Migbaci Expo, a three-day cultural and tourism exhibition in Lagos put together by Medulla Motifs is expected to reshape perceptions, stimulate economic activity, and establish a roadmap for sustainable tourism development in Nigeria.
Over 15,000 participants are expected to converge in Lagos for the event aimed at addressing Nigeria’s long-standing neglect of its tourism sector.
The three-day event, scheduled for December 11th to 13th, will bring together stakeholders from Nigeria and abroad under the theme: “Imperative of Tourism to National Development.”
The exhibition will serve as a platform for operators, stakeholders, and visitors within the hospitality and tourism sectors.
Speaking to journalists over the weekend, Akinwale Alabi, Migbaci Expo CEO emphasised the urgent need for deliberate government investment to revive Nigeria’s tourism industry and disrupt its current stagnation for the benefit of the economy.
Alabi highlighted tourism’s significant role in national development, citing its contributions to economic growth, job creation, infrastructure development, and cultural preservation.
He noted that a thriving tourism sector could lead to increased investments in essential infrastructure such as airports, railways, roads, hotels, and recreational facilities, which would create thousands of jobs and generate substantial foreign exchange from visitors.
Additionally, Alabi underscored tourism’s potential to promote sustainable development through environmentally friendly practices, conservation of natural resources, and the promotion of cultural heritage.
According to the organisers, the event expects cumulative physical attendance of over 15,000 people, with hundreds of thousands more anticipated to join via social media platforms.
“Tourism is the way to go,” Alabi stressed. “That is why we are hosting this event — to open eyes to what Nigeria has and what we’re failing to harness.”
He compared Nigeria’s tourism potential to that of Zanzibar in Tanzania, which reportedly earns 80 per cent of its foreign exchange from tourism and 27 per cent of its GDP. Alabi pointed to Badagry as an example of a Nigerian destination that could surpass such benchmarks if properly developed.
Alabi called for intentional efforts toward tourism development, citing Rwanda’s global attention through sponsorship of the English Premier League as a contrast to Nigeria’s underutilised investments like the Tinapa Resort in Cross River State.
While lamenting the lukewarm approach by many Nigerian states toward tourism development, Alabi praised the Lagos State Government for actively identifying and investing in the sector in collaboration with the private sector. He noted that Lagos State has given the event its full support.
The expo will also serve as a platform for training, setting agendas, driving investments, and fostering interstate collaborations. States will be invited to showcase their unique cultural sites and tourism offerings.
Incentives such as free tourism trips will be awarded to attendees. Partnerships are underway to enhance the event’s impact, including collaboration with Dublin’s Idea Hub.
Alabi announced that the Irish Commissioner and other foreign delegates are expected to attend, making it both a national and international affair.
He decried Nigeria’s general lack of recognition for its cultural festivals and heritage sites like Ojude Oba and the Osun-Osogbo Festival, describing the country as “sitting on a gold mine” of untapped tourism assets.
“There is a full year-round calendar of tourism events in Nigeria that neither the government nor the private sector is leveraging,” he said. “What some countries depend on for survival isn’t even half of what Nigeria has in tourism potential.”
Supporting Alabi’s points, Ayo Olesin, CEO of MediaMatrics Limited and PR consultant for the event, highlighted how other countries commercialize and celebrate their cultural elements to boost their economies.
“In Germany, sipping beer is a tourist attraction. In Cape Town, their wines are globally respected. Meanwhile, we have palm wine and unique traditions here that we don’t promote,” Olesin stated.
He described tourism as a multibillion-dollar untapped industry in Nigeria and called for a change in mindset and greater appreciation for local cultural assets, particularly from the government, private sector, and Nigerians in general.
Leading up to the Migbaci Expo, sector operators will showcase their products under categories such as Eatopia, featuring top restaurants and eateries; Staycation, with high-end and budget hotels, resorts, and short-lets; and Nightendo, curating top nightclubs and lounges.
Other categories include Eventopia, listing concerts and festivals especially during the December “Detty December” experience; Shopaholics Paradise, highlighting malls and markets for both local and international offerings; Lagos Fashion Fair showcasing the latest fashion trends; the Nigeria International Film and TV Summit for film and television professionals; and the Africa Film Finance Forum, providing a platform for filmmakers to network and secure project funding.
