The Director-General of the Nigerian Tourism Development Authority, Ola Awakan, turned heads at the World Travel Market in London by using live talking drum performances to showcase the country's cultural heritage and travel potential.
The event, which ran from November 3 to November 5 at Excel London, saw the Nigerian pavilion transform into an energetic hub of folk songs and dance. Awakan, commonly referred to as the Drummer DG, strapped on a talking drum to draw international crowds, tour operators, and investors to the stand, according to Tribune Online.
Travel agents and representatives at the booth used the high footfall to pitch travel packages, visa details, and investment openings across notable destinations such as Lagos, Calabar, Yankari, Obudu, Osun-Osogbo, and Argungu. The core message presented to attendees was that Nigeria remains open and secure for global tourism and commerce.
Beyond the cultural displays, Awakan held business-to-business discussions with foreign tour operators, airline representatives, and hotel chains. He marketed opportunities spanning meetings and conferences, eco-tourism, beaches, and the creative economy, while also encouraging Nigerians in the diaspora to champion the country’s image and invest locally.
In his engagements with international media, the NTDA boss explained that his goal is to return Nigeria firmly to the global events circuit, boost tourism's contribution to national revenue, and generate employment for young people.
Industry observers and European operators at the venue noted that the lively approach set the pavilion apart from traditional exhibition booths. However, tourism experts pointed out that the agency must now build on the momentum by finalizing business agreements, organizing familiarization trips, and pushing for expanded travel routes.
