By Mashe Umaru Gwamna
The Federal government has unveiled a digital platform called NITOUREY, to tell Nigeria’s stories, showcase cultural narratives, tourism destinations and unlock vast economic potentials to Nigerians and global audiences.
Speaking at a press briefing in Abuja yesterday, the Minister of Arts, Culture, Tourism and the Creative Economy, Barr. Hannatu Musawa, described the initiative as a major step that will reposition Nigeria as a leading global destination for tourism, culture, and creative excellence.
The Minister said NITOUREY, is a bold and forward thinking digital initiative that aligns with the Renewed Hope Agenda of president Bola Ahmed Tinibu.
“ This platform in particular will harness the power of the digital economy to amplify Nigeria’s rich cultural narratives.
“Nigeria is abundantly blessed with an unparalleled diversity of culture, heritage, landscapes, and creative expressions”.
Musawa, explained that there is a long time decline in the tourism sector, Nigeria tourism assets have remained underutilized on the global stage.
She reiterated that with the introduction of NITOUREY, “it will now provide us with a strategic platform to change that narrative, telling our stories in our own voice, through compelling, high-quality multimedia content that can reach audiences across the world.”
She emphasized that in an era driven by digital consumption, streaming platforms have become powerful tools for cultural diplomacy, economic growth, and national branding.
“Through this initiative, we are not only showcasing destinations but also creating opportunities for filmmakers, content creators, tourism operators, and young Nigerians within the creative ecosystem.
“This is a commendable Public-Private Partnership initiative that demonstrates the kind of collaboration required to unlock the full potential of Nigeria’s tourism and creative industries”.
She added that NITOUREY is also a clear reflection of the innovative direction that the Nigerian Tourism Development Authority is taking to modernize tourism promotion in Nigeria.
“NITOUREY will undoubtedly make both local and international impact.
“The Federal Ministry of Arts, Culture, Tourism and the Creative Economyremains fully committed to supporting initiatives such as NITOUREY that enhance visibility, attract investment, create jobs, and contribute meaningfully to the diversification of our economy”,she said.
Similarly, the Director General of NTDA, Ola Awakan, described NITOUREY as a transformative platform that will redefine how Nigeria is presented to the world.
He emphasized that tourism thrives on perception, visibility, and storytelling, noting that the platform will collaborate with key institutions including the Nigerian Film Corporation (NFC), National Film and Video Censors Board (NFVCB), and the National Information Technology Development Agency (NITDA) to deliver high-quality content.
Awakan added that the initiative is powered by a strong public-private partnership involving TOURCLIQ Creatives Limited and JM MiSA International Limited, underscoring the importance of collaboration in unlocking the full potential of Nigeria’s tourism and creative industries.
He further revealed that NITOUREY will spotlight iconic destinations across Nigeria’s six geopolitical zones, including Zuma Rock, Yankari Resort and Safari, the Argungu Fishing Festival, Ngwo Pine Forest and Cave, Obudu Mountain Resort, and Olumo Rock, projecting them to a global audience.
According to him, the platform will serve as a digital bridge connecting Nigeria to the world by telling authentic stories capable of driving increased tourist traffic, investment, and economic activity.
The NTDA boss called on media practitioners, corporate organizations, investors, and content creators to support the initiative, stressing that a collective effort is essential to reposition Nigeria as a globally competitive tourism destination.
“With NITOUREY, we are not just promoting tourism; we are shaping narratives, curating experiences, and building a sustainable future for the sector,” he said.
Earlier, The Chief Executive officer of Tourcling Creative Limited, Adegboye Ajibade said that Nitourey idea was born out of the wrong narratives and gaps said about our governments globally.
“The
essence of Nitourey is to change the narrative of how our beautiful culture and traditions is viewed globally.
Also, In his presentation of Nitourey initiative , the Chief Executive Officer JM Misa Inc, Opeyemi Olatunji
said Nitourey is the African 1st tourism streaming hub , that will
connect people locally and internationally through the digital platform . “ People will see Nigeria rich tourism on Netflix and YouTube.
“There is no story without tourism”.
He described Nitourey as a multiple dimensional streaming hub that has a global library accessibility to Film , animation cultural blending and economic growth .
Nitourey initiative is a public-private partnership designed to project Nigeria’s diverse cultural assets and unlock Nigeria economy potentials in the tourism sector.
