We are Pacesetters in Arts, Culture & Tourism in Africa-NNEKA Isaac Moses, Managing Director, GOGE AFRICA
…We are a pan-African tourism and cultural program that serve as a bridge between different African countries, fostering unity, understanding; appreciation among Africans and people around the globe
*’We were able to expand our reach and broadcast Goge Africa to audiences across Africa via terrestrial, DSTV platforms, and online across the globe’
*’Our audience reaches, resonate with over 40 million television viewers across the globe’
*’Our roots in Nigeria have grown into a pan-African vision, by expanding our program’s reach into countries as Benin Republic, Ghana, The Gambia; Senegal, Cote d’Ivoire, South Africa; Egypt, Ethiopia, Kenya; Tanzania’
*’We have been highlighting Nigeria’s rich cultural heritage, natural landscapes, vibrant communities, effectively capturing the interest of a global audience and raising awareness about the country’s tourism attractions and investment opportunities in hospitality, infrastructure, and related sectors to attract Foreign Direct Investment for Nigeria’
*’Through the #GogeAfricaFreeTourismTraining program, we’ve empowered thousands of young Africans with essential skills in media, tourism, and entrepreneurship. We provided free training, mentorship, we are investing in the next generation of African leaders and changemakers’
*”We will like to invite you all to GOGE AFRICA FESTIVAL this coming October. We will be celebrating 25 years of unwavering commitment, resilience, and the rich tapestry of African and global cultures in a truly distinctive manner”-NNEKA
*BY GEORGE ELIJAH OTUMU/AMERICA Senior Investigative EDITOR, NAIJA STANDARD NEWSPAPER Inc USA
THEY ARE BEAUTIFUL COUPLE-highly intelligent, hardworking and creative. NNEKA AND ISAAC MOSES have become the face of Africa’s Arts, Tourism and Culture in Africa. Through their creativity, they have constantly attracted a huge Foreign Direct Investment, F.D.I., into Nigeria.
This multiple, award-winning couple have empowered millions of African youths through GOGE AFRICA, the flagship of African tourism watched by over 40 million people across the world.
NNEKA ISAAC MOSES, Managing Director, GOGE AFRICA in this Exclusive Interview with GEORGE ELIJAH OTUMU/AMERICA Senior Investigative EDITOR, NAIJA STANDARD NEWSPAPER Inc USA, she opened up on their adventure, successes and leading tourism role in Africa. ENJOY:
*NSN: How did you and your husband, Isaac, conceptualize the name ‘Goge AFRICA’?
Initially, our show was named ‘Dance Africa.’ During this phase, we captured footage in New York while engaged in trade. Armed with a small Panasonic camera, we encouraged people to share their thoughts on ‘Dance Africa.’ The feedback we received was primarily from Black Americans, who referred to it by that name.
However, during a subsequent shoot at Eko Hotels and Suites in Victoria Island, Lagos, our direction began to shift. We focused on the hotel’s art market area near the entrance. During this shoot, Isaac, who speaks Hausa and grew up in Northern Nigeria, picked up the Goge instrument as he conversed in Hausa with the local Hausa art merchants. He introduced the name ‘Goge Africa,’ which resonated well with them, leading us to adopt it as our show’s new name.
We aimed for the show to stand out from regular programming on TV. That’s why we chose the word “Goge.” In Hausa culture, “Goge” refers to a musical instrument with strings stretched across a calabash. This instrument is indigenous to Northern Nigeria and other parts of Africa. While it’s called “Goge” in the North, it’s known as “Goje” in the Southwest and “Kraal” in Ethiopia. Additionally, in Hausa, “Goge” also means ‘to clean’ or ‘wipe clean.’ We found the name memorable and meaningful, so we decided to go with it for our show.
*NSN: Why did you center ‘Goge AFRICA’ as a pan-African tourism and cultural program?
We conceptualized the Goge Africa TV show with a vision to showcase and celebrate the rich diversity, culture, and beauty of Africa to the world. We believed that Africa, with its vibrant history, diverse cultures, breathtaking landscapes, and unique traditions, was often misrepresented or underrepresented in mainstream media.
We wanted to create a platform that would not only educate people about the multifaceted cultures and traditions of Africa but also promote tourism across the continent. We envisioned ‘Goge Africa’ as a pan-African tourism and cultural program that would serve as a bridge between different African countries, fostering unity, understanding, and appreciation among Africans and people around the globe.
Through ‘Goge Africa,’ we aimed to highlight the hidden gems, untold stories, and authentic experiences that Africa has to offer. We wanted to inspire people to explore, learn, and connect with the diverse cultures and landscapes of Africa, encouraging them to travel responsibly and contribute to the sustainable development of the continent’s tourism industry.
In essence, ‘Goge Africa’ was conceived as a passion project to redefine the narrative about Africa, celebrating its beauty, resilience, and rich cultural heritage while promoting tourism as a catalyst for economic growth and development across the continent.
*NSN: ‘Goge AFRICA’ was founded 25 years ago as a cultural institution. How have you been able to ensure your program is watched by over 40 million television viewers across the globe?
Ensuring Goge Africa reaches and resonates with over 40 million television viewers across the globe has been a journey of dedication, innovation, and strategic partnerships.
From the outset, we recognized the importance of producing high-quality content that authentically represents the diverse cultures, traditions, and landscapes of Africa. We invested in the best production equipment within our means, utilized our talent as storytellers, documentary producers, and cultural experts, and traveled extensively across the continent to capture compelling and engaging stories. My husbands talent as a voice Artist elevated the show from inception as he embellished the narration of the documentary segment.
We also understood the power of collaboration and forged partnerships with leading television networks, distributors, and media outlets both locally and internationally. By leveraging these partnerships, we were able to expand our reach and broadcast ‘Goge Africa’ to audiences across Africa via terrestrial, DSTV platforms, and online across the globe.
We have also embraced the digital revolution and we are leveraging social media platforms, streaming services, and our official website to engage with our audience, share exclusive content, and create interactive experiences that foster a loyal and passionate community of viewers.
Moreover, we continuously adapted and evolved our programming to meet the changing preferences and interests of our audience. We introduced new segments, explored emerging trends in tourism and culture, and featured influential personalities, artists, and thought leaders who added value and relevance to our content.
Lastly, our commitment to authenticity, integrity, and celebrating the spirit of Africa has been at the heart of everything we do. We believe that our genuine passion for showcasing the beauty and diversity of Africa has resonated with viewers worldwide, earning their trust, loyalty, and support over the past 25 years.
In conclusion, our success in reaching over 40 million television viewers globally can be attributed to our unwavering commitment to quality, innovation, collaboration, digital engagement, and most importantly, our genuine love for Africa and its people.
*NSN: Your program recording started in Nigeria, moved to Benin Republic, South Africa and Egypt with plans to cover the whole of Africa. How have you been able to attract Foreign Direct Investment into Nigeria using the vehicle of Tourism?
Our roots in Nigeria have grown into a pan-African vision. By expanding our program’s reach to countries such as Benin Republic, Ghana, The Gambia, Senegal, Cote d’Ivoire, South Africa, Egypt, Ethiopia, Kenya, Tanzania, among others, we have showcased the diverse tourism potential of various African nations, with Nigeria prominently featured.
A key strategy for attracting Foreign Direct Investment (FDI) into Nigeria’s tourism sector has been our focus on strategic storytelling. Through Goge Africa, we highlight Nigeria’s rich cultural heritage, natural landscapes, and vibrant communities, effectively capturing the interest of a global audience and raising awareness about the country’s tourism attractions and investment opportunities in hospitality, infrastructure, and related sectors.
Additionally, our ongoing collaborations with government agencies, tourism boards, and private sector stakeholders in Nigeria have led to the development and promotion of tourism-friendly policies, infrastructure, and investment incentives; although much more needs to be done. These efforts aim to position Nigeria as an attractive destination for foreign investors seeking opportunities in the tourism sector.
We have also actively participated in international tourism fairs, trade shows, and investment forums, leveraging our platform to network with global investors, showcase Nigeria’s tourism potential, and facilitate business matchmaking and investment opportunities. For instance, during the COVID lockdown, we initiated an online summit titled “Cross Sectoral Collaboration for Tourism and Economic Development.” This platform facilitated significant announcements, such as Sterling Bank’s 5 Billion Naira fund to support tourism development in Nigeria. Notable attendees, including Dr. Joe Madu of the US Africa Chamber of Commerce and Toby Baily of Borg Investment Bank & Capital Trust, connected with government officials and stakeholders, leading to various projects and investments in Nigeria and across Africa. Additionally, the summit attracted brands like MTN, international participation, with presentations from the Brazilian Ambassador and top tourism personalities from Brazil.
Our partnerships with multinational corporations, airlines, and hospitality chains have enabled us to create exclusive travel packages, promotional campaigns, and incentives that encourage tourists and investors to explore Nigeria and experience its unique offerings firsthand.
Furthermore, our robust digital presence and engagement strategies have been pivotal in positioning Nigeria to attract FDI into the tourism sector. Through our website, social media platforms, and digital marketing campaigns, we reach a global audience of potential investors, influencers, and tourists, effectively positioning Nigeria as a must-visit destination and a lucrative investment hub in Africa.
In conclusion, our multifaceted approach, encompassing compelling storytelling, strategic partnerships, policy advocacy, international collaborations, and digital engagement, has been instrumental in attracting Foreign Direct Investment into Nigeria’s tourism sector, driving sustainable growth, development, and prosperity for the country. While we continue to play our part, we remain hopeful and prayerful for active government support to further amplify our impact.
*NSN: Your show was created to showcase the richness of African culture, dance, food; clothes and tourism. What led to that idea?
As the founders of ‘Goge Africa,’ our inspiration for creating the show stemmed from a deep-seated passion for celebrating and showcasing the richness, diversity, and beauty of African culture, traditions, and heritage to the world.
Africa is a continent steeped in history, with a mosaic of cultures, languages, traditions, and cuisines that vary from region to region. Despite its vast and diverse offerings, we felt that Africa’s narrative was often overshadowed by stereotypes and misconceptions in mainstream media. We believed that there was a compelling need to shift the narrative and present a more authentic, nuanced, and positive portrayal of Africa that reflects its true essence and dynamism.
We envisioned ‘Goge Africa’ as a platform to highlight the vibrant dance, music, art, fashion, food, and tourism attractions that make Africa unique. We wanted to showcase the continent’s hidden gems, untold stories, and authentic experiences that are often overlooked or misrepresented.
Furthermore, we recognized the transformative power of tourism as a catalyst for economic growth, cultural exchange, and sustainable development. By promoting tourism on our show, we aimed to drive interest, investment, and awareness that could benefit local communities, preserve cultural heritage, and create opportunities for socio-economic empowerment across Africa.
In essence, the idea behind ‘Goge Africa’ was to create a pan-African television program that serves as a cultural ambassador, bridging gaps, fostering unity, celebrating diversity, and inspiring people to explore, appreciate, and connect with the rich tapestry of African cultures, traditions, and landscapes. Through our show, we hoped to ignite curiosity, spark conversations, and encourage a deeper understanding and appreciation of Africa’s multifaceted identity and contributions to the global community.
*NSN: Are there other African projects your management is working on presently?
On September 24th 2022, we launched the Destination West Africa Project (DWAP) with a mission to promote and develop tourism across the West African region. DWAP showcases the diverse cultural heritage, natural attractions, historical sites, and unique experiences that West Africa has to offer. Additionally, the project champions the removal of barriers that hinder travel and trade within the region, emphasizing regional integration and cooperation. DWAP is a collaborative and comprehensive initiative aimed at unlocking West Africa’s tourism potential, driving economic growth, creating employment opportunities, and positioning the region as a premier travel destination on the African continent and globally.
We also introduced the Face Of Goge Africa (#FOGA) initiative, a global platform launched on March 23, 2024, to mark Goge Africa’s 25th Anniversary. #FOGA serves as a vibrant celebration of creativity, fashion, and beauty, empowering and showcasing the talents of young African creatives aged 18 to 35. Leveraging 25 years of Goge Africa’s legacy, #FOGA provides emerging models and talents with a platform to cultivate lasting careers.
As part of our silver jubilee anniversary celebrations in 2024, we are offering special tour packages, cruises to the Caribbean and other activities throughout the year. The highlight of our anniversary celebrations is the Goge Africa Festival scheduled for October. We are excited to offer our viewers, followers, supporters, and sponsors an authentic and joyous African experience that embodies the essence of the Goge Africa brand. We have already secured two headline partners for the festival and will be announcing further details in due course. Our team is currently fine-tuning the strategy and preparations for what promises to be an unforgettable Goge Africa Festival!
*NSN: What are some of the major challenges ‘Goge AFRICA’ had to overcome over two decades?
The initial challenge was lack of understanding of the concept of Goge Africa and lack of acceptance of our culture by prospective broadcast partners at the time, brands and young Africans who preferred Western cultures. Our initial pitch to NTA Network ended in rejection. I still hold onto that rejection letter, signed by Cordelia Eke, which described Goge Africa as ‘fetish’ and unsuitable for public broadcast.
Starting and maintaining a media enterprise requires significant financial investment. Securing funding and managing limited resources has been a continuous challenge.
As you know, creating high-quality content that accurately represents the diverse cultures, traditions, and stories of Africa while adhering to professional standards has been demanding. Operating across diverse countries and cultures within Africa presents unique challenges. These challenges include understanding and respecting cultural nuances, overcoming language barriers, navigating bureaucratic obstacles, and managing intricate logistics for travel.
There are instances when we reach a location after days of travel, only to be informed by the community leader that we are not permitted to record certain rituals or specific masquerades—and sometimes even the entire event. On one occasion, we couldn’t afford a cameraman, so I had to carry camera. However, due to my gender, being a woman, I was not allowed to capture it as women are traditionally prohibited from observing this masquerade.
Particularly concerning is the issue of limited interconnectivity within Africa. When traveling by land, we often encounter hostility from border officials, adding to the complexities of our operations and production. Our job involves extensive research, travel, and collaboration with local communities.
Operating across different countries and cultures within Africa presents its own set of challenges. Understanding and respecting cultural nuances, navigating bureaucratic hurdles, and managing logistics for travel and production have been ongoing challenges.
The “Destination West Africa Project” was inspired by this frustrating lack of seamless intra-continental travel experiences within Africa. Surprisingly, it can be more affordable to travel from Nigeria to the USA, a journey of approximately 11 hours by flight, than to travel from Nigeria to Cape Verde, which is only about a 4-hour flight away. This disparity underscores the urgent need to address and improve intra-African connectivity and travel infrastructure.
Expanding our audience and ensuring that our content reaches a broader audience both locally and internationally has been a hurdle. This includes navigating distribution networks, media partnerships, and adapting to changing media consumption habits. We have had to restructure the program structure at different times, creating segments and versions to fit various platforms over time.
The media landscape is highly competitive, with many players vying for audience attention. Standing out and maintaining a unique identity amidst this competition has been a constant challenge.
Over the years, audience preferences and consumption habits have evolved. Adapting to these changes and consistently delivering content that resonates with our audience has required flexibility and innovation.
Keeping up with rapid technological advancements and integrating them into our production and distribution processes has been essential but challenging. This includes adopting new filming techniques, digital platforms, and online distribution methods.
A consistent challenge we’ve faced since our inception is securing funding, and this remains an ongoing issue even today. While we’ve achieved significant milestones over the past quarter-century, there’s still much more to accomplish. In addition to requiring funding to continue showcasing Africa’s beauty to the world, 4 years ago, we embarked on a mission to train young Africans in media and tourism entrepreneurship. Importantly, our training initiatives have been provided entirely free of charge to the participants. This free training is particularly significant to us because we firmly believe that there are no successes without successors. To support the #GogeAfricaFreeTourismTraining program, we actively seek funding from organizations and individual donors.
Despite these challenges, our passion for showcasing the beauty, diversity, and richness of African culture has been our driving force. We’ve learned to adapt, innovate, and persevere, continuously striving to elevate African storytelling and connect with audiences around the world.
*NSN: Can you tell us about some of the evergreen accomplishments of ‘Goge AFRICA’?
To the best of my knowledge, when we launched “Goge Africa” in 1999, we were likely one of the few TV programs dedicated to showcasing authentic African cultures and destinations. “Goge Africa” has served as a window into Africa’s rich heritage and a bridge connecting the African diaspora to the continent and the world.
We have played a pivotal role in promoting tourism across Africa by highlighting the continent’s stunning landscapes, diverse wildlife, historical landmarks, and vibrant cities. Our endeavors have not only boosted tourism but also stimulated economic growth and generated opportunities for local communities. All these have inspired the multiple awards locally and internationally, including the UNWTO award of recognition to Goge Africa for its corporate contribution to Tourism Development.
Over the years, “Goge Africa” has played a pivotal role in preserving and promoting African culture, traditions, and heritage. Through our documentaries, TV episodes, and multimedia platforms, we’ve showcased the diverse richness of African cultures to a global audience, fostering a deeper appreciation and understanding of the continent’s unique identity.
We have pioneered innovative storytelling techniques and formats that encapsulate the essence and spirit of Africa. Our visually stunning content, enriched by our personal experiences and cultural immersion, presents authentic narratives and local perspectives, distinguishing us and earning international acclaim. Interestingly, some social media enthusiasts refer to Isaac and me as the OGs of travel blogging and vlogging.
“Goge Africa” has been instrumental in promoting tourism across Africa, showcasing the continent’s breathtaking landscapes, wildlife, historical sites, and vibrant cities. Our efforts have contributed to boosting tourism, fostering economic growth, and creating opportunities for local communities. I fondly recall the significant role Goge Africa played over the span of 10 + years during the MTN KultureFest project. We seized this opportunity to showcase community festivals, simultaneously enhancing the brand equity of such festivals in Nigeria.
Through the #GogeAfricaFreeTourismTraining program, we’ve empowered thousands of young Africans with essential skills in media, tourism, and entrepreneurship. By providing free training and mentorship, we are investing in the next generation of African leaders and changemakers.
We have consistently engaged with local communities, forging meaningful partnerships and collaborations. By involving community members in our projects and initiatives, we’ve ensured that our storytelling remains authentic, inclusive, and impactful.
Over the past quarter-century, “Goge Africa” has built a strong global presence and earned the trust and respect of audiences worldwide. Our content has been broadcasted in numerous countries, transcending cultural and geographical boundaries, and inspiring people to explore, appreciate, and connect with Africa.
These evergreen accomplishments reflect our unwavering commitment to celebrating Africa’s beauty, diversity, and potential. As we continue our journey, we remain dedicated to pushing boundaries, inspiring positive change, and shaping the narrative of Africa for generations to come.
*NSN: Do you think the present administration of President Bola Ahmed TINUBU is doing enough to support the Tourism and the Entertainment industries in Nigeria?
I believe it is important to acknowledge the efforts and initiatives of the present administration under President Bola Ahmed Tinubu in supporting the development of Tourism and Creative industries in Nigeria. While we have seen some positive steps and commitments towards promoting these sectors, there is always room for improvement and further collaboration between the government, private sector, and industry stakeholders.
We appreciate the government’s recognition of the potential of the Tourism and Creative industries as key drivers of economic growth, job creation, and cultural promotion. Initiatives such as infrastructure development, policy reforms, and investment incentives are crucial for fostering a conducive environment for these industries to thrive.
However, to fully harness the immense potential of Tourism and Creatives in Nigeria, we believe that a more comprehensive and holistic approach is needed.
Firstly, addressing the issue of safety and peace is paramount for our government. Regardless of how picturesque a destination may be, if people do not feel secure visiting it, the potential for growth and prosperity in that area is compromised. Concurrently, the present administration should prioritize investing in packaging, marketing, and shaping Nigeria’s image on the global stage. If we do not proactively define how Nigeria is perceived, others will impose their own narratives upon us. It is crucial that we take ownership of our narrative and tell our own stories authentically and effectively.
It is very vital to ensure that policies aimed at promoting and protecting Tourism and entertainment industries and the practitioners are effectively implemented and enforced. This will create a level playing field for businesses, attract investment, and boost confidence in the industry.
Investing in capacity building, training, and skill development programs for professionals in the Tourism and Entertainment sectors will enhance productivity, innovation, and competitiveness.
Increasing efforts in promoting and marketing Nigeria’s rich cultural heritage, the Arts, tourist attractions, and entertainment offerings both domestically and internationally will attract more visitors, investors, and collaborations. I am super proud of the milestone Nigerian music and Nollywood has attained worldwide. We have great ambassadors! Our government should use them effectively to brand our national image.
Encouraging and facilitating partnerships between the government, private sector, and industry associations can drive innovation, investment, and sustainable growth in the Tourism and creative industries.
In conclusion, while there have been commendable efforts by the present administration to support the Tourism and Creative industries in Nigeria, there is a need for continuous engagement, collaboration, and strategic interventions to unlock the full potential of these sectors and position Nigeria as a leading destination for tourism and entertainment in Africa and beyond.
*NSN: Finally, five years down the line from now, what height do we expect ‘Goge AFRICA’ to have attained in Africa?
We envision significant growth and expansion for our brand across Africa in the next five years. Our goal is to solidify “Goge Africa” as the leading and most trusted platform for showcasing the diverse cultures, heritage, and destinations of Africa to the world.
We aspire to broaden our presence throughout Africa, engaging with more countries, communities, and viewers via our television broadcasts, digital platforms, and live events. Our objective is to connect with audiences across the continent and around the world, encouraging them to discover, cherish, and celebrate the beauty and diversity of Africa. Additionally, I would like to take this opportunity to extend an invitation to everyone to join us at the GOGE AFRICA FESTIVAL this coming October. We will be celebrating 25 years of unwavering commitment, resilience, and the rich tapestry of African and global cultures in a truly distinctive manner.
We plan to continue innovating and diversifying our content offerings, exploring new storytelling formats, and leveraging cutting-edge technologies to create captivating and immersive experiences for our viewers. By focusing on authentic narratives, local perspectives, and high-quality production, we aim to set new standards in African media and Tourism.
Building on our legacy of promoting tourism across Africa, we intend to strengthen our partnerships with tourism boards, travel agencies, and hospitality providers to create compelling travel experiences, packages, and itineraries for both domestic and international travellers. Our goal is to contribute significantly to the growth of the tourism sector, driving economic development, job creation, and community empowerment.
We are committed to expanding the #GogeAfricaFreeTourismTraining program, reaching more young Africans, and equipping them with essential skills in media, tourism, and entrepreneurship. By investing in the next generation of African leaders, innovators, and changemakers, we aim to foster sustainable development and prosperity across the continent.
We plan to deepen our engagement with local communities, forging meaningful partnerships, and implementing impactful community development projects. By actively involving community members in our initiatives, we aim to ensure that our work creates lasting positive change, preserves cultural heritage, and promotes social inclusion and cohesion.
In conclusion, five years from now, we expect “Goge Africa” to have attained new heights in terms of reach, influence, impact, and innovation across Africa. Through our unwavering commitment, passion, and collaboration with stakeholders, we believe that “Goge Africa” will continue to inspire, educate, and connect people, fostering a brighter and more prosperous future for Africa and its people.
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Congratulations to goge Africa for your silver jubilee celebrations. Your resilience and doggedness inbthe face of rejection has paid off.
You have now catch a niche for yourselves. You are now a household name in journalism/cultural and entertainment industry.
As you draw your Strategic Plan for your next phase I pray to God to guide you.
Ibrahim maku
Thank you