…Media Power, Industry Rise
As the National Association of Nigerian Travel Agencies (NANTA) marks its Golden Jubilee, the spotlight turns not only to its milestones but to a powerful alliance that has defined its trajectory, the media.
Rooted in the Agenda-Setting Theory advanced by Maxwell McCombs and Donald Shaw, the media’s role in shaping public discourse has proven pivotal in elevating NANTA’s voice within Nigeria’s travel and tourism ecosystem.
Over the past five decades, NANTA has evolved from a modest industry group into a formidable stakeholder, a transformation driven in no small part by sustained media visibility and strategic communication.
At the heart of this engagement is veteran tourism journalist Frank Meke, whose decades-long commitment has helped frame NANTA’s narrative and project its relevance across diverse audiences.
As Chief Executive Officer of Cr8ative 9ja Tourism Magazine and a prominent radio host, Meke has gone beyond reportage, crafting compelling stories that reinforce the association’s authority and credibility.
NANTA’s leadership has consistently acknowledged the centrality of media partnership. Its Financial Secretary, Yinka Ladipo, maintains that the association’s sustained relevance is deeply tied to its openness and strong engagement with journalists.
This culture of transparency, openly addressing both achievements and challenges, has distinguished NANTA as a credible and accountable institution within the sector.
One of the most visible outcomes of this collaboration is the rebranding of travel agents in Nigeria, who have transitioned from being perceived as informal operators to recognized professionals operating within a structured framework.
Beyond image-building, media advocacy has amplified key industry concerns, from foreign exchange constraints to regulatory reforms, placing them firmly within national discourse and policy conversations.
In a move to institutionalise this relationship, NANTA established its Media Hall of Fame in 2021, honouring journalists who have significantly contributed to advancing travel journalism and promoting the association’s vision.
Notable inductees include Femi Adesina, Wole Shadare, Segun Koiki, and Chinedu Eze, among others, reflecting the depth of collaboration across media platforms.
Significantly, Frank Meke emerged as the pioneer recipient of the award, underscoring his instrumental role in bridging the gap between NANTA and the media landscape.
On the global stage, this media-driven visibility has supported milestones such as NANTA’s participation in the World Travel Market, reinforcing Nigeria’s presence in international tourism conversations.
As the association celebrates its 50th anniversary under the theme of cultural heritage and global relevance, the message is clear: the future of NANTA will depend as much on strengthening media partnerships as on industry innovation.
For Meke and other stakeholders, the Golden Jubilee is not merely a celebration but a call to deepen collaboration, sustain momentum, and reposition Nigeria as a leading travel destination in Africa and beyond.