Nigeria-Benin Tourism Forum 2024: Experts Propose Bennywood to Leverage Nigeria’s Nollywood for Job Creation in Benin
Cotonou
At the recently concluded Nigeria-Benin Tourism Forum 2024, held at the prestigious Benin Royal Hotel, Cotonou, experts in the media, tourism and creative industries proposed an innovative idea: the creation of “Bennywood,” a film and entertainment hub modeled after Nigeria’s globally recognized Nollywood industry. This initiative aims to harness the power of film and the broader creative sector to drive economic development and job creation, particularly for the youth in Benin.
The forum, centered around the theme “Harnessing Tourism Potential for Mutual Development,” featured a thought-provoking second panel session titled “The Nollywood Industry: Opportunities for Benin.” The session was moderated by Mr. Paulin Vissoh, CEO of Exparts Partner and Co-Convener of the Forum, and Dr. Olanma Ojukwu, CEO of GOTA Voyage International. The panel brought together distinguished speakers, including Ambassador Kazeem Balogun, CEO of Kalo Africa Media and Co-Convener of the Forum; Ambassador Ayo Omotoso, CEO of Travelogue Communications; and Miss Joy Ogunbamiyo, Miss Tourism Nigeria 2024.
The panelists explored the immense potential of the Nollywood industry, which has not only become Nigeria’s second-largest employer but also a global cultural force, producing films that resonate across Africa and beyond.
Recognizing the success of Nollywood, the discussion centered on how Benin could replicate this model through Bennywood, fostering a local creative industry that taps into the talents of Beninese youth.
Ambassador Kazeem Balogun stressed the importance of empowering Benin’s youth through creative arts, pointing out that Bennywood could serve as a major platform for job creation, cultural expression, and economic growth. He highlighted the symbiotic relationship between film and tourism, noting that Nollywood has played a crucial role in promoting Nigeria’s culture and heritage to the world. By leveraging the storytelling power of Bennywood, Benin could attract filmmakers, tourists, and investors alike, thereby strengthening the country’s economy.
Ambassador Ayo Omotoso underscored the need for proper infrastructure and training programs to support Bennywood’s development. He pointed to Nollywood’s evolution from its humble beginnings to becoming a multi-billion-dollar industry, emphasizing that with the right support systems in place, Benin could create a thriving creative ecosystem. Omotoso also mentioned that Bennywood could serve as a collaborative platform for filmmakers from both Nigeria and Benin, fostering regional cooperation in the creative sector.
The Panelists and Moderators deliberating during the second panel session at the Nigeria-Benin Tourism Forum 2024 in Cotonou
Miss Joy Ogunbamiyo shared her insights on the role of culture and youth engagement in tourism. As a figure representing the next generation of leaders, she encouraged young people to embrace the opportunities that the creative industries present. She also expressed optimism about Bennywood’s potential to inspire young Beninese creatives to tell their own stories through skits production and contribute to the growth of the country’s tourism sector.
The discussion resonated deeply with stakeholders from both Nigeria and Benin, many of whom recognized the urgent need to bridge the growing gap in youth unemployment. The Bennywood initiative, if successfully implemented, could not only provide employment opportunities but also establish Benin as a creative hub in West Africa.
Nollywood, which emerged in the early 1990s, has grown into a global powerhouse, producing over 2,500 films annually, and generating significant revenue for Nigeria. The industry has become a cultural phenomenon, showcasing the rich diversity of Nigerian life and storytelling. It has also played a key role in tourism, with fans of Nollywood movies seeking to visit the locations featured in their favorite films.
By following in Nollywood’s footsteps, Bennywood could position Benin as a destination for film production, cultural tourism, and artistic collaboration, driving the country’s creative economy to new heights. The Nigeria-Benin Tourism Forum 2024 served as a vital platform for these discussions, sparking a new vision for how the creative industries can support tourism and development in the region.
With continued support from both the public and private sectors, Bennywood has the potential to transform Benin’s creative landscape, providing a bright future for its youth and contributing to the country’s socio-economic development.
