Creative Industry
NTDA Targets Economic Prosperity with New Tourism and Hospitality Strategy
By Cyril Ogar
The Nigerian Tourism Development Authority has unveiled a comprehensive strategy aimed at revitalising Nigeria’s tourism and hospitality sector to drive economic prosperity and boost foreign exchange earnings.
The Director-General of the Authority, Dr Ola Awakan, presented the roadmap on Tuesday in Abuja at the maiden National Hospitality and Tourism Stakeholders’ Forum, marking a significant step toward repositioning the sector for global competitiveness and sustainable development.
Speaking on the theme “Shaping the Future of Nigerian Tourism Together,” Awakan described the forum as a landmark initiative designed to strengthen collaboration, align stakeholder interests, and deliver practical solutions for industry growth.
Central to the strategy is the repositioning of tourism as a viable export sector capable of generating substantial foreign exchange. Awakan emphasised that achieving this vision would require targeted investment, improved infrastructure, and enhanced global visibility for Nigeria’s tourism offerings.
He outlined three critical pillars for development—attractions, hospitality, and transportation—stressing that their effective integration is essential to unlocking the country’s vast tourism potential.
Despite Nigeria’s rich cultural heritage, diverse landscapes, and vibrant creative industry, the NTDA boss noted that the sector has underperformed due to infrastructural deficits, weak institutional coordination, and inconsistent regulatory frameworks. However, he expressed confidence that ongoing reforms, supported by the Renewed Hope Agenda of Bola Ahmed Tinubu and the NTDA Act 2022, are laying a solid foundation for transformation.
As part of the strategy, the Authority is strengthening its role as a regulatory, developmental, and marketing body, with a focus on boosting tourism promotion, attracting investment, improving service standards, and enhancing institutional capacity.
Key initiatives include the digitalisation of the tourism ecosystem through interactive platforms, as well as the promotion of MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—to stimulate business travel and economic activity.
A major highlight of the unveiling was the introduction of the Naija Flavour Marketplace, a platform designed to connect stakeholders across the tourism value chain, empower Micro, Small and Medium Enterprises (MSMEs), and create employment opportunities, particularly for youth and women.
In a bold move to elevate Nigeria’s global tourism profile, the NTDA also proposed the development of an International Tourism City—an integrated destination combining culture, entertainment, hospitality, and commerce to attract both domestic and international tourists.
Awakan underscored the importance of strong public-private partnerships, noting ongoing collaboration with the Federation of Tourism Associations of Nigeria and sub-national governments to ensure coordinated development.
He further highlighted the need for strategic storytelling to reshape Nigeria’s global image and advocated for more visa-friendly policies to encourage travel, investment, and international engagement.
The forum concluded with a collective commitment to sustained collaboration and innovation, alongside plans to institutionalise the engagement as a periodic national tourism town hall.
Stakeholders expressed optimism that the strategy will significantly boost GDP growth, increase foreign exchange earnings, create jobs, and strengthen national unity.
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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