NTDA DG, Ola Awakan Champions Cultural Investment to Scale Nigerian Tourism

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The 19th edition of Culturati, Nigeria’s premier celebration of arts and culture, on December 30, took centre stage at the Oriental Waterfront in Lekki, Lagos. Amidst a vibrant display of heritage and creativity, the Director-General of the Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan, delivered a compelling vision for the future of the nation’s tourism sector.

Dr. Awakan asserted that the key to unlocking sustainable tourism in Nigeria lies in the deliberate creation and fortification of platforms that spotlight the country’s immense cultural and creative wealth. According to the NTDA boss, these platforms are not merely for entertainment but serve as the backbone of national branding and economic diversification.

For Dr. Awakan, the event was more than a professional engagement; it was a nostalgic homecoming. Speaking to an audience of top government officials, traditional rulers, and industry stakeholders, he shared a personal story that illustrated the transformative value of cultural platforms. He recalled his early days in the creative industry when the festival was known as Sisi Oge.

“Many years ago, I performed on this very stage with my team in a dance-drama that I wrote and directed. Today, I stand here as the Director-General of the Nigerian Tourism Development Authority. This event is proof of how powerful cultural platforms can be, not just for art, but for tourism and nation branding,” he said.

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This testimony resonated deeply with the audience, highlighting how the creative arts can provide a trajectory for leadership and professional excellence.

Dr. Awakan was full of praise for the visionary leadership of Mr. Idris Aregbe, the convener of Culturati and the Special Adviser to the Governor of Lagos State on Tourism. He lauded Aregbe’s resilience in sustaining the festival for nearly two decades, successfully evolving it into a world-class cultural export.

Addressing the strategic importance of such gatherings, Dr. Awakan noted:

“This is the direction tourism development must take. Our culture is a major asset. Platforms like Culturati should not only be preserved but also strengthened and exported beyond our borders as tourism products that attract visitors, investment, and global attention,” he added.

He further elaborated on the multi-dimensional impact of cultural tourism. By preserving heritage and showcasing diversity, these festivals do more than tell a story; they stimulate local economies. They provide a marketplace for artisans, a stage for performers, and a reason for international travellers to choose Nigeria as a preferred destination.

The festival, hosted by the charismatic media personality Kiekie, was a masterclass in storytelling through fashion, music, and dance. The atmosphere at the Oriental Waterfront reflected the pulse of Lagos; dynamic, colourful, and unapologetically African.

An array of high-profile dignitaries graced the event, indicating the importance of culture in governance and traditional leadership. In attendance were Barr. Abimbola Salu-Hundeyin, Secretary to the Lagos State Government; His Royal Majesty, Muhammadu Sanusi II, the Emir of Kano; Oba Abdulrasheed Adewale Akanbi, the Olu of Iwo; Chief Abiola Dosunmu, the Erelu Kuti of Lagos; and Chief Nike Davies-Okundaye, the renowned art icon and founder of Nike Art Gallery.

The success of the 19th Culturati reinforces Lagos State’s reputation as Nigeria’s cultural and tourism heartbeat. As the NTDA continues to partner with private and state-led initiatives, the focus remains clear: to turn Nigeria’s cultural “soft power” into a hard economic asset. Through Dr Awakan’s lens, the intersection of creativity and tourism is not just an opportunity; it is the future of Nigerian prosperity.

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Frequently Asked Questions (FAQs) And Answers 

What is Culturati?

Culturati is Nigeria’s flagship culture and arts festival. Formerly known as Sisi Oge, it has spent 19 years celebrating African heritage through fashion, music, dance, and drama, while promoting the creative economy.

Who is Dr. Ola Awakan?

Dr. Ola Awakan is the Director-General of the Nigerian Tourism Development Authority (NTDA). He is a seasoned creative professional and administrator dedicated to promoting Nigeria as a top-tier global tourism destination.

Why are cultural festivals important for Nigerian tourism?

Festivals like Culturati attract domestic and international tourists, create jobs for creatives, support local businesses, and help preserve indigenous traditions for future generations.

Who is the convener of Culturati?

The festival is convened by Mr. Idris Aregbe, who also serves as the Special Adviser to the Governor of Lagos State on Tourism, Arts, and Culture.

Where was Culturati 19 held?

The 19th edition took place at the Oriental Waterfront in Lekki, Lagos, attracting a wide range of royalty, government officials, and celebrities.