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Toyin Odugbesan is the former head of the Advisory board, Oyo State Tourism Board and the convener of ‘Ekaabo’Trade Show, an event that promotes tourisim and holds annually in Ibadan. A social entrepreneur with over 15 years in the tourism and hospitality sector, she spoke with ROTIMI IGE on her dreams for the tourism sector in Oyo State and what she hopes her ‘Ekaabo’ event will achieve in Nigeria and beyond.
What prompted you to pursue a career in tourism?
My journey into tourism started in 2002 when I pursued a diploma and degree in Transport Planning and Management at Olabisi Onabanjo University. I’ve always had a passion for tourism and leisure because it gives me the liberty to innovate and create unique ideas. However, after my degree, I realized that in Nigeria, tourism was predominantly focused on ticketing, visa processing, and vacation planning. I knew there was much more to the field. That realization pushed me to pursue an MBA in Tourism and Hospitality Management in India. It was a transformative experience, exposing me to different forms of tourism and hospitality and how they can be used for sustainable development. This academic and professional foundation ignited my desire to make a meaningful impact in the industry.
How has your educational background influenced your journey so far?
My education has been the backbone of my career. Studying Transport Planning and Management gave me a solid foundation in logistics, strategy, and mobility, which are critical elements in tourism and hospitality. My MBA in Tourism and Hospitality Management from the prestigious National Institute of Tourism and Hospitality Management – NITHM, Hyderabad, India, broadened my perspective and equipped me with practical expertise. It allowed me to explore innovative tourism practices, particularly in areas like cultural preservation, hospitality development, and eco-tourism, which I’ve applied in my work to create impactful projects.
How have your professional experiences shaped your approach to tourism and hospitality?
My experiences have been pivotal in defining my approach. As the Team Lead for the Advisory Committee of the Oyo State Tourism Board, I conceptualised and managed the implementation of the Oyo State Tourism and Hospitality Development Project. This role allowed me to spearhead tourism and hospitality initiatives, ensuring they align with the state’s cultural and economic goals. I’ve been able to connect the dots between tourism, hospitality, and community development, creating opportunities that directly benefit the people and the economy.
What inspired the creation of the Ekaabo Trade Show?
Ekaabo was inspired by my passion for showcasing Nigeria’s rich cultural heritage and fostering economic growth through tourism and hospitality. As the co-founder of Geo Meridien International in both India and Nigeria, I gained a global perspective on the potential of tourism. I wanted to create a platform that highlights our cultural assets while connecting stakeholders across sectors like hospitality, art, creative economy, agriculture, and trade. Ekaabo is a reflection of my commitment to using tourism and hospitality as tools for community and economic development.
How has the journey been in organising the Ekaabo Trade Show so far?
It has been a fulfilling journey of growth and learning. The first edition was a significant milestone, proving that there’s a market for an event like Ekaabo. We’ve built strong partnerships, gained invaluable feedback, and refined our approach to planning and execution. This year, we’re taking it a step further by adding new activities, extending the duration to three days, and involving more stakeholders. It’s been challenging but incredibly rewarding to see the vision come to life.
How does Ekaabo Trade Show 2024 reflect your personal and professional values?
Ekaabo embodies my core belief in using tourism and hospitality as tools for cultural preservation and economic empowerment. It’s a platform that brings together my academic background, professional experience, and passion for community development. The trade show reflects my drive to create impactful change by bridging the gap between culture and commerce and promoting collaboration across industries.
How did your role with the Oyo State Tourism Board influence Ekaabo?
My work with the Oyo State Tourism Board was a significant influence. Leading the implementation of the Oyo State Tourism and Hospitality Development Project gave me a clear understanding of the challenges and opportunities within the industry. It taught me the importance of strategic partnerships and grassroots involvement, which are central to Ekaabo’s mission. This role strengthened my ability to manage large-scale projects and mobilize stakeholders effectively.
What new features can attendees expect at Ekaabo Trade Show 2024?
This year’s edition is packed with exciting new features. We’ve added activities like a bikers’ tour to five destinations, combining adventure with cultural discovery, and a Sports Tourism segment showcasing the connection between sports and tourism. There will also be interactive workshops on culinary tourism and hospitality, exhibitions, and engaging sessions that bring people closer to the richness of Nigerian culture. The aim is to make this year’s event more immersive, educational, and impactful for all attendees.
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What impact do you hope Ekaabo will have on the tourism and hospitality industry?
Ekaabo is designed to be a catalyst for growth in the tourism and hospitality sectors. I hope it inspires stakeholders to explore untapped opportunities in tourism, particularly those tied to culture, agriculture, and local heritage. I also hope it fosters collaboration between industries and encourages sustainable tourism practices that benefit communities economically and socially. Tourism and hospitality have the power to transform lives, and Ekaabo is a step toward unlocking that potential.
What message would you like to share with aspiring tourism entrepreneurs and the public?
My message is simple; tourism and hospitality are powerful tools for innovation and sustainable development. Don’t limit yourself to traditional ideas. Explore unique forms of tourism, whether it’s cultural, eco, or adventure-based, and focus on creating value for both people and the environment. For the public, I encourage everyone to attend the Ekaabo Trade Show 2024, happening on November 28 to 30 at the National Museum of Unity, Ibadan. It’s an event filled with learning, networking, and entertainment.
