The Lagos State Government has called for improved service standards, innovation and stronger collaboration among stakeholders to position Africa’s hospitality industry as a globally competitive sector capable of driving sustainable economic growth.
The Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, made the call at the opening of the 8th Hotel Managers Conference Africa (HMCA) 2026, held in Lagos.
Represented by the Ministry’s Director of Administration and Human Refrom Nigeria, across Africa and beyond, conveying the goodwill of Governor Babajide Olusola Sanwo-Olu and the people of Lagos State
She described Lagos as Nigeria’s commercial hub and one of Africa’s leading destinations for tourism, hospitality, entertainment, arts and culture, noting that the gathering reflects a shared commitment to transforming Africa’s hospitality industry into a globally competitive sector capable of creating jobs, stimulating economic growth and promoting cultural exchange.
Speaking on the conference theme, “Raising the Bar: Sales, Service and Standards for a Competitive Africa,” Benson-Awoyinka described it as timely, especially as the continent witnesses deeper regional integration through the African Continental Free Trade Area (AfCFTA), increased intra-African travel and growing global demand for authentic African experiences.
She stressed that Africa must deliberately position itself to take advantage of these opportunities by embracing innovation, prioritising customer satisfaction and maintaining excellence in service delivery.
The Commissioner noted that today’s travellers seek more than quality accommodation, explaining that visitors now desire destinations that combine comfort, culture, cuisine, entertainment, safety and exceptional customer service.
According to her, hotels must evolve from being mere places of lodging into destinations that showcase authentic African stories, celebrate the continent’s rich heritage and create memorable experiences that encourage repeat visits.
She urged hotel owners and operators to forge stronger partnerships with tour operators, airlines, event organisers, creative industry practitioners and technology platforms to develop integrated tourism products that highlight Africa’s unique attractions.
Benson-Awoyinka further emphasised that while infrastructure attracts visitors, quality service builds customer loyalty and sustains destination competitiveness.
She said Africa’s renowned warmth and hospitality must be complemented by professionalism, continuous capacity building, innovation and consistency to meet global standards.
Reaffirming the Lagos State Government’s commitment to tourism development, the Commissioner said the state remains focused on creating an enabling environment for investment, innovation and sustainable tourism growth in line with Governor Sanwo-Olu’s THEMES+ Development Agenda.
She added that ongoing investments in infrastructure, transportation, security, destination marketing and the creative economy continue to strengthen Lagos’ position as Africa’s preferred destination for business, leisure, entertainment and cultural tourism.
According to her, government sees itself not only as a regulator but as a development partner, noting that a thriving hospitality industry expands tourism, creates employment opportunities and stimulates economic prosperity.
Earlier, the Convener of the Hotel Managers Conference Africa, Mr. Olugbenga Sunday, described the conference as a movement aimed at reshaping the future of African hospitality.
He said the initiative was inspired by the desire to ensure African hotels not only survive but compete successfully on the global stage.
Sunday expressed confidence that hospitality investors across the continent have significantly improved service standards, demonstrating that Africa has the capacity to compete with the world’s best hospitality destinations.
He stressed that service standards documented in manuals are meaningless unless they are consistently experienced by guests, adding that exceptional service is built through culture, commitment, continuous improvement and dedication from every member of staff.
He disclosed that this year’s conference attracted over 1,000 participants from 16 African countries, reflecting the platform’s growing influence across the continent.
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