has signed a lucrative marketing contract with Eko Hotel, Nigeria’s leading luxury brand in hospitality, to enhance its cultural tourism offering, tagged the Theatre of Lights.
This partnership is designed to upscale the hotel’s renowned African Christmas brand, featuring over 25 creative themed events, including musical theatres, carnival processions, magical shows, ice skating, and the Hakuna Matata theme park.
The Theatre of Lights has grown significantly over the past three years, attracting thousands of guests. Initially drawing 350 attendees in its first year, it now entertains over 4,000 visitors during a two-week holiday experience.
With NANTA’s marketing expertise, this number is expected to quadruple by Christmas 2025. Speaking at the signing ceremony in Lagos, NANTA President Yinka Folami assured Eko Hotel that the travel association would promote the brand beyond Nigeria, particularly at the upcoming World Travel Market in London.
Folami emphasised that cultural tourism could be a significant economic driver for Nigeria and expressed excitement about showcasing Eko Hotel’s Theatre of Lights to the world.
He stated that the goal is to make Nigeria a preferred holiday destination, diverting attention from foreign locations like Dubai, Florida, and Venice.
Ghassan Fadoul, Eko Hotel’s General Manager, highlighted how the hotel overcame economic challenges post-COVID-19 by focusing on cultural tourism, which he believes is a lucrative industry.
Fadoul expressed optimism that the partnership with NANTA will help sell Nigerian culture globally, positioning the country as a vibrant tourist destination.
Dr Iyadunni Gbadebo, the hotel’s Sales Manager, stressed the importance of breaking the long-standing tradition of Nigerians flocking to foreign destinations for holidays.
She believes that the Theatre of Lights, in partnership with NANTA, can provide Nigerians and international visitors with an enriching and unforgettable cultural experience.
NANTA’s Lagos Vice President echoed these sentiments, committing to using the association’s vast network of over 2,000 members to lead the marketing initiative.
This partnership between NANTA and Eko Hotel aims to revolutionise Nigeria’s cultural tourism industry by showcasing the country’s rich heritage and luxurious hospitality to the world.
Business3 years ago
