The Ooni of Ife, His Imperial Majesty, Oba Adeyeye Enitan Ogunwusi, Ojaja II, has pledged his support for the Nigerian Tourism Development Authority (NTDA) following the signing of a Memorandum of Understanding (MoU) between the agency and OJAJA Pan Africa Ltd.
The MoU, signed in Abuja, is aimed at strengthening public-private collaboration to reposition Nigeria’s tourism industry as a key driver of economic growth, job creation and foreign exchange earnings.
OJAJA Pan Africa Ltd, chaired by the Ooni of Ife, is a Pan-African platform focused on cultural branding, investment facilitation and diaspora engagement. The partnership seeks to leverage Nigeria’s cultural heritage, cuisine and hospitality assets to expand the country’s tourism footprint.
Speaking at the signing ceremony, the Director-General of NTDA, Dr. Ola Awakan, described the Ooni as “an epitome of culture, a father figure and a strong advocate for youth development,” noting that the collaboration aligns with President Bola Tinubu’s Renewed Hope Agenda.
According to Awakan, the partnership is designed to support economic diversification away from oil through tourism development and enhanced public-private partnerships.
“This partnership promises transformative benefits for Nigeria’s tourism industry, including economic diversification beyond oil dependency, in line with President Bola Tinubu’s Renewed Hope Agenda,” he said.
He added that by deploying strategic storytelling and cultural promotion, the collaboration would attract investment, create employment opportunities and increase foreign exchange inflows into the country.
In his remarks, the Ooni of Ife commended Awakan for his professionalism and commitment to national development, citing his involvement in youth-focused initiatives such as the Royal African Youth Leadership Forum.
The monarch urged the NTDA to continue prioritising youth inclusion in tourism development, noting the Director-General’s extensive experience across Nigeria and his appreciation of the country’s cultural diversity.
Oba Ogunwusi also expressed gratitude to President Tinubu for appointing what he described as a youthful and energetic leader to head the NTDA, stressing the importance of dynamic leadership in cultural stewardship.
The event featured symbolic exchanges, including the presentation of tourism-themed souvenirs to the Ooni by the NTDA Director-General, underscoring the partnership’s focus on cultural diplomacy and national branding.
Stakeholders believe the NTDA-OJAJA alliance could serve as a model for tourism-led development, with potential long-term benefits for employment generation, revenue growth and Nigeria’s global visibility.
