REBRANDING AKWA IBOM STATE IN CONTEMPORARY NIGERIA FOR ECONOMIC GROWTH AND SUSTAINABLE DEVELOPMENT
Being the Text of a Keynote Address delivered by Nsikak Solomon Idiong PhD, during Ibom Social Media Day and Awards Ceremony held on June 30, 2024, at Sheergrace Arena, Uyo, Akwa Ibom State
Protocols,
Distinguished ladies and gentlemen, I welcome the privilege of speaking on this auspicious occasion and before this august audience. I describe this gathering as auspicious because it is set against a theme that I consider both timely and apt. Akwa Ibom State, I shall argue in this discourse, has reached a crossroads in its developmental journey, a moment when the Latin maxim carpe diem seems most appropriate. We must arise as a people and seize this moment before the tides of economic opportunity and political propitiousness recede.
For that reason, I am delighted to be addressing an alliance of young entrepreneurs and creative people who are productively engaged in an industry that is both the rave of the moment as well as a harbinger of hope for future growth. The world, as we know, is becoming more and more digitized, and there seems to be no going back. As Harold Innis, Marshall McLuhan, Neal Stephenson and others had prognosticated many years ago, the forces that propel world history and global development seem intent on promoting a more technologically immersive existence for humanity, one in which the world will become, as McLuhan famously predicted, “a global village”, and one in which the blogosphere will probably become almost as natural to people as the atmosphere in which they live and the metaverse will perhaps rival the Universe as the locale of conscious human existence (McLuhan, 1964; Innis, 1972; Stephenson, 1992; McLuhan & Logan, 2024).
Given this background, therefore, I hope to pursue my task today with a keen consciousness of the ways in which our state needs to connect to the global trend, for no geopolitical entity – be it nation, state, or region – can afford to be an island of solipsism and interiorization in an ocean of globalism and externalization. Akwa Ibom State, I shall argue, needs more than ever before to reimagine and reposition itself in the global and national arenas, if it is to achieve its full economic and industrial potentialities.
In advocating this rebranding, however, I do not mean in any way to denigrate the great accomplishments made in this regard by current and past administrations in the state. As a people and as a government, we have achieved a great deal; but more, in my opinion, can still be done.
What follows, therefore, are a few of my thoughts on the urgent imperative of repositioning Akwa Ibom State for greater economic growth and sustainable development. Before I proceed, though, I must hasten to add a caveat. I am, as the organisers of this event know, neither an economist nor an expert in development studies. I hope I will be forgiven, therefore, if my address is long on rebranding and short on the inanities of economies. The former is closer to my academic purview, whereas I am something of a philistine insofar as the latter is concerned.
Akwa Ibom: The Brand and the Need for Rebranding
Carved out of the former Cross River State on September 23, 1987, Akwa Ibom is renowned for its rich cultural heritage, its diverse (yet semblable) ethnic groups, and an abundance of natural resources. It holds the distinction of being one of Nigeria’s largest oil-producing states, a position that enables it to make significant contributions to the nation’s petroleum economy. But beyond its oil wealth, the state boasts agricultural products such as palm oil, rubber, and cocoa as well as rich marine resources along its extensive coastline (Akwa Ibom State Government, 2022). In recent years, the state has made notable strides in infrastructure development, particularly in areas such as road construction, aviation (with the Ibom Air initiative), and healthcare delivery. As noted by Okon (2023), the state has also set its sights on tourism and manufacturing.
In spite of its natural wealth and developmental efforts, however, Akwa Ibom State grapples with several economic and development challenges that underscore the need for a strategic rebranding effort. Like many oil-producing states in Nigeria, Akwa Ibom has long been overly dependent on oil revenues, making its economy vulnerable to global oil price fluctuations. This dependence has often overshadowed other potential economic sectors (Udo and Udom, 2022). The state also faces high rates of unemployment, particularly among its youth population, with the Nigeria Bureau of Statistics (2021) reporting an unemployment rate of 45.2% for Akwa Ibom in the second quarter of 2020, a figure that surpassed the national average. Environmental degradation poses another significant challenge, with oil exploration activities leading to issues such as oil spills, gas flaring, and loss of biodiversity. These environmental problems not only affect the state’s ecosystem but also impact traditional livelihoods such as fishing and farming (Etim, Udo and Essien, 2023). While progress has been made in infrastructure development, significant gaps remain, particularly in rural areas. Such gaps include challenges in electricity supply, access to water, and the available of healthcare facilities (Akpan and Bassey, 2022). The state’s industrial sector remains underdeveloped compared to its potential, limiting job creation and constricting the state’s ability to add value to its raw materials (Udo, 2021). Furthermore, Akwa Ibom, like many states in the Niger delta region, often struggles with negative perceptions related to insecurity, environmental issues, and over-reliance on monthly federal allocations, which can refer potential investors and tourists (Okon, 2003).
In the context of a state such as Akwa Ibom, what would rebranding entail and why is it deemed necessary? From the standpoint of place branding, rebranding refers to the strategic process of creating a new image or identity for a geographical location. As noted by Kavaratzis and Hatch (2019), rebranding a place entails changing perceptions and associations related to a place in order to attract investment, tourism, and human capital while fostering pride and unity among residents. For Akwa Ibom State, a well-executed rebranding strategy can help shift focus from oil dependency to other sectors such as agriculture (something which I am glad to notes, the Umo Eno administration is apparently doing at the moment). Other areas that need to be highlighted include tourism and technology, which by themselves can attract foreign direct investments (FDI) and create new economic opportunities (Anholt, 2020). By reshaping perceptions and highlighting the state’s strengths and potentialities, rebranding can make Akwa Ibom more attractive to domestic and international investors (Zenker and Braun, 2021). Effective rebranding can showcase Akwa Ibom’s culturage heritage, natural beauty, and improved infrastructure, potentially leading to increased tourism revenue (Dinnie, 2020). A positive brand image can make the state more appealing to skilled professionals, potentially reversing the much-lamented brain drain and attracting talent from other parts of the country and even the world (Kotler and Gertner, 2021).
What, then, are the current perceptions that exist about Akwa Ibom State? Contemporary research reveals a multifaceted but somewhat limited perception of Akwa Ibom State, both within Nigeria and internationally. Primarily, Akwa Ibom is viewed as an oil-producing state, a perception that often overshadows other aspects of its identity and potential. This oil-centric view is deeply ingrained, reflecting the state’s significant contribution to Nigeria’s petroleum industry over the past decades (Udo and Udom, 2022). The association with oil production brings both positive and negative connotations.
On the one hand, it suggests economic importance and resource wealth, positioning Akwa Ibom as a key player in Nigeria’s economy. On the other hand, this perception often comes with assumptions about environmental degradation, economic volatility, and over-dependence on a single resource, which can defer potential investors and visitors from exploring other opportunities within the state (Etim, Udo, and Essien, 2023).
Beyond its status as an oil-producing state, Akwa Ibom is recognized for its rich cultural heritage. This aspect of the state’s identity is particularly strong within Nigeria and among those familiar with the country’s diverse cultural landscape. The state’s vibrant traditions, including its festivals, arts and crafts, and culinary practices, contribute to a perception of Akwa Ibom as a repository of authentic Nigerian culture (Okon, 2023). This cultural richness is seen as a potential asset, especially in the context of cultural tourism and the creative industries. However, it does appear that awareness of Akwa Ibom’s cultural offerings is limited outside of Nigeria, suggesting an opportunity for more robust cultural branding and promotion on the international stage.
An emerging perception of Akwa Ibom is its growing reputation as a destination for domestic tourism. This shift in perception is largely attributable to recent infrastructural developments, particularly in the state capital, Uyo, and coastal areas. The establishment of high-quality hotels such as Ibom Icon and four Points, the development of the Ibom Air initiative, and the promotion of attractions such as the Ibeno Beach have contributed to this evolving image (Akwa Ibom State Government, 2022). Domestic tourists increasingly view Akwa Ibom as a viable alternative to more established destinations within Nigeria, attracted by its relative peace, natural beauty, and improving amenities. However, this perception seems limited to the Nigerian domestic market, with international awareness of Akwa Ibom’s tourism potential remaining low when compared to the visibility enjoyed by some Kenyan and South African holiday destinations (World Travel and Tourism Council, 2023).
Despite some of the positive elements highlighted above, the perception of Akwa Ibom is also coloured by an awareness of the challenges facing the state. For too long, Akwa Ibom was perceived as a source of domestic workers, although this fortunately is largely no longer the case. This perception, unfortunately, was execrated by high levels of unemployment, which is turn was partly attributable to the deleterious impact of oil extraction activities. Oil spills, gas flaring, and the degradation of agricultural land and water bodies are frequently associated with the state, contributing, to concerns about long-term environmental sustainability (Etim et al., 2023). This environmental challenges are closely linked to perceptions of economic vulnerability and unemployment, particularly among the youth population.
Research also seems to reveal a perception gap between the state’s potential, and its current development status (Udo, 2021; Udo and Udom, 2022). While many scholars acknowledge Akwa Ibom’s natural endowments, strategic location, and recent infrastructural improvements, there is a prevailing sense that the state has yet to fully capitalize on those advantages. This perception suggests both a challenge and an opportunity for rebranding efforts, as it indicates room for growth and development many significant potential benefits, if is crucial that such efforts align with the principles of sustainable development. What, then, is sustainable development? The United Nations defines sustainable development as “development that meets the needs of the present without comprising the ability of future generations to meet their own needs” (United Nations, 2023). For Akwa Ibom State, integrating sustainable development into its rebranding strategy is essential for several reasons.
Given the state’s history of environmental challenges arising from oil exploration, a sustainability-focused rebranding can help prioritize ecological conservation and restoration (Etim et al., 2023). Sustainable development practices can help create a more resilient and diversified economy, less vulnerable to resource depletion or market fluctuations (Udo and Udom, 2022). A sustainable approach to rebranding can ensure that economic growth benefits are more equitably distributed among the population, addressing issues of poverty and inequality (Akpan and Bassey, 2022). Sustainable development principles can help balance modernization with the preservation of Akwa Ibom’s rich cultural heritage (Okon, 2023). By incorporating sustainable development goals, Akwa Ibom can align itself with global initiatives like the UN Sustainable Development Goals, potentially attracting support and partnerships from international organizations (United Nations, 2023).
Successful rebranding of Akwa Ibom State requires the active involvement and cooperation of various stakeholders. Indeed, it is the duty of government to initiate, fund, and implement rebranding efforts and strategies, including policy formulation, infrastructure development, and creating an enabling environment for business and investment (Akwa Ibom State Government, 2022). However, local and international businesses are key to driving economic growth and diversification, and their involvement in the rebranding process can ensure that strategies align with market realities and opportunities (Udo, 2021). Non-governmental organizations, community groups, journalists, bloggers, and media professionals can provide valuable insights, research, and grassroots support for rebranding initiatives (Etim et al., 2023). The participation and buying of local communities are essential for the success and sustainability of rebranding efforts, ensuring that strategies reflect local needs and aspirations (Okon, 2023). Both traditional and new media play a crucial role in shaping perceptions and dissemination of information about the rebranded Akwa Ibom (Zenker and Braun, 2021). Akwa Ibom natives living outside the state or in diaspora can serve as brand ambassadors and potential investors, contributing to state’s economic growth and development (Kofler and Gertner, 2022).
Potential Areas for Rebranding
Taking a careful look at the Akwa Ibom of today vis-à-vis its potentials, several key areas emerge as potential focal points for rebranding the state. These areas would leverage the state’s existing strengths while addressing current challenges and aligning with global trends in sustainable development.
Eco-tourism stands out as a primary area for rebranding, capitalizing in Akwa Ibom’s natural beauty and biodiversity. The state’s 129 km coastline, pristine beaches, mangrove forests, and diverse wildlife provide a strong foundation for developing a robust eco-tourism sector (Okon, 2023). By repositioning Akwa Ibom as a destination for nature lovers and adventure seekers, we can tap into the growing global trend of sustainable tourism. This approach not only offers economic benefits but also aligns with environmental conservation efforts, potentially transforming the narrative around the state’s natural resources from one of exploitation to preservation. Developing eco-lodges, nature trails, and wildlife sanctuaries, coupled with strong environmental protection policies, could significantly enhance Akwa Ibom’s appeal to both domestic and international tourists seeking authentic, sustainable travel experiences.
Another promising area for rebranding is positioning Akwa Ibom as an emerging technique hub within Nigeria. This strategy builds on the state’s recent investments in digital infrastructure and education, aiming to attract technique companies, startups, and skilled professionals. The Ibom Science Park Project, though facing implementation challenges, represents a step towards this vision (Udo, 2021). By focusing on sectors such as software development, artificial intelligence, and digital services, Akwa Ibom could diversify its economy and create high-value jobs for its youth population. This technique-focused rebranding could also help in addressing the exodus of skilled manpower from the state, by providing attractive opportunities within the state. Partnerships with universities, establishment of innovation centres, and creation of technique-friendly, policies could support this rebranding effort, positioning Akwa Ibom as a forward – thinking, innovation – driven state.
Akwa Ibom as the cultural capital of Nigeria presents another viable rebranding opportunity. The state’s rich cultural heritage- including its festivals, traditional crafts, and performing arts – offers a unique selling proposition. By developing cultural centes, supporting artisans, and promoting cultural events on a global stage, Akwa Ibom could position itself as a destination for cultural tourism and a hub for creative industries (Dinnie, 2020). This approach not only preserves and celebrates local traditions but also creates economic opportunities in sectors such as fashion, film, and music. The annual Calabar Carnival in neighbouring Cross River State demonstrates the potential economic impact of cultural events, providing a model that Akwa Ibom has perhaps attempted to emulate in its Christmas village, but which I think needs to be enlarged upon and optimized through greater marketing and promotion, especially globally.
Furthermore, showcasing Akwa Ibom as an agricultural business centre (what the Americans call agribusiness) represents a strategic shift that could leverage the state’s agricultural potential while addressing food security and economic diversification. With arable suitable for the cultivation of both cash crops and food crops, Akwa Ibom has the resources to become a significant player in Nigeria’s agricultural sector (Akwa Ibom State Government, 2022). Rebranding in this direction would involve not just promoting primary agricultural production but also, emphasizing value addition through food processing and agro-allied industries. This approach could attract investment in modern farming techniques, storage facilities, and processing plants, creating robust agricultural value chain within the state.
Lastly, establishing Akwa Ibom as a sustainable energy leader presents an innovative rebranding opportunity that directly addresses the state’s current association with fossil fuels. By investing in renewable energy projects such as solar, wind, and biomass, Akwa Ibom could position itself of the forefront of Nigeria’s transition to clean energy (Etim et al. 2023). This rebranding direction not only aligns with global sustainability goals but also offers the potential for new industries and job creation. Initiatives such as the development of a green technology park, promotion of energy-efficient building practices, and support for clean energy startups could underpin this rebranding effort.
Economic Growth Opportunities through Rebranding
One of the things a state like Akwa Ibom show aim for is economic growth, defined as an increase in a country’s or region’s economy over a period of time. It is commonly measured in terms of the increase in aggregate market value of additional goods and services produced, using estimates such as Gross Domestic Product (GDP). Rebranding efforts for Akwa Ibom State present significant economic growth opportunities across various sectors, potentially transforming the state’s economic landscape and improving the livelihoods of its residents. These opportunities stem from the ability of strategic rebranding to attract investment, stimulate entrepreneurship, and create new avenues for revenue generation.
One of the primary opportunities for economic growth lies in attracting increased foreign direct investment (FDI). A well-executed rebranding strategy can significantly enhance Akwa Ibom’s visibility and appeal to international investors. By showcasing the state’s strengths in areas such as natural resources, strategic location, and improving infrastructure, Akwa Ibom can position itself as an attractive investment destination. Zenker and Braun (2021) argue that effective place branding can lead to a “halo effect,” where positive perceptions of a location spill over into assessments of its investment potential. For Akwa Ibom, this could translate into increased FDI in sectors aligned with its rebranding focus, such as eco-tourism, technology and agric business. The influx of foreign capital can drive economic growth through job creation, technology transfer, and the development of infrastructure.
Rebranding efforts can also encourage the growth of small and medium-scale enterprises within Akwa Ibom. As the state’s image evolves and new sectors are emphasized, opportunities arise for local entrepreneurs to start businesses that align with the new brand identity. For instance, a focus on eco-tourism could spur the creation of tour guide services, eco-lodges, and sustainable craft businesses. Similarly a positioning Akwa Ibom as a tech hub could encourage the formation of software development firms, digital marketing agencies, and tech support services. The growth of SMFs is crucial for economic development, as these businesses often form the backbone of local economies, creating jobs and fostering innovation (Udo, 2021).
Rebranding can also open up new avenues for Public-Private Partnerships (PPPs), which can be instrumental in driving economic growth. As the state’s image evolves and new focus areas are identified, opportunities for collaboration between government and private sector entities are likely to emerge. These partnerships can lead to significant investments in infrastructure, technology, and services, creating jobs and stimulating economic activity.
In conclusion, the economic growth opportunities presented by rebranding Akwa Ibom are substantial and multifaceted. From attracting FDI and boosting tourism to SME growth and retaining skilled professionals, rebranding has the potential to catalyze economic transformation across various sectors. However, realizing these opportunities will require careful planning; consistent implementation, and ongoing evaluation of the rebranding strategy to ensure it continues to align with economic goals and market realities.
Conclusion
Distinguished ladies and gentlemen, the ideas I have put forward today and the arguments I have advanced are by no means novel, nor do I lay claims to any remarkable level of originality in my thought processes. If anything, these suggestions and propositions have long been in the public domain. What perhaps has been lacking is the will to faithfully implement them.
But I am hopeful that in the emerging political class of today and tomorrow, the will to implement these ideas is finally being found. Above all, I see in this gathering today, young and middle-aged people who are exposed enough, enlightened enough, articulate enough, skilled enough, and committed enough to midwife the change, the comprehensive rebranding, that our state so desperately needs. I see in this audience young journalists, entrepreneurs, bloggers who are not satisfied with the status quo, who know they can achieve more, who realise that their state can be far better, far richer, far more inclusive, than it currently is. It is this group of young, upwardly mobile people – this emerging Akwa Ibom intelligentsia – that gives me much hope for the future. It is to them that this challenge is directed: I know they can do better. I know that, in spite of all odds, they will do better.
Thank you, Mr. Chairman, thank you, distinguished ladies and gentlemen. I appreciate your attention. God bless you all.