Udeme Ufot Urges Political Leaders to Become ‘Chief Marketing Officers’ for Sustainable Destination Branding
Udeme Ufot, Group Managing Director of SO&U, today asserted that visionary and sustained political leadership is the single most critical factor in building a successful and resilient destination brand. Speaking at the Destination Branding Masterclass during the National Advertising Conference 2025, Ufot emphasized that destination branding transcends glamorous advertisements, demanding an elite consensus and deep commitment from governance to transform national identity and economic fortunes.
Ufot, an industry leader with direct experience in successful destination branding programs including Dakka Da (Akwa Ibom State) and Carnival Calabar (Cross River State), stated that the reward for successful branding is immense, including attracting FDI, increasing global influence (soft power), and boosting tourism revenue.
“In both successful state programs I have been involved in, the Governors were not only integral to conceptualizing the initiatives, they were the Chief Marketing and Sales Officers of the states,” Ufot noted. “No destination brand can thrive without strong, demonstrated commitment from the leadership that sets the agenda, engages stakeholders, and drives the ideals through continuity.”
The Economic Imperative
Ufot highlighted the urgent economic opportunity Nigeria is currently missing. While the African tourism sector is projected to grow 8% year-on-year, potentially exceeding $90 billion by 2027, Nigeria currently captures less than 2% of the continent’s conference economy. In contrast, destinations like Johannesburg and Marrakesh attract millions of visitors and billions in revenue annually.
He stressed that to capture a greater share of this growth, a destination must:
- Define a Clear Promise: Offer an authentic promise rooted in culture, history, and the daily reality of the people.
- Ensure Experience Delivery: Mobilize all citizens and stakeholders to ensure visitor experiences align precisely with the communicated promise.
- Maintain Consistency: Leverage storytelling and local identity to create a consistent, authentic narrative over the long term.
The Detty December Opportunity
Ufot pointed to indigenous movements like “Detty December” as offering an intrinsic opportunity for destination branding, providing a vibrant, homegrown foundation for leisure tourism.
“Destination branding is not the jingles, nor is it the advertising campaign; it is a long-term journey towards a desired global perception that demands vision, conviction, collaboration, and sustained investment,” Ufot concluded. “We have the inherent culture and opportunities. It is up to us to mobilize and partner with our creative industries and, crucially, secure unwavering government commitment to policies and infrastructure so that we do not continue to reset the dial every time a new administration assumes office.”
Udeme Ufot is the Group Managing Director of SO&U, a leading Nigerian marketing and communications group known for its strategic insight and impactful campaigns across various sectors, including national identity and destination promotion.
