Creative Industry

Tourism at the Core: Perm Sec Identifies NTDA as Key Driver of Nigeria’s Creative Economy

Published

1 year ago

September 26, 2025

Joel Ajayi

The Permanent Secretary, Federal Ministry of Arts, Culture, Tourism and Creative Economy (FMACTCE), Dr. Mukhtar Yawale Muhammad, on Wednesday paid a working visit to the headquarters of the Nigerian Tourism Development Authority (NTDA), Abuja. He was accompanied by Directors from the Ministry.

In his remarks, Dr. Muhammad noted that the visit was long overdue, emphasizing that NTDA is the first agency he is officially visiting since assuming office. He described the Authority as a core and strategic institution within the ministry’s ecosystem.

“NTDA is vital to this sector. Everything we do—whether in art, music, culture, or creativity—culminates in tourism. Your mandate is clear, and the success of Nigeria’s tourism sector hinges on NTDA’s ability to deliver on it. We must work together to make Nigeria the next leading tourist destination,” he stated.

The Permanent Secretary underscored the importance of collaboration rather than competition among sister agencies, adding that overlapping functions should be seen as strengths rather than challenges. He urged the Authority to identify low-hanging fruits, set priorities, and drive initiatives that would showcase Nigeria’s rich tourism potential both locally and internationally.

Dr. Muhammad further emphasized that Nigeria’s diversity, from the Sahara fringes to the mangroves of the south, offers immense opportunities for tourism development. He encouraged NTDA to leverage public-private partnerships (PPP) and innovative financing, stressing that lack of government funding should not be a barrier to success.

Responding, the Director overseeing the Office of the Director-General, NTDA, Mr. Ovie Esewhaye, expressed gratitude to the Permanent Secretary for his encouragement and support.

“We need to do more than what we are doing, and from what you said, Sir, indeed tourism can fund Nigeria’s Economy”Mr. Ovie noted.

He further outlined some of the Authority’s recent strides, including:

• Ongoing finalization of regulations to strengthen the implementation of the NTDA Act.

• Digitilization of accreditation processes for Hospitality and Tourism Establishments (HTEs), with grading and classification also being transitioned to an online platform.

• Partnerships with ECOWAS and the Standards Organisation of Nigeria on national tourism standards.

• Promotion of the Tour Nigeria brand across festivals, exhibitions, and seminars to deepen domestic tourism.

• Plans to operationalize provisions of the NTDA Act such as the Tourism Departure Levy and the Tourism Development Fund in collaboration with FAAN, Immigration, and other stakeholders.

• Establishment of the Convention and Visitors Bureau to market Nigeria as a Meetings, Incentives, Conferences and Exhibitions (MICE) destination.

• Strengthening of the National Travel Bureau (NTB) to package and promote tours effectively.

• Improved tourism data collection through digital dashboards, in line with CBN and UN requirements.

• Partnership with the LetsGoNigeria App, a one-stop shop for tourism information covering attractions, hotels, restaurants, and more across all 36 states and the FCT.

“Our accreditation process has gone online. HTEs can now register their businesses from anywhere in the world. We are also working on a digital platform for grading and classification in collaboration with stakeholders, and the Tour Nigeria brand continues to drive domestic tourism,” Mr. Ovie added.

He assured the Permanent Secretary that NTDA remains committed to delivering on its mandate, promoting the Tour Nigeria brand, and positioning Nigeria as a globally competitive tourist destination.

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Creative Industry

NTDA, LEXLUC Sign MoU to Unlock Nigeria’s Domestic Tourism Potential

Published

6 hours ago

October 23, 2026

The Gleamer

Cyril Ogar

The Nigerian Tourism Development Authority (NTDA) has signed a Memorandum of Understanding (MoU) with LEXLUC Global Services and Tours Ltd. to promote domestic tourism, cultural heritage and destination awareness across Nigeria.

The agreement establishes a framework for implementing and expanding the Meet My Town, Know My State tourism initiative, which aims to encourage Nigerians to explore destinations within the country, learn about their cultural heritage and support greater community participation in tourism.

Speaking at the signing, Chief Executive Officer of LEXLUC Global Services and Tours Ltd., Mr Oluwole Ajayi, said the initiative was developed to help Nigeria harness its tourism potential, attract investment and create more opportunities within the sector.

“Tourism is number one employer worldwide. Whether we like it or not, we have to key into it and make sure it becomes the number one employer in Nigeria, too,” Ajayi said.

He also referenced plans for a proposed West African Jollof Rice Championship and Tourism Festival, which he said could complement the initiative’s broader objectives. The proposed event is expected to form part of future tourism activities, subject to the necessary planning and approvals.

Ajayi expressed confidence that the collaboration with NTDA would help advance the initiative and attract investors to Nigeria’s tourism industry.

Director-General of NTDA, Mr Ola Awakan, said the partnership alignes with the authority’s mandate to promote and develop tourism, noting that collaboration with the private sector was important to the sector’s growth.

“It’s a laudable project. We are going to give you national and institutional backing. You are also helping us achieve our mandate, and we are helping you to bring your idea to fruition. So, it is a win-win situation. All of this is in the interest of Nigeria,” Awakan said.

He commended Ajayi for sustaining the initiative and reaffirmed NTDA’s commitment to supporting its objectives within the authority’s mandate.

The Meet My Town, Know My State initiative is designed to raise awareness of Nigeria’s destinations, promote cultural heritage and encourage domestic travel. Its activities may include organised tours, tourism education, awareness campaigns, events and stakeholder engagements across the country.

Under the MoU, LEXLUC will coordinate and implement approved activities, develop tourism packages, mobilise sponsorship and partnerships, and report on progress. NTDA will provide relevant tourism information, institutional coordination, policy guidance and support for stakeholder engagement, subject to its mandate and applicable approval processes.

The signing was coordinated by Head of Legal Services at NTDA, Olufunke Soleye, and Head of Legal at LEXLUC, Mary Oluwatoyin Noibi-Edoze. Director of the Marketing and Promotions Department at NTDA, Mr Olufemi Akinyele, was also present alongside staff members of the department.

The agreement establishes a framework for cooperation between the two organisations to expand awareness of Nigeria’s tourism offerings and encourage greater participation in domestic tourism.

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