Leading with Purpose: How Amaka Amatokwu-Ndekwu is Transforming African Hospitality and Tourism

From humble beginnings, Amaka Amatokwu-Ndekwu has become the defining voice of a new generation in African hospitality, a visionary CEO whose intellect, empathy, and strategic leadership are reimagining how the continent welcomes the world. She is driving a new era of purpose-led growth and policy alignment across Africa’s hospitality and tourism landscape.

In an industry often defined by luxury and profit, Amaka Amatokwu-Ndekwu stands out for her depth, purpose, and human-centred vision. As Chief Executive Officer of Pyne Hospitality Company, she has become one of the most respected voices shaping Africa’s tourism and hospitality landscape, a leader who builds people before profit, and systems that serve both excellence and empathy.

From hotel floors to international policy tables, Amaka’s journey has been one of quiet transformation. She has used every role to champion inclusion, gender equality, and sustainable growth, proving that leadership is not about power but purpose. Her voice carries both conviction and calm, and her work reflects a rare blend of intellect, intuition, and service.

With more than a decade of leadership experience across Africa and the United States, Amaka has founded and led some of the most influential networks in the sector, including Women in Hospitality Nigeria (WIHN) and the African Association of Women in Tourism and Hospitality (AAWTH). Her numerous global honours from the Tourism Hero Award to the MIPAD 100 Most Influential People of African Descent, affirm her impact. Today, she continues to inspire a generation of African women to dream globally, lead fearlessly, and serve with heart.

In this conversation with African Art Times, Amaka speaks with Dr Yomi Bosede about beginnings, leadership, mentorship, and the beauty of African hospitality.

Hospitality Found Me

How did your journey into hospitality begin?

''Hospitality actually found me. I didn’t grow up dreaming of working in this industry, but I’ve always been drawn to people, service, and creating memorable experiences. What started as curiosity quickly became purpose. Over time, I realised that hospitality is more than an industry, it’s a ministry of human connection, culture, and excellence. It allows me to bring warmth, structure, and creativity into people’s lives every day.''

Numbers With Heart

You studied Accounting at Madonna University before entering hospitality. How did that background shape the way you lead today?

''Accounting taught me discipline, precision, and balance. It gave me an analytical mindset that I carry into leadership, understanding that every great experience must also make business sense. Numbers tell stories. I use them to track performance, forecast growth, and make people-centred decisions that are both emotional and strategic.''

Service As Transformation

When you think back to your earliest experiences in hotel operations, what moments stand out?

''I’ll never forget the moment I realised service isn’t about transactions; it’s about transformation. Guests remember how you make them feel. A smile, a quick solution, an extra effort, it all matters. I learned that hospitality is a team sport built on empathy and consistency. Those early lessons still guide how I train, coach, and lead today.''

Across Two Worlds

You’ve worked across Africa and the United States. What did those two worlds teach you?

''Working across both continents showed me that while systems may differ, true hospitality is universal. The U.S. refined my sense of structure and efficiency, while Africa grounded me in warmth, resilience, and creativity. African hospitality has heart. Our strength is emotional intelligence, we have the soul that turns service into storytelling.''

Building Women’s Voices

Founding Women in Hospitality Nigeria was a bold step. What gap did you see at the time?

''Women were visible in the workforce but invisible in leadership. There was talent everywhere but no platform for women to connect, learn, and lead. I met resistance, people weren’t used to women organising for change, but I also met incredible support from men and women who believed in equality and impact. That initiative became the seed of a movement.''

From Nigeria To The Continent

You later co-founded the African Association of Women in Tourism and Hospitality. How did it grow from national to continental scale?

''It happened naturally. Once we started connecting women in Nigeria, my co-founder, Ms Daphne Spencer, and I realised the challenges were the same across Africa; lack of mentorship, leadership gaps, and gender bias. The vision expanded into a Pan-African platform to unify voices and push for policy inclusion and representation. Today, AAWTH stands as a network of strength, strategy, and sisterhood.''

Celebrating African Excellence

Let’s talk about The Pyne Awards Africa. What inspired it?

''The awards were born from a desire to celebrate African excellence on African soil. I wanted to create a platform that validates the hard work, creativity, and innovation in our industry. To me, true excellence is consistency, doing ordinary things extraordinarily well. It’s integrity, innovation, and impact that raise the bar for everyone else.''

Policy, Reform, And Rhythm

You’ve worked on major reforms with the Nigerian Economic Summit Group. What did that teach you about the industry’s deeper issues?

''The biggest challenges are both structural and human. We need cohesive policies, better funding mechanisms, and stronger human-capital pipelines. Tourism isn’t just about hotels; it’s about education, infrastructure, security, and perception. Working with NESG reinforced that reform has to be collaborative. The private sector, government, and academia must move in rhythm.''

Future Skills And Leadership

As Chair of the Human Capital Development and Training subgroup, what skills will tomorrow’s leaders need?

''A mix of technical competence and emotional intelligence. The future belongs to those who understand technology, sustainability, and global service standards but can also connect deeply with people. Agility, innovation, and a growth mindset will separate the average from the exceptional.''

The Power of Mentorship

You’ve mentored through Lagos Business School, the Cherie Blair Foundation, and the International Security Organisation. What draws you to mentorship?

''Mentorship is my way of giving back what I wish I had earlier. Every woman has brilliance; she just needs a safe space to shine. My mentees have taught me resilience and reminded me that impact multiplies when you lift others. Mentorship keeps me grounded and hopeful for the next generation.''

Recognition And Representation

You’ve received many honours, from the Tourism Hero Award to the MIPAD 100 Most Influential People of African Descent. Which meant the most?

''Every award means something, but being recognised as one of the MIPAD 100 was deeply personal. It affirmed that the work we do in Africa is seen globally. It was also a reminder that representation matters, that young African girls can look at that list and see possibility.''

Sustainability With Purpose

Sustainability and gender inclusion run through much of your work. How can Africa’s hospitality sector balance profit, people, and the planet?

''By leading with purpose. Profit must serve people and protect the planet, not compete with them. We need to rethink business models, invest in green infrastructure, empower women and youth, and measure success by long-term impact. The future of hospitality will belong to brands that care.''

Faith And Perseverance

Every leader faces moments of doubt. What helped you stay grounded during challenging times?

''There were seasons when I felt misunderstood or under immense pressure. Building new paths isn’t easy. But faith, family, and purpose kept me grounded. I remind myself constantly, this isn’t just work, it’s a calling. When your why is clear, your courage renews itself.''

Leadership As Legacy

You often describe leadership as service. What does that mean to you now?

''Leadership is about responsibility, not title. It’s about using your influence to create opportunities for others. True service leadership means being humble enough to learn, strong enough to decide, and compassionate enough to lift. For me, leadership is legacy in motion.''

Power, Femininity, And Style

As an African woman and a CEO, what’s your take on fashion and style?

''Style is a language, it tells your story before you speak. I love African fashion because it carries culture, confidence, and colour. As a CEO, I believe you can be powerful and feminine, stylish and serious. Fashion is expression. It’s how I embody pride, professionalism, and identity.''

For The Next Generation

 Finally, what would you tell a young African woman who dreams of following your path?

''Start where you are, even if no one claps. Excellence is built in silence before it’s celebrated in public. Be bold enough to break barriers, kind enough to build others, and consistent enough to be remembered. Legacy isn’t about being famous; it’s about being useful to the next generation.''

“Hospitality is not just about rooms and restaurants. It’s about dignity, representation, and the power to welcome the world on our own terms.”

— Mrs Amaka Amatokwu-Ndekwu