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The possibilities, hurdles to being a significant vacation spot logo —Expert


DESPITE dropping its federal capital standing, many years in the past, no longer a couple of nonetheless imagine  Lagos nonetheless possesses implausible  financial attainable.

For many, the previous federal capital town nonetheless holds the important thing to the country’s  financial expansion; therefore the tendency for the entire nation to all the time catch chilly,  when Lagos sneezes.

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Little marvel, the town’s description  because the country’s financial nerve-centre has remained incontrovertible, over the years. Its  massive inhabitants and the unparalleled amount of monetary actions recorded each day inside the town,  for lots of, somewhat strengthen this claim.

But, regardless of Lagos’ sights to people and companies, on account of the massive alternatives the town flaunts, no longer a couple of, alternatively  nonetheless imagine,  that its trail to  achieving  the mega town standing and  changing into a significant vacation spot logo, continues to be strewn with roses and thorns.

Interestingly, the  just-concluded annual convention of the Brands Journalists’ Association of Nigeria (BJAN), surely equipped any other alternative for stakeholders to speak about  the town, its massive attainable and  what had to be performed whether it is to totally realise its dream of changing into a significant vacation spot logo.

In his lecture tagged How Can Brand Lagos Transform right into a Major Destination Brand,  a famend advertising and marketing communications practitioner and previous Chairman of the Advertising Practitioners Council of Nigeria (APCON), Mr. Lolu Akinwunmi, believes the  possibilities are there for the town to change into a significant vacation spot logo, however there are some demanding situations on methods to achieving such standing.

Differentiating between the 2 terms  ‘Destination Branding’ and ‘Destination Marketing’, Akinwunmi argued that whilst vacation spot manufacturers can’t be manufactured or created;  since they’re puts which have been round for generations and outlined by way of historical past, tradition, way of living, the herbal setting and the folks, vacation spot advertising and marketing, he believes, is ready construction a tale at the vacation spot’s (position) most powerful and maximum competitively interesting belongings.

According to him, the goals of such narratives, expected to be sustained persistently via all advertising and marketing communications channels, are to make the  vacation spot stand out above its competition, both as a vacationer vacation spot,  an funding haven, or in lots of instances, each; as one can pressure the opposite.

“Destination Branding is about who you are, while Destination Marketing is about how you communicate who you are,” he argued.

Curiously, regardless of the much-touted alternatives,  in Lagos, the Prima Garnet boss believes there are legion of things mitigating against advancing the reason for Lagos as a significant branding vacation spot, although a few of these demanding situations are being addressed by way of the incumbent government.

Akinwunmi argued that the positioning and place of the town makes it prone, relying on which political birthday celebration controls the centre.

“For many years, Lagos used to be the federal capital, till Abuja assumed this standing, and under extant regulations, many portions of Lagos are nonetheless considered federal territory. For instance, over 65% of Lagos roads, including the third Mainland Bridge are federal roads.

“This after all has its implications. Depending on which birthday celebration is in energy on the centre, Lagos is prone and will endure main forget or even victimization.

“The government’s perspective to Abuja is other, because it technically belongs to any government in energy on the centre,” he mentioned.

According to him, although the previous capital town wishes large investment; because it remains the foremost town in Nigeria which homes a large number of companies and international embassies, it’s not allocated any particular standing or grant for this.

“Often, the governors of Lagos need to make special cases to the federal government for reimbursement after they have spent huge sums to build or repair infrastructure,” he mentioned.

Akinwunmi additionally believes the town’s massive inhabitants of over 22 million other folks, could be a significant disincentive to its dream of changing into a significant vacation spot logo; since its restricted infrastructures are over-stretched.

“Let’s admit it, with 22 million other folks, too many of us reside in Lagos. This, after all has implications once we imagine the control of expectancies for a logo that expects to change into a logo vacation spot and needs to compete with different towns with smaller populations.

“The infrastructures in Lagos are overstretched. Indeed, the UN reported that about 65% of Lagos inhabitants are deficient individuals who reside in slum prerequisites. And that is with out prejudice to the efforts the government has been making to modify issues and make stronger the lot of the folks,” he mentioned.

Akinwunmi additionally believes the absence of a Brand Destination Tourism Policy could additionally represent an obstacle  within the wheel of the town’s adventure to changing into a significant vacation spot logo.

He lamented that no longer till lately when the government of Akinwunmi Ambode introduced the very formidable Tourism Masterplan to serve the state for the subsequent 15 years, no such plan existed, for a very long time.

Curiously, regardless of its much-touted wealth, Akinwunmi additionally known finance as a significant obstacle to Lagos being a significant vacation spot logo.

He argued that the state does no longer have the capability to finance this very formidable tourism plan.

“Lagos state can not finance this formidable plan simply and has needed to borrow. If the ideas to be had is correct, 30% of Nigeria’s debt is held by way of Lagos state.

“The cash has in large part long past into the financing of infrastructure, a few of which preferably will have to were financed by way of the federal government,” he famous.

Akinwunmi additionally known  the failure of the citizens of the town to key into the government’s plan to broaden Lagos into a powerful vacation spot logo, as a significant obstacle to achieving such goal.



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