United Nigeria Airlines has called for the creation of a national festival calendar and stronger collaboration among government and private sector stakeholders to transform Nigeria’s cultural festivals into world-class tourism products capable of boosting the country’s economy and increasing year-round travel.
The call was made by the airline’s Chief Commercial Officer, Adedayo Olawuyi, during the Naija7Wonders Zoom Conference 3.0, themed “Festivals and Tourism in Nigeria: A New Pathway,” where he argued that Nigeria’s rich cultural heritage remains one of its most underutilised economic assets.
Speaking at the conference, Olawuyi noted that tourism currently contributes between 2 and 4.5 per cent of Nigeria’s Gross Domestic Product (GDP), significantly below countries such as Kenya, where tourism contributes about 9.3 per cent, and Egypt, where the sector accounts for approximately 8.5 per cent of GDP.
According to him, the disparity demonstrates the enormous untapped opportunities available within Nigeria’s tourism industry if cultural festivals are deliberately packaged as commercial tourism experiences rather than treated as isolated annual events.
“Nigeria is blessed with over 250 ethnic groups, with diverse traditions, languages, music, food, fashion and heritage sites. These are assets that can drive aviation, hospitality, retail, transport, security services, the creative economy and local enterprises if properly packaged,” he said.
Olawuyi stressed that festivals such as Ojude Oba, Osun Osogbo Festival, Calabar Carnival, Felabration, Argungu Fishing Festival, Eyo Festival, New Yam Festival, and the growing Detty December experience should evolve into internationally recognised tourism brands capable of attracting visitors throughout the year.
He said Nigeria must shift from organising standalone cultural events to creating integrated travel experiences supported by coordinated publicity, affordable travel packages and clearly defined annual calendars that allow both domestic and international tourists to plan their visits well in advance.
“For a festival to become a tourism product, people must be able to reach it conveniently, affordably and confidently,” Olawuyi stated.
He identified inadequate accommodation, security concerns, insufficient training, poor destination marketing and limited international orientation as some of the major obstacles preventing Nigerian festivals from attracting larger numbers of foreign visitors.
According to him, tourism stakeholders must develop experiences that appeal not only to Nigerians but also to international travellers who may be unfamiliar with the country’s languages and cultural traditions.
He also advocated decentralising tourism by encouraging visitors to explore destinations beyond the traditional Lagos, Abuja and Port Harcourt corridor, thereby allowing more communities to benefit from tourism revenue while changing global perceptions about Nigeria.
Highlighting the airline’s role in supporting tourism, Olawuyi said United Nigeria Airlines currently operates flights to major cities including Lagos, Abuja, Port Harcourt, Enugu, Asaba, Benin, Owerri, Kano, Sokoto, Warri and Anambra, with Jos and Kaduna expected to join the network soon.
He explained that the airline is prepared to collaborate with tour operators, hotels, destination managers and event organisers by offering special industry fares, seasonal travel packages and bundled tourism products that combine flights, accommodation and festival experiences.
