Dr. Iyadunni Gbadebo, a leading voice in Nigeria’s hospitality sector, has called for a more intentional approach to building indigenous African hospitality brands, emphasizing culture, identity, and local expertise as key drivers of global competitiveness.
Speaking at the BusinessDay Luxury Conference 2026 themed “Luxury Reimagined: Power, Purpose and Prestige,” Dr. Gbadebo reflected on the evolution of Eko Hotels and Suites, tracing its journey back to the historic FESTAC ’77 event, when Nigeria hosted the world and began shaping its modern hospitality narrative.
She noted that over the decades, the hotel transitioned through international affiliations—from Holiday Inn Lagos to Accor and later Le Méridien—highlighting the influence of global hotel chains in introducing systems, standards, and international visibility.
However, Gbadebo stressed that Africa possesses a unique advantage that global brands cannot replicate: authentic experiences rooted in its culture, people, and identity.
“At Eko Hotels & Suites, our focus goes beyond simply selling rooms or restaurants. We are intentional about creating memorable African experiences that reflect who we are,” she said.
She acknowledged that such positioning may not appeal to all market segments but emphasized that a growing class of global travellers actively seeks distinctive and culturally immersive experiences—an area where Africa holds strong potential.
Dr Gbadebo also pointed to shifting global dynamics as a significant opportunity for the continent to strengthen its voice and creative industries on the world stage. She highlighted deliberate efforts to engage African professionals and consultants, noting that building local capacity is essential for sustainable growth.
“This is not about rejecting international influence,” she explained. “It is about believing in African capacity while celebrating African identity.”
According to her, the future of African hospitality lies beyond traditional accommodation, focusing instead on storytelling, cultural expression, and curated experiences.
Gbadebo concluded that as Africa continues to define and share its narrative authentically, it will command greater attention and respect globally.
“And when Africa tells its story well, the world listens,” she said.
