Creative Industry
Ooni of Ife Backs Awakan as NTDA, OJAJA Seal MoU to Transform Nigeria’s Tourism Sector
Cyril Ogar
The Ooni of Ife, His Imperial Majesty, Adeyeye Enitan Ogunwusi, Ojaja II has thrown his royal weight behind the Director-General of Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan.
In a landmark move poised to elevate Nigeria’s tourism landscape, the NTDA and OJAJA Pan Africa Ltd, led by its Chairman, His Imperial Majesty, the Ooni of Ife have signed a Memorandum of Understanding (MoU) aimed at formalising the federal agency’s mandate with the private-sector expertise of OJAJA.
The partnership aims to harness Nigeria’s rich cultural heritage, cuisine and hospitality to drive economic growth, positioning tourism as a cornerstone of national development.
During the signing ceremony, NTDA’s Director General praised the Ooni as an “epitome of culture, a father, and a staunch supporter of the youth,” acknowledging him as a true royal figure.
Speaking further, the DG added that the partnership is in line with President Bola Tinubu’s Renewed Hope Agenda of diversification from oil and amplification of the PPP initiative.
“This partnership promises transformative benefits for Nigeria’s tourism industry, including economic diversification beyond oil dependency in line with President Bola Tinubu’s Renewed Hope Agenda.” Awakan stated.
“By utilising our storytelling capabilities, we can generate sustainable revenue and attract investments, create jobs, and boost foreign exchange inflows.” He added.
In response, the Ooni eulogised the DG’s professionalism and dedication, noting his pivotal role in initiatives like the Royal African Youth leadership Forum.
The Ooni encouraged continued promotion of youth interests in tourism, highlighting the DG’s nationwide experience and commitment to Nigeria’s diversity.
He expressed gratitude to President Bola Tinubu for appointing a youthful leader to head the NTDA, remarking that he himself embodies youthful energy in cultural stewardship.
The event featured symbolic gestures underscoring the partnership’s focus with the DG presenting the Ooni souvenirs, including a plaque of Naija Flavour, as emblems to propel Nigeria’s tourism and cultural diplomacy.
OJAJA, a Pan-African platform specializing in cultural branding and investment facilitation, brings private capital and diaspora networks to the table, creating a synergistic public-private framework for sustainable tourism advancement.
Looking forward, the NTDA-OJAJA alliance sets a blueprint for tourism-led prosperity, promising lasting impacts on employment, revenue and global visibility.
Creative Industry
CAFA Targets $500bn Fashion Economy At Canex Wknd 2026
Joel Ajayi
The Confederation of African Fashion (CAFA) will present its roadmap to grow Africa’s fashion economy from an estimated $30 billion to $500 billion at CANEX WKND 2026 in Lagos.
Marking its first anniversary on November 5, CAFA will unveil a joint stand with the Federal Ministry of Art, Culture, Tourism and the Creative Economy at the Wole Soyinka Centre for Culture and the Creative Arts, formerly the National Arts Theatre, on November 5, 2026.
CAFA President, Aare (Prof.) Lai Labode, said the institution works with African governments to align sourcing, production, trade and intellectual property policies, ensuring African creativity generates greater value for African businesses and communities.
Nigeria became the first country to sign the African Fashion Industry Growth Charter on November 5, 2025, when the Honourable Minister Barr. Hannatu Musa Musawa signed on behalf of the Federal Government.
Speaking ahead of the unveiling, Minister Musawa said: “Afroliganza seeks to build a structured, values-driven fashion economy rooted in African heritage, led by African institutions, and positioned for global impact.”
On employment potential, the minister emphasized that Investment in fashion will create millions of jobs, particularly for women and youth.
Registered in Rwanda, with an office in Kigali and a desk at the Federal Ministry of Arts, Culture, Tourism and the Creative Economy, CAFA is also working with Nigeria’s Ministry of Foreign Affairs towards African Union adoption of the Charter. Rwanda is progressing towards becoming its second participating country and the first in East Africa.
Its first year saw fifty nations gather at the Egbaliganza-Lisabi Festival in Abeokuta and a signed MoU with Türkiye’s ASRIAD.
CAFA’s programmes promote processing African raw materials into finished apparel locally. ‘Own What We Create’ addresses intellectual property protection, while the CAFA Certified Seal and CAFA Heritage Mark support standards and authenticity. African Global Fashion Houses are currently being established across international markets.
The African Global Fashion Games will debut in Nigeria in 2028, bringing designers together under national colours. Held every three years, the Games will alternate between African and international hosts, combining competition with investor meetings, deal signings and policy discussions. Its Instant Craft event gives competing nations identical materials and a fixed clock, placing skill at the centre of the contest.
CAFA is inviting creatives, fashion designers, artisans, diplomats, economists, investors and policymakers to its CANEX stand. Visitors can explore the roadmap, ask questions and identify opportunities to contribute through design, manufacturing, investment, research, trade and international partnerships. The stand will be open daily from November 5 to 8.
CAFA calls on the African Union to adopt the Charter, and governments to sign the Games Register and form national teams.
“Fashion has always told the world who Africa is. Now Africa will decide what fashion pays,” Aare Prof. Lai Labode said.
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