Growing up in a family with three generations of diplomatic service gave James Etuk an early understanding of how people from different countries connect. With his grandparents and parents serving as Nigerian diplomats, he experienced different cultures and developed an appreciation for the relationships that bring people together across national boundaries.
Years later, after spending a decade in Asia, Etuk began to recognise a gap between the Africa he knew and the continent many people abroad imagined. Conversations with people whose impressions were shaped by limited exposure and negative media narratives revealed how much of Africa’s culture, hospitality and tourism potential remained unfamiliar to international audiences.
For Etuk, changing those perceptions required something beyond explanations. He wanted people to visit African destinations, interact with local communities and form their own understanding of the continent through firsthand experiences.
That vision inspired the establishment of Monarch Events Africa (MEA), an emerging tourism and cultural experience platform designed to introduce international guests to African destinations through curated travel, entertainment, hospitality and social connections.
The idea draws directly from Etuk’s upbringing and his understanding of diplomacy. While his family served Nigeria through formal diplomatic channels, he sees entrepreneurship and tourism as another way to build relationships between Africa and the rest of the world.
“I grew up seeing the world through diplomacy; now I want to contribute to how the world experiences Africa,” he explains.
Through Monarch Events Africa, Etuk plans to organise an annual destination experience that takes guests to a different African location each year. The concept combines cultural exploration with social gatherings and opportunities for visitors to engage with the people, traditions and businesses that give each destination its identity.
The initiative is beginning with Zanzibar, Tanzania, selected for MEA’s July 16–18, 2027 edition. Known for its Swahili heritage, historic streets, beaches and coastal hospitality, Zanzibar reflects the kind of cultural and recreational experience Etuk wants the platform to offer.
MEA has also announced a partnership with Queen of Zanzibar, a 65-foot luxury power catamaran. The collaboration is intended to introduce a premium hospitality experience that allows guests to explore Zanzibar’s coastline from the water.
However, Etuk’s ambitions extend beyond organising memorable trips. He wants the platform to contribute to African tourism by developing relationships with local businesses, hospitality providers and communities, creating opportunities for destinations to benefit from international visitors.
His long-term goal is to build MEA into an internationally recognised platform that introduces a different African destination each year while encouraging cultural understanding and stronger connections between people.
For Etuk, the measure of success will not simply be the number of people who attend an event. It will also be reflected in the friendships they develop, the experiences they share and the stories they take home about Africa.
In this Crest Africa Spotlight Interview, James Etuk discusses his diplomatic upbringing, the experiences that inspired Monarch Events Africa, the upcoming Zanzibar edition and his vision for using African tourism to connect cultures and challenge misconceptions about the continent.
How James Etuk’s Diplomatic Upbringing Inspired Monarch Events Africa
Crest Africa: Growing up in a family with three generations of diplomatic service, including your parents’ work as Nigerian diplomats, exposed you to different countries and cultures from an early age. How did those experiences shape your worldview and eventually influence your decision to establish Monarch Events Africa?
James Etuk: Growing up in a family with three generations of diplomatic service exposed me to different cultures, perspectives and ways of life from an early age. My parents’ work as Nigerian diplomats taught me the value of cultural understanding, adaptability and building relationships across borders.
Those experiences shaped how I see the world and eventually inspired Monarch Events Africa. I recognised that Africa has so much to offer in terms of culture, tourism and experiences, yet much of it remains underrepresented globally. I wanted to create a platform that connects people to Africa through travel, entertainment and cultural exchange.
I grew up seeing the world through diplomacy; now I want to contribute to how the world experiences Africa.
Challenging Misconceptions About Africa Through Firsthand Experiences
Crest Africa: You spent a decade in Asia, where you encountered people whose understanding of Africa was largely shaped by what they had seen or heard from a distance. What were some of the misconceptions you encountered, and when did you realise you wanted to do something about them?
James Etuk: Spending a decade in Asia gave me a unique opportunity to experience how Africa is perceived beyond its borders. I encountered people whose understanding of the continent was often shaped by media narratives, stereotypes and limited exposure. Some associated Africa primarily with poverty, conflict and instability, overlooking its incredible diversity, rich cultures, innovation and opportunities.
I never took those perceptions personally. Instead, I saw them as a reflection of how little meaningful cultural exchange sometimes exists between societies. I realised that the best way to challenge misconceptions is not simply through words, but through experiences that allow people to see Africa for themselves.
That became one of the motivations behind Monarch Events Africa. I wanted to create opportunities for people to experience the continent beyond the headlines, connect with its people and appreciate its beauty firsthand.
Building an Annual Destination Experience Around African Tourism
Crest Africa: Monarch Events Africa was founded on the belief that firsthand experiences can change how people perceive the continent. How did you turn that belief into an annual event concept, and what kind of experience do you want every guest to take away?
James Etuk: I wanted to turn that belief into something people could experience, instead of simply talking about it. That led to the idea of creating an annual destination experience that brings people together through travel, culture, entertainment and meaningful connections.
Each edition will explore a different African destination, allowing guests to experience the continent from a more personal perspective.
Ultimately, I want every guest to leave with photographs and memories, but also with new friendships, a deeper appreciation of Africa and a different understanding of what the continent has to offer.
The goal is simple: don’t just tell people about Africa; give them an experience that makes them want to discover more of it.
Creating Authentic Cultural Experiences With Local Communities
Crest Africa: MEA combines carefully selected African destinations with social gatherings, cultural experiences and opportunities for meaningful connections. What goes into designing an experience that allows international guests to discover Africa beyond its familiar tourist attractions?
James Etuk: For my team and me, it begins with understanding the destination beyond its popular attractions. We look at its culture, people, history, hospitality and unique experiences that truly reflect its identity.
We also prioritise working with local businesses and communities to ensure guests experience the destination authentically.
Our aim is to strike a balance between exploration, entertainment and meaningful connections. We want international guests to engage with Africa, not simply visit it.
Ultimately, we want people to experience Africa through the eyes of those who call it home.
Why Zanzibar Was Selected for Monarch Events Africa’s July 16–18, 2027 Edition
Crest Africa: Zanzibar, Tanzania, has been selected as the destination for MEA’s July 16–18, 2027 edition. What made Zanzibar the right choice, and what aspects of the island’s culture, beauty and atmosphere are you most excited for guests to experience?
James Etuk: Zanzibar felt like a natural choice because it captures so much of what we want Monarch Events Africa to represent. It offers a beautiful blend of African heritage, Swahili culture, rich history, breathtaking coastlines and warm hospitality.
I’m particularly excited about giving our guests a diverse experience, from exploring the island’s historic streets and pristine beaches to unforgettable adventures such as safari exploration.
We also want to create memorable social gatherings where people can connect, celebrate and immerse themselves in the destination.
Ultimately, I want guests to discover a side of Africa that stays with them long after they return home.
Monarch Events Africa’s Partnership With Queen of Zanzibar
Crest Africa: MEA has announced an official partnership with the Queen of Zanzibar, a 65-foot luxury power catamaran offering VIP services. How did this collaboration come about, and what will it contribute to the overall guest experience?
James Etuk: The collaboration came from a shared vision of delivering exceptional experiences and showcasing Zanzibar from a different perspective.
We wanted to incorporate an element of exclusivity and luxury into the itinerary, and Queen of Zanzibar offered exactly that.
The 65-foot luxury catamaran will give our guests an opportunity to experience the island’s breathtaking coastline from the water, with VIP hospitality and an unforgettable atmosphere.
It’s about elevating the experience beyond conventional tourism and creating moments that our guests will remember long after the journey ends.
Using Travel and Hospitality as a New Form of Diplomacy
Crest Africa: You have described your work with MEA as your own form of diplomacy, drawing inspiration from your family’s history. How do you see travel, hospitality and personal connections contributing to stronger relationships between Africa and the rest of the world?
James Etuk: I believe travel is one of the most powerful forms of diplomacy because it allows people to connect beyond borders, stereotypes and differences.
Through hospitality and shared experiences, strangers become friends, cultures become better understood, and lasting relationships are formed.
For me, MEA is an extension of the diplomatic values I grew up around, only expressed through entrepreneurship and human connection.
I hope we can help build bridges between Africa and the rest of the world, one meaningful experience at a time.
Diplomacy brings nations together; experiences bring people together.
Helping International Visitors Discover Africa Beyond Stereotypes
Crest Africa: You hope that guests will return home with personal stories that challenge misconceptions about Africa. If someone attends MEA with a completely different impression of the continent, what would you most want them to discover or understand before leaving?
James Etuk: I would want them to discover that Africa is far more than the narratives they may have grown accustomed to.
It is a continent rich in diversity, culture, creativity, beauty and extraordinary hospitality. Most importantly, I want them to experience the warmth of its people and the depth of its heritage firsthand.
If they leave with a broader perspective, meaningful friendships and stories that challenge what they once believed, then we have accomplished something meaningful.
I want them to leave not just having visited Africa, but having truly experienced it.
Building Sustainable Partnerships That Benefit African Tourism
Crest Africa: Bringing international guests to African destinations requires careful planning, local partnerships and a memorable guest experience. What have been your biggest considerations in developing MEA, and how do you hope to build relationships with local partners as the event grows?
James Etuk: One of my biggest considerations has been ensuring that every experience is thoughtfully curated, professionally executed and respectful of the local culture.
Equally important is building trust with reliable local partners who understand the destination and share our vision for quality hospitality.
As MEA grows, I want our partnerships to be mutually beneficial, creating opportunities for local businesses, communities and tourism operators to grow alongside us.
For me, success is not just about bringing visitors to Africa, but ensuring that the destinations and people who welcome them benefit from the experience.
James Etuk’s Vision for Monarch Events Africa and the Future of African Tourism
Crest Africa: Monarch Events Africa is beginning its journey with a vision of introducing international audiences to the continent through memorable experiences. Looking ahead, how would you like MEA to evolve, and what lasting contribution do you hope it will make to Africa’s image on the global stage?
James Etuk: I envision MEA growing into a recognised international platform that showcases a different African destination each year, bringing together people from across the world through travel, culture, hospitality and entertainment.
Beyond its growth as a business, I hope its lasting contribution will be to reshape how Africa is experienced and perceived globally.
I want us to create opportunities for local communities, celebrate the continent’s diversity and inspire more people to discover Africa firsthand.
Ultimately, I want MEA to help change the African narrative, not through what we say, but through the experiences we create and the stories people take home.
