ASSESSING THE CHALLENGES OF HOSPITALITY INDUSTRY IN JALINGO METROPOLIS

ABSTRACT The hospitality industry plays a vital role in economic growth and'social development, providing employment opportunities and fostering tourism. However, despite its potential, the industry in Jalingo Metropolis faces numerous challenges that hinder its growth and sustainability. This study aims to assess the key challenges confronting the hospitality sector in Jalingo, including inadequate infrastructure, poor service quality, insecurity, high operational costs, and government policies. A mixed-methods approach was adopted, utilizing surveys and interviews with hospitality managers, employees, and customers to gain comprehensive insights. Findings reveal that factors such as inconsistent power supply, insufficient skilled workforce, and limited financial support significantly impact the efficiency and profitability of hospitality businesses in the area. The study . recommends improved infrastructure, enhanced staff training programs, and favorable government policies to boost the industry's performance. Addressing these challenges will not only improve service delivery but also enhance the overall competitiveness of Jalingo's hospitality industry.