By Janefrances Chibuzor
Nigeria’s tourism sector is set for a major boost following the signing of a landmark Memorandum of Understanding (MoU) between the Nigerian Tourism Development Authority (NTDA) and OJAJA Pan Africa Ltd, led by the Ooni of Ife, His Imperial Majesty, Adeyeye Enitan Ogunwusi, Ojaja II.
The partnership, sealed in Abuja, formalises collaboration between the federal tourism agency and the private sector to unlock Nigeria’s vast cultural heritage, cuisine and hospitality assets as drivers of economic growth, job creation and foreign exchange earnings.
At the ceremony, the Ooni of Ife publicly endorsed the Director-General of NTDA, Dr. Ola Awakan, commending his leadership and commitment to repositioning tourism as a pillar of national development. The revered monarch described Awakan as a dedicated professional with a strong passion for youth empowerment and cultural promotion.
Speaking at the event, Awakan said the partnership aligns with President Bola Tinubu’s Renewed Hope Agenda, particularly the push to diversify the economy away from oil through public-private partnerships (PPP
“This collaboration promises transformative benefits for Nigeria’s tourism industry, including economic diversification beyond oil dependency,” Awakan said. “By leveraging our storytelling capabilities, culture and heritage, we can attract investments, create jobs, boost foreign exchange inflows and generate sustainable revenue.”
He added that working with OJAJA Pan Africa Ltd would help scale Nigeria’s tourism offerings globally, using private-sector efficiency and diaspora networks to complement government efforts.
In his response, the Ooni praised Awakan’s professionalism and track record, citing initiatives such as the Royal African Youth Leadership Forum as evidence of his commitment to empowering young people.
He urged the NTDA to continue prioritising youth inclusion and cultural tourism, noting that Nigeria’s diversity remains one of its strongest assets.
The monarch also expressed appreciation to President Tinubu for appointing a youthful leader to head the NTDA, stressing that effective cultural stewardship requires energy, vision and innovation.
Symbolic gestures marked the occasion, with the NTDA Director-General presenting the Ooni with tourism-themed souvenirs, including a Naija Flavour plaque, underscoring the partnership’s focus on cultural diplomacy and national branding.
OJAJA Pan Africa Ltd, a Pan-African platform specialising in cultural branding and investment facilitation, is expected to bring private capital, global partnerships and diaspora engagement into Nigeria’s tourism ecosystem.
Stakeholders say the NTDA–OJAJA alliance provides a practical blueprint for tourism-led prosperity, with the potential to strengthen Nigeria’s global visibility while delivering long-term gains in employment, revenue generation and inclusive economic growth.
