There are numerous tourist attractions in Nigeria that international tourists and indeed, the majority of Nigerians, have never heard of, says Tourism icon Otunba Olawanle Akinboboye as he presents tourism product of the week number 37.

He said he is sure that, before the upsurge in banditry, many Nigerians had no idea that the Sambisa Forest existed or where it is located.

He also said he is sure that the majority of Nigerians have no idea that there are hippopotamuses in Gombe and Taraba State and forest elephants in Ondo State. There are also two extinct volcanos in the Bui Plateau of North – East Nigeria.

He then spoke on a recent topical tourism event – Ojude Oba, which he noted that, although the 2024 festival had attracted major attention after it occurred, he is pretty sure that, before the festival, unless ofcourse, those who had links with Ijebu through blood or friendship, most Nigerians had never heard of the festival, even when it had been celebrated for almost 200 years.

Otunba Akinboboye observed that, to a large extent, tourism depends on effective communication as it is only when you have pre- knowledge of a tourism destination or that a tourism event will be happening that you can think about visiting or attending.

As a country that is trying to grow a vibrant tourism industry, Nigeria therefore needs to ensure constant communication of it’s tourist attractions, destinations and events on offer in Nigeria.

This is the only way Nigeria can attract and boost the number of domestic and international tourists that wants to experience what it has on offer.

Effective communication will also facilitate the work of those international tour operators who would like to include Nigerian events, attractions and destinations in their tour packages.

Otunba Akinboboye noted that, while many considered social media and satellite television as the most effective means for marketing, studies have shown that radio is, to this day, remains an effective platform for marketing goods and services.

In 2023, radio advertising revenue in North America amounted to about $16.2 billion, and this revenue is projected to grow 3.7% by 2027. Otunba Akinboboye also observed that in the UK commercial radio is funded entirely by advertising and operates in a highly competitive market, generating £703 million in advertising revenues (2019). It also supported £683m in gross value added to the UK economy and over 12,000 jobs.

Otunba Akinboboye noted that Radio is a very effective advertising and information medium because it’s 100% audio-based. The messages it broadcasts can resonate in the listener’s ears with proper voice acting, sound design, and copy. A radio advert or programme is cost-efficient, targeted, easy to track, and extremely effective if done properly.

He then pointed to the fact that, in Lagos, as with many other urban areas, the traffic situation and the fact that people spend up to 4 hours each day commuting in vehicles with their radios on means that there is a large radio audience. Radio therefore provides a perfect medium for disseminating information relating to the tourism industry in Nigeria.

With this as background he spoke again, about his Tourism Product of the Week – ‘CBI Radio’.

He noted that the radio station was established by Continent Building Initiative (CBI) an initiative he founded to promote the economic growth of Africa.

Otunba Akinboboye firmly believes that international and domestic tourism is a key economic growth industry for Africa in general and Nigeria in particular. He also believes that, having a radio station that speaks to tourism related issues will enhance the knowledge of domestic and international tourists on Nigeria’s tourism offerings.

CBI Radio is a free online radio and Otunba Akinboboye invites everyone to sample what it offers by googling ‘CBI Radio’.

Otunba Akinboboye also mentioned that CBI Radio’s content is focused on culture, music, security, tourism and entertainment, as these issues are the key components and focus of a viable tourism industry.

The information provided on CBI Radio would give tourists an opportunity to arrange tours, as they would know what is on offer and the ideal timing of any visits they plan. The radio would also publicize major tourism events like festivals so that everyone is aware of what is on offer, well in advance of the events’ occurrence.

Otunba Akinboboye smiled and assured me that the radio station is scheduled over the next two quarters to broadcast extensive content relating to the Ipada Carnival, which is scheduled to take place from late November to early December 2024.

“Since it’s inception over 1 million listeners tuned into CBI Radio monthly, a situation he attributed to the growing interest in Nigerian tourism and the realization that there are amazing locations, fauna and flora to be found in Nigeria,” Otunba Olawanle Akinboboye added.