This spotlight features Dr Adunola (Adun) Okupe. Dr Okupe is a researcher and practitioner in tourism and leadership for societal change. She is a proponent of the responsibility we have to contribute to change in our environment through advocacy, participation, and intervention.
Adun has a PhD in Tourism Leadership from the University of Surrey, a Masters in Development Studies from the School of Oriental and African Studies (SOAS), University of London, and a first-class degree in Business Economics from the University of Keele.

She has worked with several organisations, including the Lagos Business School, the Universities of Edinburgh and Surrey, the World Travel & Tourism Council, KPMG London and the W Hospitality Group. She is also a senior advisor with Red Clay Advisory, a tourism advisory practice committed to harnessing the transformative potential of sustainable tourism in Africa.
Dr Adun Okupe is also a lecturer of sustainability and strategy at Lagos Business School, Pan-Atlantic University, Lagos, Nigeria.

What is your profession?

Behavioural Economist

Can you share a brief bio?

Hello – I’m Adun and I like to think of myself as a researcher. I enjoy finding solutions to complex challenges and working to implement these. I live alone, although I used to live with my 2 dogs – I miss them so much.

What time does your alarm go off?

Technically 6am but I no longer use alarms, only when I need to catch a flight. I tend to wake up at around the same time every morning, between 6 and 7am.

What do your mornings typically look like?

I practise slow mornings. I first learnt of this from the social meadia page @NikNakCo – I miss that page. Once I read about it, I knew this was how I spent my mornings, and how I would like to always spend it. Usually I start with stretches, some exercise or go for a walk and listen to a walking podcast, and then I come back and have a bath (I learnt of this from an Italian-Japanese friend and I thought it’s a nice way to start the day) and then I welcome the day as it emerges. Conscious, deep work (4 -6 hours a day starts from about 10am)

How did you get on this career path? 

I credit a conversation with a career coach with my journey. That conversation changed my life, thank you Gillian. It really was about the permission to live a life of freedom, and one that was aligned with who I am. I encourage us all to try this. In technical terms, my Masters in Development Studies and PhD in Strategic Tourism Leadership have all come together to make me want to advance creative and tourism industries in West Africa, but to do so in a way that contributes not only to economic development but the socio-cultural, people component of what we all seek, a better quality of life.

Tell us what a typical day looks like?

Do I have typical days? My meetings tend to start from 10am and then I have time of no calls/messages from 12- 3pm usually (unless of course, it’s urgent) and then I have meetings again until 6pm. I usually have either a late breakfast or an early lunch, and then that means I have, do we say, an early dinner? I sometimes take a siesta break from 4-6 if I have no meetings, and then shift 2 starts, where I work from 6-8pm and close for the day.

Can you share some of your most memorable moments?

Oh – I will say the day I had the conversation with Gillian, that was like a lightbulb moment. Another moment I guess would be a long conversation I had with a friend who is also on our advisory board for The Sahara Centre, it gave me the sense that the purpose-driven life is worthwhile, something that is good to remember in Nigeria, the level of apathy worries me. But this is changing.

Societal change, to me, means the ability to enhance the quality of life of the people. I think it is a responsibility we all have, to be agents of change.”

What do you love most about what you do?

The sense that, as The Sahara Centre and Red Clay, we are becoming an important node for the creative and tourism industries, charting ways for intellectual development, expanding relationships and possibilities. I love that. I also love the opportunity to influence policies in these areas, and I am thankful.

What do you not like about what you do?

Zoom meetings!!!

What do you do after work?

After work (is there such a thing?!) I will probably listen to another podcast or some music and then read chapters of a book, reflect on the day, be thankful and look forward to another day. I am trying very hard to be conscious in all I do and mindful of the minutes and hours that comprise the days. Sometimes though, I binge on Korean dramas on Netflix.

And what do you do at the weekends?

I try to have technology-free weekends and be a visitor/tourist in the city, so I try to discover new areas, usually on foot, and then might go for lunch or dinner with a friend.

Who in the creative industry (globally) inspires you and why?

So many people, but right now, I would say Ojoma Ochai, she’s a real force in our industry, and we are lucky to have her on our advisory board. My dear friend Jumoke Sanwo continues to show how to live a life of abundance and on one’s terms. So many others, Papa Omotayo, Chuka Ihonor, Ade Shokunbi, Stephen Ajadi – I have a thing for architects, clearly. I also love the work Adenrele is doing with Rele Gallery.

What does the societal change mean to you?

Societal change, to me, means the ability to enhance the quality of life of the people. I think it is a responsibility we all have, to be agents of change.

In your opinion, how can the creative industries contribute to social change/social cohesion/improve the Nigerian society?

Especially for the creative industries, I would say there is power, soft power, that makes this possible – we just need to harness it a bit more intentionally. The evidence is there, but it is currently disconnected; how do we aggregate and make it even more impactful?

If you were not doing what you are doing now, what career path would you be on?

I can’t imagine another life. This is the life I dreamt of that day in June 2006 and to be here, living it, is such a blessing.