By Jimoh Babatunde

The Nigerian Tourism Development Authority (NTDA) has intensified efforts to promote Nigeria’s cultural tourism with plans to partner the Igbobi-Sabe Kingdom to elevate the famed Gelede Festival into a national cultural celebration.

This initiative emerged during a courtesy visit by the NTDA Director-General, Ola Awakan, to the traditional kingdom in Yaba, Lagos, where he was hosted by the Onisabe, Oba Owolabi Adeyemi Adeshina Adeniyi (Maforunyomi I), alongside members of the royal household and traditional chiefs.

The visit underscored the growing recognition of indigenous festivals as viable tourism assets capable of attracting both local and international visitors. A vibrant display by Gelede masquerades welcomed the NTDA delegation, offering a glimpse into a cultural tradition deeply rooted in themes of fertility, motherhood, and social balance within Yoruba society.

Speaking during the engagement, the monarch commended the NTDA leadership for its renewed focus on cultural tourism and expressed the kingdom’s readiness to collaborate in unlocking the tourism potential of its heritage assets. He highlighted key attractions within the community, including the Gelede masquerades and two ancient iroko trees believed to be over 250 years old.

Awakan, in his remarks, emphasized the importance of storytelling in transforming cultural heritage into marketable tourism products. He noted that documenting the history and significance of cultural symbols such as the Gelede festival and the ancient trees would enhance their visibility and appeal to a global audience.

As part of efforts to boost exposure, the NTDA boss proposed featuring the kingdom’s attractions on the NITOUREY Project, a digital platform designed to showcase Nigeria’s tourism offerings to the world.

The delegation also visited one of the historic iroko tree sites in Abule Ijesa, where the NTDA chief observed that the location holds significant potential for recognition as a UNESCO World Heritage Site. He encouraged closer collaboration between the agency and the traditional institution to preserve and develop the site into a notable tourism destination.

The planned partnership reflects a broader strategy by the NTDA to leverage grassroots cultural assets and traditional institutions in driving tourism growth, diversifying Nigeria’s tourism portfolio, and strengthening its cultural identity on the global stage.