The Root Gazette
By:- Tayo Gbesoevi
Over the years, tourism has become an effective tool for social and economic development for many countries. Like Tanzania, for example. In 2018, the country generated about USD 2.4 billion from tourism, making tourism the largest foreign exchange earner for the country.
However for countries like Nigeria (the Giant of Africa) with a $432 billion GDP, and beautiful landscapes in cities like Lagos, Enugu, Calabar, Abia, etc. it is appalling that these cities are yet to harness the full potential of her tourism industry.
Despite being the Entertainment Capital of Africa and having incredible sand beaches, large water bodies, and a vibrant environment filled with rare trees, most of Lagos’ revenue has come from trade and manufacturing, generating about 90% of Nigeria’s overall trade flows, and approximately about 10% of the country’s GDP.
Beyond its entertainment and cultural export across various events like musical concerts, festivals, and exhibitions, Lagos must tap into other aspects of its tourism so as to rise to the narrative of an attractive state in Africa.
Hon. Abimbola Ajose who is one of the reputable community pillars already has a 20-year master plan that is capable and robust enough to revitalize the tourism industry of Lagos, and the country at large. He did a breakdown of how they believe the new master plan will transform the tourism sector:
He pointed to the need to Maximize Lagos Tourism Potential & Increase its Internal Growth Rate (IGR). The City of Lagos is well-known for its commercial and political grandeur. It is the commercial and entertainment capital of Africa. Lagos tourism through entertainment and cultural export across various entities like movie, music and fashion is ultimate a target towards achieving more revenue for the state.
As stakeholders in the industry we should take decisive steps to explore the abundant possibilities in this very critical sector by allowing the practitioners and key stakeholders to be directly involved in every one of our policies”.
The state already is rich with cultural abundance, historical embellishment, extensive beaches, and broad artistic and natural features. Exploiting all of these abundances through tourism, travel, and hospitality can increase the Gross Domestic Product (GDP) of the state to $3.4 billion in 2026.
Also, the need to allow for Public-Private Collaboration like other sectors. We believe private organizations can play important roles in improving tourism in the state. The tourism sector with key players spanning across hospitality, food, and transport industries can benefit from strategic partnerships and alliances between the companies and the government. The Public-Private Partnership strategy will also aid private initiatives in utilizing and nourishing the various components in the industry.
They also intend to empower Youths & Create employment opportunities
If the sector is managed and funded adequately it can generate tourism revenue for the government and businesses, which would provide more jobs for the youths of the state and improve the standard of living in the state. We believe the goal of the master plan to “make Lagos State one of the top-five urban tourism destinations in Africa” is viable as evident, through the plan training of youths as tour guides from the five Divisions of the State. Which will be a great advantage by fortifying Lagos state with many creative talents, tourist centers, and diverse cultural heritage.
There is no doubt that culture and creativity are essential elements of tourism. Culture helps to build uniqueness in the global tourist marketplace. And in turn, tourism is a crucial means for promoting culture and generating income to provide optimal support for cultural heritage and creativity. Therefore, as the creative economy develops, paramount collaboration with tourism unfolds, presenting more demand opportunities for new and exciting experiences and tourist products.
He encouraged the youth to stay focus, believe in what they do and never loose hope in Nigeria.
He ended it by quoting from Steve Jobs “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”
DON'T WAIT UNTIL YOUR CUSTOMERS START LEAVING: DEVELOP AND APPLY POWERFUL CUSTOMER RETENTION STRATEGIES
By: Posu Davies
Every business must know what her customers want. No business will excel leaving out her customers. For that reason, she must do everything humanly possible to retain her customers. Therefore, customer retention refers to the ability of a business to turn her customers into regular buyers, thereby preventing them from turning their attention to a competitor.
Even at that, retaining customers have techniques. And that is generally referred to as customer retention strategies. These are the systems, keys, ideas that you need to develop or adopt to keep your customers, make them loyal and to increase their lifetime value. Henceforth, I will continually refer to Customer Retention Strategy as CRS. From a larger perspective, there are many strategies you can adopt to retain your customers.
One, you have to understudy them, detect their problems and look for means to solve them. Like I always say, you are not into a business because you want to show off, brag, create a name or open your office, cross your legs from morning till night and leave. No. You are there to make sales. The sales comes from nowhere but the customers. So, do everything to solve their problems and they will never look elsewhere.
Two, run promotional offers. At times, let your business open window of opportunity for discount. Slash prices of your items. You may equally declare a week for that offer. They will always find you. Again, do some souvenirs especially during festive seasons. Just give them to them. They will never forget your brand. Three, offer surprises.
Equally, personalisation is another CRS. When you use it, customers become more glued to your service if you personalize their names in a message through mails and all. During their birthdays, special anniversaries, try put their names on items that will make them feel more comfortable with your brand. It gives them more value. Even at month ends, you may send greetings to them by personalizing their names on the messages.
In the same way, email marketing is one of the strategies. To retain customers, engage them from time to time through their emails. Keep the communication flowing. These and many other CRSs will keep your customers glued to you and your business will never remain the same.
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