Welcome to another interesting episode of your voice reaching you from present balarinu media center. I am your host by Emmanuel. [music] [music] On your voice we discuss topics that matter most to you across different sectors of Nigerian's economy. Today we are privileged to host the DG of National Institute for Hospitality and Tourism Narator AR Dr. Abiso Fagade. Dr. Abiso Fagade is a prominent Nigerian entrepreneur, a brand strategist and a marketing communication expert appointed by President Ba Amed Tinubu to head na Dr. Abisoy brings a private sector commercial-driven mindset to public administration where we tap into his experiences in the field as he takes us around the happenings in hospitality and tourism industry. Welcome to the show doctor. >> Thank you very much. >> Can Nigeria meet you once again? >> Well, like I always say, my name is Abisu. I put the because first of all, I'm from Ibado. >> Oh, good. and I'm the area job offic uh director general CEO of nationalities for hospitality and tourism. Before I was appointed I was um running my business in advertising and um experential marketing. I've had close to 30 years of experience. >> Wow. >> You don't want to go >> 30 30 years. You started quite early, sir. >> What did you say? 30 years. You started quite early. >> Maybe not. Maybe don't be deceived by the looks. [laughter] >> All right, sir. Okay. Um, welcome once again to your voice. Um, like I said, we bring in a lot of discussion to enlighten Nigerians on the happenings especially with this administration. So, your voice is a is a platform where every topic that borders on Nigerian economy is discussed and we are privileged enough to have you on this show today. Now let's start with your institution sir. There have been some reforms introduced in your institution since you assumed office as a DG of NATO and um looking at this recent enforce approval that was given it looks like the effort so far is yielding results how does this make you feel and what is the plans going into this enforcement? >> Well uh enforcement asking about the enforcement is like jumping the gun. >> Okay. I'll start from my appointment. Um when I was appointed as the director of this institution, the first thing I asked for was the instrument of office. >> Okay. >> I said what are the instrument of this office? And um fortunately for this institution that I've been there for almost 38 years. The past president, President Muhammad Buubari, just before he left office, signed into law an act that was established in 2022 that uh gives now the power to actually identify, register, train and certify all practitioners, professionals and operators in hospitality, tourism and travel. So the first thing I did was sit down digested the art called a couple of strategic meeting and we decided okay where do we start from started from the stakeholders engagement we call all the stakeholder we are saying we have to implement this act because the act compelled now to print out a register of all the registered people or practitioners or operators in that sector 2 years after >> the act was um establish lished. Okay. >> So we did a consultation, we had stakeholders engagement, we did a lot of collaboration, we went to other sister agencies from immigration to NAVA to CAC to Nigerian. In fact, the IGP also approved of the uh uh the act and the enforcement of the act. We went to uh a couple of develop developmental banks. to uh to seek collaboration. We went to uh federal revenue then which is now NRS now. >> We had a couple of collaboration and stakeholders engagement >> of which we now say okay before we even start uh anything at all can we unveil the the alter egos of all these uh institutions that are here I'm saying the hospitality institutions that are here because also very critical to know who are the operators in that uh industry. So that is what led to what you as a long travel >> and >> we said to ourselves we said >> for any reform to happen just like in the banking industry the insurance industry even the telecoms industry >> enforcement is never an easy thing to do we did wide consultation >> and uh today as we sit we will say that now to is not where he used to be now to is taking his rightful position in the industry you Just like every other industry that's been abandoned, private sector has taken position and they some of them are already acting like government. >> Government exactly. >> So the the push back is expected and uh the industry is collaborating and uh like we all know the the problem of Nigeria is not lack of assets. >> Good. >> We have different kind of assets in Nigeria. Definitely. Yes. the the problem we have then was uh integration I mean national educational framework >> work now yes which now is trying to put into play and there are a lot of little little issues that um and all those we have to cross but today we thank God at least um it's becoming a household name we are taking a rightful position and uh some few months ago for [snorts] the first time Nigeria now has a register for national for for hospitality and tourism fantastic >> this country as the act has directed as we speak today the institution has a tribunal for hospitality and tourism >> in Nigeria as we speak today we have restructured our sector ski council [clears throat] >> wow >> so there are a lot of reform that is going on and just like the renewed dope agenda that has renewed hope in tourism and hospitality industry also. >> Okay. Um that sounds so like just like my question ask how does that make you feel? I can actually see the smile on your face and the way you have to like articulate everything shows at least the effort put in place already is yielding results and I also glad to hear that today Nigeria has a register okay for this and then coming up to harmonize bring on board all registered NC's um paratus under um tourism and travels has been harmonized to effect and um I believe with you that it's not the lack of assets But harmonization bringing everybody um on board. Now looking at Nigeria we are having this register okay for tourism and um travel. There are countries >> for personnel >> for personnels. Okay. So there are countries that depending solely or let's just say huji okay on tourism to fund their national budgets. For example St. Lucia, okay, we have um Jamaica, USA, we have um Gambia and um here in Nigeria we have enormous potential okay on tourism. Now my question is what is the plans to be counted among these nations? Well, first thing first, I would say that uh for the first time in the history of this country, we have the economic seriousness, >> okay, >> to push tourism and um with our investment in people, we are building an industry. There's a there's a strategic sequence to this thing. Let's take China for example. What China did was China invested in its people. They build people then they build an industry then they now build destinations. You can't build destination without those things. There's a strategic sequence. So we at the face where we are building people in Nigeria and NATO is at the center of it. >> We are trying to standardize operations in Nigeria. We're trying to say this is how the world has done it. For example, if you look at Greece that didn't mention Greece, uh tourism contributes about 24% of their GDP. Nigeria is about 3.9. >> We can move that needle to about 10 to >> 15% contribution in another five years. Okay. >> If we do [clears throat] >> the right thing in terms of investment and uh we are in [clears throat] the right direction and what is direction? direction is right now we are trying to build people which is the most important thing to do and also the most difficult thing to do because human beings you know how we are >> we don't like changes we don't want to change and um >> if you want to see the return on our investment or we want to see Nigeria be counted as one of the biggest destination in the world we need to build people people need to allow now to do the right thing. I'll give you an instance during the um COVID 19. This industry is about the only industry that was that was left to operate and also about the only industry that did not get anything from government types of intervention because there was no coordination. So it is the interest of the industry and the people in the industry to create a structure >> okay >> of what we're trying to do right now and be counted know what we bring to the table >> and we do >> so that's is where that's where we are in the process of building people that strategic sequence of the same pattern that China used you you build people you create an industry >> industry then the nation >> I I love your analysis of um China and um Greece and then when you do the swindling Nigeria at 3% and >> 3.9 about 3.9 so now and you said that between um now and the next five years okay then the difference would have naturally going to 10 to 15 >> which is a big dream >> with the right investments >> that's ambitious actually okay based on where we are it's ambitious >> can I can I tell you can I tell you that it's not ambitious currently the figures that we share in Nigeria are not captured. I'll give a very simple analogy. >> Uh Emanuel leaves Abuja. You live here in Abuja, right? >> And you go to Lagos for a wedding. >> It's been a few days. >> Tourism. You are going to Lagos. When you land in Lagos, you are flying aviation. >> Tourism. >> Hospitality. Tourism. The flight from from Lagos to Abuja is not captured. your transportation from your home to airport whether you buy petrol is not captured when you land in Lagos maybe your brother picks you up he's buying petrol he's buying diesel >> on your way if there's a bit of traffic traffic you are buying gala >> that's not captured >> I prefer buns not [laughter] >> so when you get to the wedding every vendor at that wedding they're under hospitality business tourism >> and um >> the food you eat the drinks you have the music you enjoy is still under hospitality. The cake you consume is under hospitality. The guys that clean that place, they're under security. The security system at that wedding that you went to is under tourism and hospitality. And after that, when you are going out, the guys that parked your car in Lagos, park here, sir, is under hospitality. When you now, okay, Sunday before I leave, let me attend >> the church. Maybe you are redeemer or whatever and you go to church that's religion tourism by time you capture all of this in perspective the needle will move beyond what I've mentioned >> fantastic do you know that before now I've not been using it this way and I think that's one of the benefits of having the discussion with you being an expert actually because yeah for 30 years you have been in the branding marketing okay strategy branding and it's good we engaging you because I'm sure most Nigerians will be like ah how is the gala or bs I buy on the road has to do with terrorism security and the cleaners okay so but this is quite um a new ground of knowledge for me and I'm sure also for our viewers at this um time now let's bring it back to you okay as the DG of this institution okay how do you want to be remembered after your time here >> well uh simple I want to be remembered as a brave performer reformer who who took the bull by the on and uh create a structure in tourism, hospitality and travel in Nigeria. >> That sounds like >> well [laughter] that that that's my mentor. I I've always I've always said it. I said that's that we we need to juice that man's brain every time. [laughter] Someone someone said that president should be an institution to be studied in economy in politics and across all sectors. Okay. So >> it should not just be said it should be done. >> So when you said when you said you a reformer the first image that comes to my head is the president. Okay. And that's quite um a good way to remember sir. So now um talking about your mentor. [laughter] >> Okay. So what is your general assessment of your mentors administration this current administration? >> Should I speak freely? >> Feel free sir. >> Okay. President Ba is doing a tankless job. >> And uh a job just like well great people that are being remembered today were never appreciated when they were alive. >> Yeah. Sure. For years to come, this man will be honored for what he has done for this great country in terms of reform, in terms of um being bold. >> Okay. >> It takes somebody that is really bold, extremely bold >> to do what he has done. Today Nigeria, you can actually plan. >> We have a stable economy. Nigeria has achieved a an economic reform in a time when the global economy is being driven by service uh sentiment. >> Okay. >> Uh technology and all of that. And in the art of all of this is is hospitality and tourism really. >> Okay. Yeah, cuz it's the only is the only is the is one of the tools that can reach an average people quicker and faster. >> Okay. Yes, sure. >> Is the is the fastest way to reach the grassroots and well integrated and the most important thing is it's building is building things for the future in China. I don't know how they say this in China. I can't remember how they said it so that I won't for the Chinese whatever. But this simply said that if you want to build a nation, >> build a people. >> Build road. >> Okay, >> that's what go and Google it. That's what he said in China. If you want to build a nation, build road. >> Wow. >> Because all this econom all this infrastructure that we're talking about, they lead to something. >> Exactly. >> They translate to something. They connect people. They open up opportunities. They they connect uh uh uh they connect bene people to their benefits. >> Exactly. But we won't see it now. And like I said, he's doing a tankless job. He has reformed [snorts] the economy of Nigeria and we are in the right trajectory as a country. Let me just put it that way. Simply put. >> Okay. So, your line building if you want to build a nation just build roads like um building connectivity. Okay. Um cultural exchange, economic exchange. But like you said in tourism everything have to revolve around uh I will still keep saying it. Okay. Um this interview I'm having with you today is a new ground of me for me. I'm learning a lot of other things. So um going forward on our discussion 2027 election is already here with us. Okay. And um we're looking at the achievements of presidentu. uh do you think that Nigerians will appreciate him um by voting him for a second tenant and um in your thoughts what do you think um is standing out for him on this? >> Uh like I always say our diversity in Nigeria is our strength >> and the man that is at the M of affairs understands that and um a leader takes [clears throat] his people to where they should be not where they want to be. Okay, >> Nigeria as we speak today has left it comfort zone. Things can only get better. It cannot get worse and uh realistically the worst I can see is over. So Nigerians appreciate good things and people are coming to realization that Bola Amed Ashuaju means well for the country and everything he has done is to the betterment of Nigeria and uh for the first time you have a government that is listening. >> Sure. >> I give that to him. Not just listening, also acting, >> responding. >> And we have a government that will always yield to a superior argument. Think back when last when was the last time we have that kind of government. So Nigerians are realistic people. They are they they they appreciate good things and as far as this country is concerned, things are looking up. The worst days are over. >> The worst days are over. >> The worst days are over. And we are going back to those days when your being a counselor matter. Being a chairman of local government matters. >> Being state governor matters. Governance is not done at the federal level. It is done >> at the grassroots. >> At the grassroots. Not why when you keep saying grassroots. Grassroots is is very broad. >> Okay. >> Governance is done from home. Home is close to what? >> Word is close to local government. And when you are saying let us take let us hold our government accountable >> let's stand the accountability from home from word to local government to state then the whole country can be accountable. So I I'm sure that Nigerians politics aside even the people that are in the politics know that what Baubu has done can only be done by a great man like President Ba Ahmed Tunu without being patronizing. >> Thank you so much. Um having to take up um the kind of a massive reform which the president is doing takes a bold heart to actually do that. And um I'm going to sign out on this um discussion with you with the last question I'm going to throw at you right now. You said that the right leader takes his people to where they should be and not where they want to be. As the DG of where are you taking the institution to? Well uh I met the decision as just a training school. Today the institution is taking his rightful place as uh a regulator of personnel professionals and standard in hospitality tourism and um travel. I'm taking the are we with the team the direction is simple >> okay >> for the agency to take this rightful role in tourism travel and hospitality in Nigeria that's the position >> thank you so much and um to you our dear viewers we have heard it all from the dei of national institute for hospitality and tourism here in Nigeria telling us going deep into the scope of what his agency and the institution is doing to bring up tourism to add up to the GDP of this country. I'm sure it was an interesting engagement and you have learned one or two things. We have been speaking with arisade. Thank you so much for giving us your time and thank you my dear viewers for joining us on this episode. I remain your host by Emmanuel Bachman. I will see you again. Thank you. [music] >> [music]