The Group General Manager of Continental Hotels, Karl Hala, has called for the development of Meetings, Incentives, Conferences, and Exhibitions (MICE) sector to sell Nigeria’s tourism.
MICE is a type of business travel where people attend business meetings, conferences, and big exhibitions or trade shows.
Hala made the call when he spoke along other global experts at a webinar to chart the Future of Hospitality and Tourism in Nigeria with the theme “Finishing Strong, Starting Stronger”

Karl Hala said “Painting the positive picture of Nigeria will drive change. The market will increase and create impact. So, we have to create a storybook.

“By focusing on conventions and international events, Nigeria can attract significant business and tourism opportunities.

Hala added that, ”Lagos hosts approximately 20,000 events monthly while cities like Port Harcourt and Abuja record between 10,000 and 15,000 events monthly. These range from weddings to small neighbourhood meetings. Events are everything and Nigeria can tap from it.” 

He noted that storytelling is essential in shaping perceptions, supported by orchestrated presentations of Nigeria’s uniqueness, including music and cultural events, saying, ”Developing a robust convention tourism strategy is critical to positioning Nigeria as a competitive destination alongside cities like Cape Town, Accra or Talatoma.

“Painting the picture of Nigeria will drive change. The market will increase and create impact. So, we have to create a storybook. By focusing on conventions and international events.

He said while the direct impact of the storybook may take time, consistent efforts will yield long-term benefits.
Karl Hala, who spoke passionately about the company’s impactful contributions to economic development and workforce empowerment, said “Continental Hotels Nigeria has consistently prioritized investments that drive economic impact and create meaningful opportunities for employees.

“Our properties are not just hotels but hubs of innovation and empowerment, fostering growth across the hospitality ecosystem.”

Also speaking at the webinar, Trevor Ward, Managing Director of W Hospitality Group whose leadership continues to set benchmarks in the African hospitality landscape, provided thought-provoking insights on navigating emerging trends and leveraging opportunities in the hospitality industry.

In his contribution, Stefan Breg, a leading authority on hotel food and beverage strategy, shared his expertise on the future of F&B in Africa.

Drawing from his work on developments in Riyadh, he highlighted global trends shaping hotel F&B strategies and how these can be adapted to African markets to drive growth and innovation.

Adedayo Adesugba, a technology enthusiast and advocate, emphasized the urgent need for technology incubation and adoption in the hospitality sector.

He highlighted gaps in the application of Artificial Intelligence (AI) and called for greater investments to bridge these divides, positioning technology as a game-changer for the industry.

Helena Nathinge, an expert in travel and tourism, offered compelling insights on achieving seamless and affordable travel across Africa.

She underscored the importance of aligning regulations and leveraging numbers to create a unified travel framework, emphasizing that collaboration is key to unlocking the potential of intra-African tourism.
The webinar was expertly hosted by Chibuikem Diala, Managing Partner at Hotel Human Capital Strategy and a renowned human capital expert.

Diala’s engaging moderation and thought leadership ensured the panel sessions were dynamic, insightful, and impactful.

The Webinar also provided the opportunity to announce the date and venue of the 8th International Hospitality Tourism and Eco-Sustainability Forum (IHTEF 8.0) holding 23-24 May, 2025 at Abuja Continental Hotel.