The Group General Manager of Continental Hotels Nigeria, Mr Karl Hala has called for a strategic shift in how Nigeria is perceived and developed, stating that the country is often defined by what the world thinks it knows, but must now be redefined by what it can become.
Speaking during the E-VISA platform, he described a vision of a nation where culture is not history but industry, youth is not a challenge but the greatest asset, and tourism is not leisure but a serious economic driver.
According to him, the Power of E-VISA is not just an event but a platform of convergence where culture meets commerce, heritage meets innovation, and local potential meets global opportunity. He noted that this represents the future of Nigeria’s sociocultural economy, emphasizing the need to connect key sub-themes that define the country’s strengths and opportunities.
Mr Karl highlighted that Nigeria has over 250 ethnic groups, making it one of the richest cultural assets globally, while the creative economy already contributes over $7 billion annually and continues to grow rapidly. With a population of over 220 million people and a median age under 19, he stressed that this is not a challenge but an economic engine waiting to be structured. He also pointed out that women contribute significantly across both informal and formal sectors but remain under-leveraged at scale, while the informal economy accounts for over 50 percent of GDP, reflecting both resilience and the need for formalisation.
He further explained that tourism globally contributes over 10 percent of global GDP, yet Nigeria captures only a fraction of this opportunity, while Africa receives less than 5 percent of global tourism flows despite its unmatched cultural and natural assets. According to him, this is not a capacity issue but a coordination and positioning gap that must be addressed.
Drawing from his experience across multiple roles, including supporting the development of a National Convention Bureau, working with the Ministry of Education on sector skills, partnering with organizations such as UNICEF, International Organization for Migration, GIZ, and the University of Lagos, as well as building platforms within hospitality, Hala emphasized that the message remains consistent: Nigeria does not lack potential but needs structure, alignment, and execution.
Mr Karl described tourism as the anchor where everything comes together, noting that globally one in every ten jobs is linked to the sector, yet in Nigeria it remains significantly underdeveloped relative to its potential. He said that if properly structured, tourism can create jobs, drive SMEs, support culture, and attract foreign exchange, stressing that tourism is not secondary but strategic.
He also addressed the importance of narrative, stating that while Nigeria receives global attention, it is not always the right narrative. He emphasized that initiatives like the “Good News Nigeria” campaign are essential because perception drives investment, tourism, and partnerships.
In his closing remarks, he stated that E-VISA is not about discussion alone but about partnerships, implementation, and measurable outcomes. He called on stakeholders to move from conversation to execution, from potential to performance, and from visibility to value, concluding that Nigeria does not need reinvention but alignment and acceleration.
