Repackaging Nigeria’s cultural heritage for global market

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By Femi Ogunshola, News Agency of Nigeria (NAN)

Nigeria has immense potential for tourism growth given its unique peoples, vibrant cultural landscape and even geographical location, perching on the banks of Atlantic Ocean and almost reaching the Sahara region.

The notion is that the country’s cultural heritage sites not only offer distinct and enriching experiences but also contribute significantly to Nigeria’s tourism sector by drawing in visitors from around the world.

Nigeria is home to an estimated 250 ethnic groups, each with its own unique traditions, languages, and art forms.

This ranges from the intricate beadwork of the Yoruba to the vibrant masquerades of and Igbo and the strings of Hausa musical instruments.

Nigeria is home to numerous festivals, like the Osun-Osogbo festival, the popular Eyo festival in Lagos, and the Durbar festival in Ilorin, the Kwara State capital.

Others are the Ovia Osese festival, celebrated by the Ogori people in Ogori Magongo in Kogi State, the Ojude Oba in Ogun State, and the Argungu fishing festival in Kebbi.

Nigeria also boasts several natural attractions, such as the Yakari Game Reserve, known for its wild life and warm spring, and the Olumo Rock, with its stunning views and significant historic value.

These and others celebrate our rich cultural heritage and traditions. They present enough tourism havens if well packaged and marketed.

The question many are asking is why Nigeria has failed to tap into the invaluable resources at the country’s disposal to turn its fortune around resulting to a shift from leaning heavily on oil receipts.

Mr Hannatu Musawa, the Minister of Art, Culture, and Creative Economy, pledged ministry’s support for Nigeria’s diverse cultural heritage to sustain the culture of the people.

“I will continue to support and partner with players both at the national and grassroots levels to fashion out new ways to promote and celebrate the beauty of our diverse heritage’’, she said.

She affirmed that the commitment underscored the ministry’s dedication to fostering critical partnerships at both the national and grassroots levels to elevate the country’s diverse heritage.

Musawa said the ministry aimed to make Nigeria the culture and entertainment capital of the world.

She says that traditional events like the emirate Durbar, Osun-Osogbo, and Eyo festivals will foster unity, national pride, and cultural awareness among Nigerians.

“Festivities like Durbar, Argungun, and Osun-Osogbo, among others, will help boost local economies by attracting tourism and providing opportunities for local artisans and performers’’, she said.

Mr Abiola Abdulkareem, Special Assistant to Musawa on Sub-National Engagement and Partnership, says paucity of funds remained one of the major challenges the realisation of the nation’s tourism potential.

According to him, we need funding. Tourism has great potential to compete favourably in the nation’s quest to realise its full economic growth.

He affirms that repackaging the nation’s cultural heritage required substantial investment in areas such as digital archiving, education programmes and technology integration.

It is worth of note that the nation’s cultural heritage has significant potential to discover talents among cultural enthusiasts.

During the last Ojude Oba festival, usually celebrated at last Eid-el-Fitri, little was known about the new poster child for ‘Steeze’, Mr Farouq Oreagba, whose life story was unknown to the world.

It was certain that not many knew he had such challenging health circumstances as cancer, but he still had the gusto to live each day as it came.

His story was a message to everyone to appreciate the little things around them and find happiness in all circumstances, taking advantage of the many pieces of cultural heritage bequeathed to the nation.

Tourism enthusiasts noted that the takeaway from the Ojude Oba festival was that there was no sight of a prince in shining armour riding on a horse, nor was there any Dolce and Gabbana Barocco sunglasses-wearing beauty.

This calls for the urgent need to market what we have as a people, to encourage the growth of cultural heritage as bequeathed to the people.

Mr Samuel Ekundayo, a culture enthusiast, says Nigeria is home to a rich complexity of cultural heritage and sites that offer unique experiences and significant tourism value.

Moses Oghagbon, a Nigerian artiste, says the neglect of major cultural festivals in the country is condemnable, adding that revival of the events would spur economic growth.

He called on the Federal Government to invest more in cultural festivals in the country, especially the Argungu Festival and others that can generate huge revenue for the country.

He urged the Federal Government to invest more in cultural festivals in the country, especially the Argungu fishing festival and other viable cultural heritage.

Mrs Felicial Abiodun, a Culture Ambassador, says Nigeria’s cultural heritage is decorated with diverse yet interconnected traditions, saying that cultural expressions are a testament to the country’s rich history and societal values.

According to her, in an era of globalisation, traditional forms of cultural expression face the risk of becoming obsolete.

She also said younger generations, who were mostly influenced by modern lifestyles and digital media, were increasingly disconnected from their roots.

She advocates repackaging Nigeria’s cultural heritage with a view to modernising its presentation and making it relevant in today’s world without compromising its authenticity.

She says that the digital age offers huge opportunities to preserve and showcase cultural artefacts, which, according to her, involves online repositories of cultural materials.

This, according to him, includes photographs, videos, and audio recordings.

She said that virtual museums provide an interactive platform for people worldwide to explore Nigeria’s cultural treasures. These initiatives ensure that cultural heritage is accessible to everyone, regardless of location.

Experts are of the opinion that repositioning Nigeria’s cultural heritage for tourist attractions needs some requisite strategies that must be implemented, which includes restoring and maintaining historical sites and monuments.

They say it is imperative to implement strict preservation laws to protect such heritage. They also say there is also a need to develop strong branding and marketing strategies highlighting Nigerian cultural heritage. (NANFeatures)