Lurwan Ishaq Hadejia (Barrygraphy), northern Nigeria tourism promoter and tour guide has called for a shift from merely staging cultural festivals to creating immersive experiences that place visitors at the heart of Nigeria’s traditions and heritage. Speaking at the Naija7Wonders Zoom Conference on the theme “Festivals & Tourism in Nigeria: A New Pathway,” Hadejia argued that experiential tourism is the future of global travel and presents a major opportunity for Nigeria.
According to him, international tourists no longer want to be spectators; they want to participate in local traditions, interact with communities and create personal connections with destinations.
Drawing on his experience as a tour operator, Hadejia shared how visitors attending the Durbar Festival were allowed to wear traditional attire, ride horses and participate in aspects of the celebration rather than simply watch from the sidelines.
“That is what travellers are looking for today. They want authentic experiences. They want to hear stories, understand cultures and become part of the event,” he said. He noted that such immersive experiences often leave a stronger impression on visitors and encourage positive word-of-mouth promotion, repeat visits and destination advocacy. Hadejia identified cultural festivals as one of Nigeria’s most valuable tourism resources, capable of attracting visitors while preserving traditions and supporting local economies. He pointed specifically to Dambe, the traditional Hausa boxing sport, which he described as a unique cultural attraction with strong international appeal.
The tourism advocate revealed that foreign visitors frequently express interest in watching and even participating in Dambe events because of their authenticity and cultural significance. He recounted the experience of a Danish traveller who was eager to witness the sport firsthand. Unable to access a major event due to restrictions and costs, the visitor was eventually taken to a rural community where he was able to participate in a local Dambe contest. “The visitor was excited. He even entered the ring and jokingly declared it a contest between Nigeria and Denmark. In the end, Nigeria won,” Hadejia said, drawing laughter from conference participants.
While highlighting the growing interest in such indigenous cultural experiences, he stressed that Nigeria must remove barriers that prevent tourists from accessing these attractions. He called for better organisation, improved visitor management and stronger collaboration between festival organisers and tourism stakeholders. “Festivals are already attracting international attention. What we need now is to package them properly, make them accessible and ensure that visitors have a positive experience,” he said.
Hadejia concluded that if Nigeria can successfully combine cultural authenticity with professional tourism management, festivals across the country could become major drivers of domestic and international tourism, creating jobs and strengthening the nation’s cultural identity.
