Creative Industry

NTDA Moves to Transform Gelede Festival into a National Cultural Event with Igbobi-Sabe Kingdom

Published

1 week ago

April 27, 2026

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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Creative Industry

NTDA Launches NITOUREY to Amplify Nigerian Stories, Unlock Tourism Economy

Published

4 weeks ago

April 7, 2026

The Gleamer

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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