How fashionable are you? I used to be very fashionable when I was much younger.
What happened?
You know, fashion is comfort. You need to be comfortable, and I won’t wear a mini-skirt and be walking around if I am not comfortable, and be disrespected by people when they look at me. I like respect, so I dress in a way that people will respect me. I want people around me to always take me seriously. I don’t want people to see me from my gender perspective.
Do you go to parties at all?
No, I don’t go to parties.
You are also an artist. Do you still have the time to paint?
Like I told you, I don’t party, I don’t have friends and I value my time a lot. I have been painting for over 30 years now. Some of my best paintings were done in the 80s when I was in school and had no responsibilities. But with age, the subject matter has changed. I now do a lot more of abstract paintings. Arts keep you out of trouble. When some people have problems, they go drinking or smoking. But as an artist, all you need to do is get engrossed in your work.
What inspires you?
My state of mind inspires me a lot. I use my art to glorify God for His blessings. I want to build a school in Lagos for the less-privileged. It would be a vocation and skill-acquisition school. I have spent about 30 years of my life in the west, so it is my own way of saying thank you to the people. It gives me lots of satisfaction. We are already talking with Lagos State to get a land.
Never, I am never bored.
I observed that people around you call you Mama. Why is this so?
Everybody calls me Mama. I think it is because I have a mothering tendency. Even older people call me Mama because they know I have a big heart. I will always forgive people, no matter what you do to me. And over the years, people realise this.
Are you close to your mum in any way?
I am close to my mum; I have many mothers here in Nigeria, and I am very close to all of them.
In what way has this affected your adult life?
I am very family-oriented. And another thing is my family, the Nwuche family, it is a fantastic family. My husband’s family, the Mbanefo, came twice to my family to take wives. My family is very cosmopolitan.
You grew up with your paternal grandma. How much of her do you think is you?
A lot of her is in me. She was always saying her rosary in the car whenever we went out. I never forget that she was a very devout Catholic. I grew up in a convent, living with Reverend Sisters.
Maybe you would have been a Reverend Sister too?
Two of my aunties are Reverend Sisters.
Why did you leave the convent?
I went abroad to continue my education.
What are the main challenges of promoting Nigerian tourism?
The major challenge we face is awareness. You’ll be surprised that people are not even aware that we are well-endowed when it comes to tourism assets. So, making the people to be aware of this is a big challenge. After that, the people need to appreciate the richness of these tourism sites that we have. We have these sites all across the country, and all it needs is just a little touch here and there to have them in perfect states, though some are not all that developed. So the main challenge that flows from that is that I would want the private sector to be an active participant in taking ownership in the development of these tourism sites.
For instance, we have a company in Lagos, owned by Singaporeans, Indomie, we were able to convince them last year to join hands with us and they said okay, they would like to develop any tourism site in Lagos State. And of course, Badagry was the first to come to my mind. So that is one success story that I can talk about. Yes, it has been difficult to make the people even appreciate that we have these things, but with the help of everybody, because we at the NDDC cannot do it alone, we can together develop our tourism sites and make them destination points for tourists from all over the world. We need to make the world know that our country is not all about Ebola or Boko Haram, that there are several good sides to us as a people.
What is the role of culture in all of this?
Apart from the tourism sites, we have another thing going for us, the culture. The culture has been organically developed on its own. We have to know that it is the story of our history. I go round attending these beautiful festivals – the Sango festival, Osun Osogbo festival, New yam festival, Argungu festival. Even in Taraba State, they have this big fish festival, and all of these festivals are beautiful heritage that we can promote to drive our tourism industry. But unless you go to these paces, you may never get to hear about them.
But we are doing our best to make sure that we create enough awareness around these festivals and make them very attractive for tourists. These are some of the challenges, but we are already making headway. And one of the successful stories is that the diplomatic community has pledged to help us market our tourism to their nationals. What better way to market us to a foreigner. It is better than me going to London to spend billions of naira to do an exhibition where only a few people would attend. This is an indirect international marketing for us. So we have a success story there. It is also important for everybody to know that these festivals are there. And you cannot blame security, because it is everybody’ challenge.
You talk about getting foreign tourists to come to Nigeria. How do you feel when you hear foreign countries warning their citizens not to come to Nigeria because of security issues?
That was exactly what I was trying to talk about. But whenever I hear such talk, I am always disappointed and saddened. As the chief promoter of our tourism, it is a clog in the wheel of progress of what I am trying to do. I tell you one thing, terrorism is a global problem. Despite the sophistication of the security network of the US and Europe, they still have terrorism problems. For instance, Israel has been dealing with terrorism since 1946, but that has not in any way stopped them from building on their tourism industry.
Today, when you talk of spiritual tourism, Israel is one of the largest in the world. Look at the recent terrorists attacks in France. So, for me I think it is unfair for anybody to make such statement about Nigeria. I travel all the time. I just hope we can get the tourism police in place by next year. They will be in the position to issue tour guides to the people, so that they will know that the fact that there is fighting in the North East of the country does not mean there is fighting in the whole country. What I am saying is that terrorism is not peculiar to Nigeria and it should not deter people from coming into the country.
And of course, the Nigerian government is not folding its arm, it is doing something about it. You are aware that the government is going all out against the insurgents and it has also reached out to other countries in the fight. We have 36 states, so while the government is trying to restore normalcy to the area affected by terrorism, tourists can still go to other parts that are peaceful. That is my job, and that is what I have been doing as the chief tourism officer. For instance, I feel safer when I am in Lagos, not when I am in New York or Johannesburg. So all these things are relative.
And when you talk of success stories, we scored more than 200 per cent with our handing of the Ebola virus, compared to America. Nigerians all over the world must work with a positive feeling about Nigeria. My children, for instance, each time they go to the UK, they are always proud to say to anybody that they are Nigerians. That is the kind of spirit I want all of us to approach Nigeria.
So, your kids also help you in marketing Nigeria abroad?
Exactly, we are all proud to be Nigerians. They are all ambassadors of Nigeria.
You talked about private sector participation to drive tourism. Aside from Indomie, which other company have you been able to convince?
For now, they are the only one. But I am talking to Aliko Dangote. We need to talk to people who are opinion leaders in the industry. I am sure if we get three MOUs, others will rush to participate. The oil sector is not moving very well presently. They believe they are doing something, but I know they can do better. Look at Olibiri. Why has any oil firm not made our first oil well a tourism centre? There is nothing to show that Olibiri is the first oil well in the country. That’s why I say the oil industry should take the lead. At the moment, the banks are reluctant because they are not making much money as they used to make.
But with the fall of the price of oil, I hope people will look at tourism. Then the telecom industry, I have been talking with Hakeem Bello-Osagie. And with people like these, we can drive tourism to create jobs in the country. We want to be the major contributor. I hope that by next year, we would have tourism on the con-current list and make it relevant.
As the chief marketer of the nation’s tourism industry, how do you feel whenever you travel to Europe and you see Nigerians who don’t know much about their country?
I am sad when I see them because I feel as if they are lost. Someone like me, for instance, I have been here for more than 30 years since I came back to do my university. And the truth is, I have worked for 28 years as a corporate professional, and I have no regret. I can assure that none of my contemporaries who lives abroad would have risen to the level that I have risen. Those people need to embrace Nigeria. And you see, when you have a heart-to-heart discussion with them they would tell you they miss home. We are a melting pot of varieties in Nigeria, and that is the beauty in us. Nobody tells you because you are light or dark, that you are not a Nigerian. We have a beautiful weather and fantastic people, Nigeria is no doubt one of the best places on earth. I really wish these people would realign their minds and come back home. And the way the government is going, it wants to attract our people to come back home.
As the face of the nation’s tourism industry, what informs what you wear?
The weather of course, this is very important. You know in Europe, when you are getting an apartment, the window is very important. But here, it is not a big deal, because the sun is always shinning. I hope we can have a train ride from Lagos to Makurdi or Calabar for a beautiful scenic ride round the country. There is a tourism site we are trying to launch in Makurdi, and I am looking forward to the day we would have our railway to take you to these places. That is what the government is doing with the new rail system.
Some of the clothes you wear for photo-shoot depict you as a lover of culture. Is this just a show for the pubic or is it the real you?
That is the real me. That is how I feel about Nigeria. That is my identity, what I stand for and what I want to project. I think it is important that when you are out there, you need to have an identity. For someone like me, sometimes people think I am a foreigner. But I want to make it clear to everybody that I am very proud to be a Nigerian. Yes, we may have a fault, but if you compare the fault we have to those of other people, you’ll know we are doing well. Look at our women, you see them in top places like MDs of banks. How many women MDs of banks do you see in Europe? If you think of all that we have, you will be proud to be a Nigerian. I could have sat at my banking job. I was competing to be an MD of a bank, I was already an executive director for 10 years before this job. So, I must have been an executive director for up to 15 years. I was very comfortable.
There is no iota of discomfort in private business, especially in the banking sector. Your pockets are filled with money. Though you work very hard, but you enjoy your money. It is the desire to add value, the desire to be part of decision-making and after I go home every day, I say to myself that I have contributed my own quota to the development of our nation. I have made money and I know what it is all about, but the truth is that life is not all about money.
So you gave up all the comfort to take up this job. Why?
I just told you that money does not drive me. Sure, if it was money, there was no way I would be here. Most times, I’ve had to reach into my savings to keep going, but I am very happy to contribute something to the development of my country. I am happy to have been seen to have something that can move the country forward.
What is your dream for Nigerian tourism?
My dream is to see a tourism industry that is private sector-driven.
In your travels round the country, have you had any particular experience whereby somebody would ask to know if you are indeed a Nigerian?
They ask me that a lot. And that is part of the inspiration to dress the way I do.
What does it make you feel when you are asked such a question?
I feel bad. I know they are looking at my colour. In such cases, I try to speak the few Yoruba or Hausa words that I know. And if it is in the east, I speak my Igbo language to them.
You speak Igbo. How did you learn this?
When I was brought back to Nigeria, my parents were going through a divorce at the time, so I was sent to the village to live. The reason for this was that I looked very much like a white girl. The people said this one looked too much like oyinbo. As a matter of fact, my name on my birth certificate was Oyinbo. I was very white, with my hair and everything.
So, my people wanted to make me a Nigerian. At that time, I didn’t know the value of being made to speak my language. But now, I am convinced that the ground for this job was laid back then. My people believe that language is the deepest thing you can give to your children, so they sent me to the village to learn it.
But where were you born?
I was born in England. My mum is Italian-Swiss, but she immigrated to London to study at the London School of Economics. And that was where my parents met.
You’ve worked with many corporate organisations. How would you describe yourself?
I am a woman of many parts. I am an artist, a policewoman, I am into oil and gas. And now I am into tourism. But one thing is that in all of these, I made success of all of them. I don’t have any regret in my life. I don’t look back, and as a matter of fact, it is such a strong thing in me that if I forget something at home, I won’t turn back, I would ask the driver to go on. I am always forward looking.
Was this something you picked up or a training?
I think it was a kind of training from my years in banking. Banking makes you rugged, visible and a machine. I entered the banking industry straight from the Law School. From the Accounts Department, I moved to operations and 12 years later, I became Company Secretary.
Which bank was this?
My first bank job was with Abacus Bank. I did my youth corps with them. From there, I moved to IMB, where I spent 15 whole years, and I moved to a director level. From there I moved to Lafarge. You see, IMB was a training ground for me. IMB was actually First National Bank of Chicago. We were all young girls and were trained by the Chicago team. Lafarge was fabulous for me. It was the first time I would be working outside the’ bank.
I was head-hunted by Lafarge. They advertised internationally, and I was a local candidate. But I blew them away because they had a lot of crisis. I had just saved the bank from collapse and took them to the market, so that’s a huge advantage for me. Lafarge had similar challenges. They had problem with the staff, they had problem with the shareholders and many more. They were trying to restructure, and that was where I came in. So, the challenge was to restructure the place. I was constantly at Sagamu and Ewekoro because they were always fighting us there. I was successful in handling the problem between the plant at Ewekoro and the management, and I got a title from the king of the place. I was named the Iya Oge of Ewekoro. My movement from IMB to Lafarge was like a lateral move. I came from a big organisation to another big organisation. I got to love the people of the South West, and they gave me a name. I was the first woman to get to an executive position there.
And just as I was breathing and saying we have made it, Coca-cola came for me. The position was left vacant for three years before I took it up. I was the Director of Public Affairs and Communication (PAC).
Don’t you think you’ve been lucky?
I am blessed. God has really blessed me.
How much of these experiences have you brought to bear on tourism?
I can say I have not been able to use my full potential. In the private sector, money was always available. But we have to prioritise in government. If you observe, you’ll realise that I have had to slow down on our travels. I will not travel abroad unless there is value to be added to what we are doing. We want the hotels to come and participate in this drive to promote our tourism.
The potential of domestic tourism is about $40 billion. Imagine, if 20 million Nigerians spend their $2,000 per capital income to travel round the country to enjoy themselves, that gives you $4 billion. The market for our tourism is huge. Tourism must be taken seriously, not only by government, but also by the private sector.
How true was the story that your staff threatened to embark on a strike?
There is peace and harmony in the office. And we have always had this, but sometimes, external forces who have self-interest can capitalise to cause trouble, but we nipped it in the bud.
So, it has been resolved…?
Yes, my people are at work. There is no problem at all.
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