Creative Industry
From Culture to Commerce: Awakan Advocates Creative Platforms as Tourism Drivers
Joel Ajayi
The Director-General of the Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan, has emphasized that sustainable tourism growth in Nigeria depends on deliberately creating and strengthening platforms that showcase the nation’s rich cultural and creative assets.
Dr. Awakan made this assertion while speaking as a special guest at the 19th edition of Culturati, Nigeria’s flagship culture and arts festival, held at the Oriental Waterfront, Lekki, Lagos. The event attracted top government officials, traditional rulers, creatives, and tourism stakeholders,
underscoring the growing intersection between culture and destination development.
Describing the festival as both inspiring and nostalgic, the NTDA boss recalled his personal creative journey on the same stage when the platform was known as Sisi Oge.
“Many years ago, I performed on this very stage with my team in a dance-drama that I wrote and directed. Today, I stand here as the Director-General of the Nigerian Tourism Development Authority. This is proof of how powerful cultural platforms can be, not just for art, but for tourism and nation branding,” he said.
Dr. Awakan commended the convener of Culturati and Special Adviser to the Governor of Lagos State on Tourism, Mr. Idris Aregbe, for sustaining the festival for 19 years and positioning it as a global-facing cultural product.
“This is the direction tourism development must take. Our culture is a major asset. Platforms like Culturati should not only be preserved but strengthened and exported beyond our borders as tourism products that attract visitors, investment, and global attention,” he added.
He noted that cultural festivals play a critical role in promoting cultural tourism, preserving heritage, stimulating local economies, and creating sustainable livelihoods for creatives, while reinforcing Nigeria’s image as a vibrant and diverse destination.
Hosted by popular media personality Kiekie, the festival featured colourful performances, fashion, music, and storytelling that celebrated Nigeria’s cultural identity. Dignitaries in attendance included the Secretary to the Lagos State Government, Barr. Abimbola Salu-Hundeyin; the Erelu Kuti of Lagos, Chief Abiola Dosunmu; the Emir of Kano, Muhammadu Sanusi II; the Olu of Iwo, Oba Abdulrasheed Adewale Akanbi; and renowned art icon Chief Nike Davies-Okundaye, among others.
The strong turnout and quality of performances further reinforced Lagos’ status as Nigeria’s cultural and tourism capital, while highlighting the power of culture as a compelling tourism draw.
Creative Industry
NTDA Moves to Transform Gelede Festival into a National Cultural Event with Igbobi-Sabe Kingdom
Cyril Ogar
The Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan paid a courtesy visit to the Igbobi-Sabe Kingdom, Yaba as part of efforts to strengthen collaboration for cultural tourism development.
The delegation was received by His Royal Majesty, Oba Owolabi Adeyemi Adeshina Adeniyi (Maforunyomi I), the Onisabe of Igbobi-Sabe Kingdom, Yaba; Olori Mosunmola Anike Adeniyi; the Bales of the kingdom; and members of the White Cap Chiefs. The visit commenced with a vibrant cultural procession by the revered Gelede Masquerades, showcasing the rich heritage of the community.
Addressing the Director-General, the monarch applauded him for honouring the invitation and commended his efforts in leveraging his office to drive innovation within Nigeria’s tourism sector.
The monarch applauds the NTDA Boss for his initiatives towards repositioning the country’s cultural heritage on a global stage.
Oba Adeniyi further expressed his interest in fostering a strategic partnership between the Igbobi-Sabe Kingdom and the NTDA, emphasizing the community’s readiness to actively participate in ongoing efforts to develop and promote tourism across the country.
He highlighted key cultural assets within the kingdom, including the Gelede Masquerades; an important cultural symbol associated with fertility and childbirth; and two ancient iroko trees within the community, each over 250 years old.
In response, the DG appreciated the traditional ruler for the invitation, honour, and warm reception, stating that the visit was not only culturally enriching but also strategically important to the Authority’s mandate.
He continued by emphasizing the role traditional institutions play in advancing Nigeria’s tourism sector.
He stated that effective storytelling is essential to unlocking the value of cultural heritage, explaining that documenting and sharing the stories behind cultural elements such as the Gelede Masquerades and the ancient iroko trees would enhance their appeal to both local and international tourists.
The NTDA DG further proposed featuring Igbobi-Sabe’s tourism assets in the ongoing NITOUREY Project, the first-ever tourism dedicated streaming platform in Africa aimed towards showcasing Nigeria’s rich and vibrant tourism assets to the world.
The meeting proceeded with a guided tour of one of the iroko tree sites located in Abule Ijesa, Yaba, where the Director-General observed that the site holds significant potential for recognition as a UNESCO World Heritage Site.
He encouraged the traditional ruler to work closely with the NTDA in developing initiatives that would revitalize the historic landmarks, positioning them as prominent symbols of Nigeria’s cultural tourism.
The Director-General received royal blessings from the Monatch who wished him wisdom and success in his tenure, while expressing confidence in his leadership and vision.
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