The Cross River State Tourism Development and Promotion Programme, arguably, has remained one of the most sustainable development initiative by either a State or Federal Government in the last sixteen years in the Nigerian nation. The Carnival component of Cross River State’s well articulated tourism programme – carnival Calabar, in its 10 years has been growing in leaps and bounds over the last decade.
Gabe Owojoku Onah, Chairman of Cross River State Carnival Commission says credit for the sustainable growth of Carnival Calabar goes to the political will of the state Governor Senator Liyel Imoke who Mr Onah say has made the Carnival Calabar a globally recognised brand.
Mr Onah should know better. He is easily identified as the face of the Cross River state soar-away tourism programme. A facilitator who has been in the state tourism circuit for the last 15 years, Mr Onah’s vast experience in driving the tourism programme was greatly leveraged on by the Governor who has used him variously as special Adviser Tourism Development and Chairman of a full time Carnival Commission within the Governor’s 8 years tenure as Chief Executive of Cross River state.
As the administration inexorably winds down to its constitutional end, Mr Onah granted the valedictory interview to the ATQ magazine where he revealed the secret behind the success story of the Carnival Calabar.
Question: You pride the Calabar Carnival as the biggest Street Party in Africa, is it really living up to the billing?
Answer: Absolutely! It is unarguable and ATQ has been an active partner in this project. It may interest you to know that Carnival Calabar was only two years old when his Excellency Senator Liyel Imoke assumed office as Governor of Cross River State. He assumed office on the 29th of May, 2007 barely 6 months to Calabar Festival 2007. It was at the flag off of the 2007 Calabar Carnival that the Governor made a bold declaration that he would make Carnival Calabar THE BIGGEST STREET PARTY IN AFRICA. 8 years down the line Carnival Calabar is living up it to its reputation as indeed the Biggest Street Party in Africa. Thanks indeed to the political will of his Excellency.
Question: What were the strategies introduced by the Governor to keep the Carnival on the path of continuous and sustainable growth?
Answer: Yes his Excellency believed that a Carnival is a mass parade with possibilities to generate economic activities. One of the first steps he took was to expand the carnival to a 2 day event. He introduced the cultural and children’ carnival which precede the main event which holds on the 27th of December every year. 2 days of carnival parade will naturally provide opportunity for economic activities along the carnival route as vendors of various wares are wont to do brisk business within the duration. That same year, her Excellency wife of the Governor introduced the Carnival Calabar Beauty Pageant that has become one of the most outstanding components of the Carnival Calabar annual programme and the Essay writing competition among schools to develop a guiding philosy around carnival themes.
Question: Uncharacteristic of a public sector driven programme, the Calabar Carnival has become one of the most sustainable development initiative by any government in Nigeria in the last ten years. What is the guarantee that the Carnival will live forever?
Answer: Governor Imoke has practically institutionalized Carnival Calabar. Basic institutional framework has been put on ground and truely Carnival Calabar has a life of its own now. When the Governor took the bold step to establish a full time commission a lot of those who didn’t understand his vision wondered why a 2 day event in a Calendar year should have a board working round the clock of a calendar year. But the results are speaking for themselves now. Less efforts are now expended during the parade as everything gets well packaged before the main events. When the Governors’ constitution of a full time commission with benefits and incentives the governor has repositioned the commission to actualize his vision of making Carnival Calabar the Biggest Street Party in Africa. Working in a serene office environment another of Governors’ benevolent gesture to the commission has ensured that all those engaged to drive this project must redouble their efforts to justify His Excellency’s investment in this programme. The commission will continue to give the Governor kudos for approving a befitting office block for it. Carnival Calabar indeed will only grow bigger and bolder because of the foundation the Governor has laid for its sustainable development.
Question: Among the distinctive features of Carnival Calabar is its attraction of expatriates to the state in every edition. How did you break into the global stage?
Answer: Again i must still say,it is His Excellency’s passion and overwhelming commitment to fulfil his declaration of making the Calabar Festival the Biggest theatre on the road that has made him take it to the global stage. As we speak, His Excellency is ensuring the Carnival Calabar brand gets international brand recognition. Carnival Calabars’ name and logo through the Governor’s instrumentality are now registered with the Trade and Patent of the United Kingdom. By this, Carnival Calabar is now an international recognised brand. Actually, with our determination to renew and upgrade the Carnival’s registration in 72 countries based on the Madrid protocol. I won’t be exaggerating if i say without mincing words that Governor Imoke has made Carnival Calabar a globally recognised brand. The massive turnout of foreigners for the Calabar Festival every year can attest to that.
Question: As an ever present facilitator of the state tourism development and promotion programme over the last 14 years what is your advice to the incoming administration for the sustainable development and enhancement of this brand?
Answer: the single biggest factor that has been responsible for the sustainable development of the Calabar Carnival has been the political will and commitment demonstrated by the first family, His Excellency and his wife. Secondly the innovations introduced into the Carnival have ensured that the Carnival runs no risk of losing its flavour. The additions to the Carnival by Her Excellency Mrs Obioma Liyel Imoke including the Carnival Calabar Beauty Queen Pageant, the Children’s as well as the cultural parade have boosted content and invariably created variety. Any succeeding government must not only seek to sustain carnival Calabar but continuously strive to introduce new innovations, kudos to Governor Imoke who has institutionalized the Carnival culture and a way of life of our people. It has become a uniquely Cross River Brand and the legacy will live on! Let me at this juncture thank individuals and corporate bodies that have partnered with us to grow this brand. In this regard, the ATQ which has equally carved a niche for itself as an authoritative tourism manual in Africa stands out. We cannot easily forget the distinguished award instituted by ATQ of which the Governor, his wife and our state have continued to be proud winners in the last 8 years. Your continued promotion of the state tourism programme and especially Carnival Calabar will be a major factor for its sustainable development in the years ahead which will in turn transform this vision to a commercial success.