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