By the time Dr. Olayiwola Awakan marks his first anniversary as Director-General of the Nigerian Tourism Development Authority (NTDA) this September, he will have spent 12 months navigating one of Nigeria's most promising yet underdeveloped sectors. It has been a year defined by renewed partnerships, stakeholder engagement, cultural diplomacy and a determined effort to reposition tourism as a strategic pillar of national development.
For many Nigerians, Awakan's appointment came as little surprise. Long before stepping into public office, he had built a distinguished career as a broadcaster, media executive, playwright, poet and cultural advocate. Throughout his professional journey, one thread remained constant: telling Nigeria's story with authenticity, pride and purpose.
That passion now shapes his leadership of the NTDA. When he assumed office in September 2025, Awakan inherited an agency with enormous potential but significant challenges. Despite Nigeria's rich cultural diversity, breathtaking landscapes, historical sites and vibrant creative industries, tourism has yet to contribute to the economy at the level seen in many African countries. Infrastructure gaps, security concerns, limited destination marketing and fragmented stakeholder collaboration have long constrained the sector's growth.
Rather than dwell on these challenges, Awakan chose to focus on opportunities. From his first days in office, he articulated a vision centred on collaboration, innovation and strategic partnerships. He made it clear that tourism should not be viewed merely as entertainment or leisure but as a catalyst for economic diversification, job creation, cultural preservation and international investment.
Over the past year, that vision has begun to take shape. His administration has prioritised stronger engagement with tourism associations, state governments, private investors and development partners. By fostering closer collaboration across the industry, the NTDA has sought to create a more coordinated approach to promoting Nigeria as a destination of choice.
One of the defining moments of his first year was the strengthening of ties with the Federation of Tourism Associations of Nigeria (FTAN), reinforcing a shared commitment to destination marketing, capacity building and industry growth. The partnership reflects Awakan's belief that government and the private sector must work together if Nigerian tourism is to realise its full potential.
His administration has also expanded Nigeria's tourism diplomacy through strategic engagements with the Ministry of Foreign Affairs and diplomatic missions abroad, with the aim of showcasing Nigeria's cultural heritage to global audiences and attracting more visitors, investors and members of the diaspora.
Community-based tourism has emerged as another key pillar of his leadership. Awakan has consistently advocated initiatives that empower local communities to preserve their cultural assets while benefiting economically from tourism. The approach aligns with global best practices, ensuring that tourism development is inclusive, sustainable and beneficial to host communities.
Beyond Nigeria's borders, Awakan's growing influence has also been recognised across the continent. His emergence as Chairman of the African Travel Commission underscores his expanding role in shaping tourism conversations beyond Nigeria and provides another platform to promote the country's immense tourism potential.
Colleagues and stakeholders describe his leadership style as accessible, collaborative and forward-looking. Rather than imposing top-down solutions, he has encouraged dialogue with industry practitioners, recognising that sustainable tourism development requires collective ownership and shared responsibility.
Yet Awakan remains realistic about the work ahead. Building a globally competitive tourism industry requires sustained investment in infrastructure, improved connectivity, enhanced security, digital innovation and stronger destination branding. It also demands policy consistency and continued collaboration among federal and state governments, the private sector and local communities.
As he approaches one year in office, however, there are signs that the conversation around Nigerian tourism is changing. Increasingly, stakeholders are discussing tourism not simply as a cultural activity but as an economic sector capable of generating employment, supporting small businesses, attracting foreign exchange and projecting a more positive image of Nigeria to the world.
For Dr. Olayiwola Awakan, this first year has been less about claiming quick victories and more about laying a solid foundation. His emphasis on partnerships, cultural diplomacy, institutional collaboration and strategic promotion suggests a long-term vision for the sector—one that seeks to unlock Nigeria's vast tourism assets and position them at the heart of national development.
Whether that vision ultimately transforms the industry will depend on sustained implementation and continued stakeholder support. But after one year at the helm, Awakan has already begun redefining the conversation around Nigerian tourism. He is not simply promoting destinations; he is championing a broader narrative—one in which culture, heritage and creativity become powerful tools for economic growth and national identity.
As the NTDA enters a new chapter under his leadership, the expectation is no longer just to showcase Nigeria's attractions, but to build a tourism industry that is competitive, inclusive and globally respected. For Awakan, the journey has only just begun.