Culture as Capital: NTDA DG Urges Nigeria to Leverage Creative Platforms for Tourism Growth

Culture as Capital: NTDA DG Urges Nigeria to Leverage Creative Platforms for Tourism Growth....KINDLY READ THE FULL STORY HERE▶

The Director-General of the Nigerian Tourism Development Authority, Dr. Ola Awakan, has called for a more intentional use of cultural and creative platforms to drive tourism development and strengthen Nigeria’s global image.

Awakan spoke at the 19th edition of Culturati, Nigeria’s flagship culture and arts festival, held at the Oriental Waterfront, Lekki, Lagos. The gathering attracted senior government officials, traditional rulers, creatives, and tourism stakeholders, highlighting the expanding role of culture in destination branding and economic growth.

Reflecting on the evolution of the platform, the NTDA chief described the moment as deeply personal, recalling his early creative work on the same stage when the festival operated as Sisi Oge.

“Years ago, I stood here as a creative, performing a dance-drama I wrote and directed. Today, I return as Director-General of NTDA. This journey shows how cultural platforms can nurture talent, build careers, and ultimately serve as engines for tourism and nation branding,” he said.

He praised the convener of Culturati and Lagos State’s Special Adviser on Tourism, Idris Aregbe, for sustaining the festival for 19 years and steadily transforming it into a cultural product with international appeal.

According to Awakan, festivals such as Culturati should be deliberately positioned as exportable tourism assets capable of attracting visitors, investment, and global partnerships, while preserving Nigeria’s heritage and supporting the creative economy.

Hosted by media personality Kiekie, the festival featured vibrant displays of fashion, music, dance, and storytelling that celebrated Nigeria’s cultural diversity.

Among dignitaries present were 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 celebrated art icon Nike Davies-Okundaye.

The strong turnout and high-quality performances reinforced Lagos’ standing as Nigeria’s cultural heartbeat and underscored the growing consensus that culture, when properly structured, can serve as a powerful driver of tourism and economic activity.