Collaboration, storytelling key to transforming Nigeria’s tourism sector — NTDA DG

The Director General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, has called for stronger collaboration among stakeholders in the tourism, hospitality and travel value chain to drive sustainable growth in the sector.

Awakan made the call in his message to the 2026 Annual Conference and Awards of the Association of Nigerian Journalists and Writers of Tourism (ANJET), held at the Ijakadi Hall, Radisson Blu Hotel, Ikeja, Lagos.

He said beyond legal and institutional reforms, what the industry needs most is a coordinated national agenda.

“I think it is important for us to look beyond the Supreme Court judgment to remember where we all collaborate. What we should be pushing now is collaboration. Because outside the shores of this country, what people see is Nigeria and not any state. If it is Nigeria, we need to have a coordinated tourism, hospitality and travel agenda and the right structure to drive it to the next level,” he said.

According to him, Nigeria is not lacking in tourism content but needs deliberate efforts to push its rich content for national development.

“It is not about the fact that we don’t have content. We have more than enough content. All we need to do is to be deliberate in pushing this content to drive development in Nigeria. And I am committed to that,” the NTDA boss said.

Awakan extended warm congratulations to ANJET for its sustained commitment to tourism journalism, industry advocacy and promotion of Nigeria’s tourism potential.

“The media remains an indispensable partner in national tourism development. Responsible tourism journalism goes beyond reporting events. It shapes perception, builds destination confidence, attracts investments, promotes cultural heritage and inspires travel,” he said.

He noted that through accurate, ethical, constructive and compelling storytelling, journalists can reposition Nigeria as a competitive, attractive and welcoming destination.

Awakan said as Nigeria advances reforms under the Renewed Hope Agenda of President Bola Ahmed Tinubu, the media has a strategic responsibility to translate government initiatives into public understanding and industry opportunities, including tourism policies, hospitality standards, travel facilitation measures, immigration reforms, investment opportunities and destination development programmes.

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He therefore urged tourism journalists and writers to embrace solution-driven reporting, fact-based analysis, destination storytelling, digital innovation and consistent engagement with stakeholders.

“By highlighting emerging destinations, indigenous cuisines, festivals, creative industries, hospitality enterprises and investment opportunities, the media can stimulate domestic tourism, strengthen public-private partnership, create jobs and contribute meaningfully to national economic diversification,” he stated.

The NTDA DG reaffirmed the Authority’s commitment to collaborating with the media in advancing tourism marketing, destination promotion, policy communication and sustainable development of the industry.

Awakan, who described himself as a storyteller, said one sure way to transform the sector is through storytelling.

He disclosed that NTDA has commenced work on a tourism-dedicated streaming platform and is about 75 per cent done, in partnership with the private sector.

“Tourism is private sector-driven. As it is community-based, we have to work together to enhance sustained tourism development initiatives. We are working with relevant stakeholders to write stories about who we are as a people. Nigeria is a microcosm of stories and we are yet to start telling these stories,” he said.

According to him, deliberate storytelling will help correct negative narratives about Nigeria.

“Nigeria is not a country and we are not a people of violence, of insecurity, of poverty. We are a people of great culture, great arts, great destinations and all of these we should put out. The development of the country does not lie with government alone. Society is made up of government and the governed, so we have to work together to make Nigeria great,” he said.

“Together let us tell Nigeria’s tourism story with truth, creativity, responsibility and national pride, because the right story told well can turn destinations into opportunities and tourism into prosperity,” Awakan added.