For all its woes and doom, Nigeria is excelling at one thing: entertainment.
The music industry in particular has evolved into a global phenomenon, with people all around the world grooving to Nigerian songs. For whatever reason, Nigerian songs have gained widespread popularity globally.
A few years ago, I was returning to Sao Paulo after a friend’s wedding and got talking with a man who was (maybe a little too excited) to hear that I am Nigerian. An apparent globe trotter, he told me going to a Lagos club was on his bucket list.
Unfortunately, I did not have any good recommendations for him, but the fact that a British 50-something-year-old man wanted to go to a Lagos club piqued my interest. I thought (and I hope he never reads this), he was a little too old to be partying like that but prior to conversing with this man, I did not think Lagos was a potential point of interest. Before saying goodbye to him, I tried to sound as genuine as possible when I asked why he wanted to go to Lagos.
Such questions rarely elicit concise answers and that is one thing I am sure I will remember about this co-traveller for a long time. He told me quite simply: all the great party songs come from Lagos. I countered that by saying something like ‘oh, but the Musicians go on tours, entertain at concerts and so on, you could just attend a concert in a city near you’. He told me: the experience is likely to be different. There must be something about a place that generates such great beats. I doubt that honestly, but I started to research about it, and my research took me to YouTube where I spent hours reading comments on Nigerian music videos by people from all around the world.
I must admit that I experienced a fleeting moment of pride to be a Nigerian. Some of the songs are per my tastes and preferences, terrible, but I liked some and put them on my phone. In case you care, I listen to Nigerian party songs, but I am too old and too busy now and so, I mostly operate by name/brand. For example, I am a Wande Coal fan and so if there is a Wande Coal song out, since it is by Wande Coal, I’d get it on to my phone (hehe).
Anyhow, shortly after my preliminary research, I set up a quick survey. I wanted to know how many foreigners were even remotely enthusiastic first about Nigerian songs and how many would under whatever circumstances visit Nigeria, especially a Nigerian club.
The sample group for that survey was admittedly narrow, but the feedback the survey generated astounded me. My acquaintances, friends, colleagues and associates from the United Kingdom, South Africa, Namibia, Brazil, Columbia, Peru, the United States and other places not only enjoyed Nigerian music, many of them indicated they wouldn’t mind visiting Nigeria someday. I modified the survey to include that respondents identify a deterrent or potential deterrent. Many people who participated in the survey indicated that insecurity was one major consideration or reason why they would not go to Nigeria.
Insecurity is undoubtedly one of Nigeria’s most significant challenges, but it isn’t sufficient justification or excuse for what I perceive to be yet another missed opportunity. It is not lost on me, that as is usually the case, Nigeria is failing at transforming potential into tangible dividends. In this case, it appears that we have the product, but cannot commercialize it.
Lagos is Nigeria’s most vibrant city, and it turns out that as the British man told me, many of the world’s coolest party songs indeed come from Lagos. Many of the people I have since spoken to about this also seem to think Lagos (or Nigerian) clubs may indeed offer some spectacular or unique ambience. I also hear that many of the big musicians entertain at some of these clubs and that is likely a bonus.
There are however, good reasons why potential visitors are not flocking to Lagos clubs for entertainment, holidays or whatever you want to call it. While I cannot tell what all potential tourists expect if they go to Lagos, and I should by all means, trace the relics of that survey, build on it and conduct a more comprehensive assessment, Nigerian music seems to be one force that people gravitate towards and Lagos has that to offer. There is also a range (albeit narrow) of potential recreational activities that can complement music for tourists and so in this article, I want to highlight what Lagos can do to commercialize her entertainment flavor.
Lagos already possesses some features or traits that can furnish tourism goals. There are a variety of attractions such as historical sites, museums, art galleries, theatres, and cultural landmarks that may appeal to some tourists. Lagos also has a vibrant nightlife with bars, clubs, and live music venues.
Infrastructure is however, very poor and the managers of the city, if they want to make Lagos into a tourism hub need to invest in transportation facilities, accommodation options and tourist services such as tour operators, guides, and information centers. Safety and security is crucial for tourism and must be prioritised. Lagos is comparatively rich, and I think with ambitious leadership, relevant authorities can create inviolable security status for the state where irrespective of the goings-on in other parts, Lagos is fortified and impervious to security threats and risks.
City managers should work to create a safe and secure environment for tourists with effective law enforcement, other tangible security measures, low crime rates and reliable emergency services. Well-lit streets and pedestrian-friendly areas can go a long way in making tourists feel comfortable and as relevant, should be addressed. It is also vital to make safety provisions for diverse audiences, including travelers with disabilities, families with children, and senior citizens. I have observed that we tend to neglect this demographic, so I want to emphasize here that tourism efforts should remember to cater to this group. To be sure, I am not saying that life and property in other parts of Nigeria do not matter, I am saying that Lagos has great potential to attract tourists and one way to embark on our long journey to sustainable development could be to optimally exploit this potential.
Some people disagree with me on this, and while I admit that some parts of Lagos can be unpleasant, I think the locals are welcoming and friendly. It is however, important to cultivate an uncompromising service-oriented culture because like in many parts of Africa, service delivery is frustratingly poor in Lagos. A diverse culinary scene with local specialties, international cuisine, street food, and dining options for different budgets can boost the overall tourism experience and should be cultivated. Food markets, food tours, and culinary events showcasing local flavors and traditions are not very common in Lagos but are a potentially viable idea to boost tourism.
Who benefits from successfully establishing Lagos as a hub for tourism? All Nigerians. Tourism can contribute to the economic growth of Lagos and cultural exchange. After fulfilling due diligence to ensure that the city can be a tourism hub, effective marketing strategies and collaborations with relevant stakeholders such as travel agencies can help promote the city as a desirable tourist destination.