Nigeria needs to market itself better – Envoy

How much did you know of Nigeria before coming here? I didn’t know very much, but I want to say that I was not totally ignorant about Nigeria. I had travelled a bit around Africa but not to Nigeria. Coming to Nigeria, I was much keener to read and study about her. Nigeria is an […]

How much did you know of Nigeria before coming here?

I didn’t know very much, but I want to say that I was not totally ignorant about Nigeria. I had travelled a bit around Africa but not to Nigeria. Coming to Nigeria, I was much keener to read and study about her.

Nigeria is an important country not only in Africa but globally. It is very well known for football, the joyfulness of its people and also for the specific political role it plays internationally.

Did you have any anxieties?

Not at all. Anxiety has a negative connotation. I was very excited about coming here. I think this excitement is what has really helped my job here.

After three years, have your impressions changed?

Yes, a lot. Before coming here all I knew about Nigeria was in theory from books, articles and comments. But being here, my views have changed enormously. Travelling around the country, my wife and I made an effort to know Nigeria and Nigerians. Articles also helped even though sometimes, one had to read between the lines to get accurate information.

I don’t dare say I know Nigeria well, but at least, I have an idea. It is a very wide and complex country like Mexico. So, to pretend to know her completely is a bit too much because three years is not enough.

Nigeria is the engine room of West Africa, politically, economically and socially and in many other ways. We want to do a lot with Nigeria especially with the bilateral relations.

What are the things you will remember and miss most about Nigeria?

Nigeria is a very difficult country. But I will miss you, Nigerians. From the beginning, even at the airport when we arrived, the people who received us were so nice, warm and open. It was the first impression and it continued afterwards.

I am a very sentimental person and I pay a lot of attention to this. It is very important for a foreigner who arrives in a country to work to be in touch with the people.

The most precious souvenir we will have from our stay here is the warmth of the people.

Also, the joyful modes of existence as you are rightly described as the happiest people in the world. Even when we travel and we stop to buy fruits on the highway, the way we are received is so warm and enthusiastic with smiles and curiosity.

It was impressive to see the combination of the spirit of naïveté and honesty at work.

I have been to thirteen other African countries, but Nigeria has made an indelible impact on me.

How has reopening the embassy enhanced ties between both nations?

In general terms, bilateral relations between Mexico and Nigeria are good. But that doesn’t mean that we are satisfied with it. There are enormous possibilities to further enhance the relations and we want to explore them.

Politically, I think the relation is very good. We support one another in the international fora, exchange votes and so on.

Commercially and economically, I would not say it is so good. Mexico particularly, is not satisfied with the very little volume of trade we have because Nigeria is a huge country, not only with population but resources as well which need to be exploited.

I find that in a way, Nigeria is used to receiving a lot of foreign investors from the US and Europe mainly because of their interest in the oil.

They pamper Nigeria and Nigerians are getting used to the treatment and now wait for the investors to come to them to do business.

But if you forget the oil sector and think about the business possibilities it has not with Mexico but with other countries too. They are numerous. My view is if you want to do business, you have to act like a businessman. You need to go out to the world and show what Nigeria is about and has to offer.

The Mexican embassy may do well to bring businesses here but in the long run the onus is on Nigerians to make it happen.

My job is to convince Nigerian to go to Mexico but the Nigerian ambassador in Mexico has to convince Mexicans to come here. We are competing for the same market regarding oil because we are also oil producing.

The Mexican film festival started in your era. Will there be continuity?

Certainly, yes! I am sure that my successor will continue with the same enthusiasm and even more dynamism than I. The film festival was a very important event but in general terms cultural promotions are the very element that can help nations open many doors. It was my success in previous postings and the same in Nigeria.

One of my goals coming here was to bring a lot of Mexico to Nigeria and take a lot of Nigeria to Mexico. To some extent I will say I am satisfied because the cultural events have been successful and well attended.

Nigeria has a lot of wealth in the cultural sector, enough to promote it abroad.

In line with this, Mexican soap operas are the order of the day here. Can one say the same for Nigerian soap operas in Mexico?

Yes, they do. I am happy to see the Mexican programmes being shown here and we are working with the film corporation to bring to Mexico and surrounding countries, Nigerian films and soap opera productions. These can be used as a key to access other countries because they portray the cultural, moral, religious, family and social values of Nigerians.

It will be very good for the Nigerian authorities to help the film industry to go international and portray those values.

With trades between Mexico and Nigeria amounting to about $600m, what ways do you think this can improve to further enhance economic ties between both countries?

It is important for the Nigerian business sector to be more open and dynamic. They need to be much more business like and less laid back. With the financial crisis, we cannot afford to be lackadaisical. Foreign trade is limited and is really nothing for the volume of trade Mexico has with other countries. It rates as the 14th richest economy in the world and is part of the G20.

The free trade facilities have not been so much exploited. Mexico is part of the North American Free Trade Treaty (NAFTA), Asian Pacific Association which open doors even to investors in Mexico who can use these networks to access other nations.

If you were to be sent back here, will you come?

Definitely! It was tough starting off but with things settled and the Mission running, I would love to come back. I have absolutely enjoyed my stay here.