The Director-General of the Nigerian Tourism Development Authority (NTDA), Dr Olayiwola Awakan, has urged stronger collaboration and storytelling to promote Nigeria’s tourism potential.

Awakan ​‌‌⁠⁠⁠‍⁠⁠‍​⁠‌‌‌⁠⁠​‌​made the call at the 2026 Annual Conference and Awards of the Association of the Nigerian Journalists and Writers of Tourism (ANJET) on Friday in Lagos.

The newsmen report that the conference’s theme was: “Nigerian Tourism Industry and Current Administration’s Immigration Reforms.”

Awakan said stronger cooperation and compelling storytelling were necessary to change negative perceptions of Nigeria and unlock the tourism sector’s economic potential.

“Outside the shores of this country, what people see is Nigeria and not any states.

“So, if it is Nigeria, we need to have a coordinated tourism, hospitality and travel agenda,” he said.

He said Nigeria had abundant tourism assets but required a deliberate, coordinated approach to showcase its cultural and natural wealth.

Awakan described the media as an indispensable partner in tourism development, saying responsible journalism could shape perceptions, build destination confidence and attract investment.

He urged tourism journalists to embrace accurate, ethical and constructive reporting to present Nigeria as an attractive destination for domestic and international visitors.

He also urged journalists to highlight emerging destinations, indigenous cuisines, festivals, creative industries, hospitality businesses and investment opportunities.

According to him, such coverage could stimulate domestic tourism, strengthen public-private partnerships, create jobs and support economic diversification.

The NTDA boss said the authority was collaborating with film and media organisations, including the Film and Media Centre and the Film Academy, to promote Nigerian stories.

“Nigeria is a microcosm of stories and we are yet to start telling these stories,” he said.

He urged journalists and writers to showcase Nigeria’s people, culture, arts and destinations rather than focus mainly on narratives of insecurity, violence and poverty.

“The onus lies with us, journalists and writers, to tell these stories and what we stand for,” he said.

Awakan said national development required collective action involving government, businesses, communities, media organisations and other stakeholders.

He disclosed that the NTDA was developing a tourism-dedicated streaming platform to showcase Nigeria’s tourism attractions, culture and creative industries.

Awakan said the project was approximately 75 per cent completed and was being developed in collaboration with private-sector partners.

He reaffirmed the authority’s commitment to working with the media on tourism marketing, destination promotion, policy communication and sustainable tourism development.

Awakan congratulated ANJET on the conference and the award recipients for their contributions to tourism journalism and national development.