Hajia Bilkisu Abdulsalam Ogueyi, Chairperson of the Kogi State Hotels and Tourism Board, has called for stronger collaboration and improved packaging of Nigeria’s cultural festivals, describing them as a viable pathway for boosting tourism and local economies across the country.
Speaking at the Seven Wonders of Nigeria Zoom Conference 3.0 themed “Festival and Tourism in Nigeria: A New Pathway,” Ogueyi, a former National President of the Nigeria Association of Tour Operators (NATOP), said Nigeria’s festivals remain powerful expressions of identity that continue to attract global interest.
According to her, the energy, colours, and storytelling embedded in local festivals are exactly what international tourists are seeking, but lamented that many of these cultural assets remain underdeveloped and poorly promoted.
“Many of our festivals are under-packaged and under-promoted. We have not fully converted them into strong tourism products. Festivals have the power to drive local economies, create jobs, and attract global attention, but only if we position them properly,” she said.
Ogueyi stressed the need for better planning, stronger marketing strategies, and deeper collaboration between government, the private sector, and host communities. She emphasized that communities, whom she described as the “owners of the festivals,” must be fully involved in tourism development efforts.
She also highlighted the critical role of tour operators, noting that they must engage directly with festival owners to properly understand and package authentic cultural experiences for tourists.
“The tour operators need access to the festival owners. They must understand the essence of the festival so they can properly package what visitors are coming to experience in Nigeria,” she said.
Citing the recent Ovia Osese Festival in Ogori-Magongo, Kogi State, Ogueyi pointed out that despite its cultural richness, the event remains largely unknown to wider audiences due to limited promotion.
“How many people have visited Ogori-Magongo? The Ovia Osese Festival is very interesting, yet it is not on the world map. There is a lot we can do before packaging even begins,” she added.
She further noted that when communities benefit directly from tourism, they are more likely to preserve and protect their cultural heritage.
Ogueyi concluded by urging capacity building for tour operators, particularly in product packaging, noting that having tourism products is not enough without the skills to market them effectively.
“I strongly believe festivals can open a new pathway for tourism in Nigeria, but we must learn how to package and present them to the world,” she said.
