When Lagos stepped up tourism promotion with MICE agenda

The recently concluded Lagos Tourism Summit, held at the Eko Hotel and Suites, Lagos was a big statement in the anal of the Lagos State, with different papers and panel discussion centered on the theme; Destination Lagos; Towards a Sustainable Tourism-Driven Economy.

However speakers, panelists and stakeholders at the venue have called for sincerity of purpose in using the outcome of the summit to build a robust and sustaining people-driving tourism industry to further grew the state economy.

Also, participants who spoke at the event called for a structural synergy with the private drivers of the industry though public and private partnership (PPP) in planning for any subsequent event, in order for them to properly key into the promotion and marketing of destination Lagos.

Speaking on one of the strong-hold points of the summit, MICE (Meetings, Incentives, Conferences and Exhibitions), delivered by a travel expert and organiser of the Akwaaba African Travel Market, Mr Ikechi Uko, gave the session a broad spectrum of explanation sharing knowledge of his insight and expertise on the importance of developing Lagos as a fast growing hub for MICE.

Uko who serialise different countries model on MICE and how they have been champion in the sector said Lagos, though are lacking in some areas of advantage but the government can structurally build it way to the ladder of top MICE destinations in Africa by consolidating on it strength in improving in the hosting of small MICE event and gradually the big ones will come.

According to Uko, “Today MICE is driving Tourism growth in Africa. Ghana, Kenya and Rwanda are crediting the industry for the growth of Tourism in 2017.

“If you notice most events are heading to Kigali and Accra. With the new Airport in Victoria Falls and the exit of Uncle Bob Mugabe Zimbabwe with be the big player along with its poor Neighbour Zambia. While the Scramble for Meetings are going on in Africa.

“Lagos has to take advantage of its natural assets to play in the coming years. You do very well in areas where you have a natural comparative advantage.

In the creative economy which encompasses the arts Lagos might well the Natural creative Capital of Africa. Despite the fact that most of our products are not captured in Organised Data it is a known fact that Nigerian Nollywood is the leading Movie production Centre in Africa and the dance halls of AFRICA are driven by Nigerian Music. So we can lay claim to be the entertainment Capital of AFRICA.

The beautiful thing about MICE is the fact that it is usually obligatory travel, so people who would not naturally be disposed to visiting your country will be forced to attend if they are really devotees or members of that organisation.

“LAGOS started building its capacity to compete in the events and exhibition category with the arrival of the Eko Convention Centre. This 5000 seater hall became the game changer for Lagos.

Automatically you can count Lagos as a contender in hosting entertainment events and today along with Landmark Centre, Lagos seek to host exhibitions and events.

For Lagos for join the big league of MICE, we should concentrate on arrears where we are well disposed to thrive. In the MICE spectrum we can chase the events, exhibitions and congresses.

“Our specific areas based on the already existing audience and our infrastructure should be creative arts, including music event (AFRIMA), movies event (AMMA and Lagos Film Festival). Also fashion is one unique brand that needs a headline event as Lagos is the trendsetter in that Area. Arise Fashion Show is a good one as well as craft and art event should emerge.”

Uko beam at financial services with some of Africa’s largest banks the Material medical exists for this too

“Religious congresses are a known fact that the biggest churches in Africa are all based in Nigeria. So this is the lowest hanging fruit to focus on as they already draw huge audience.

“Telecoms makes Lagos a hub with huge opportunity as the largest subscriber base in Africa reside here.

“ Sports also has a huge population of travelling sports lovers which Lagos can act as a pull as a centre for sport events.

• NEMA decries high level of flooding In S’East

For Travel and Tourism, Uko explained that with the largest travel population outside South Africa, Lagos should be a travel hub and the success of Akwaaba Travel Market attest to that.

“Combining what we have to get what we want is to Use the Popularity of Nollywood, Our Musicians and the cool label of Lagos to draw the missing Tourism fruits.

“To achieve this, there steps that need to be taken. Lagos needs a Convention Bureau to organise and market the city as a destination to attract these events. Convention Bureaus subsidise events and assist in attracting more people.

“My event in Ghana Accra Weizo gets the financial support from the Government of Ghana. The next step for Lagos is to create Clusters of events and prioritise. Choose one or two of the events and support. Support one that is already successful so it can grow in scale.

“You cannot support all. Top 15 events covering different areas in a year is good to start with now. After that scale Lagos is pushing forward along that line with the calendar of events already published, but the events have to be categorised and optimised with ranking so that the state does not dissipate its resources.

“The obstacles to successful development of MICE will include access, Lagos is one of the most connected cities in Africa with daily flights to the leading capitals of the World.

“With the absence of a national carrier and a strong indigenous airline, it depends on 3rd party airlines to bring in the visitors. This increases cost as airlines will offer cheaper flights for packages outbound to their destinations and not inbound.

Visa is also another obstacle to visitor numbers but that is on the Federal Government list to address.

on facilities Uko said “with massive road infrastructure and rising number of quality hotel rooms, Lagos can host a medium sized event. The largest centre can host 5000 people seated at once.

“So with a total of 40’000 square meters of space shared among the top 15 event centres in Lagos and 6000 three-star rooms available in the city, it can host multiple events of different sizes every month. Our research shows the top 20 hotels and the top 10 event centres with the following

“LAGOS now needs to make sure the hotels are of international standards, rate and grade them and make sure the top venues measure up to standards.

So Lagos can start by organising what is already on ground choosing the Top 15 events that have survived three to five years, from the Identified areas of Music, Movies, Religion, Fashion, Tourism, Financial Services, Sports, Food and Telecom and package them for International consumption in 2019 and 2020 and by 2021 Lagos would have learnt enough to start bidding for Mega international events. We are ready and the World is ready for us.”