The recent appointment of Dr Abisoye Fagade as the Director-General of the National Institute of Hospitality and Tourism (NIHOTOUR) has sparked mixed reactions among stakeholders. While some express optimism about his leadership, others remain skeptical, citing concerns about his background and expertise.
Expectations are high, as previous Directors-General may not have met the stakeholders’ needs. Many believe that to be an effective leader and bring the desired innovation to the institute, one must be an industry expert. However, it is also valid to assert that every sector needs not only industry professionals but also versatile individuals who have excelled in various fields.
In this context, Travelpulse and MICE emphasises the importance of giving every appointment the benefit of the doubt, especially in cases like this one. It is crucial to thoroughly investigate the appointee’s career and achievements before passing judgment.
Stakeholders, as long-standing drivers and custodians of the industry, are encouraged to share their experiences through collaboration and regular meetings to generate workable ideas that will aid the new appointee’s performance, rather than labeling him a misfit before he even begins his tenure.
Upon Dr Fagade’s appointment as Director-General of NIHOTOUR, the industry welcomed him with mixed feelings; while some stakeholders were pleased, others viewed him as inexperienced, not necessarily due to a lack of knowledge about his capabilities, but merely because he is a marketing expert.
Without defending him, but rather responding as a developmental journalist and industry voice, Travelpulse and MICE contends that communication breakdowns, fueled by selfishness, have hindered the progress of the tourism sector in terms of development, promotion, and marketing communication.
Dr Abisoye Fagade, who recently assumed duty, believes that his diverse experience, coupled with divine guidance, will allow him to transform the landscape of NIHOTOUR alongside a proactive workforce.
About Fagade
Born in Ibadan, Nigeria, Fagade attended Queens of Apostle Primary School in Oluyoro, Ibadan, and Lagelu Grammar School in Agugu, Ibadan. He later studied at Obafemi Awolowo University in Ile Ife. As the Founder and Managing Director of Sodium Brand Solutions, he has positioned the agency as a major player in Nigeria’s marketing industry.
Dr. Abisoye Fagade is a Nigerian entrepreneur, marketing expert, and political figure with significant influence in business and politics, particularly in Oyo State. He founded the Alexia Group, which operates in various sectors, including oil and gas, hospitality, media, and consulting. In 2019, he established the Abisoye Fagade Foundation to support youth empowerment through mentorship and skill-building programmes. He also created the “Oyo Si Ma Dun” Network (OSMD), aimed at empowering the youth in Oyo State.
Fagade has been active in Nigerian politics as a member of the All Progressives Congress (APC) and has supported the party’s initiatives, serving on the Directorate of Policy, Research, and Strategy for the APC’s Presidential Campaign Council.
He began his marketing career in 1999 with De-United Foods, the producer of Indomie noodles. He later worked at IMS Group’s Tequila Event as a Client Service Manager and joined SO&U Saatchi and Saatchi Group in 2006 as Assistant Director, focusing on experiential marketing. In 2009, Fagade founded Sodium Brand Solutions, which has managed marketing communication campaigns for major multinationals, including Coca-Cola and MTN.
In 2023, the Alara of Ara Kingdom, Oba (Dr.) Olubayo Adesola Windapo, honoured him as the Aare Asoju Oba of Ara Kingdom in Osun State.
A widely travelled marketing consultant, Fagade has also ventured into the hospitality sector. He aimed to run for the office of Oyo State Governor in 2023 under the APC but did not succeed at the primaries.
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