By Joan Odafe

Some scholars have called on stakeholders in the creative sector to embrace ‘digital cultural tourism’, and greater investment in the industry, as tools for economic growth and cultural preservation.

The scholars made the call during the end of a two-day international conference organised by the Centre for Black and African Arts and Civilisation (CBAAC) in Lagos.

The News Agency of Nigeria (NAN) reports that the conference was organised by CBAAC in collaboration with the Faculty of Arts, UNILAG, and the Institute of African and Diaspora Studies (IADS).

The event is with the theme, ‘Cultural Tourism, Creative Economy and Sustainable Development in Africa’.

A scholar at the Department of Linguistics, African and Asian Studies, UNILAG, Dr Adedoyinsola Eleshin, said before now, language was regarded as a crucial aspect of tourism because of its role of communication between tourists and locals.

Eleshin, however, said in recent times, language had found its way into the centre stage of digital tourism.

According to her, digital cultural tourism is the use of platforms and technologies to promote and preserve indigenous cultures, languages and traditions, while providing economic opportunities for the communities.

She said the future of tourism lies not only in physical travel but also in immersive digital experiences driven by content creators, who she described as digital tour guides.

“Digital travel has become the reality of many people these days as it can be used for relaxation, entertainment and education,” she said.

She expressed concern over the tendency to dilute or modernise names and concepts in digital content.

Eleshin said most digital tour guides create cultural content in Nigerian indigenous languages, and English, which many times face the risk of losing the originality, roots and tradition of the tourist destinations.

Citing an example, and referring to a particular kind of Yoruba cap, she said: “I do not expect you to call this a cap but ‘Abeti Aja’ because in translating to English, you will say a cap that looks like the ear of a dog.

“Other words include garri, referred to as cassava flakes; akara, bean cake and moi-moi, bean pudding.”

Eleshin urged creatives to create content to meet the needs of those who tour digitally, adding that language is an integral part of culture, and they should go together.

She recommended funding for research centres and academic programmes focused on digital tourism, to sustain the growing niche.

Also, Dr Christabel Aba Sam, a lecturer in the Department of English at the University of Cape Coast, Ghana, said that literature, film, music and other creative sectors were essential tools for cultural awakening and economic independence across Africa.

Tracing the historical roots of Pan-Africanism to intellectual legacies of pioneers such as Martin Delaney and Edward Blyden, Aba Sam described the movement as a response to the shared history of slavery and colonial rule.

“Pan-Africanism is a call to minimise Euro-American influences so that Africa can thrive.

“The creative industry involves sectors that produce intellectual products of cultural value and essence based on creativity and imagination,” she said.

She urged the creatives on various platforms, including film, television, radio, literary writers, music, design, advertisement, among others to minimise Euro-American influences on cultural heritage.

Aba Sam further urged stakeholders to create digital avenues to compete with platforms like Netflix, so they could correct ideological distortions between African traditional culture and Western pop culture.

NAN also reports that the event, which was a gathering of stakeholders, including scholars, culture custodians, artists and policymakers, was aimed at deliberating on the cultural and economic future of Africa. (NAN)(www.nannews.ng)

Edited by Folasade Adeniran