Bertram Nwannekanma

A hotel management expert and Marketing Officer at The Wheatbaker Hotel, Ikoyi, Lagos, Salome Danjuma, has identified poor power supply as the biggest challenge facing the hospitality industry in Nigeria.

According to Danjuma, the high and unpredictable cost of power not only eats into profits but also stifles the growth potential of the industry. “Resolving the power issue will significantly reduce overhead costs and benefit the sector as a whole,” she said.

She made these remarks while speaking at the bi-monthly PR Tea Party hosted by Hustle Africa for small and medium-scale enterprises (SMEs) in Ikeja, Lagos. Danjuma also stressed the need to streamline the multiple government agencies supervising the hospitality industry, noting that the current bureaucratic structure discourages investment.

“A lot of people want to invest in Nigeria’s hospitality industry, but they are discouraged by the number of hurdles. If the government can streamline the process, investors will know exactly which agency to interface with,” she said.
Danjuma, who has honed her skills over six years at The Wheatbaker, highlighted that the shortage of five-star hotels in Nigeria is more a result of systemic limitations than a lack of luxury accommodations.

“We should focus on increasing the number of hotels rather than just their star ratings,” she noted, emphasising the importance of having enough accommodation to host large influxes of visitors during major events.
She expressed confidence in Nigeria as a viable business destination and encouraged hospitality operators to lean into local strengths instead of mimicking international standards.

“We need to shift our mindset towards building local excellence,” she added.

Speaking about her experience, Danjuma said: “It’s been an amazing journey working at The Wheatbaker over the past six years. They are very passionate about their people. The philosophy is simple — take care of your people, and by extension, they will take care of the guests. And that’s exactly what happens.”

On the viability of the hospitality business in Nigeria, she reiterated the urgent need for more hotels to meet the growing demand for accommodation, especially during peak seasons.

She noted that a reliable power supply remains critical to driving industry growth, attracting investment, and positioning Nigeria as a leading hub for hospitality in Africa.

Despite current economic challenges, Danjuma believes Nigeria’s large population presents enormous opportunities.

“When you think about our numbers — over 200 million people — it becomes clear why foreign investors are interested. Even if you’re selling to just 10 percent of that, that’s 20 million people. Some countries aren’t even that big,” she said.
She recalled how Lagos witnessed a high influx of international visitors in December, many of whom had no prior affiliation with Nigeria but were drawn by the country’s vibrant culture.

“Our music and food are gaining global popularity. These are opportunities we must begin to harness. But when people come here, we must ensure they have places to stay, that they can move around easily, and that visas are easy to obtain,” she added.

The entrepreneur also emphasised that addressing infrastructural gaps, especially in power supply, is essential to unlocking the full potential of Nigeria’s hospitality industry.

She expressed optimism that with the right interventions, the country can become a top destination for both local and international travellers.