Read on Twitter
Who owns 'Dirty December', Nigeria or Ghana? Here's what Ghana did right last year and what Nigeria can do to capture the interest of returnees on a yearly basis.
Spoiler: Nigeria's best bet is to create a tourism circuit with Ghana.
Spoiler: Nigeria's best bet is to create a tourism circuit with Ghana.
1. Ghana announced that 2019 would be the Year of Return. One full year dedicated to encouraging Diasporans to go to Africa. It also marked 400 years since the first enslaved Africans landed in the US. The year would culminate in December with celebrity events.
Lesson 1:
Ghana had a strategic plan. Serious tourism development requires a plan. The plan came from the top and was tied to a milestone (400 years). The target audience was clear...Diasporans connecting with their roots. Nigeria's Dirty December is entirely citizen-driven.
Ghana had a strategic plan. Serious tourism development requires a plan. The plan came from the top and was tied to a milestone (400 years). The target audience was clear...Diasporans connecting with their roots. Nigeria's Dirty December is entirely citizen-driven.
2. Ghana started the year with press releases, press tours, and a deal with the US-based Adinkra Group. Last year was a big year for Diasporans connecting to their roots. Remember the 'go back to Africa' campaign? Then, they got all the celebrities they could lay their hands on.
Lesson 2:
Private-Public Partnerships ought to be more than just buzz words. Hardcore online and offline marketing is required. A true plan that comes from the top should be disseminated to all stakeholders clearly. Every taxi driver in Ghana knew the term 'Year of Return.'
Private-Public Partnerships ought to be more than just buzz words. Hardcore online and offline marketing is required. A true plan that comes from the top should be disseminated to all stakeholders clearly. Every taxi driver in Ghana knew the term 'Year of Return.'
3. Ghana did not try to reinvent the wheel. The Year of Return was centered around Ghana's low-hanging fruits. What they already had and what they were already known for.
Fulcrum - History of Slavery, routes, castles, etc.
Levers - Music, parties, cultural events, etc.
Fulcrum - History of Slavery, routes, castles, etc.
Levers - Music, parties, cultural events, etc.
Lesson 3:
Your lowest hanging fruits will bring people in and that traffic will spread into other things that you want them to do in your country. Nigeria's lowest hanging fruits are similar and Dirty December already brings people in. But we need a coordinated effort.
Your lowest hanging fruits will bring people in and that traffic will spread into other things that you want them to do in your country. Nigeria's lowest hanging fruits are similar and Dirty December already brings people in. But we need a coordinated effort.
4. Branding and Perception Management were integral to Ghana's Year of Return success. Everyone knew what to call it and Diasporans had Ghana as the TOP OF MIND brand for 'connecting with home and history.'
I wrote about Nigeria's branding here - https://funmioyatogun.com/2019/05/what-does-the-world-really-think-of-nigerians/
I wrote about Nigeria's branding here - https://funmioyatogun.com/2019/05/what-does-the-world-really-think-of-nigerians/
Lesson 4:
Nigeria is the top of mind PRODUCER of Africa's best music, movies and cultural influence but Nigeria is NOT yet the top of mind DESTINATION for Africa's best music events or parties.
We have to plug the gap. The audience has to feel like they have to come here.
Nigeria is the top of mind PRODUCER of Africa's best music, movies and cultural influence but Nigeria is NOT yet the top of mind DESTINATION for Africa's best music events or parties.
We have to plug the gap. The audience has to feel like they have to come here.
5. Ghana made it easy for anyone who wanted to come in, to come in. By Q4, Ghana had issued almost 50% visas than it normally would have in that period. As December approached, Ghana switched to visa on arrival for everyone. If you want to come, come.
Lesson 5:
Think about it like this: when you plan to travel, and you have two equal options, wouldn't you choose the one that requires fewer applications from you? Nigeria has to re-evaluate access. All serious tourism contenders have visa-on-arrival for their target audience.
Think about it like this: when you plan to travel, and you have two equal options, wouldn't you choose the one that requires fewer applications from you? Nigeria has to re-evaluate access. All serious tourism contenders have visa-on-arrival for their target audience.
6. Ghana's Year of Return was not just for visitors, it was for investors and those who want to spend more time in the country. As long as you could prove that you were of Ghanaian descent, you could get a right of abode. Ghana's ease of doing business is also pretty renowned.
Lesson 6:
Residents spend money in a country. They work, pay taxes and promote the country. Investors too. If people trust that they won't sleep one day and wake up the next day with a ban that will destroy their business, they will come. They also need value for currency.
Residents spend money in a country. They work, pay taxes and promote the country. Investors too. If people trust that they won't sleep one day and wake up the next day with a ban that will destroy their business, they will come. They also need value for currency.
7. The Circuit. We don't have numbers but we know that a lot of people came into Nigeria and then went to Ghana for Afronation, Afrochella, and a bunch of other events that Ghana had on the calendar. Accra and Lagos are 45 minutes apart. A 2-in-1 combo of some sort.
Lesson 7: As Nigeria builds her brand, the country has to make it easy for those already in the region to 'stop by.' It works. If you cannot convince someone to spend thousands of dollars to come only to you, you can convince them to stop by on their way into or out of Ghana.
8. Nigeria has done many things right. The existence of Dirty December is a huge win. We have the cultural capital to make this place the social/cultural hot spot in the region.
Once we get through COVID-19, of course.
Once we get through COVID-19, of course.
