Janefrances Chibuzor
A major step forward was taken towards the successful execution of ODUAFEST Lagos 2025, with significant contributions from key stakeholders, including Sterling Bank and the DAWN Commission. The event, which will showcase the cultural richness of the Southwest region of Nigeria, was the focus of a stakeholders’ engagement meeting held on February 27, 2025, at the Eko Hotels and Suites, Victoria Island, Lagos.
Abiola Adelana, Tourism Business Manager at Sterling Bank, proposed that the bank adopts ODUAFEST as one of its major initiatives, emphasising Sterling Bank’s commitment to supporting policies that foster the growth of tourism and heritage in Nigeria. She highlighted the potential of ODUAFEST to build awareness and connections within the Southwest, stressing its role in promoting entrepreneurship and sustainable livelihoods through the use of diverse cultural resources. According to Adelana, ODUAFEST’s influence could extend beyond the Southwest, benefiting the entire nation.
Mr. Segun Balogun from the DAWN Commission requested an outline of the key activities and content for ODUAFEST Lagos 2025, aiming to deliver an engaging and captivating festival experience. He suggested incorporating interactive elements, such as live polls and a trivia competition, to increase audience participation. He also recommended warm-up activities to build excitement and keep attendees engaged.
Prince Adetayo Adeleke Adedoyin, a representative of the DAWN Commission, presented an overview of the Commission’s programs for regional development, which include initiatives focused on tourism, cultural relationships, entrepreneurship, and youth inclusivity. Adedoyin explained that these efforts are designed to strengthen tourism, improve cultural understanding, promote collaboration, and engage youth in policy development. His presentation shed light on the Commission’s commitment to the growth and development of the Southwest, ensuring the region’s cultural and economic sustainability.
During the meeting, discussions centered on several key aspects of the festival, including its theme, schedule, venue, cultural performances, and marketing strategy. The group also deliberated on the budget and sponsorship options, as well as the role of partnerships in ensuring the success of ODUAFEST Lagos 2025. These topics were all deemed essential for the successful execution of the event, which promises to be a celebration of the Southwest’s diverse cultural heritage.
The meeting led to several important action items. These included finalising the venue and date for the festival, improving the content and programs of the event, developing a comprehensive marketing and promotional strategy, and confirming the cultural performances to be featured. Committees will also be formed to oversee the implementation of the festival activities. The DAWN Commission and Federation of Tourism Association of Nigeria (FTAN) Southwest pledged to work closely together to bring these plans to fruition.
The Vice President of FTAN Southwest, Chief Tunde Kolade, expressed appreciation for the ongoing collaboration between FTAN Southwest and the DAWN Commission, stating, “We at FTAN Southwest are prepared to work together and build a strong partnership with the DAWN Commission to ensure the success of the projects.” He thanked Chief Sam Alabi, Baba Egbe Akomolede of Nigeria, and former Chairman of the FTAN Board of Trustees, for their steadfast support of the tourism industry and the Southwest’s development. Chief Alabi had organized the venue for the stakeholders’ engagement meeting, which was instrumental in fostering cooperation among the key players.
The committee recommended the creation of a WhatsApp group to facilitate ongoing discussions and collaboration among the members. This platform will allow the group to continuously refine ideas and strategies, ensuring that all aspects of the festival are addressed in a timely and efficient manner.
The ODUAFEST Lagos 2025, which will take place in the heart of Lagos, is expected to be a remarkable celebration of Southwest Nigeria’s rich cultural heritage. The event will not only serve as a platform for showcasing the region’s diverse traditions, art, and music but also as a key driver of economic and social development in the Southwest. It will highlight the region’s cultural richness while fostering the growth of local entrepreneurship, tourism, and community engagement.
The collaboration between Sterling Bank, the DAWN Commission, FTAN Southwest, and other stakeholders is expected to significantly raise the profile of ODUAFEST and OBE-ADE Festival, which promises to be one of the most exciting and culturally significant events in the Southwest. Through strategic partnerships, sponsorships, and active participation, the festival aims to leave a lasting impact on tourism, cultural exchange, and regional development.
With all hands on deck, stakeholders are optimistic about the success of ODUAFEST Lagos 2025, as they continue working together to make the event a key milestone in Nigeria’s tourism and cultural heritage journey. The event, set to be held in Lagos, will not only attract local audiences but also draw international attention to the Southwest’s cultural significance and tourism potential.
