She is the Director General of Nigerian Tourism Development Corporation, the government agency saddled with promoting tourism in the country. Sally Mbanefo has been in the saddle for over two years, the period that has also witnessed new challenges and development in the sector.
An ex-executive director of a commercial bank, a lawyer, wife, and mother, Mbanefo, in this interview with PAUL UKPABIO, looks back to her period so far at NTDC and gives an insight into the way forward for tourism to succeed in the country.
HOW is NTDC coping with insurgency and tourism? Nigeria by nature is a preferred tourist destination, from the diverse cultural heritage and its topography.
The country is rich in natural beauty with long blue beaches, rivers, caves, lakes and forests that make her a preferred tourism destination.
Let me state that insurgency is a global issue, it is not peculiar to Nigeria alone. For instance, countries like America, Iran, Iraq, Egypt and Israel, among others, have a history of terrorism.
There are many festivals in Nigeria like the Calabar Festival, Argungu Festival, Port Harcourt Lagos festivals and so on, In comparison with the Rio of Brazil and Notting Hill carnival in UK, how will you rate our events?
Truly, Nigeria has many festivals, fascinating ones. Our festivals are unique, captivating and they tell a story. Festivals like the Osun Oshogbo Festival in Osun State, Mare Festival in Ondo State, Igbo Ukwu (New Yam) Festival in the east, Kano State colourful and popular Durbars, Arugungu Fishing Festival in Kebbi State, cultural dance troupe from Benue State, a dying pit in Daura, Katsina State, and many more are very thrilling.
Our festivals over the years have been attracting lots of tourists. Sango Festival in Oyo State has been exported to over 40 countries in the world today. In spite of Ebola outbreak, Osun Oshogbo in 2014 recorded over 12,000 tourist arrivals with almost N20million related expenditure.
However, in comparison with the Rio Carnival of Brazil and Notting Hill Carnival in UK, our festivals are not really there yet due to lack of adequate funds, inadequate infrastructures, negative image of Nigeria internationally, lack of proper awareness among our people and of course over dependence on oil revenue.
What effort is NTDC putting to ensure the hospitality industry in Nigeria competes favourably with its counterparts?
Under my administration, NTDC is really doing a lot. We have begun the campaign for domestic tourism in Nigeria with the authentication of tourist sites in the six geo-political zones with Aokpe Pilgrimage Centre being authenticated recently under religious tourism. Also, we have compiled a domestic tourism calendar of all our festivals; we have redesigned our web portal to make it more informative and user friendly.
We have also been able to successfully bridge the gap between the public sector and the private sector through successful public private partnership (PPP). NTDC’s partnership with Viko Group of Companies limited has opened six tourism information desks at Abuja, Lagos (2), Kano, Calabar and Enugu airports. This is part of the corporation’s effort towards promoting domestic tourism, disseminate tourism information, assist in gathering and collating data of tourists entering Nigeria and to create jobs for our teeming unemployed youth.
The game changer is a tourism bond and a tourism departure levy. For example, a tourist may have seen the slave trade story from other African countries’ perspectives but the story is not complete until they have visited Nigeria for the last part of the jigsaw. They may enjoy golf and so want to play in the sunshine which we have an abundance of, but be surrounded by first-class amenities at a price that represents value. The tourist may want to travel across water to an offshore beach resort just as he does in Tanzania or Zanzibar. He or she may want an ecological experience and yet know that when they get back to base they too have comfort, a great meal and seamless internet connections. The tourist may want a well-planned tour of durbars and festivals but know that at each place he will be spending the night in comfortable world-class accommodation that enhances the experience. We want to create family-holiday destinations whether these are at beaches, water parks or even focused around Nigeria’s numerous lakes. There are ideas that we need to focus and galvanise to create a product that meets all health and safety requirements.
It is being said that countries like UK, Russia, Ukraine even Ghana are making a lot of money through educational tourism. Many of our people go there for study. What can NTDC do to help Nigeria gain from this thriving industry?
We have begun talks with the Ministry of Education to see how tourism can be included in the curriculum of primary school level education. Children can visit zoos, understand ecotourism and visit tourism sites as part of their schoolwork. That way we can create a paradigm shift from a very young age
Nigeria depends on crude for sustenance and in the face of dwindling fortune of crude oil, how do you think tourism can be positioned to generate revenue?
Tourism is about providing assets for people to invest in. We intend to launch a tourism bond underpinned by what will be secure revenue stream generated from a prospective tourism development levied on departures. The bond will give us the money we need for investment in the six projects today and these investments will create jobs; careers, transfer of skills and the right product.
The yield on the bond will recognise that we want investment and recognises where we are on the tourism ladder today. It’s all about upside. People will not invest in assets unless there is a revenue stream from that investment and a return on their capital. What are the assets we have in Nigeria? Nigeria is blessed with waterfalls, caves, hotels, parks, sandy beaches, large lakes, and historic sites. Nigeria is able to offer a range of tourism experiences applicable to the general holidaymaker as well as the traveller looking for something off the beaten track. To invest in tourism, there must be clarity on how people can invest their tourism dollars for a fixed period, how they can monetise this tourism investment and how they can see a clear path for exit or onward sale of their investment, if need be. My idea is to identify for investment, tourism projects aimed at specific tourists and to create an enabling environment that respects and encourages this investment.
And the first step is to identify six projects in the six geopolitical zones that will benefit from investment and bring these investments up to a world standard. I see a read-across for Nigerian tourism with countries like Morocco, Tanzania, Vietnam, Zambia, Rwanda, South Africa, parts of the Caribbean and even Peru in terms of creating a unique experience not to mention beach experience and golfing experience, where with the right type of investment we will provide alternatives to Morocco and parts of the Caribbean. We are a friendly nation welcoming of visitors. Once identified, I intend to put the six (specific) projects into a prospectus which should be a document that forms the compendium of opportunities we are inviting people to invest in.
Where do you see tourism in the next five years?
With the right funding and necessary support in place, Nigeria will become the most preferred destination of choice. Tourism in Nigeria will be very competitive as with other countries of the world. Nigeria cannot continue to remain a mono economy. My dream for Nigeria’s tourism is for youth involvement in tourism, make Nigeria a thriving domestic tourism haven; in two years, have at least one decent tourism site per geo-political zone and 2-3 in five years in each zone, encourage developmental journalism by Nigerian press, include tourism in primary and secondary schools’ curricular. Domestic tourism is a phenomenon identified to hold key to the development of many developed countries. If it is properly planned, developed, controlled and marketed, it is capable of sustaining the economy and checking rural-urban migration in Nigeria.
Being the executive director of a commercial bank, lawyer, wife, mother, a technocrat, amongst many other things, how has it been as the DG so far?
Being the DG NTDC so far, God has been faithful and merciful to me. Since I became the NTDC DG in May 2013, I have given the corporation a new direction. I have drawn up a new roadmap navigating new frontiers in tourism. An important priority here is the focus on creating synergy by developing the local content of the tourism industry. Creating synergy is crucial, that is why the promotion of domestic as a source of generating revenue and creating jobs is on the right line.
You are also a philanthropist; the founder of Sally Mbanefo Foundation, being the NTDC DG in a country that an average person lives below the dollar, how have you managed to make your tenure a success?
My success is putting my staff first by treating them as a human capital asset; the most valuable asset. Philanthropist may not be the word to describe me, I believe that God blessed me with careers that have empowered me and as such all that I have earned or received from God belong to God through the poor. I do what I do because it is what God expects from me. Not because I am a philanthropist who would give back without thinking of God. I give because I believe all I have belongs to God and I will make every under privileged child happy by showing my love for God through them. I love working for God because he says whatsoever you do to the least of my brothers, you do unto me.
This came to me as a surprise, when researching you I found out you are also a painter. I know women multitask but this is taking it up the notch. Do you drive tractors too?
Yes, I love trucks and tractors, and art is my life.
On a lighter mood, were you ever a beauty queen?
No, of course not! I don’t need a panel of judges to tell me whether I am beautiful or not. I believe every one created by God is beautiful in one way or another, some subtler than others, yet God has created a fit for every creature he made.
