August 25, (THEWILL) — The Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), Aare (Dr) Abisoye Fagade, has called for a renewed partnership with the media in driving narratives that will reposition Nigeria’s tourism industry. Fagade made this known during an interactive session with members of the Association of Nigerian Journalists and Writers of Tourism (ANJET) held recently in Abuja.
In a candid engagement, the DG addressed perceptions about his leadership style, the Institute’s media relations, and the regulatory gaps confronting the sector. He assured journalists that he remains accessible and committed to transparency, while acknowledging challenges during the early months of his tenure. “There’s this impression that I am out of reach. I am never out of reach. Nobody has reached out to me, and I said no,” Fagade said. “My personality is different. I was trained to stand shoulder high. For me, if there are things we don’t understand, let us sit and discuss them so that at the end of the day, we can tell ourselves the truth and move this industry forward.”
Journalists at the parley had raised concerns about NIHOTOUR’s media engagement, particularly the absence of regular story-sharing that could help the public and industry stakeholders better understand the agency’s programmes. Responding, the DG admitted that his administration started off on a narrow footing, relying largely on familiar contacts while navigating the complexities of the agency. “Let me tell you the truth, at the beginning of my tenure, there was no way to do more than I did, and I apologise for that,” he explained. “When I came in, I asked for things like the enabling Act and other documents, and I had to spend nine months doing an independent review. Without that, there was no way I could run the Institute effectively. The easiest path for me at the start was to move with people I already knew. But that has changed.” He added that the perception of exclusivity or limited access was unintentional and assured journalists that his doors are now open for constructive dialogue and collaboration.
The DG also commended the leadership style of Otunba Segun Runsewe, Director-General of the National Council for Arts and Culture (NCAC), describing him as an example of effective stakeholder engagement. “Runsewe has a style I deeply respect,” Fagade noted. “Both at NTDC and now at NCAC, when he is working on a policy, he calls stakeholders, says this area is good, that area is bad, but then asks us to do a presentation. He urged tourism journalists to see NIHOTOUR as a partner rather than an aloof institution, stressing that many controversies could be avoided if issues were clarified before going to press.
Fagade also weighed in on the need for regulation within the Nigerian tourism industry, warning that the sector cannot thrive in a free-for-all environment. “Yes, Nigeria needs regulation within this industry,” he said firmly. “People just come out with packages on tours without proper structure. Even banks now say they are doing tours. We need order and a regulatory framework that ensures professionalism and quality.” According to him, NIHOTOUR is committed to strengthening the capacity of operators through training and certification, while also collaborating with other agencies on policy reforms that will bring discipline to the industry.
The DG dismissed claims that NIHOTOUR had spent N150 million on media engagement during his administration, describing such reports as unfounded. “If someone tells you that I have spent N150 million on media, it’s a lie. I couldn’t have spent that kind of money,” he clarified. “Most of the media people I have used are my friends. The Institute simply does not have that kind of budget for media alone.” He explained that his strategy has relied more on goodwill and personal networks, but he acknowledged the need for a more structured media programme going forward.
In closing, Fagade appealed to journalists and tourism writers to work more closely with NIHOTOUR in shaping positive narratives about the sector. “Definitely, I have things I want to do, but you too, can have ideas that could be useful. This is why dialogue like today is important. Let us put our ideas together and build a sector that can stand shoulder to shoulder with global tourism destinations,” he said. He emphasised that tourism development in Nigeria cannot be achieved in isolation, noting that regulators, practitioners, and the media must forge a common front to project Nigeria’s image positively at home and abroad.
The interactive session, which lasted several hours, was described by participants as a breakthrough in closing communication gaps between NIHOTOUR and the press. Several journalists commended the DG for his openness and willingness to listen, while urging him to institutionalise regular engagements with the media. Industry watchers believe that NIHOTOUR’s renewed commitment to media collaboration could mark a turning point in the Institute’s visibility and public perception, especially as Nigeria seeks to leverage tourism as a driver of economic diversification.
Dr Abisoye Fagade, who assumed office in November 2024 following his appointment by President Bola Ahmed Tinubu, is a Fellow of the Institute of Management Consultants (FIMC) and a seasoned entrepreneur with a strong background in brand management, communications, and hospitality development. Widely respected in corporate and tourism circles, Fagade brings to NIHOTOUR a blend of private sector experience and public service commitment. His leadership, industry observers say, will be tested by how effectively he can harmonise stakeholder interests while ensuring that the Institute fulfils its mandate as the training and capacity-building arm of Nigeria’s tourism and hospitality sector.
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
