Venture capitalist and cultural commentator Charmaine Hayden has been unveiled as Brand Ambassador for Visit Nigeria, using her first statement to call for a coordinated, truth-first campaign to “counter the debranding of Nigeria” at home and abroad.
“This weekend was surreal… I’ve been inaugurated as the brand ambassador for Visit Nigeria, a national platform reintroducing the world to Nigeria’s richness, vibrancy, and potential,” she said, adding that recent events make it “clearer than ever” that the country must actively challenge negative framing. “This country is layered, creative, and full of possibility—not just for visitors but for those who feel called to reconnect, stay, invest, or build here.”
In a striking move, Hayden disclosed that the role is unpaid by choice. “I felt it was important to protect my voice, remain independent, and ensure my outspoken views wouldn’t be seen as a liability but as part of the value I bring,” she noted. “For no, this is about alignment, not compensation.”
Hayden, named to Forbes Top 25 Black British Business People, a former managing partner at GOODsoil VC with two successful exits, said she will spotlight people, places, and experiences “from hidden gems to household names,” inviting creators and operators to pitch stories to Visit Nigeria. “This isn’t about performance; it’s about truthful storytelling, sustainable engagement, and owning the narrative—together,” she said, urging the diaspora to “come home,” and brands to partner.
Why her appointment matters
• Credibility meets culture: As a VC and advisor to African governments, Hayden brings investor-grade scrutiny to a sector that needs hard metrics on safety, access, infrastructure, and returns—while still speaking fluently to youth culture and global media.
• Independence as strategy: By declining pay, she positions herself as a trusted third-party voice—useful for rebuilding confidence with skeptical travelers, diaspora investors, and global press.
• From vibes to verifiable: Expect emphasis on data transparency (visitor numbers, route capacity, property standards), ESG-aligned tourism, and financing pathways that help local operators scale.
What to watch next
• Story pipelines: Open calls for state tourism boards, creatives and community custodians to feed Visit Nigeria with publish-ready itineraries and “hidden gem” dossiers.
• Partnerships: Tie-ups with airlines, OTAs, payments, and hospitality groups to make booking Nigeria simpler; content syndication with global platforms to widen reach.
• Diaspora activations: City-by-city roadshows and residency programs linking return travel with investment and skill transfer.
“If you’re doing meaningful work and want to be part of this national platform, reach out,” Hayden said. “If you are in the diaspora, come home.”
