Tourism Has Potentials To Drive Africa’s Economic Growth- Fubara

Stella Ibiene Fubara is one of many Nigerians making the nation proud in the diaspora. Fubara, who is the current Director International Operations, Dubai Tourism in this interview with Interface Africa talks about the huge and untapped economic potentials in the tourism and hospitality sector, how she has managed her personal life and career over the years, among many others. Excerpts:

INTERFACE: You were recently recognized as one of the 100 most influential people in Africa’s travel and hospitality industry. How do you feel to be in the list and what do you think contributed to that?

FUBARA: It’s an honor to be recognized by any institution or organization, more so if the recognition comes from within the industry you work in.

The reality is that many have worked in the travel and hospitality industry for a while and deserve recognition. I think I’m a little more vocal and passionate, and that makes me more visible.

The world came to a halt in 2020 when Covid hit and this made us all understand the value this industry brings to every aspect of life. I’ve been passionate about this for over two decades.

INTERFACE: How long have you been in the travel and hospitality industry and what do you think is the greatest challenge you’ve ever encountered in the journey?

FUBARA: I’ve been in the industry for over two decades. Started in travel insurance in 1997 in Columbus Ohio. Spent 5 years at Walt Disney World in Orlando and another 7 years at Wyndham Vacation Resorts. Relocated to Nigeria in 2013 for a position with www.wakanow.com.

This led to my current role as the Regional Director International Operations with the Dubai Department of Economy and Tourism where I’ve been since 2015. The journey has had its challenges, but nothing alien to other industries.

Adjusting to multiple cultures would probably be the challenge I face daily. It’s also difficult to be a double minority (female and black). Every day I wake up with a quest to do better than I did yesterday.

My passionate nature, my family, my inner circle, and my pastors keep me focused and fueled with encouragement.

INTERFACE: You are a director, a wife, a mother, and even much more. How do you juggle all of these and function effectively knowing full well, each of this roles are in themselves highly demanding, especially that you have to do a few travels, and oversee the operations? What’s your coping mechanism?

FUBARA: Yes I’m a director, a mother, a daughter, a mentor, and a sibling. Very demanding roles that eventually complement each other. Each role has a dominating period depending on your stage in life.

When my kids were younger, the “mother” role controlled my decisions. Thankfully they’ve all grown up and now they contribute to my wisdom.

My parents and my siblings give so much of themselves to encourage and support me, making the daughter/sibling roles the easiest to manage.

I would be remiss if I don’t mention my inner circle and my tribe. Everyone should cultivate a circle and a tribe. My circle consists of a few ladies and one gentleman.

These are who I run to daily to offload my burdens and get guidance. My tribe is a group of ladies encouraging me and pushing us to give back to society as we excel.

INTERFACE: What role or contribution does the travel and hospitality industry in Nigeria have towards her economic growth especially with the fact that the country presently does not have a functional national carrier?

FUBARA: The travel and hospitality industry plays a significant role in economic growth as it is a major source of income and employment. It contributes to a country’s GDP by generating revenue from tourism and related activities such as transportation, accommodations, and food services. In addition, the industry provides job opportunities and helps to stimulate economic development in rural and remote areas through the creation of tourist facilities.

The growth of the travel and hospitality industry can also have a positive impact on other sectors, such as retail, entertainment, and cultural heritage preservation. Overall, the industry plays a crucial role in promoting economic growth and development in a country.

A country does not necessarily need a national airline for tourism to grow. There are many factors that contribute to the growth of tourism in a country, including the availability of affordable air transportation, favorable visa policies, cultural attractions, natural beauty, and a well-developed infrastructure.

A national airline can certainly play a role in promoting tourism by providing convenient and affordable air transportation options for visitors, but it is not a requirement.

There are many countries that have a thriving tourism industry without a national airline, and conversely, there are countries with national airlines that have limited tourism

INTERFACE: Countries like UAE, Israel, and Saudi Arabia especially make huge revenues through tourism from religious pilgrimage year upon year. As a reputable tourism expert, what advice would you give the Nigerian government towards making tourism revenue like these other countries?

FUBARA: Ultimately, a combination of various factors will determine the success of the tourism industry in a particular country.

Here are some ways to increase tourism revenue: Diversify tourism offerings: Offer a range of attractions and experiences to appeal to different types of travelers, including cultural, adventure, and eco-tourism.

Improve tourism infrastructure: Invest in transportation, accommodations, and other facilities to provide tourists with a comfortable and convenient experience. Promote destination: Invest in destination marketing and promote the country’s unique attractions, history, and culture to attract more visitors.

Foster public-private partnerships: Encourage private sector investment in tourism through public-private partnerships to improve infrastructure and increase competitiveness.

Enhance digital presence: Increase online visibility and accessibility through a well-designed website and effective use of social media to reach a wider audience. Encourage repeat visits: Provide incentives for repeat visitors and encourage them to return through loyalty programs, special promotions, and personalized experiences.

Develop niche markets: Identify and develop niche markets such as medical tourism, sports tourism, and religious tourism to tap into new sources of revenue.

Foster sustainable tourism practices: Implement sustainable tourism practices and promote the destination’s commitment to sustainability, which can attract environmentally conscious travelers.

INTERFACE: If you are appointed as a Minister for Tourism & Aviation of the Federal Republic of Nigeria, what would you do differently from those who have occupied that portfolio in the past?

FUBARA: The policy responsibilities of a Minister of Tourism can vary depending on the specific government, but typically include developing and implementing national tourism policies: The Minister is responsible for creating a strategic vision for the country’s tourism sector and developing policies and plans to achieve this vision.

Promoting tourism: The Minister is responsible for promoting the country as a tourist destination and attracting more visitors to the country.

Improving tourism infrastructure: The Minister is responsible for overseeing the development of the tourism infrastructure, including transportation, accommodations, and attractions, to ensure that tourists have a positive experience.

Encouraging private sector investment: The Minister is responsible for encouraging private sector investment in the tourism sector, including hotels, restaurants, and tour operators.

Maintaining international relations: The Minister is responsible for maintaining and strengthening international relationships and negotiating agreements with other countries to promote tourism.

Regulating the tourism industry: The Minister is responsible for regulating the tourism industry and ensuring that it operates in a sustainable and responsible manner.

Fostering sustainable tourism practices: The Minister is responsible for promoting sustainable tourism practices and preserving the country’s cultural and natural resources for future generations.

These are just some of the policy responsibilities of a Minister of Tourism. The specific responsibilities can vary depending on the country and the government’s priorities.

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