BY ONYEKA EZIKE
The relationship between the media and institutions has long been shaped by influence, visibility, and mutual reinforcement. Maxwell McCombs and Donald Shaw’s Agenda-Setting Theory provides a useful framework for understanding this dynamic, asserting that while the media may not determine what people think, it plays a decisive role in shaping what they think about. Through deliberate coverage and prioritization of issues, the media defines public discourse and directs attention toward sectors of national importance, including travel and tourism.
As the National Association of Nigerian Travel Agencies (NANTA) prepares to celebrate its Golden Jubilee, this framework becomes particularly relevant. Over the past five decades, NANTA has evolved into a prominent voice within Nigeria’s travel and tourism ecosystem. However, its growth cannot be fully understood without recognizing the critical role of sustained media engagement. Media partnerships have amplified the association’s visibility, strengthened its advocacy, enhanced its credibility, and positioned it as a key stakeholder in both national and global tourism conversations.
At the center of this enduring partnership are individuals who have acted as bridges between the association and the media. One of the most prominent among them is Frank Meke, a veteran tourism journalist with over three decades of experience. As Chief Executive Officer of Cr8ative 9ja Tourism Magazine Television show and host of a weekly cultural tourism program on Mainland 98.3 FM in Lagos, Meke has played a defining role in shaping NANTA’s media presence. His position as media consultant to the association reflects both his expertise and his commitment to advancing its influence.
Meke’s contributions extend beyond routine reporting. He has been instrumental in crafting narratives around NANTA, ensuring that its policies, advocacy efforts, and achievements are effectively communicated to diverse audiences. Through strategic storytelling and consistent engagement, he has helped reposition the association within the travel market, reinforcing its authority and credibility.
The importance of media engagement is further underscored by NANTA’s leadership. Yinka Ladipo, the association’s Financial Secretary and former Public Relations officer, has emphasized that no organization can thrive in today’s interconnected world without a strong media presence. According to him, NANTA’s longstanding relationship with media practitioners has been central to its sustained relevance and visibility.
Ladipo, who spoke on Cre8tive 9JA on Mainland Radio 98.3 FM last Thursday, also highlighted Meke’s role as a committed advocate, noting that his contributions have ensured consistent media coverage of the association’s activities. Whether addressing successes or challenges, NANTA has maintained a transparent approach to communication. This openness has become one of its defining strengths, fostering trust and credibility among stakeholders.
Transparency has distinguished NANTA’s media strategy indeed. Rather than concealing operational difficulties, the association has adopted a culture of openness, using media platforms to address issues candidly. This approach has reinforced its image as a responsible and accountable institution within the travel and tourism sector, while also strengthening its relationship with the public.
The impact of media partnership on NANTA’s development is evident in several areas. One of the most significant achievements has been the rebranding of travel agents in Nigeria. Historically, travel agents were often perceived as informal operators or “touts,” lacking professional recognition. Through sustained media advocacy, this perception has shifted considerably. Today, registered travel agents under NANTA are widely regarded as trained professionals operating within a structured and regulated framework.
Beyond perception management, the media has played a crucial role in amplifying NANTA’s advocacy on key industry issues. Challenges such as foreign exchange constraints, regulatory bottlenecks, and policy reforms have gained prominence largely due to consistent media coverage. By bringing these issues into public discourse, the media has facilitated dialogue between NANTA and relevant authorities, contributing to policy considerations that affect the travel industry.
In recognition of this vital partnership, NANTA established the NANTA Media Hall of Fame in 2021. The initiative honors journalists who have made significant contributions to promoting the association and advancing travel journalism in Nigeria. The inaugural induction featured distinguished practitioners from print, broadcast, and online media, each recognized for their role in amplifying NANTA’s voice.
Among the inductees are, Femi Adeshina, Former managing editor of the Sun newspapers and spokesman of Buhari government, Abel Orukpe, Franklin Ihejirika, Segun Koiki, Wole Shadare, Nosa Aituamen, Wole Oyebade, Ifeoma Okeke, and Chinedu Eze. Their contributions reflect the depth of collaboration between NANTA and the media, as well as a shared commitment to the growth of Nigeria’s travel and tourism industry.
Frank Meke holds a unique distinction as the first recipient of the NANTA Media Hall of Fame award, conferred on December 8, 2021. This recognition acknowledges his pioneering role in bridging the gap between the association and the media. Through his efforts, NANTA has evolved into a media-friendly organization, benefiting from consistent and strategic coverage.
The significance of the Media Hall of Fame extends beyond recognition. It serves as a structured mechanism for sustaining engagement between NANTA and travel journalists. By fostering closer ties with media professionals, the initiative ensures that the association continues to benefit from informed advisory input. Journalists, with their industry insights, often provide critical perspectives that help guide organizational decision-making.
Further validation of Meke’s contributions has come from NANTA’s leadership. Pastor Chinyere Umeasiegbu, First National Deputy President of the association and Chief Executive Officer of Global Links & Service Limited, has commended his advisory role and dedication. She noted that his efforts have been instrumental in building a sustainable and mutually beneficial relationship between NANTA and the media.
Meke’s influence is also evident in the evolving perception of travel professionals. Through consistent storytelling and advocacy, he has contributed to elevating the status of travel agents, presenting them as reliable and competent professionals. This shift has enhanced public trust and strengthened the overall reputation of the industry.
On the global stage, media advocacy has played a role in positioning NANTA as a recognized travel body. A notable milestone was the association’s participation in the World Travel Market (WTM), a leading global event in the travel industry. Such visibility has contributed to Nigeria’s recognition as a significant travel market, particularly within Africa.
Meke’s involvement in leadership transitions within NANTA further highlights his strategic importance. During the tenure of former president Susan Akporiaye, his media expertise proved invaluable in enhancing the association’s visibility. His earlier role as media consultant under Bernard Bankole and later Susan Akporiaye laid the foundation for renewed global engagement, including NANTA’s return to the World Travel Market after an eight-year absence. This achievement reaffirmed Nigeria’s position within the global travel landscape.
As NANTA approaches its 50th anniversary, the theme of the celebration, “Embracing Our Diverse Cultural Heritage from the City of Firsts: Redefining Our Roles as Global Travel Ambassadors,” reflects both reflection and ambition. While the milestone provides an opportunity to celebrate past achievements, it also underscores the need to strengthen existing partnerships, particularly with the media.
The Golden Jubilee is expected to showcase Nigeria’s rich cultural heritage and its potential as a driver of economic growth through tourism. However, beyond the celebrations, there is a strategic need to deepen media collaboration as a tool for sustained industry development. By leveraging media platforms effectively, NANTA can further enhance the visibility of travel professionals, attract investment, and promote Nigeria as a preferred travel destination.
Reflecting on his recognition and contributions, Frank Meke has acknowledged the progress made while emphasizing the need for continued effort. He maintains that while accolades are appreciated, they also serve as motivation to do more. According to him, building a stronger NANTA requires collective commitment and sustained collaboration among all stakeholders.
His perspective aligns with the broader vision of the association as it enters its next phase of development. The Golden Jubilee is not merely a celebration of longevity but also a call to action, an opportunity to redefine priorities, strengthen partnerships, and chart a path for the future. The story of NANTA’s growth over the past fifty years is inseparable from its relationship with the media. From shaping public perception to amplifying advocacy and enhancing global visibility, the media has been a cornerstone of the association’s success.
