The Ojude Oba, a yearly celebration held at the pavilion of the Awujale of Ijebuland, Ijebu Ode, Ogun State, has the potential to become a global attraction. In its 2024 edition, the festival witnessed attendees from the Ijebu community, diaspora, and visitors coming together to honor the Awujale of Ijebuland, Sikiru Adetona. The event displayed the vibrant Yoruba culture through its exquisite attire, dances, and festivities. Efforts should be made by the organizers to elevate its status on the world stage.

Themed ‘Ojude Oba: Unity and Harmony, Our Gift’ in 2024, the Ogun State Governor, Dapo Abiodun, expressed aspirations to internationalize the festival. He highlighted the event as a key platform showcasing the rich hospitality and traditions of Ijebuland, which has evolved into a “significant gathering” attracting both local and global tourists.

The Federal Government has also signaled intentions to designate the festival as a UNESCO heritage event. The Minister of Culture, Arts, and Creative Economy, Hannatu Musa-Musawa, emphasized that such festivals play a crucial role in diversifying the economy, reducing dependency on oil revenues, and aligning with the goal of generating $100 billion through tourism by 2030.

Ojude Oba, translating to ‘The King’s Forecourt,’ is an ancient festival of the Ijebu people in Yorubaland. Taking place on the third day of Eid-el-Kabir, the festival features a colorful procession where various groups, divisions, and families within Ijebu pay homage to the Awujale. The festivities include horse-riding displays and traditional dancing.

While the festival has enjoyed sponsorships from local companies in sectors like telecoms, real estate, and beverages, the state should intensify efforts to boost tourism and stimulate economic growth.

Ogun State must enhance security measures by strengthening the Amotekun corps. This will help address the shortage of federal police presence and mitigate crimes such as kidnappings, armed robberies, and other criminal activities near Ijebuland, which could deter potential tourists.

Recent incidents like the attack on travelers along the Sagamu-Ijebu-Ode Expressway and kidnapping cases underscore the security challenges facing residents, travelers, and visitors. Employing technology for surveillance can enhance security measures.

Improving the network of rural and state roads connecting communities to federal highways and airports is crucial. This infrastructure development would facilitate investments and streamline travel, while also addressing basic necessities like access to clean water, reliable electricity, and quality accommodations to enhance the tourism experience.

Without a strategic plan, potential tourism revenue from events like Ojude Oba may rely heavily on ad-hoc sponsorships. The state must strategically position the festival through effective storytelling, marketing, and cultural exchanges to attract global investments.

While the Federal Government’s ambition to boost revenues through tourism is commendable, a well-defined and cohesive strategy is essential to achieve the 2030 tourism revenue target. Improved security measures are imperative to support these objectives.

Nigerian states should prioritize revitalizing key cultural events like the Argungu Fishing Festival in Kebbi, Ofala Festival in Anambra, and Calabar Carnival in Cross River.

Looking at Brazil’s example, the revenue generated by the tourism sector during the 2024 carnival season contributed significantly to the economy. The Rio Carnival alone generated substantial revenue, showcasing the economic potential of cultural festivals.

Going beyond rhetoric, Nigeria should leverage its cultural heritage to foster a sense of community, preserve traditions, and harness economic opportunities. States should lead in developing tourism by ensuring safety, enhancing infrastructure, and promoting cultural and historical attractions to attract visitors to these unique events.