Creative Industry

NTDA Launches NITOUREY to Amplify Nigerian Stories, Unlock Tourism Economy

Published

6 months ago

April 7, 2026

By Joel Ajayi

In a strategic move to connect Nigeria to the global tourism market and unlock the vast potential of the sector, the Nigerian Tourism Development Authority (NTDA) has launched NITOUREY, Africa’s first tourism streaming hub an innovative platform designed to showcase Nigeria’s rich cultural heritage, diverse landscapes, and creative assets to a global audience through compelling multimedia storytelling.

Speaking at the Press conference in Abuja on Tuesday, the Minister of Arts, Culture, Tourism and the Creative Economy, Barr. Hannatu Musa Musawa, described the initiative as a major step toward repositioning Nigeria as a leading global destination for tourism and culture.

The event, themed “Reshaping Nigerian Tourism Realities Through Immersive Storytelling,” highlighted the government’s renewed commitment to revitalizing the tourism sector.

Musawa acknowledged that years of decline and neglect have limited the sector’s contribution to national development, stressing that Nigeria’s vast tourism potential remains largely underutilized on the global stage.

“Today marks another significant step in our collective journey to reposition Nigeria as a leading global destination for tourism, culture, and creative excellence,” she said.

According to the Minister, NITOUREY aligns with the Federal Government’s Renewed Hope Agenda, particularly in leveraging the digital economy to promote cultural narratives, attract investment, create jobs, and boost international visibility.

“In an era driven by digital consumption, streaming platforms have become powerful tools for cultural diplomacy, economic growth, and national branding,” Musawa stated.

“Through NITOUREY, we are not only showcasing destinations but also creating opportunities for filmmakers, content creators, tourism operators, and young Nigerians.”

She commended the NTDA for championing the initiative, describing it as a reflection of innovation and strategic direction in modern tourism promotion.

Minister also reaffirmed its commitment to supporting innovative initiatives aimed at enhancing Nigeria’s global visibility, diversifying the economy, and unlocking the full potential of the tourism sector.

In his remarks, the Director General of NTDA, Mr. Ola Awakan, described NITOUREY as a transformative platform that will redefine how Nigeria is presented to the world.

He emphasized that tourism thrives on perception, visibility, and storytelling, noting that the platform will collaborate with key institutions including the Nigerian Film Corporation (NFC), National Film and Video Censors Board (NFVCB), and the National Information Technology Development Agency (NITDA) to deliver high-quality content.

Awakan added that the initiative is powered by a strong public-private partnership involving TOURCLIQ Creatives Limited and JM MiSA International Limited, underscoring the importance of collaboration in unlocking the full potential of Nigeria’s tourism and creative industries.

He further revealed that NITOUREY will spotlight iconic destinations across Nigeria’s six geopolitical zones, including Zuma Rock, Yankari Resort and Safari, the Argungu Fishing Festival, Ngwo Pine Forest and Cave, Obudu Mountain Resort, and Olumo Rock, projecting them to a global audience.

According to him, the platform will serve as a digital bridge connecting Nigeria to the world by telling authentic stories capable of driving increased tourist traffic, investment, and economic activity.

The NTDA boss called on media practitioners, corporate organizations, investors, and content creators to support the initiative, stressing that a collective effort is essential to reposition Nigeria as a globally competitive tourism destination.

“With NITOUREY, we are not just promoting tourism; we are shaping narratives, curating experiences, and building a sustainable future for the sector,” he said.

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Creative Industry

FG Backs MyCityApp Launch of 100-Day Tourism Calendar to Drive $100bn Economic Growth

Published

2 weeks ago

September 15, 2026

The Gleamer

Joel Ajayi

The Federal Government has thrown its weight behind the launch of MyCityApp, a Nigerian city discovery and tourism platform designed to aggregate festivals, concerts, cultural events and lifestyle experiences into a single digital calendar.

The platform, which flags off the 100-Day Tourism Calendar, was unveiled on Monday at the Ember2Remember National Stakeholders’ Conference in Victoria Island, Lagos, with the initiative targeting Nigeria’s estimated $100 billion tourism and creative economy opportunity.

In a statement issued on Tuesday in Abuja by the Media and Publicity Adviser to the Minister of Art, Culture, Tourism and the Creative Economy, Nneka Ikem Anibeze, the ministry said the conference was aimed at mobilising public and private stakeholders to transform the September-to-December festive period into jobs, investment and economic growth.

Speaking at the unveiling, the Minister, Hannatu Musa Musawa, said millions of visitors travel across Nigeria every year to celebrate, reconnect and experience the country’s diverse culture, stressing that the festive season could be deliberately organised and monetised to strengthen tourism’s contribution to the economy.

“This initiative is about moving beyond the traditional concept of a festive season. It is about deliberately organising, packaging, promoting, and monetising one of the most economically active periods in our national calendar,” Musawa said.

She noted that every visitor generates economic activity across several sectors, including aviation, transportation, hospitality, restaurants, entertainment, retail, technology, artisans and local communities.

The Minister commended MyCityApp Chief Executive Officer, Mrs Ifeoma Chukwu, for her vision and commitment to the initiative.

She urged state governments, event organisers, tourism operators, hospitality businesses and other stakeholders to list their festivals, concerts, exhibitions, food experiences, cultural celebrations, fashion and sporting events on the national calendar.

Musawa said the platform would enable Nigerians, members of the diaspora and international visitors to discover tourism and entertainment experiences across the country from a single, credible source.

Earlier, Chukwu said Nigeria’s rich cultural heritage and creative sector provided enormous opportunities for tourism-driven economic growth.

She cited the contributions of tourism to the economies of countries such as Spain, France and the United States, arguing that Nigeria could equally build a $100 billion tourism economy.

Also present were Lagos State Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka; Enugu State Commissioner for Culture and Tourism, Ugochi Madueke; NCAC Director-General, Obi Asika; National Gallery of Art Director-General, Ahmed Sodangi; ARCON Director-General, Dr Olalekan Fadolapo; and MTN Nigeria CEO, Dr Karl Toriola.

MyLagosApp and MyCityApp will serve as the digital engines of the calendar, distributing events through a 360-degree media ecosystem to audiences in Nigeria and the diaspora.

Stakeholders were encouraged to upload their events on MyCityApp to participate in the national tourism calendar urging them to upload events on http://www.MyCityApp.io.

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