Author: Jimoh Babatunde

By Jimoh Babatunde
For decades, Nigeria’s tourism sector has been described as a sleeping giant—rich in culture, heritage, festivals and natural attractions, yet largely underexploited economically. While policymakers and stakeholders have often spoken about unlocking the sector’s vast potential, tangible platforms that translate that promise into business opportunities have remained limited.
However, the forthcoming NTDA Marketplace, an initiative of the Nigerian Tourism Development Authority (NTDA), seeks to change that narrative by creating a dynamic platform where tourism businesses, cultural entrepreneurs, investors and policymakers can converge to showcase opportunities, forge partnerships and stimulate real economic activity.
In this interview, the Director-General of NTDA, Ola Awakan, explains why the Marketplace represents a major shift in the country’s tourism development strategy and how it aligns with the broader vision of the Federal Ministry of Art, Culture, Tourism and the Creative Economy led by Hannatu Musa Musawa.
From conversation to commerce
According to Awakan, discussions about tourism in Nigeria have often centred on policy frameworks and the enormous potential of the sector. The NTDA Marketplace, he said, is designed to shift the focus from rhetoric to real business engagement.
“For a long time, tourism conversations in Nigeria have focused on policy and potential. What the NTDA Marketplace does is move tourism from conversation to commerce,” he said.
He explained that the initiative will create a structured ecosystem where tourism enterprises—from tour operators and cultural performers to hospitality providers and creative entrepreneurs—can interact directly with investors and business partners.
The concept, he noted, builds on the success of earlier cultural showcases such as Naija Flavour, which held in December and highlighted Nigeria’s rich cultural diversity through food, fashion, music and arts.
“The Marketplace expands that idea by creating a more structured platform where tourism enterprises can grow, attract investment and reach new markets,” Awakan explained.
Economic opportunities for small businesses
One of the central objectives of the Marketplace is to strengthen the participation of small and medium-scale enterprises (SMEs) in the tourism value chain.
Awakan noted that tourism SMEs often struggle to access financing, partnerships and visibility, despite their important role in driving local tourism experiences.
“The Marketplace will stimulate direct business activity by giving SMEs the opportunity to sell products, attract partnerships and access new markets,” he said.
Beyond immediate transactions, he said the platform will allow tourism entrepreneurs to engage directly with banks, investors and corporate organisations.
This interaction, he added, could open doors to financing opportunities and help small tourism businesses formalise and expand their operations.
In a deliberate effort to encourage participation, NTDA has made the event free for SMEs.
“Participation in the Marketplace is completely free for SMEs as part of our commitment to supporting tourism entrepreneurs and encouraging small businesses in the sector to thrive bigger and better,” he said.
Tourism and economic diversification
Awakan believes that strengthening the tourism ecosystem could significantly contribute to Nigeria’s economic diversification agenda.
Tourism, he noted, is not an isolated industry but a sector that connects several parts of the economy including hospitality, transportation, agriculture, culture and the creative industries.
“In the long term, the bigger impact will be enterprise development and job creation across the tourism value chain,” he said.
By expanding opportunities within the sector, he added, tourism can help generate employment while also creating new sources of national revenue.
Attracting global attention
Another major objective of the NTDA Marketplace is to position Nigeria as both a tourism destination and an investment destination.
Awakan explained that many of Nigeria’s tourism assets—from cultural festivals and heritage sites to eco-tourism locations and hospitality projects—remain largely unknown to global investors and international travellers.
The Marketplace, he said, will provide a platform to showcase these opportunities in a coordinated manner.
“It creates visibility for hospitality projects, cultural destinations, eco-tourism assets and tourism infrastructure opportunities that investors may not ordinarily see,” he noted.
Beyond infrastructure, he emphasised that tourism thrives on storytelling and authentic cultural experiences.
“Nigeria is a microcosm of stories—from our diverse cultures and festivals to our cuisine, heritage sites and vibrant creative industries. Today’s travellers are looking for authentic experiences, and Nigeria offers an extraordinary range of them,” he said.
Aligning with national cultural policy
Awakan also stressed that the initiative aligns closely with the strategic vision of the Federal Government to harness culture and creativity as drivers of economic growth.
Under the leadership of Musawa, the Federal Ministry of Art, Culture, Tourism and the Creative Economy has placed renewed emphasis on leveraging Nigeria’s cultural assets to expand the creative economy.
According to Awakan, tourism naturally sits at the intersection of culture, entertainment, heritage and creative enterprise.
“The Marketplace creates a practical platform where these sectors intersect to generate economic value,” he explained.
A regional tourism hub in the making
Looking ahead, Awakan revealed that the long-term vision is for the NTDA Marketplace to evolve into a recurring national and eventually regional tourism trade platform.
Such a platform, he said, could position Nigeria as a major tourism and cultural business hub in West Africa.
“We see the Marketplace evolving into a regular tourism trade platform where businesses, investors and cultural enterprises come together,” he said.
With its population size, cultural diversity and creative energy, Awakan believes Nigeria has the capacity to become a leading tourism destination on the continent—if the right ecosystems are consistently developed.
For industry stakeholders, the NTDA Marketplace may well represent the beginning of that transformation: a step toward turning Nigeria’s vast tourism potential into sustainable economic prosperity.

The Federal Republic of Germany has signalled renewed commitment to deepening cultural and economic ties with Edo State following a high-level meeting between the Consul-General of Germany and the Edo State Government in Benin City.
The Edo State Commissioner for Arts, Culture and Creative Economy, Chris Okaeben, on Tuesday received the Consul-General of the Federal Republic of Germany, Daniel Krull, in what both parties described as a strategic engagement aimed at strengthening collaboration in culture, heritage preservation, and youth development.
Welcoming the German diplomat, Okaeben commended Germany’s longstanding cultural diplomacy and support for Edo’s creative ecosystem. He noted that Edo’s rich heritage, from its globally celebrated bronze works to its vibrant festivals and performing arts , has continued to attract international attention and partnerships.
“The rich cultural heritage of Edo State, including its vibrant arts, music and festivals, has not only showcased our unique identity but also attracted German interest, paving the way for mutually beneficial partnerships,” the Commissioner said.
MOWAA and Cultural Infrastructure
A major highlight of the discussion was the progress surrounding the Museum of West African Art (MOWAA) project in Benin City. Okaeben disclosed that the administration of Governor Monday Okpebholo is working to address issues relating to the development of the museum complex.
He expressed appreciation to the German government and other international partners for their financial and technical support, particularly towards the Archaeological Pavilion component of the project.
“As a government, we are working to resolve the issues surrounding the Museum of West African Art and are grateful for Germany’s financial contributions to the Archaeological Pavilion,” he stated.
The MOWAA initiative is widely regarded as a landmark cultural infrastructure project designed to reposition Benin City as a global hub for African art, research, and heritage tourism.
EDOFEST and Royal Anniversary
The Commissioner also briefed the Consul-General on forthcoming landmark cultural events in the state, including Edo at 35 celebrations, the Edo Festival (EDOFEST), and the 10th coronation anniversary of the Benin Monarch, Oba Ewuare II.
Okaeben extended a formal invitation to the German government to participate in the events, describing EDOFEST as a platform that will showcase Edo’s cultural wealth to the global community.
“Let me use this opportunity to invite Mr. Krull to attend EDOFEST, promising a memorable cultural experience that will highlight Edo State’s rich heritage,” he said.
Youth Training and Creative Economy
Beyond culture and festivals, the meeting focused on practical collaboration in youth empowerment and skills development. The Commissioner called for increased partnership in training young talents in film production, bronze casting, metal works, fine arts, woodworks, cultural exchange programmes and vocational training.
He acknowledged previous support provided through the German development agency GIZ, particularly in film production training initiatives.
“We appreciate the earlier opportunities provided by Germany through the GIZ on film production and we will continue to ask for more from the German government,” Okaeben added.
Germany’s Position
Speaking earlier, Krull explained that his visit formed part of efforts to formally introduce himself and build relationships with Edo State since assuming office last year.
“As a career diplomat, I have heard and read a lot about the Benin Kingdom, now Edo State , with Benin City as its capital, known for its rich and vibrant history,” he said.
He noted that the siting of the Archaeological Pavilion of MOWAA in Benin City underscores the city’s historical and artistic significance in West Africa.
Krull emphasised that strengthening cultural ties remains central to Germany’s engagement strategy, describing Edo as a land of opportunity with vast potential in the creative and tourism sectors.
He pledged Germany’s continued support for Nigeria’s creative industry and broader economic development efforts.
Other officials present at the meeting included the Edo State Commissioner for Health, Dr. Cyril Adams Oshiomhole; the Permanent Secretary of the Ministry of Arts, Culture and Creative Economy, Iryn Omorogiuwa, Esq.; and the Director of Entertainment and Creative Economy, Mr. Harrison Ehizoba.
The engagement is seen as part of broader international efforts to leverage culture as a tool for diplomacy, economic growth, and youth empowerment in Edo State.

….Pledge Strategic Investment Collaboration

A coalition of indigenous maritime tourism and transportation investors has pledged to unlock strategic investment opportunities aimed at developing Nigeria’s vast but largely untapped maritime tourism economy for the benefit of littoral communities in Lagos and across the country.

The group, Allied Concessionaries and Blue Economy Alliance, made the commitment during a courtesy visit to the Lagos Area Manager of the National Inland Waterways Authority (NIWA), Engineer Sarat Braimah, on Tuesday at the NIWA Lagos Area Office.

Speaking during the visit, Chairman of the coalition, Bolaji Olasade, explained that the alliance is made up of reputable and experienced maritime tourism and transportation operators committed to redefining waterfront recreation and hospitality by integrating safe and efficient water transportation systems. He noted that the initiative is designed to create jobs, boost coastal tourism, and expand economic opportunities within Lagos and beyond.

“We came to formally introduce our coalition, which is not a conventional association but a consortium of visible and tested operators, mostly concessionaires, who are willing and ready to collaborate with NIWA to grow and develop inland waterways tourism infrastructure. We are also focused on opening up littoral communities through destination marketing and the promotion of resorts,” Olasade stated.

He added that the group seeks to reposition Nigeria’s brown water and blue economy sectors by transforming the country’s waterfront hospitality and tourism landscape into a globally competitive industry.

In her remarks, the Secretary of the coalition, Barrister Dorcas Aderemi, emphasized that the Nigerian marine and blue economy sector can only thrive when the inland waterways ecosystem is strategically aligned for sustainable investment and funding. She called for a structured public-private partnership model between the private sector and NIWA to fast-track development and enhance inland waterways utilization.

According to her, such collaboration would not only stimulate economic growth and job creation but also significantly boost government revenue and national development.

The group commended Engineer Braimah for her leadership and commitment to industry growth, particularly her zero-tolerance stance on boat transportation accidents and security infractions on inland waterways in Lagos. They also congratulated her on her recent Nelson Mandela Pan-African Leadership Award, describing it as a testament to her dedication to national service.

Responding, Engineer Braimah welcomed the delegation and expressed appreciation for their interest in partnering with NIWA. She assured them of the Authority’s willingness to collaborate in unlocking opportunities within the inland waterways corridor in Lagos and across Nigeria.

“We are pleased to receive you and have listened carefully to your intentions to collaborate with us. We recognize that NIWA cannot achieve its mandate alone without the private sector, especially serious investors with genuine financial commitments to the industry. We will communicate your proposals to our headquarters in Abuja to explore how your group can leverage existing opportunities,” she said.

The Area Manager further highlighted the need to modernize inland water transportation by introducing new boats and ferries to gradually phase out outdated watercraft, thereby enhancing safety, efficiency, and value across the waterways transportation and hospitality sectors.

She concluded by urging the coalition to remain united, avoid internal conflicts, and focus on delivering meaningful impact, particularly for littoral communities that must be actively engaged and empowered to benefit from maritime tourism and transportation opportunities within their environment.