The Chief Executive Officer of Angel Style World Travel and Tours Limited, Farida Sagaya, has called for stronger investment, strategic marketing, and youth inclusion to unlock the full tourism potential of the Ilorin Durbar festival.
Sagaya made the submission during the Naija7Wonders Zoom Conference 3.0, themed “Festivals and Tourism in Nigeria: A New Pathway,” where she highlighted the cultural, economic, and unifying significance of the annual event.
A Festival of Unity and Identity
Speaking from her experience as an official co-operator and Director of Commercial and VIP Relations for the Ilorin Durbar, Sagaia described the festival as a symbol of cultural harmony rooted in the unique identity of Ilorin.
She emphasized that Ilorin’s position as a cultural bridge between northern and southern Nigeria gives the Durbar a distinctive character.
“The Fulani, the Hausa, the Yoruba, the Nupe, the Baruba — they are all from Ilorin. It is unity in diversity. That is why Kwara is called the State of Harmony,” she said.
The Ilorin Durbar, held annually during Eid celebrations, features a grand procession led by the Emir, traditional title holders, horsemen, cultural groups, and residents. Beyond its spectacle, Sagaya noted that the festival serves as a powerful connection between generations and a homecoming event for indigenes in the diaspora.
Economic and Tourism Potential
Sagaya stressed that the Durbar is more than a cultural display—it is a significant economic driver.
According to her, the festival stimulates multiple sectors, including:
- Hospitality and accommodation
- Food and catering services
- Transportation
- Fashion and tailoring (particularly Eid attire)
- Photography and event services
“Like all festivals, it encourages business. People host visitors, organize events, and showcase how we celebrate Eid,” she explained.
She added that with proper packaging, the Ilorin Durbar could stand alongside globally recognized heritage festivals and position Ilorin as a major cultural tourism destination.
Visitors, she noted, can also explore key attractions such as:
- Owu Waterfalls — one of the tallest waterfalls in West Africa
- Dada Pottery — a renowned traditional pottery hub
She also highlighted local products such as Shea butter and the widely celebrated “black soup,” pointing to Kwara’s growing reputation in Nigeria’s food industry.
A Tool for Social Cohesion
Sagaya underscored the Durbar’s role in fostering unity across ethnic, religious, and social divides.
“Where there is division across the country, the Durbar brings people together — young and old, rich and poor, indigenes and visitors, Muslims and people of other faiths,” she said.
She noted that even non-indigenous communities, including Igbo residents and visitors from neighboring states, actively participate in the festival.
Challenges Hindering Growth
Despite its potential, Sagaya identified several challenges limiting the festival’s global recognition.
Chief among them is insufficient marketing, which she described as a major barrier.
“Many Nigerians have never even heard of the Ilorin Durbar. It is a hidden gem,” she said.
Other challenges include:
- Limited funding for logistics, security, and infrastructure
- Inadequate visitor services and crowd management systems
- Need for improved emergency and health response planning
- Weak documentation and archival systems
She stressed that sustainable growth would require structured investment and professional management.
Youth Inclusion and Cultural Continuity
A key focus of Sagaya’s presentation was the role of young people in preserving and advancing cultural heritage.
She warned that many youths are more familiar with foreign festivals than their own traditions, calling for intentional engagement through education and participation.
“They are the future custodians of the culture. They must be involved now — as volunteers, creatives, storytellers, and organizers,” she said.
She also advocated for integrating heritage education into school curricula to deepen cultural awareness.
Call for Partnerships and Professionalization
Sagaya called for stronger collaboration among stakeholders, including government agencies, private investors, diaspora communities, and tour operators.
She noted that tour operators, in particular, need to develop more packages around the Ilorin Durbar to boost visibility and visitor numbers.
“If we collaborate, we can deliver a more robust Durbar that can compete with global festivals,” she said.
She also emphasized the need for:
- Better festival structuring and branding
- Strategic sponsorship frameworks
- Comprehensive storytelling and documentation
Looking Ahead
Sagaya concluded that with the right investments and strategic planning, the Ilorin Durbar could evolve into one of Nigeria’s flagship tourism products, driving both cultural pride and economic prosperity.
“We must manage the Durbar professionally so it is sustainable and brings more prosperity to the community,” she said.
As conversations around tourism diversification continue in Nigeria, stakeholders at the Naija7Wonders conference agreed that festivals like the Ilorin Durbar represent untapped opportunities capable of reshaping the country’s tourism narrative.
