Lagos State Ministry of Tourism, Arts and Culture at Lagos Continental Hotel, Victoria Island, Williams delivered a presentation titled “This December Matters: Why Our Storytelling Must Match Our Ambition.” He stressed that Lagos has evolved into one of the world’s most vibrant December destinations, attracting thousands of tourists, diaspora visitors, and international creators.
Eko Hot News reports that Communications strategist and RED Africa Founder, Adebola Williams, has urged content creators, event promoters, media practitioners, and cultural influencers to take stronger ownership of Lagos Tourism by shaping a unified and compelling global narrative for the state, especially as the December festive season approaches.
Speaking at a stakeholders’ engagement forum hosted by the Lagos State Ministry of Tourism, Arts and Culture at Lagos Continental Hotel, Victoria Island, Williams delivered a presentation titled “This December Matters: Why Our Storytelling Must Match Our Ambition.” He stressed that Lagos has evolved into one of the world’s most vibrant December destinations, attracting thousands of tourists, diaspora visitors, and international creators.
According to Williams, stakeholders must provide a consistent and aspirational image of Lagos tourism as the city now faces competition from international attractions like Davos, Ibiza, and Cannes. He pointed out that although Lagos has long been recognised as a creative powerhouse due to its entertainment culture from Rhythm Unplugged to OLIC, from Terra Kulture to Lagos Countdown, the demand for strategic storytelling has increased due to international attention.
Williams explained that in today’s digital landscape, storytelling has become “infrastructure,” shaping perceptions, influencing investment, and defining credibility for cities. For Lagos, he said, every promoter, influencer, and media platform plays a role in shaping the narrative that visitors take back to the world.
“Every guest who steps into Lagos this December becomes a storyteller. Every content creator becomes an ambassador. Every experience from the airport to the beaches forms part of the Lagos narrative,” he said.
He commended Governor Babajide Sanwo-Olu for investing heavily in tourism development and the creative economy, stating that structured event calendars and successful flagship events have strengthened Lagos Tourism and boosted the state’s global appeal.
Williams encouraged stakeholders to collaborate on safety, customer experience, and communication while competing creatively. He recommended unified Lagos December branding, strong partnerships with PR agencies and influencers, timely payments to industry workers, improved customer service, and readiness for crisis communication.
He further warned that cultural moments such as Ghana’s Year of Return and South Africa’s Amapiano wave show that global attention comes in cycles. To sustain momentum, he said Lagos Tourism must be intentional and future-focused.
Citing global research, Williams noted that Africa loses $4.5 billion annually due to negative storytelling, stressing the need for Lagos to maintain control of its image.
“Our biggest story is how we make people feel,” Williams concluded, urging stakeholders to prioritise hospitality and seamless experiences. “If we get this right, Lagos will not only attract the world, it will retain the world.”
