Clara Chinwe Okoro is the founder of My Beautiful Africa, a travel tech company and the Executive Producer at Brandworld Media. As an accomplished TV Host, Speaker, multiple award winner and an entrepreneur, she is also Chairman, Brand Journalists Association of Nigeria (BJAN) and Sub-Group Team Lead for the Infosystems/Data/Statistics Sub-Group of Nigeria Economic Summit Group (NESG) Tourism and Hospitality Industries Thematic Group. She is the Director of Media and Communications WIHN (Women in Hospitality in Nigeria).
In this interview with GERALDINE AKUTU, she speaks on women in the tourism, travel, technology, their impact among others. Can you talk about your role as the BJAN Chairman? As the Chairman of the Brand Journalists Association of Nigeria (BJAN), my role involves leading the association to foster a deeper understanding of branding among journalists and the public. I oversee initiatives aimed at promoting best practices in brand journalism, organise training and workshops for our members, and serve as a liaison between BJAN and various stakeholders in the branding and media industries.
How has the experience been so far? The experience has been incredibly rewarding. Leading an organisation like BJAN has given me the opportunity to work with some of the most talented journalists and branding experts in Nigeria. We’ve been able to drive important conversations around the impact of branding on consumer behaviour and the economy.
However, it has also come with its challenges, particularly in ensuring that our members stay up-to-date with the latest trends and technologies in the rapidly evolving media landscape. Can you share some of the challenges you’ve encountered as a female leader? As a female leader, one of the main challenges has been overcoming stereotypes and biases that exist within the industry. There’s often an assumption that women cannot lead effectively in fields dominated by men, such as media and branding.
Additionally, balancing professional responsibilities with personal life demands extra effort. However, these challenges have only strengthened my resolve to succeed and to support other women in achieving their goals. I serve to lead and in managing these dynamics am always conscious of providing value in every role I take up in Leadership, the quotient is to constantly evaluate the results and make sure I am delivering on my mandates and KPI’s as much as possible.
How is life like as an entrepreneur? Life as an entrepreneur is both challenging and fulfilling. It requires a lot of resilience, innovation, and adaptability. Every day presents new opportunities and obstacles, which keeps the journey exciting.
Building and growing ‘My Beautiful Africa’ and ‘Brandworld’ Media has been a testament to my passion for travel and branding, respectively. The satisfaction of seeing our projects make a positive impact in the industry is immensely rewarding. The commitment is to navigate spaces that are innovative which also creates value chains while solving problems for adopters.
What trend do you foresee in shaping the future of branding in Nigeria? The future of branding in Nigeria will be significantly shaped by digital transformation. As more consumers move online, brands must leverage digital platforms to engage with their audience. Personalisation and data-driven strategies will become crucial, as well as the need for brands to be socially responsible and transparent.
Additionally, there will be a greater emphasis on storytelling to create emotional connections with consumers. Brands also needs to tap into collaborations with different sectors such as Agriculture, Sports, Travel and Tourism, Technology, they need to create niches that are authentic and original and this way they attract new brand loyalists for their brands As a woman into fashion designing, what do you make of the fashion business in Nigeria? The fashion business in Nigeria is vibrant and full of potential. Nigerian designers are gaining international recognition for their creativity and unique styles.
However, the industry still faces challenges such as inadequate infrastructure, limited access to funding, and the need for better market access both locally and globally. There is also a need to nurture local talent and promote sustainable fashion practices. Our unique cultural influences on clothing lines kind of brings fresh cultural creative perspectives to designs and the world loves what is unique in every sense of the word.
You are also a travel consultant, what are the challenges facing women in the travel and tourism sector? Women in the travel and tourism sector often face challenges such as not attracting adequate investment opportunities, lack of access to leadership roles, and safety concerns. Additionally, there are cultural barriers in some regions that can hinder women from fully participating in the industry. Addressing these issues requires concerted efforts to promote gender equality, provide mentorship opportunities, and ensure safe and supportive working environments for women.
Travel and Tourism as a sector holds so much potentials and women are encouraged to seek opportunities in these sectors. How can the travel sector foster economic growth? The travel sector can foster economic growth by creating jobs, promoting local businesses, and encouraging investment in infrastructure. Tourism can boost local economies by attracting visitors who spend on accommodation, food, and activities.
Additionally, the sector can support cultural exchange and preservation, leading to a richer and more diverse economy. Governments and stakeholders need to collaborate to create policies that support sustainable tourism development. Most important of all my company is promoting the adoption of smart tourism in Africa where Technology would digitally transform the industry and make Africa an attractive Tourist destination where we would compete in this multi trillion dollar industry globally What drives you to keep pushing when it is tough? What drives me is my passion for my work and the desire to make a positive impact.
Seeing the results of my efforts and the success of the projects I am involved in motivates me to keep pushing forward. I am also inspired by the people I work with and the communities we serve. Their stories and successes remind me of the importance of perseverance and resilience, I am a strong advocate for tenacity, our society is tough enough to make you want to quit so anyone who succeeds against all odds are the real MVPs.
Women empowerment is essential in today’s society. In what way can the tourism sector empower women? The tourism sector can empower women by providing employment opportunities, supporting women-owned businesses, and offering training and development programmes. Women are naturally hospitable so to build on their strengths would create a dynamic travel and tourism industry for Nigeria.
Encouraging women to take on leadership roles within the sector is also crucial. Additionally, creating policies that promote gender equality and address specific challenges faced by women in tourism can help create a more inclusive and empowering environment. I am currently the Director of Media and Communications for the Women in Hospitality in Nigeria (WIHN) and I intend to leverage on the goodwill of Nigerians to draw attention to the role women are playing in promoting travel tourism and hospitality in Nigeria What is your advice to young women and girls who aspire to be like you? My advice to young women and girls is to believe in themselves and their abilities.
To be uniquely authentic as this would stand them out in life. Stay curious, keep learning, and don’t be afraid to take risks. Surround yourself with supportive people who encourage and inspire you.
As much as the internet has changed the world in different ways, we can harness its powers to create a brand for ourselves in the niches we want, using tools at our disposal digitally. Remember that challenges are part of the journey, and they help you grow. Most importantly, stay true to your values and passions, and always strive to make a positive impact in whatever you do.
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