At the Naija7Wonders Zoom Conference 3.0, Olugbenga Sunday, CEO of Tojum Hospitality Lagos, emphasized the urgent need for Nigeria’s tourism sector to adopt a data-driven approach to unlock its full potential.
Speaking passionately about festivals like Ojude Oba and others across the country, Sunday highlighted critical gaps in data collection, which he described as “the real economy” of tourism.
“Who can tell us how many people attended Ojude Oba? Not just the crowd, but actual data—where they came from, their age range, how many stayed in the community, and how many tourists sought accommodation but had to leave,” Sunday questioned. He lamented that most festivals lack comprehensive data, which hampers strategic planning and targeted marketing.
He called on stakeholders—public and private—to prioritize data collection and storage, suggesting that accurate records could help Nigeria better position itself globally. “We have a lot of tourist sites, but where is the data? Without it, we are flying blind,” he said.
Sunday also proposed reintroducing the concept of Airbnb into Nigeria’s tourism ecosystem. He emphasized that many visitors struggle to find nearby accommodation, often traveling long distances or staying in hotels far from festival sites. “If we teach communities to leverage their spare rooms and educate people on safe, community-based hospitality, we can create a sustainable, inclusive tourism model,” he stated.
Furthermore, the hospitality expert urged the adoption of organized review systems, including QR codes for feedback, to enhance service quality and community reputation. “Reviews are vital—they tell us what we’re doing right and where we need improvement,” he added.
Concluding his address, Sunday highlighted the importance of hygiene and safety in food and crowd management. “Food safety, crowd control, and sanitation are non-negotiable. We must ensure our festivals are not only vibrant but also safe and hygienic experiences for all,” he affirmed.
His insights call for a strategic shift in Nigeria’s festival management—focusing on data, community participation, safety, and sustainability—to unlock the true economic and cultural benefits of tourism.
