By: Tijani Salako.
The Lagos State Government has called for improved service delivery, innovation and stronger collaboration among stakeholders to position Africa’s hospitality industry as a globally competitive sector capable of driving sustainable economic growth.
The call was made by the Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, at the opening of the 8th Hotel Managers Conference Africa (HMCA) 2026 held at the InterContinental Hotel, Victoria Island, Lagos.
Represented by the Director of Administration and Human Resources in the ministry, Mr. Taoreed Dosunmu, the commissioner welcomed delegates from across Nigeria, Africa and beyond, conveying the goodwill of Governor Babajide Sanwo-Olu and the people of Lagos State.
She described the conference as a reflection of the collective commitment to repositioning Africa’s hospitality industry into a globally competitive sector capable of driving economic prosperity, creating jobs and promoting cultural exchange.
Speaking on the theme, “Raising the Bar: Sales, Service and Standards for a Competitive Africa,” Benson-Awoyinka said the hospitality industry must embrace innovation, professionalism and service excellence to take advantage of emerging opportunities across the continent.
According to her, the implementation of the African Continental Free Trade Area (AfCFTA), increased intra-African travel and the growing global appetite for authentic African experiences have created fresh opportunities for tourism and hospitality operators.
She stressed that African destinations must deliberately position themselves to benefit from these developments by improving service quality and delivering memorable visitor experiences.
The commissioner noted that modern travellers seek more than quality accommodation, saying visitors now expect experiences that combine comfort, culture, cuisine, entertainment, safety and exceptional customer service.
“Our hotels must evolve beyond being mere places of accommodation to become destinations that tell authentic African stories, celebrate our rich heritage and create memorable experiences that encourage repeat visits,” she said.
Benson-Awoyinka urged hotel owners, managers and operators to strengthen partnerships with airlines, tour operators, event organisers, technology firms and players in the creative industry to develop integrated tourism products capable of attracting more visitors and increasing tourism spending across the continent.
She maintained that while infrastructure remains important in attracting visitors, excellent service delivery, continuous staff training, professionalism and innovation are the factors that sustain destination competitiveness and encourage repeat patronage.
The commissioner reaffirmed the Lagos State Government’s commitment to creating an enabling environment for tourism investment through sustained improvements in infrastructure, transportation, security, destination marketing and the creative economy.
She said the initiatives align with Governor Babajide Sanwo-Olu’s THEMES+ Development Agenda, which seeks to consolidate Lagos’ position as Africa’s preferred destination for business, leisure, entertainment and cultural tourism.
According to her, government remains a partner to the private sector in developing tourism, noting that growth in the hospitality industry translates into increased tourist arrivals, more business opportunities, employment generation and economic development.
Earlier, Convener of the Hotel Managers Conference Africa, Mr. Olugbenga Sunday, described the conference as a movement dedicated to reshaping the future of Africa’s hospitality industry.
He said the initiative was established to ensure African hotels not only survive but compete successfully with global hospitality brands through improved service standards, continuous capacity building and operational excellence.
Sunday noted that service standards become meaningful only when reflected in guests’ experiences, adding that quality hospitality is built on organisational culture, commitment and consistency rather than policies alone.
He disclosed that this year’s conference attracted more than 1,000 participants from 16 African countries, underscoring the growing relevance of the platform across the continent.
He also announced the graduation of 80 participants from the Hotel Managers School, an online hospitality leadership and management institution established to develop the next generation of hospitality professionals and strengthen Africa’s tourism and hospitality industry.
