Why a strong Nigeria, SA relationship matters

Perception plays a crucial role in strengthening economic ties between countries, as highlighted by Judy Smith-Hohn, the Global Markets and General Manager of Brand South Africa. During a business round-table organized by Brand South Africa, CNBC Africa's Onyi Sunday engaged in a conversation with Judy Smith-Hohn on the importance of the relationship between Nigeria and South Africa, two major players on the African continent. Smith-Hohn emphasized the significance of promoting country reputation through marketing and communication strategies, especially concerning how countries engage with their African counterparts. The dialogue between Nigeria and South Africa is pivotal, laying the foundation for economic growth and collaboration. Reflecting on the round-table discussions, Smith-Hohn identified facilitating the movement of people and capital as a critical takeaway. She stressed the importance of simplifying travel processes for businessmen and women to enhance cross-border business activities. By addressing challenges related to immigration procedures and long queues, both countries can foster a more conducive environment for economic activities. Furthermore, the conversation delved into the perception of each country towards the other. Smith-Hohn acknowledged the existence of misconceptions and highlighted the need to address them to improve bilateral relations. She mentioned the importance of training officials, particularly immigration officers, to ensure compliance with regulations and create a welcoming environment for visitors. Addressing the issue of xenophobia, Smith-Hohn emphasized the need to change the negative narrative surrounding South Africa. While incidents of xenophobic attacks have tarnished the country's image, she highlighted the positive contributions of Nigerian businesses in South Africa, underscoring the potential for fruitful economic engagements between the two nations. Regarding economic integration, Smith-Hohn expressed optimism about the capacity of both governments to foster closer ties. While acknowledging the existing challenges, she emphasized the need for collaborative efforts from both the public and private sectors to overcome institutional barriers and drive economic progress. Looking ahead, Smith-Hohn articulated her hopes for tangible outcomes from the discussions, noting the commitment of influential stakeholders to make a difference. While expecting gradual progress, she emphasized the importance of soft wins and continued efforts to convey positive narratives and promote collaboration between Nigeria and South Africa. In conclusion, the dialogue between Nigeria and South Africa underscores the importance of mutual understanding, effective communication, and concerted efforts to overcome challenges and enhance economic cooperation. By addressing perceptions, facilitating movement, and fostering collaboration, both countries can unlock vast potential for growth and prosperity in the region.