Ambassador Ikechi Uko, CEO of Akwaaba Travel Market, delivered a compelling address during a stakeholders’ engagement event in Edo State, themed “Rekindling Our Cultural Nexus: Its Socio-Economic Impact in Edo State.” The event was hosted by the Executive Governor of Edo State, Godwin Nogheghase Obaseki, and the Honorable Commissioner for Arts, Culture, and Tourism, Dr. Uyi Oduwa Malaka.
In his speech, Uko emphasized the need for Edo State to pivot its rich cultural heritage into valuable tourism assets using what he calls the “6 Senses Strategy.” He noted that Edo State is home to to the most famous heritage imageries out of Africa, including the world-famous Idia Mask, which ranks alongside Nefertiti and the Sphinx as one of the most recognizable African images of all time.
The 6 Senses of Man
Uko outlined his 6 Senses Strategy, explaining how each sense could play a critical role in promoting Edo State’s tourism potential:
Hearing
Edo State needs to make itself heard both in Africa and globally. Uko highlighted the role of Edo artists like Rema and Shallipopi in amplifying the state’s presence through entertainment. However, he stressed that participation in travel events is crucial for growth, as tourism is sold through various channels.
Sight
Uko questioned what Edo State could show the world. While its history and heritage are well-known globally. What can they see when they come to Benin? He urged Edo to focus on showcasing its landmarks such as the Moat, Bronze Works, and both ancient and modern sites to attract young travelers.
Taste
Culinary tourism is a global trend, and Uko that there has to be a branded Benin food that one should look forward to when coming to Benin, you can creat a new one or adopt someones recipe and own it. For example, Port Harcourt is branding itself with Boli and fish, Ibadan for Amala, and Owerri for Nkwobi, Enugu for Abacha and Okpa. He suggested Edo create or adopt a signature dish to draw food tourists.
Smell
Are the people friendly?
Are the Hotels Standard?
How do I get received and treated in Edo State?
Can we upgrade our game?
Can we be friendlier?
He encouraged Edo to focus on upgrading its hospitality standards, ensuring that visitors feel welcome and that hotels meet international standards.
Touch
Uko asked, “What events can bring people to Edo?” What contemporary events can people participate in? The Young people are entertainment and Sports Crazy. How do we accommodate them? He suggested hosting marathons, carnivals, and hiking events to appeal to younger travelers who are passionate about sports and entertainment. Can we become the Fun City, the Comedy City, the Theatre City, the Folklore Music City of Nigeria?
Sense of Style
The Sense of Balance (Vestibular) is all about how you fit into the environment. Fashion is very important. How do you see yourself and how do people See you?
Almost Every native wedding in Southern Nigeria has a touch of Edo fashion in it. What industry have we made out of this for the World to buy? A visit to Abeokuta will take you to Adire Factories. A visit to Ilorin will take you to Aso Ofi and Aso Oke factories. How do we sell our own version of Edo Kente to the World?
What to Do Next?
Uko emphasized that Edo State is rich in creative capacities and should harness its assets through movies, storytelling, destination marketing, and new facilities. By focusing on the 6 Senses, Edo can position itself globally as a top tourist destination.
He advised the state to develop five key tourism products and market them aggressively, reminding stakeholders that tourism is an experiential industry. “People have to see it, feel it, eat it, and do it to make it real,” he said.
Uko concluded by highlighting the fact that Edo has the cultural assets, we need to pivot them to a Tourism advantage to create wealth. Tourism Enriches. It is the largest employer of Labour Worldwide and you do not need a lot of Education to do Tourism, Tourism educates you.
