Tobi Olanihun Calls for Excellence, Dedication to Grow The Nigerian Event Industry

A 2019 research by Allied Market Research valued the global events industry at $1.1trn, and pre-Covid was expected to reach $1.6trn by 2028. By March 2020, with the onset of the pandemic, the industry had already lost $16.5bn, according to UFI, the Global Association of the Exhibition Industry. In another survey, 90 percent of event professionals reported that some or most of their businesses had disappeared, while some were laid off and lost their sources of income.

This downturn had a ripple effect on Nigeria’s events sector, impacting meetings, conferences, and exhibition spaces. Despite these challenges, the Nigerian events industry has rebounded remarkably, evolving into a $20 billion market within four years. This growth places Nigeria’s events industry among the most lucrative globally.

The surge in the industry’s value can be attributed to various factors, including product launches, fashion shows, press conferences, corporate gatherings, and more. Notably, women have played a significant role in driving this upward trajectory, contributing immensely to the industry’s expansion and success. Regarding this contribution, Tobi Olanihun, the Chief Experience Officer at WOW! Connect Services Limited, sheds more light on the topic.

Her journey in the event industry reflects its growth and evolution over the years. Technological advancements and changing consumer preferences make the event industry increasingly dynamic and competitive. Tobi acknowledges these changes: “I take immense pride in being Nigerian. I believe it’s time for everyone to recognize and embrace the excellence that we bring to the table. As the world becomes increasingly interconnected digitally, we must think big and capitalize on global opportunities.”

March is International Women’s Month, and the theme for this year is: ‘Invest in Women: Accelerate Progress’– a reminder of the importance of women’s contributions to global industries. Over the years, breaking barriers and promoting diversity and inclusion have taken center stage. For Tobi, “Striving for excellence not only benefits us individually but also opens doors for others. By excelling in our work, we contribute to a positive perception of black people, Africans, Nigerians, and women in general.”.

She further emphasized the importance of this contribution, “This, in turn, paves the way for future generations in our respective fields, regardless of their location. It’s important to remember that our actions impact more than just ourselves—we are part of a larger community and should always strive to uplift others along the way.”

Even though the events industry requires a high level of preparation and technicality, while some have stated that a higher percentage of events held across the country are often self-organized, Tobi says there’s still space for women who want to enter the industry. She encouraged taking action without dwelling on perfection. “As women, we often seek perfection and dwell on ideas for extended periods,” she said. “While there’s value in striving for perfection, taking action and avoiding overthinking every step is crucial.” She further called for huge plans and a bolder approach, all coupled with a collaborative and excellence-driven approach.

This excellence-driven approach has proved very effective for Tobi, as she was recently listed in the “Top 25 Black Professionals in the Events Industry” by InEvent, a recognition that encourages her to take on greater tasks. “I feel deeply honored to have been recognized alongside many accomplished and exceptional individuals. Their presence is a testament to the caliber of professionals featured in this distinguished group,” she mentioned.

InEvent, in their commentary on the list, highlighted that the nominees are revolutionizing the events industry. “Their innovation, creativity, and leadership set new benchmarks for excellence,” they further stated.

Tobi Olanihun is a seasoned figure in the events industry. With over a decade of professional expertise as an innovative event producer and project manager, she has demonstrated exceptional competence in both private and corporate settings. Her speciality lies in curating remarkable experiences, both in-person and virtually, that leave a lasting impression.

As Chief Experience Officer at WOW! Connect Services Limited, she has orchestrated and overseen the execution of more than 100 events of various scales throughout the last decade. “Focusing on maintaining stellar stakeholder relations, we’re able to successfully fulfill each project’s scope and timeline while adhering to budget constraints,” she added.