The Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, has identified storytelling and stronger private-sector participation as crucial to unlocking the economic value of Nigeria's tourism assets. Awakan emphasized that Nigeria has an abundance of cultural, heritage, and tourism stories that remain largely untold. He stressed that effectively packaging and telling these stories could attract visitors and investment to destinations across the country. This approach is expected to play a greater role in Nigeria's economic diversification.
Awakan's approach to tourism promotion is shaped by his background as a storyteller and his understanding of Nigeria's culture, arts, traditions, and tourism ecosystem. He believes that tour guides, festivals, heritage sites, dances, and indigenous traditions contain stories capable of presenting Nigeria differently to the international audience. According to Awakan, the government's role should be to provide the right policy and regulatory environment, while the private sector drives sustainable tourism businesses.
The NTDA boss noted that government-led tourism initiatives could lose momentum when administrations change, but private-sector ownership could provide continuity. This is because businesses have a direct commercial interest in sustaining tourism products. Awakan cited the involvement of private investors in destinations such as Olumo Rock and other emerging attractions as examples of how public-private collaboration could strengthen tourism development.
Awakan disclosed plans for a dedicated tourism streaming platform that would serve as a one-stop digital hub for Nigeria's tourism stories and destinations. The platform would showcase stories from different parts of Nigeria, including festivals and cultural traditions, with the potential to stimulate interest and drive traffic to the destinations featured. This initiative aims to promote Nigeria's tourism potential and attract visitors.
Awakan also highlighted the importance of changing international perceptions about Nigeria. He emphasized that the country's rich culture, arts, heritage, and tourism products should receive greater attention globally. To achieve this, Awakan engaged with the China Tourism Academy as part of efforts to deepen international understanding of Nigeria's tourism potential and open new opportunities for destination promotion.
The NTDA boss argued that tourism should play a greater role in Nigeria's economic diversification, describing the sector as a "gold mine" capable of creating value beyond the country's traditional dependence on oil. He emphasized that effectively promoting Nigeria's tourism assets could have a positive impact on the country's economy.
Awakan's engagement with the private sector and his plans for a dedicated tourism streaming platform demonstrate his commitment to unlocking Nigeria's tourism potential. With the right policy and regulatory environment, as well as private-sector participation, Nigeria's tourism sector could become a significant contributor to the country's economy.
Key points
- Ola Awakan, Director-General of NTDA, identifies storytelling and private-sector investment as key to unlocking Nigeria's tourism potential.
- NTDA plans a dedicated tourism streaming platform to showcase Nigeria's festivals, heritage, and cultural stories.
- Awakan emphasizes the importance of changing international perceptions about Nigeria to promote its culture, arts, heritage, and tourism products globally.
