Adeleke Adegbite-Adedoyin, Owa Ale of Ikareland, urges Nigerian leaders to prioritise tourism investment for economic growth and cultural preservation.

The Owa Ale of Ikareland, Adeleke Adegbite-Adedoyin, has called on Nigerian government leaders to strengthen the country’s tourism sector, highlighting its potential to drive economic growth.

Addressing attendees at the 2024 Olokemeji Tako-Tabo Festival in Ikare, Ondo State, he urged federal, state, and local governments to promote tourism as a sustainable source of employment and revenue generation.

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Speaking at the annual festival, which drew visitors from within Nigeria and abroad, the monarch underscored the economic and cultural benefits of tourism, describing festivals as vital for fostering local pride and identity.

“Our culture is our pride. Government support in tourism investment would not only generate revenue and employment but also enhance our economy,” he remarked.

The Olokemeji Tako-Tabo Hill, the festival’s focus, holds cultural and historical significance as a symbol of resilience and protection for the Ikare people, dating back to times of inter-tribal conflict.

The monarch lamented that Nigeria often overlooks its heritage in favour of Western influences, stressing that cultural preservation is essential for national identity.

Highlighting the growing interest in Yoruba cultural festivals, he praised the community’s dedication to revitalising local heritage, which he said was evident in the large turnout and enthusiasm at this year’s festival.

A tourist, Peter Ijigbo, also spoke passionately about the cultural importance of such festivals. “Despite my faith as a Christian, this is our heritage, and we cannot turn our backs on it.

I visited last year, and this festival has always been a spiritual and cultural sanctuary for us,” he said.

The Olokemeji Tako-Tabo Festival and similar events in Nigeria offer promising avenues for both economic growth and cultural preservation.

With strategic investments and support, Nigeria’s tourism sector could serve as a significant pillar of the national economy, providing jobs, fostering community engagement, and celebrating the country’s diverse cultural heritage.

At a World Tourism Day event in Abuja, stakeholders called for sustainable tourism plans to protect Nigeria’s natural and cultural resources, support local economies, and enhance visitor experiences. They stressed the importance of clean environments, such as Jabi Lake, to boost tourism and create economic opportunities, while minimising environmental harm.

Stakeholders in Nigeria have emphasised the need for sustainable tourism strategies to protect the country’s natural and cultural resources, boost local economies, and improve visitor experiences.

This call came during a press briefing held to commemorate World Tourism Day in Abuja, following a clean-up exercise at Jabi Lake.

Also read: Nigeria eyes N12.3 trillion tourism gains by 2032, 2.6 million jobs expected

The event was organised by the Eco Club, in collaboration with Jabi Boat Club, Jabi Mall, and Jabi Park.

World Tourism Day, observed annually on 27 September, highlights the significance of tourism and its social, cultural, political, and economic value.

The theme for 2024, *Tourism and Peace*, underscores the role of tourism in fostering global understanding and reconciliation.

Speaking at the event, Aisha Yusuf, Creative Director of Hayche Network and Senior Special Adviser on Sustainable and Accessible Tourism to the Executive Director of Tourism Volunteer Network, advocated for sustainable solutions to maintain tourism in Nigeria.

“We need to create awareness about sustainable tourism and take ownership of keeping our environment clean,” she stated, calling for both individual and government action to protect destinations like Jabi Lake.

Omoefe Tawiyah, Managing Director of Platinum X Media and organiser of *Abuja I Believe*, highlighted the economic benefits of a clean and well-maintained Jabi Lake, noting its potential to attract significant tourism investments.

He remarked, “If properly cleaned, Jabi Lake will become a key destination for tourists and boost the Federal Capital Territory’s economy.”

Phil Roberts, Executive Director of Tourism Volunteers Network, urged for turning Abuja into a tourism hub. He highlighted the need to enhance infrastructure tourism, which complements natural beauty by developing facilities that attract and sustain tourists.

“Abuja has numerous tourist sites, and Jabi Lake can become a major tourism destination with the right investment and infrastructure,” Roberts explained.

The speakers agreed that preserving the environment is essential for sustainable tourism growth, which can contribute to job creation, economic development, and peacebuilding.

Ms. Lola Ade -John, Minister of Tourism, has said that Nigeria has 1,091 tourist sites across the 36 States of the Federation, adding that many of these tourist sites are currently being revitalised.

Ade-John, who stated this at a pre-summit webinar in preparation for the 30th Nigerian Economic Summit (NES#30), organised by the Tourism and Hospitality Industries Thematic Group (THITG) of the Tourism, Hospitality, Entertainment, Creatives, Culture, and Sports Industries Policy Commission (THECCSPC) of the Nigerian Economic Summit Group (NESG),

highlighted the importance of domestic tourism to Nigeria’s future.

She noted that these notable sites include Obudu, Ogbunike, Osun-Osogbo Grove, Kajuru Castle, and Yankari Games Reserve, which are improving in terms of historic architecture, wildlife conservation, and ecotourism efforts.

She explained that the shifting of attention by the Federal Government to domestic tourism, would provide significant job opportunities for rural communities.

She noted that in 2022, the tourism sector contributed 17.3 billion Naira to Nigeria’s Gross Domestic Product(GDP), compared to 7.5% of GDP in France.

The minister further stated that Nigeria also hosts 814 festivals across 774 locations, offering rich cultural experiences.

Ade-John underscored the need for investment in domestic tourism to revitalise communities, spur entrepreneurship, and generate revenue, noting that the sector currently supports 1.9 million jobs but has significant growth potential.

In his welcome address, Mr. Udeme Ufot, Co-Chair of THECCSPC of NESG, emphasised that several factors have led Nigerians to favour domestic travel over international options since the COVID-19 pandemic.

Ufot noted that safety and familiarity are key, as domestic destinations are perceived as safer due to better knowledge of local health and safety protocols.

He stated that reduced international mobility due to travel restrictions and global conflicts have made local destinations more accessible and convenient, noting that economic considerations also play a role; including the pandemic and political instability which have affected livelihoods, making domestic travel a more affordable option.

Ufot further expressed hope that the event would generate actionable recommendations to foster inclusive growth, potentially altering trade patterns, attracting investment and enhancing border stability across the continent.

During the panelists session, Mr. Folorunsho Coker, Director General of the Nigerian Tourism Development Corporation (NTDC), spoke on the importance of public-private partnerships (PPP), community involvement, and sustainable funding models for promoting domestic tourism.

He noted that domestic tourism is six times the size of international tourism and is essential for addressing employment issues.

Mr. Obi Asika, Director General of the National Council for Arts and Culture (NCAC), discussed the role of media, arts, and culture in developing domestic tourism.

He highlighted the need for collaboration between the public and private sectors to bridge capacity gaps and the importance of story-telling in attracting tourists.

Ms. Sade Hughes, Managing Director of MIXTA Hospitality Limited, emphasised the impact of innovative real estate and distinctive tourism experiences in revitalising domestic tourism.

She called for government investment in infrastructure and urged Nigerians to support local brands.

Ms. Bolaji Mustapha, President of the Nigeria Association of Tour Operators (NATOP), stressed the need for government support in policy and infrastructure to develop Nigeria’s tourism sector.

Ms. Adenike Macaulay, Chief Executive Officer of Wakanow, pointed out that the interconnection between music, art, and tourism and the importance of clearly defining tourism attractions to stimulate the economy.

Ms. Omoyemi Akerele, Founder and Chief Executive Officer of Lagos Fashion Week and Style House Files, shared how they have redefined Nigeria’s tourism through fashion and enhanced Lagos nightlife, using fashion week as a tool for ecotourism.

The theme of the webinar was “Domestic Tourism: A Powerful Tool for Rural Revitalisation and Economic Growth in Nigeria.”