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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