Director General, Nigerian Tourism Development Authority, Dr. Olayiwola Awakan, speaks on efforts to transform Nigeria’s tourism industry. Charles Ajunwa brings excerpts
To promote tourism through film and storytelling, the Nigerian Tourism Development Authority set up engagement with key players across the creative industry. Can you throw more light on this?
Tourism and storytelling are naturally interconnected. Around the world, films, documentaries, music, and digital content have proven to be powerful tools for destination marketing. On assumption of office, I have always mentioned that Nigeria is a microcosm of stories, and this soft power should be leveraged for tourism promotion. Our engagement with sister agencies like the National Film and Video Censors Board, Nigerian Film Corporation, National Troupe of Nigeria, sub-national government and other key players in the creative industry is aimed at leveraging Nigeria’s rich cultural heritage, landscapes, festivals, and historical assets through compelling narratives that can attract both domestic and international visitors.
NTDA is working to build strategic partnerships with filmmakers, content creators, producers, media organisations, and cultural stakeholders to ensure that Nigerian stories are authentically told and projected to global audiences. Through these collaborations, we intend to position Nigeria not just as a destination to visit but as a destination to experience through its people, culture, and creative expressions.
