2025 Official Portrait of Ms. Samuel.
Wofai Samuel is the Acting Director General of the Nigerian-American Chamber of Commerce, Nigeria’s oldest bilateral trade institution. From anchoring TV news to moderating high-profile conferences across Africa, Europe, and the Middle East, she has built a reputation as a persuasive voice in international trade, policy advocacy, and public diplomacy. In this interview, she discusses her journey from Calabar to the top of one of Nigeria’s most influential trade platforms, the sectors driving U.S.–Nigeria collaboration, the impact of AGOA and AfCFTA, and what it takes for young professionals—especially women—to lead in boardrooms still dominated by men.
Thank you very much my name is Wofai Samuel, I am the acting Director General of the Nigerian American Chamber of Commerce, Nigeria’s first and foremost bilateral chamber of commerce. It was established in 1960 to facilitate trade in goods and services between Nigeria and the United States of America. I was born and raised in Calabar. I attended Federal Government Girls College, FGGC Calabar. I proceeded to the University of Calabar where I obtained a Bachelor of Science degree from the University of Calabar. I relocated to Lagos after university like many of us do. Lagos has been very good to me. I have found the city a lot more welcoming than I ever imagined. I love Lagos. I obtained an Advanced Diploma in Human Resources and Organizational Management from the University of Lagos. I have a very Nigerian outlook so you could call me a very passionate Nigerian.
I started my career as an on-air personality. I had stints with various television stations in Lagos and across the country. I read news on several high-profile TV channels. This in a way was the foundation for engaging in economic conversations. People kept inviting me to moderate dialogues on business and the economy in Nigeria and this quickly led to being asked to moderate international conferences. These were first focused mostly on economic trends shaping the future of Africa in Kenya, Rwanda, Ghana, Togo, South Africa, Rwanda etc. It grew into moderating events for multilateral organizations in places as diverse as Belarus, Italy, the UAE, Indonesia, the United Kingdom, the United States etc. I still moderate conferences. Besides working in the media, I have worked in a few other organisations including an organization called the Foreign Investment Network. I have also been the Director of Communications and External Affairs to the UK-Liberia Chamber of Commerce in London. I joined the Nigerian American Chamber of Commerce as the Director of Communications Government Relations and Advocacy. I am now the Acting Director General of the Chamber.
I saw a glimpse of the opportunity to play a role in shaping critical dialogues on the economy, I grabbed it by applying myself and learning very fast. The first opportunities I had were centered around moderating conferences for Nigerian organizations on finance, oil and gas, agriculture and manufacturing. I prepared thoroughly for each event – I was determined to make a real contribution to the dialogues. I read broadly on the economy and business and cultivated people that could share valuable insider insights. When I had the opportunity to meet people who could invite me to chair or moderate panels at conferences outside Nigeria, they saw in me a professional with the passion, skills and insights that could meaningfully influence important conversations on the economy in Africa. I used the first few platforms I was given very well and built on then. I am always looking for opportunities and looking to add value to conversations that can create investment and economic opportunities for people in Nigeria and Africa.
I am a woman with a small frame- don’t call me tiny-in a male-dominated sphere (laughs). I am not a very big person- don’t tell me this is an euphemism! I am often the only woman in the room. There are many photos I have taken with business executives, and I am the only woman in the photo. We need to have more women involved in dialogues on business and the economy in Africa. The participants now are 90% men. When you are female, you need to prepare better and be more confident in your abilities. When you walk into a room, people do not necessarily see your expertise immediately, people do not necessarily see your background of preparation immediately, they don’t see that tenacity immediately. Unfortunately, many people still first see a pretty woman who us well-dressed and is carrying a nice bag and wearing a nice dress when they encounter women in business meetings or conferences. The focus is not on what the women could contribute or are contributing. So for women like me, you must go the extra mile to prove and showcase yourself as not being a beautiful face, not being, you know, a good-looking person, but being somebody who is as capable as the men.
You must prove you are at the table not because you are a woman or because of DEI (diversity, equity, and inclusion) as they put it in America. You have to prove you are on the table because you the qualifications, the skills, the expertise, and the capacity to perform and make as much impact as anyone. I have been lucky I have worked with people who focus on the task and what I can contribute to achieving agreed objectives rather than my gender or not very big frame! They look to how I could contribute to a project or to attaining the mission.
Career growth, for me, is about knowing when to evolve. You shouldn’t stay stagnant. Even if you’re in the same role for a while, you should try to expand your expertise, hone your skills, broaden your horizons, network, pursue academic qualifications, and earn certifications—not necessarily for a higher salary or new job, but to become a better version of yourself who can thrive in any network, society, or role. I always say, be prepared. You never know when opportunity will come knocking, so it’s better to be ready than caught off guard. Career success isn’t a destination; it’s about making an impact—on yourself and those around you. If you’re doing that, you’re growing.
There is significant opportunity in the courier and logistics sector. During the COVID-19 pandemic, while most industries came to a standstill, logistics kept economies functioning. Essential goods, medical supplies, and services continued to move, creating livelihoods for many young entrepreneurs. Today, SMEs and MSMEs in this sector form the backbone of the digital economy, fulfilling millions of online orders and enabling e-commerce to thrive.
There is big untapped potential in raw and semi-processed exports like sesame seeds and cocoa. We must organise our agriculture sector to meet U.S. phytosanitary standards- these pertain to the physical and safety conditions. We must also make agriculture attractive to the youth. American technology and investment can boost food production in Nigeria and contribute to reducing food inflation that is caused by production shortages. Of course, American investment can also boost food exports. Countries like Columbia export tons of bananas to the USA, Nigeria could do the same.
Mining is another underutilized opportunity. Nigeria has vast reserves of gold and other minenrals that can be better explored with modern technologies and international partnerships.
Then there’s ICT and technology, where Nigeria is already a leader in Africa alongside Egypt and Kenya. Global investors, particularly from Silicon Valley, are looking at Nigeria’s booming tech ecosystem, with innovations in AI, fintech, and digital services creating enormous opportunities for collaboration.
Finally, the financial services sector is evolving rapidly beyond traditional banking. The rise of fintech platforms offers opportunities for seamless, cross-border payments and collaborations with U.S. investors and firms.
The context of AGOA right now is totally different. Previously, a lot of African countries exported duty-free to the United States of America. This in very basic terms is the point of the African Growth and Opportunity Act. It was enacted by the U.S. Congress in 2000 to ensure that goods from African countries can access U.S. markets tariff duty-free. Now, with the advent of Trump 2.0, there are tariff restrictions on virtually every country in the world. Nigeria isn’t exempted. Automatically, it means that the privileges we are supposed to enjoy or we used to enjoy with AGOA would be eroded. So under AGOA, we were able to export to the U.S. duty-free or almost duty-free. But right now, we have been slammed with a 14% tariff. A 14% tariff means goods that we export to the US no longer get duty-free access.
Nigeria did not make use of AGOA as our exports to the USA was dominated by crude oil. We didn’t really maximize the potential. So, when you think of AGOA, a country I think made very use of the opportunity is South Africa. South Africa exported so much of non-oil exports into the United States. Like Nigeria, Angola also exported more of oil products into the United States. Ghana’s exports to the USA were more diversified, so the country is also a good model for Nigeria to an extent in terms of how to boost non-oil exports.
Even if the U.S. does not renew AGOA after September 2025, African countries—especially Nigeria—can still tap into other trade opportunities. The African Continental Free Trade Area (AfCFTA) allows for increased intra-African trade, enabling countries to export to one another more easily. By focusing on improving product quality, standards, and certifications, Nigerian businesses can strengthen regional trade and still prepare to meet global export requirements. While increased U.S. tariffs may hurt, fully leveraging AfCFTA offers a viable path to revenue growth and economic resilience.
While AfCFTA has been ratified, many African countries can do a lot more to fully capture the benefits. The foundation for success lies in infrastructure—roads, ports, terminals, rail, electricity, and digital connectivity. Without this, the goals of AfCFTA remain out of reach. A government that truly wants to take advantage of the agreement must first invest in and fix infrastructure.
In Nigeria, I must commend the Minister for Works—he’s made significant progress in road construction over the past two years. But challenges persist continent-wide. For instance, it is often more expensive and time-consuming to travel from Nigeria to South Africa than from Nigeria to Europe. Even for nearby countries like Liberia, direct flights are rare. This makes trade and export logistics unnecessarily difficult. Meanwhile, importing goods from countries like Sweden is more straightforward because their infrastructure works.
These problems aren’t rocket science. They require political will. Governments don’t need to do business—but they do need to create an enabling environment for businesses to thrive. Entrepreneurs can’t build roads, power plants, or develop national data infrastructure—that’s the role of government. Through public-private partnerships (PPPs) and cooperation with international financial institutions, governments can mobilise the necessary resources to get it done.
But let’s start—step by step. The U.S. has recently imposed new tariffs globally. While implementation has been temporarily paused, once it kicks in, we’ll face a new reality: rising costs of goods and increasing pressure on our already import-heavy economy.
Nigeria’s trade deficit with the U.S. is minimal, meaning we’re still in Washington’s good books. But this is exactly the moment to rethink our trade strategy, reduce import dependency, and invest in infrastructure. If we’re going to survive the potential impact of a second Trump presidency—and benefit from AfCFTA—we must act now. Infrastructure is not a luxury; it’s a necessity.
While I don’t have the exact figures, it’s well known that Nigerians in the U.S. contribute significantly to Nigeria’s foreign exchange earnings—possibly accounting for nearly half of all inflows. The Nigerian Diaspora Commission or the Central Bank may have more detailed, disaggregated figures.
The core point is this: Nigeria relies heavily on foreign exchange to import goods and services, yet we don’t export much apart from crude oil. Other sectors—agriculture, mining, manufacturing—contribute only marginally. That’s where diaspora remittances become crucial. They help bridge the forex gap and support economic stability.
Beyond remittances, the diaspora facilitates cultural and skills exchange. Nigerians living in the U.S., UK, Australia, or China often return home with technical expertise, global experience, and innovative ideas. Many go on to establish businesses, share knowledge with local entrepreneurs, and introduce global best practices into the Nigerian market. Even a small investment—say, $1—represents additional income and growth for the country.
At the Nigerian-American Chamber of Commerce, we are working to better connect homegrown businesses with diaspora entrepreneurs. Many of Nigeria’s most successful tech and ICT firms were founded by returnees—Nigerians who studied or worked abroad and came back to build companies with global standards.
On balance, the positive impact of the diaspora—through remittances, investment, skills transfer, and innovation—far outweighs negatives such as brain drain.
Nigeria is an incredibly diverse and culturally rich society. For American businesses looking to enter the Nigerian market, it’s essential to understand that culture plays a central role in how we interact, build trust, and do business.
Let me illustrate this with a personal experience. When I first moved to Lagos, I was relatively unfamiliar with the local customs. During a television interview with Nigeria’s current First Lady, Her Excellency Senator Oluremi Tinubu, I didn’t kneel when I welcomed her to the studio—a gesture of respect in Yoruba culture. A colleague later explained that such greetings are important here. It wasn’t a major incident, but it taught me a valuable lesson: small gestures of respect—like bowing the head slightly, shaking hands with two hands, or kneeling or prostrating—can carry deep meaning. These expressions of respect are part of who we are as Africans and should not be misinterpreted as signs of subservience or lack of exposure.
I’m not suggesting that American investors or expatriates need to adopt these customs, but they should not be surprised to see them. Our traditions reflect respect, hospitality, and humility—not backwardness. Thanks to the internet, Africa is no longer hidden from the world. But our cultural expressions remain distinct and meaningful.
Another important aspect is language. Nigeria is home to hundreds of ethnic groups and languages. You’ll hear people speaking their dialects or Pidgin English in everyday conversations. This isn’t exclusionary or secretive—it’s simply our way of life, just like how immigrants in the U.S. speak Spanish, Mandarin, or Arabic. Foreigners should be open to asking questions when something isn’t clear and make an effort to understand the linguistic dynamics around them.
Integration with locals is another key to success. Understanding Nigeria’s business environment requires engaging directly with the people—what we often refer to as local content. Whether through partnerships with local companies, consultants, or trusted guides, meaningful interaction with Nigerian stakeholders helps foreign investors navigate social norms, regulatory environments, and business opportunities more smoothly. At the Nigerian-American Chamber of Commerce, we actively encourage building these bridges between diaspora and home-based businesses.
That said, one cannot ignore the impact of weather and fashion. In many foreign countries, dress codes are often influenced by colder climates. In Nigeria, our tropical weather permits a different approach. It’s not uncommon to hear people say that Nigerians “overdress.” But it’s not about excess—it’s about pride and presentation. Nigerians are aspirational and confident; we aim to excel and be seen. Our fashion is expressive of our confidence, creativity, and climate—not just our culture.
Finally, it’s important to recognise Nigeria’s demographic scale and diversity. With nearly 220 million people—and projections to reach 300 million by 2050—Nigeria is the largest black population in the world and among the top five most populous countries globally. This size brings immense cultural and economic complexity, but also tremendous opportunity.
Doing so will not only make your entry into Nigeria smoother but will also earn you the trust and goodwill of the people you aim to work with.
Thank you very much. The Nigerian-American Chamber of Commerce has been a phenomenal institution to work with, and I’m proud of what we’ve achieved together. It has also been instrumental in my personal and professional growth.
Working under the leadership of past and current presidents has been an enriching experience. I previously served under Dame Adebola Williams, KJW, who supported and mentored me closely. Currently, I work with Alhaji Sheriff Balogun, the Chamber’s 20th President—a visionary leader and dynamic business mind. Together, we’ve achieved remarkable progress.
One of our major achievements is successfully leading multiple trade missions to the United States, including to Florida, Maryland, Washington D.C., and Virginia. We’ve taken no fewer than 20 Nigerian businesses to these destinations. These businesses have been able to:
These outcomes have expanded their commercial horizons and enhanced their global competitiveness—something the Chamber directly facilitated.
A particularly meaningful achievement for me was coordinating a major inbound trade mission from the State of Illinois, led by the Illinois Department of Commerce and Economic Opportunity. Ten U.S. businesses visited Nigeria to explore investment opportunities.
This mission was supported by the Lagos State Government, the U.S. Consulate’s Commercial Section, and other partners—and it was a resounding success.
We also revived the African Food and Products Exhibition, which hadn’t held for six years. This event provided a powerful platform for SMEs from across West Africa to showcase their products, discover new markets, and close sales deals. For many businesses, it created direct access to buyers, investors, and collaborators.
Recognising the role of Nigeria’s entertainment and creative industry in shaping global perception and economic opportunity, we have hosted several breakfast meetings celebrating outstanding figures in music and film. These sessions also explore key business themes, including:
Over the past three years, we’ve hosted at least eight impactful breakfast sessions, bringing together creatives, policymakers, and business leaders.
Advocacy has become a growing part of our work. The Chamber has taken a prominent role in the media—advocating for policies that support SMEs, improve the ease of doing business, and help Nigerian companies navigate global economic headwinds.
For example, in response to U.S. tariffs of up to 14% on certain Nigerian exports, we’ve engaged directly with our members, educating them on strategies to adapt and remain competitive.
We recently celebrated a dual milestone: the inauguration of our 20th President and the Chamber’s 65th anniversary.
Distinguished guests included the Minister of Trade, the Deputy Speaker of the House of Representatives, and representatives of the U.S. Mission in Nigeria. We also honoured outstanding individuals and organisations—from both Nigeria and the U.S.—for their contributions to trade and bilateral relations.
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