Africa: Wakanow CEO Bayo Adedeji Highlights Customer Focus, Partnerships, Cooperation, and Technology for Tourism Success at 8th NATOP AGM
At the 8th Annual General Meeting of the Nigerian Association of Tour Operators (NATOP), Bayo Adedeji, Group CEO of Wakanow, spoke on “Partnerships for Progress: Shaping the Future of Tourism.” In his speech, Adedeji emphasized the importance of collaboration and strategic partnerships in driving the growth of Nigeria’s tourism sector.
Adedeji pointed out that the lack of growth in Nigerian tourism stems from internal conflicts and a focus on money rather than customer experience. He compared Nigeria’s tourism approach with other countries, where customer service and collaboration are prioritized. “Tourism in Nigeria is not growing because we have not focused our attention on money. When you visit other countries, they start collecting your money with smiling faces, but we in Nigeria fight among ourselves,” he stated.
Reflecting on his experience at Wakanow, Adedeji highlighted the company’s financial growth, stating, “When I joined Wakanow, we were making 50 Million naira a day, but as of last year, there are times we now do 1 Billion a day.” He noted that 90% of local tickets are bought directly from airlines, and 50% of transactions occur internationally. He also mentioned that Lagos has a significant weekend economy, with about 40 billion naira spent on weekends from Churches,Mosques, Parties and event.
Adedeji stressed the potential for growth in local tourism and the need for cooperation among industry players. “We are all fighting among ourselves when there is an opportunity for cooperation. When you win the customers, competition will die,” he said. He urged the industry to work together to promote Nigerian cultural tourism globally.
He also addressed the role of technology in tourism, cautioning against relying solely on external tech solutions. Instead, he advocated for partnerships with local tech providers. “If every business person in Nigeria goes to technology, Nigeria will lose because we tend to buy every tech out there. We pay for everything, but if you have someone that has tech, you can partner with the person,” Adedeji explained. He shared his own experience, stating, “All the vendors and activities in my beach here in Lagos, I didn’t provide or do them. I only partnered with people who do them so they can provide the business on my beach.”
Adedeji concluded by emphasizing the importance of customer ownership in business success: “He who owns the customer, owns the bags.”
