The Director-General (DG) of the Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan, spoke extensively on the importance of showcasing Nigeria’s rich cultural and creative assets to drive sustainable tourism growth and the economy.
Speaking at the 19th edition of Culturati, Nigeria’s flagship culture and arts festival, Dr. Awakan emphasized that platforms like Culturati should be strengthened and exported as tourism products to attract visitors, investment, and global attention.
The festival, held at the Oriental Waterfront, Lekki, Lagos, attracted top government officials, traditional rulers, creatives, and tourism stakeholders, demonstrating the growing intersection between culture and destination development.
Dr. Awakan recalled his personal creative journey on the same stage, saying, “This is proof of how powerful cultural platforms can be, not just for art, but for tourism and nation branding.”
He commended the convener of Culturati, Mr. Idris Aregbe, for sustaining the festival and positioning it as a global-facing cultural product.
Cultural festivals like Culturati promote cultural tourism, preserve heritage, stimulate local economies, and create sustainable livelihoods for creatives, while reinforcing Nigeria’s image as a vibrant and diverse destination.
The festival featured colourful performances, fashion, music, and storytelling that celebrated Nigeria’s cultural identity, with dignitaries including the Secretary to the Lagos State Government, Barr. Abimbola Salu-Hundeyin, and the Emir of Kano, Muhammadu Sanusi II, in attendance.
The event reinforced Lagos’ status as Nigeria’s cultural and tourism capital, highlighting the power of culture as a compelling tourism draw.
