Nigeria has launched Africa’s first Tourism Streaming Hub, NITOUREY, infusing digital technology to boost its tourism sector across the globe.
The Nigerian Minister of Art, Culture Tourism and Creative Economy Ms Hannatu Musa Musawa said NITOUREY is an investment hub that creates jobs and contributes meaningfully to the diversification of our economy.
Ms. Musawa during the lunch called on stakeholders, operators, and young Nigerians within the creative ecosystem to remain committed to supporting initiatives such as NITOUREY that enhance visibility, attract, and look forward to the impact that NITOUREY will undoubtedly make both locally and internationally.
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The event was a strategic collaboration with institutions such as the Nigerian Film Corporation (NFC), the National Film and Video Censors Board (NFVCB), and the National Information Technology Development Agency (NITDA), which will be critical to the success of this initiative, in alignment with the Renewed Hope Agenda of President Bola Ahmed Tinubu.
She said NITOUREY gives Nigerians the opportunity to tell their “stories in our own voice, through compelling, high-quality multimedia content that can be reached”.
NITOUREY is a conference of the tourism streaming platform, particularly in harnessing the power of the digital economy to amplify creative expressions.
However, for far too long, many of these assets have remained underutilised, even though Nigeria is richly endowed with an unparalleled diversity of cultures, heritage, and landscapes that can be leveraged to project a positive national story.
This is a commendable Public-Private Partnership initiative that demonstrates the kind of collaboration Showcasing the nation’s rich culture creates opportunities for filmmakers, content creators, tourists, and so on.
The Director General of the Nigerian Tourism Development Authority, NTDA, Mr Ola Awakan, said that the first phase of NITOUREY is Africa’s first dedicated tourism streaming hub.
Mr Awakan said, “The Nigerian Tourism Development Authority (NTDA) is statutorily mandated to regulate, market, promote, and develop tourism in Nigeria.”
“Central to this mandate is the responsibility to position Nigeria as a compelling tourism destination, one that reflects our rich cultural heritage, diverse landscapes, creative ingenuity, and the warmth of our people,” he noted.
He also said, “Tourism thrives on storytelling, visibility, and the ability of a nation to present itself to the world in a manner that is both authentic and aspirational.” And that “it is within this context that NITOUREY emerges as a bold and innovative response.”
He further said that the “platform represents a forward-thinking approach to tourism promotion, leveraging digital technology, film, and multimedia storytelling to project Nigeria to a global audience.”.
“Through this initiative, we are not merely showcasing destinations; we are curating experiences, shaping narratives, and redefining how Nigeria is seen and experienced across the world,” He stated.
Mr Awakan said, “We are going to be working closely with travel content creators, filmmakers, actors, screenwriters, and documentary producers, to mention a few, in creating compelling tourism content geared towards marketing Nigeria both to Nigerians and the global community.”
“This initiative would not have been possible without the strategic collaboration and creative excellence of our partners, TOURCLIQ Creatives Limited and JM MiSA International Limited, whose commitment, innovation, and shared vision have been instrumental in bringing NITOUREY to this phase,” He said.
Awakan said the public-private partnership model that is evident in our collaboration with TOURCLIQ Creatives Limited and JM MiSA International Limited is critical to achieving sustainable growth and ensuring that tourism becomes a major contributor to Nigeria’s economy.
The Director General of the Nigerian Tourism Development Authority, NTDA, said, “Nigeria is rich with innumerable stories across the 36 states and the Federal Capital Territory.”
“From the heart of the nation in the North Central Region, the breathtaking landscapes of Zuma Rock stand as timeless guardians of our history and identity,” He noted.
In the resilient and culturally rich North East, the majestic beauty of Yankari Resort and Safari reflects both nature’s wonder and Nigeria’s enduring spirit.
NITOUREY will bring this extraordinary destination into global consciousness, transforming it from a hidden gem into a must-visit experience for international and domestic tourists alike.
The historic grandeur of the Argungu fishing festival in the North West symbolises a living heritage that has captivated generations.
With NITOUREY, this iconic cultural spectacle will transcend borders, positioning it prominently on the global tourism map and driving unprecedented visitor engagement.
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