The Minister of Arts, Culture, Tourism and the Creative Economy, Barr. Hannatu Musa Musawa, and the Director General of the Nigerian Tourism Development Authority (NTDA), Dr Ola Awakan, have thrown their weight behind NITOUREY platform to change the negative narrative about Nigeria.
They believed that the NITOUREY, which is a Tourism Streaming Platform through storytelling, will help to boost tourism in Nigeria and in turn increase revenue for the country
The dou spoke separately at the Press Conference in Abuja for the First Phase Of Africa’s Dedicated Tourism Streaming Hub.
They also harped on the active participation of all stakeholders, including Public Private Partnership, to unlock the full potential of Nigeria’s tourism and creative industries.
According to the Minister, the Tuesday event marked another significant step toward repositioning Nigeria as a leading global destination for tourism, culture, and creative excellence.
She said "This press conference provides an important opportunity to introduce and engage stakeholders on NITOUREY, a bold and forward-thinking digital initiative that aligns perfectly with the Renewed Hope Agenda of this administration, particularly in harnessing the power of the digital economy to amplify Nigeria’s rich cultural narratives.
"Nigeria is abundantly blessed with an unparalleled diversity of culture, heritage, landscapes, and creative expressions. However, for far too long, many of these assets have remained underutilized on the global stage.
"NITOUREY provides us with a strategic platform to change that narrative, telling our stories in our own voice, through compelling, high-quality multimedia content that can reach audiences across the world.
"In an era driven by digital consumption, streaming platforms have become powerful tools for cultural diplomacy, economic growth, and national branding."
The initiative, she noted, is not only to showcase destinations, but also create opportunities for filmmakers, content creators, tourism operators, and young Nigerians within the creative ecosystem.
"This is a commendable Public-Private Partnership initiative that demonstrates the kind of collaboration required to unlock the full potential of Nigeria’s tourism and creative industries. It is also a clear reflection of the innovative direction that the Nigerian Tourism Development Authority is taking to modernize tourism promotion in Nigeria."
The Minister therefore commended the Director General, Mr. Ola Awakan, and his team for their dedication, creativity, and commitment to driving transformative initiatives within the sector.
She also assured that the Federal Ministry of Arts, Culture, Tourism and the Creative Economy is fully committed to supporting initiatives such as NITOUREY that will enhance visibility, attract investment, create jobs, and contribute meaningfully to the diversification of Nigeria’s economy.
"To our partners, stakeholders, and members of the media, I urge you to continue to collaborate with us in telling the positive story of Nigeria. Together, we can build a vibrant, sustainable, and globally competitive tourism industry." she stated
On his part, the DG and CEO of NTDA, Dr. Ola’ Awakan, while commending the initiative, noted that Tourism thrives on storytelling, visibility, and the ability of a nation to present itself to the world in a manner that is authentic and aspirational.
"It is within this context that NITOUREY emerges as a bold and innovative response. This 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."
The DG added that the project will work closely with travel content creators, filmmakers, actors, screenwriters, and documentary producers and others in creating compelling tourism content geared towards marketing Nigeria both to Nigerians and the global community.
He said "Strategic collaborations 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) will be critical to the success of this initiative, in alignment with the Renewed Hope Agenda of President Bola Ahmed Tinubu.
"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.
"Their contributions exemplify the power of public-private partnerships in unlocking new frontiers for tourism development."
According to him, the initiative also aligns with global best practices and the evolving dynamics of tourism, where digital platforms now play a central role in influencing travel decisions, cultural exchange, and economic growth.
To the media, he said "We see you not just as reporters, but as strategic partners in nation-building. Your stories, your features, your documentaries, and your digital content have the power to unlock opportunities, attract investment, and inspire global interest in Nigeria’s tourism offerings.
"Nigeria is rich with innumerable stories across the 36 States and the Federal Capital Territory. NITOUREY is poised to be the platform that showcases these stories, not just within Africa, but to the entire world. It will amplify our voices, our culture, and our unique tourism offerings."
NITOUREY, he said, will serve as a unifying digital bridge for all the six geopolitical zones of the country, which will tell Nigeria's stories more boldly, more authentically, and more powerfully than ever before.
This, according to him, will ultimately drive sustained tourist traffic and repositioning Nigeria as a premier global destination.
"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. Through NITOUREY, these silent monuments will now find a powerful voice telling their stories to the world like never before, drawing global curiosity and significantly increasing tourist traffic into the region.
"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 Argungu Fishing Festival of the North West symbolizes 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.
"In the South East, the enchanting cascades of Ngwo Pine Forest and Cave offer a blend of mystery, serenity, and natural beauty. NITOUREY will project these hidden treasures to the world, ensuring their stories are told with depth and authenticity, while attracting increased tourist exploration and investment."
For the South South region, he said "with the awe-inspiring Obudu Mountain Resort, showcases Nigeria’s capacity for world-class leisure and eco-tourism. Through NITOUREY, this destination will be reintroduced to the global audience, reigniting interest and significantly boosting tourism traffic and economic activity.
"From the vibrant South West, the historic significance of Olumo Rock tells a story of refuge, resilience, and heritage. NITOUREY will elevate this narrative beyond borders, transforming cultural pride into global attraction and increasing visitor influx like never before." he stated
As the initiative will be fully launched out by last quarter of the year 2026, Dr. Awakan called on well-meaning Nigerians, corporate entities. Financial institutions and investors to come on board, adding "This is the revolution in the tourism sector that we have been waiting for!"
"Together, we can reposition Nigeria, not just as a country to visit, but as a destination to experience, invest in, and celebrate." the DG said
At the event, some critical stakeholders pledged their supports to the initiative.
TOURCLIQ Creatives Ltd, CEO, Hon Adegboyega Ajibade, noted that only bad image of Nigeria is mostly spread outside Nigeria.
For that reason, he said, the initiative was started to push out the positive narratives of Nigeria.
With the cooperation of the Minister and the DG, he said, they intend to take the initiative to the next level.
Stressing that there is no tourism without storytelling, the CEO of JM MiSA International Ltd, Hon. Olatunji Opeyemi, said the platform will enable everyone across the globe to access good stories about Nigeria.
Revealing the plan, he said, the initiative will be launched in Nigeria in the first year and expanded to the West Africa region in the second year.
According to him, there will be Pan African coverage from the third to the fourth year.