Nigeria’s Tourism Authority and PR Institute Partner to Leverage Culture Ranking

The Nigerian Tourism Development Authority (NTDA) and the Nigerian Institute of Public Relations (NIPR) met in Abuja to formalise a partnership aimed at boosting tourism. Both bodies highlighted Nigeria’s top ranking in the cultural pillar of a global Reputation Perception Index, produced by the NIPR’s Nigeria Reputation Management Group.

Director General of NTDA, Ola Awakan, and NIPR President Dr. Ike Neliaku agreed to use storytelling, public‑private partnerships and new digital platforms such as NITOUREY to present Nigeria’s heritage to international travellers. Dr. Neliaku urged the tourism sector to engage celebrities and influencers, saying “Tourism is a soft power of influence that we must take full advantage of.” Awakan added that the partnership will help Nigeria become a central player in Africa’s tourism market.

The collaboration seeks to translate the positive cultural reputation into concrete visitor growth, positioning Nigeria’s music, cuisine, festivals and historic sites as key attractions.