NTDA DG Calls for Stronger Cultural Platforms to Drive Tourism Growth

NTDA DG Calls for Stronger Cultural Platforms to Drive Tourism Growth

The Director-General of the Nigerian Tourism Development Authority, Dr. Ola Awakan, has called for deliberate investment in cultural and creative platforms as a pathway to sustainable tourism development in Nigeria.

Dr. Awakan made the call while speaking as a special guest at the 19th edition of Culturati, Nigeria’s flagship culture and arts festival, held at the Oriental Waterfront in Lekki, Lagos. The event drew government officials, traditional rulers, creatives, and tourism stakeholders, reflecting the growing link between culture and destination development.

Describing the festival as both inspiring and nostalgic, the NTDA boss recounted his personal creative journey on the same platform during its earlier years, when it was known as Sisi Oge.

“Many years ago, I performed on this very stage in a dance-drama I wrote and directed. Today, I stand here as Director-General of NTDA. This demonstrates the power of cultural platforms not just for the arts, but for tourism and national branding,” Awakan said.

He commended the convener of Culturati and Special Adviser to the Lagos State Governor on Tourism, Idris Aregbe, for sustaining the festival for nearly two decades and positioning it as a globally relevant cultural product.

According to him, Nigeria’s diverse cultural expressions remain one of its strongest tourism assets, noting that festivals like Culturati should be strengthened and promoted internationally to attract visitors, investment, and global attention.

“Our culture must move from celebration to commerce. Cultural festivals preserve heritage, stimulate local economies, create livelihoods for creatives, and project Nigeria as a vibrant tourism destination,” he added.

The festival, hosted by media personality Kiekie, featured colourful displays of fashion, music, dance, and storytelling that highlighted Nigeria’s cultural diversity.

Dignitaries in attendance included the Secretary to the Lagos State Government, Abimbola Salu-Hundeyin; the Erelu Kuti of Lagos, Abiola Dosunmu; the Emir of Kano, Muhammadu Sanusi II; the Olu of Iwo, Abdulrasheed Adewale Akanbi; and renowned art icon Nike Davies-Okundaye, among others.

Observers noted that the quality of performances and strong turnout further reinforced Lagos’ reputation as Nigeria’s cultural and tourism hub, while underscoring the growing role of culture as a powerful driver of tourism development.

Source iReporteronline