Nigeria's diversity poses a challenge for branding - Liyel Imoke

Nigeria's diversity poses a challenge for national branding, according to former governor of Cross-River state, Liyel Imoke. In a recent interview with CNBC Africa, Imoke discussed the complexities of promoting a country as diverse as Nigeria. He emphasized the need for a holistic approach to branding, which not only involves advertising and marketing but also requires internal reorientation and a deep understanding of the nation's core values. Imoke highlighted the rich natural and human resources in Cross River state and called for greater investment in the tourism sector to capitalize on the country's potential as a holiday destination. He also pointed out the lack of resort hotels in Nigeria and the opportunities for investors in the tourism industry. While praising the government's efforts to diversify the economy and attract foreign investment, Imoke stressed the importance of continuous improvement in branding Nigeria as a desirable destination for tourists and investors. Despite the challenges posed by the country's diversity and significant issues, Imoke remains optimistic about Nigeria's potential to become a leading tourism destination in Africa.