NEWS AGENCY OF NIGERIA
Video: Okorosha Izombe: Promoting tourism via culture

Video: Okorosha Izombe: Promoting tourism via culture

533 total views today

By Francis Onyeukwu, News Agency of Nigeria (NAN)

The rich cultural features of the annual Okorosha Izombe cultural festival in Imo — eastern part of the country — qualify it for recognition as a fundamental cultural heritage that can boost tourism sector, culture enthusiasts have observed.

The culture has two months entertainment action packed windows, starting from the Itornkwa for Owu held around the first week of June to final Okorosha market carnival which comes up at Ogboafor market square on Aforukwu day in the first week of August every year.

Enthusiasts then note that if English Anthropologist Edward Burnett Tylor says culture includes knowledge, beliefs, arts, morals, law and custom, among other capabilities and habits acquired by man as a member of society, then Okorosha Izombe cultural festival is to reckon with in that regard.

These attributes by Tylor are encapsulated in Izombe cultural festival, an oil bearing community in Oguta Local Government Area of Imo.

The clan has estimated population of 162, 576 based on the figure obtained from the 2006 National Population Census, comprising 19 villages in the four autonomous communities of Aborshi, Umunwama, Obeabor and Ndiuloukwu in Imo.

As usual, the residents have begun the 2024 edition of the festival with Owu dance marking the beginning of Okorosha season.

Some cultural enthusiasts, who spoke in separate interviews with the News Agency of Nigeria (NAN), bared their minds on how the community sees the Owu/Okorosha culture and its potential for the development of tourism.

Mr Valentine Onwuka, a cultural enthusiast, from Amakofia community who gave the historical background of the culture said that Amakohia and Okwuorji villages were the originators of the culture in Izombe.

“Because our forefathers brought the culture before it spread to other villages, we are the first to perform the Itornkwa ritual, ushering in the Owu/Okorosha season before other Izombe villages yearly.

Onwuka said that the “culture recognises yam as the king of all crops in Igbo mythology and it begins after the cultivation and planting season by the people.

“It is after the market carnival and subsequent wrestling activity that the people begin to harvest and eat the new yam for the year’’.

According to him, as defined by Tylor, Okorosha culture has mechanism to promote peace and order during the season as the rules forbid residents from quarrels and anti-social behaviour.

“Okorosha has been an influential culture in our community and has survived more than 150 years providing arts, entertainment, fashion, happiness, strong consumer brands, innovation and prestige among our people,’’ he said.

Chief Marcellinus Ogbodo, a community leader from Umuokwu Izombe, described Okorosha as an age-long cultural heritage of Izombe people which synchronises with the agricultural activities of the people.

 

“If you look at the farm calendar in Izombe, in the month of June, an average farmer has finished cultivating and planting in his farmland and this is when the Owu dance starts.

“The festival climax in August with the Okorosha market carnival by from all the villages at Ogborafor Market Izombe.

“It is after the end of the festival that our people now go in the wrestling and harvesting of new yam which is the chief agricultural produce.

“During the season, the Okorosha rules prohibit quarrels and helps to unite the people, promoting peace and good neighbourliness, among others,’’ Ogbodo said.

He said in the time past, “ if you have an Izombe person as a friend and he hadn’t invited you to witness this culture, the person does not take your relationship seriously.

“The glamour and merriment associated with the market carnival is spectacular, each village Okorosha (masqueraders) made in beautiful designs and colours, sign and dance in their unique Okorosha language.

“The ambience of the event can be likened to best carnivals in the Brazil, Trinidad and Tobago and some Caribbean countries,’’ he claims.

Eze Uzoma Akopunwanne, the traditional ruler, Obeabor Izombe Autonomous Community, described Okorosha as a cultural identity of Izombe, noting that average native would want it projected internationally if possible.

He said in recent time, the clan is looking at the reform of the culture at a commercial point of view, saying “we hope to record high number of local and foreign tourists attracted to it annually’’.

Dr Akopunwanne, a retired director from the Niger Delta Development Commission (NDDC), Port Harcourt before he became the Obi II of Obeabor community, explained that the reforms would give Okorosha a 21st century tourism status.

“When I became the traditional ruler, I inaugurated a cultural committee in 2021 with a charge to the members to help come up with the innovation to transform the Okorosha and other cultural heritage of our people.

“This is because all the materials for the design of the Okorosha are articles of trade; fanciful materials and other entertainment materials promoting good businesses during the event.

“Two years ago, the kind of creativity exhibited by some communities, especially from Aborshi area was spectacular.

“Some produced animated isi egwu (type of Okorosha) that looked like tipper, forklift and other gadgets which innovators and technologists can take advantage of.

“The creativity was so fascinating that those who witnessed the event left with blissful memories and some of the dignitaries that we invited from the ministry of culture and tourism are itching to come again and again.

“We expect going forward that each year’s outing should have a special message to the extent that tourist who came would return home with meaningful messages,’’ he said.

Akopunwanne added that the uncertainty in the yearly date for the market carnival which affects willing tourists from planning ahead to enable them to participate is among the areas of reform.

The royal father said that the community would reach out to some big entertainment firms, corporate bodies and individuals, especially the Nollywood for partnership.

Akopunwanne explained that “Okorosha is not fetish, contrary saying there is nothing like the culture being fetish, besides our people have brought series of reforms in the culture which makes it a merry making and convivial venture’’.

For Mr Lucky Dibiagwu, the President, Umuokwu Izombe Development Association, an umbrella group for Umuokwu people in the Diaspora, participating in Okorosha festival is among the yearly activities for his association.

 

“We see this culture as the pride of our people that should not be left to die in the hands of our ageing community leaders.

“This year, we are going to sponsor at least 100 Okorosha to ensure Umuokwu emerged as the outstanding village during 2024 market carnival.

“My organisation also feels that promotion of this culture can be a vehicle to attract foreign investment and interests to our homeland.

“Izombe is richly blessed with numerous opportunities being an oil bearing community with vast arable land for agriculture. We strongly feel that through this means, a lot of development doors could open for our people,’’ he said.

Dibiagwu regretted that some Africans, including Nigerians abroad, would no longer remember their roots, saying getting involved in this kind of activity could be an antidote to bring such persons home.

The diaspora leader said that apart from promoting the cultural heritage of his people, the association had championed a lot of development programmes in Umuokwu community.

 

He used the medium to call on other Nigerian diaspora communities to identify with the homeland to assist in the development of the nation.(NANFeatures)(www.nannews.ng)

**If used, please, credit the writer as well as News Agency of Nigeria (NAN)

Guild decries members’ nonchalant attitude to health insurance

Guild decries members’ nonchalant attitude to health insurance

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By Taiye Olayemi

The Creative Designers Guild of Nigeria (CDGN) has decried the nonchalant attitude of its members toward the health insurance scheme plan provided for them.

Its National President, Mrs Joy Osawaru-Akinyemi, said this in an interview with the News Agency of Nigeria (NAN) in Lagos.

NAN reports that CDGN comprises of production designers, makeup artists, costume designers and property managers.

According to Osawaru-Akinyemi, the guild members are not indicating interest in the scheme in spite being an affordable package.

She, however, advised them to prioritise taking absolute care of their health and not subject to begging for financial assistance from the public when their health deteriorate.

“Right from the administration of my predecessors, majority of our members have never taken the health insurance seriously. We want the narrative to change this time.

“We have partnered with the Association of Movie Practitioners (AMP) and some other guilds to enrol our members in health insurance scheme under Reliance Insurance but we can only have few members enrol.

“The package has made provision for families of four, five and six. I want them to realise that health is wealth, we should all pay keen attention to our health.

“I will also advise members to always engage in annual overall medical check-up, this is what I do with my family, this will make us realise if there are issues with our health before it degenerates,” she said.

Osawaru-Akinyemi, who had just marked her one year anniversary in office, said the leadership of the guild had laid the foundation for a smooth and effective administrative structure within the year.

She said a couple of training had been done, which were geared toward building capacity for members.

She noted that her team had clear focus on corporate visibility.

”I remain excited that the guild members have been able to earn their respect as the creative power of Nollywood.

“I must say the past year has not been easy, but I have been doing my best, knowing that followership is partnering with a visionary leader to achieve common goals.

“Many thanks to the commitment of my team, the excos and members of CDGN as a whole,” she said.

Osawaru-Akinyemi, who is also the Vice Chairperson of Federation of Nollywood Head of Guilds and Associations, said that the head of guilds were working hard to ensure professionalism and create an enabling environment for collaboration among creatives.

“Given the kind of leaders we have now, we are all working in synergy in the interest of the industry and that for me is the icing on the cake.

“I am glad that members have begun to realise who they are and have a better understanding of their profession.

“They are very conscious of quality service delivery, the reason is that when I came on board, we engaged in several self-awareness campaigns,” she said.

Reacting to the sad incident where a makeup artist drowned and lost her life in River Niger at Onitsha, Osawaru-Akinyemi said the guild had scaled up the safety consciousness of professionals.

She said the rules of engagement for scenes on water had also been spelt out, and would be strictly adhered to.

“Stakeholders are together on the sustainability of safety culture for our industry. Reorientation of members and basic rescue training are all on the way.

“Now, we must know where filming is ongoing so our task force can be on ground to ensure conformity to rules of engagement and on hand for rescue in case things go wrong,” she said. (NAN)

Edited by Folasade Adeniran

Kwibohora 30: Rwandans in Nigeria celebrate 30 years of liberation

Kwibohora 30: Rwandans in Nigeria celebrate 30 years of liberation

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By Sarafina Christopher

The Rwanda High Commission in Nigeria on Saturday in Abuja celebrated the 30th anniversary of its liberation, known as Kwibohora 30.

The News Agency of Nigeria(NAN), reports that the celebration marked a significant moment in Rwanda’s history, symbolising the end of genocide and the defeat of the oppressive regime that orchestrated it on July 4, 1994.

This year’s theme, “Rwanda’s Journey Continues”, signifies the ongoing efforts towards national reconciliation, justice, economic prosperity and social development.

While Rwanda has made remarkable progress in these areas, the journey towards building a prosperous and unified nation is still ongoing.

Ambassador Christophe Bazivamo, Rwanda’s High Commissioner to Nigeria, reflected on the challenges Rwanda faced after gaining independence on July 1, 1962.

“While we acknowledge our independence day on July 1, Kwibohora, July 4 holds a deeper significance for Rwandans as it marks the day we reclaimed our nation, our dignity and our right to chart our own path.

“We honour the resilience of the Rwandan people and the bravery of the Rwandan Patriotic Army, highlighting their sacrifices in the struggle for freedom and peace.

“We express gratitude to those who fought for Rwanda’s liberation and honoured the heroes who laid down their lives for a free and united Rwanda,” he said.

The ambassador also added that true liberation involves healing, reconciliation and rebuilding.

“Rwanda’s innovative approach to justice, including initiatives like the Gacaca courts and the “Ndi Umunyarwanda” programme, has played a crucial role in healing the wounds of the past and fostering national unity.

“Today, Rwanda stands stronger and more united than ever before. Significant progress has been made in reducing poverty, expanding access to healthcare and education, and empowering women.

“With an impressive annual economic growth rate of 7 per cent, Rwanda has emerged as a key investment destination in Africa.

“We want to invite individuals to #VisitRwanda through #RwandAir to explore the country’s natural beauty, diverse wildlife and vibrant culture.

“For investors, Rwanda offers a supportive business environment and a government committed to facilitating growth and development,” he added.

Furthermore, the ambassador acknowledged the valuable collaborations with nations like Nigeria that had contributed to Rwanda’s progress.

He expressed gratitude for the partnerships that had supported Rwanda’s development and emphasised the importance of strengthening those relationships for mutual benefit.

In his remarks, Nigeria’s foreign affairs minister Yusuf Tuggar commended the people of Rwanda on their liberation, growth and achievements over the past three decades.

Tuggar, who was represented by Amb. Safiu Olaniyan, reaffirmed Nigeria’s commitment to enhancing cooperation with Rwanda and strengthening bilateral ties between the two countries.

NAN also reports that during the event, two lucky attendees won complimentary round-trip Economy and Business air tickets to Rwanda, adding a touch of excitement to the festivities.(NAN) (www.nannews.ng)

Zimbabwean-American poet celebrates African women

Zimbabwean-American poet celebrates African women

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By Taiye Olayemi

In a soothing and thought-provoking performance, Zimbabwean-American Poet and Artiste, U-Meleni Adebo, celebrated the beauty of African women.

Adebo, who performed during the unveiling of “Èyò by La Campagne” in Ikoyi, Lagos, extolled the uniqueness of the skin of black women.

The poet encouraged African women to remain resilient and always protect one another.

In a blend of spoken word and musical performance, she appraised the beauty of every black woman, to the excitement of the revellers.

She eulogised the African woman’s inner beauty of self assurance, strength and wisdom, likewise their radiant skin, hair texture and body shape.

Èyò by La Campagne is an Afrocentric relaxation centre, established by Chief Olawanle Akinboboye, Founder of La Campagne Tropicana Beach Resort in Lagos.

Akinboboye said that the facility, which comprised of a swimming pool, an event centre, a performance arena, a conference centre, VIP section, art gallery and more, would henceforth be made available for all to unwind.

He said the recreational centre would hold nightlife event every Sunday night, which would be tagged “African Beats and Bites”, where tourists would have access to local African cuisines.

According to him, lovers of nightlife will also be treated to beautiful performaces from renowned African artistes and bands.

“This is an extension of La Campagne Tropicana Beach Resort, where tourists will enjoy wonderful nightlife experience, accompanied by their choice of any African cuisine.

“This is my way of promoting everything African.”

The News Agency of Nigeria (NAN) reports that Atunda musical entertainment,  in scintillating performance, brought back beautiful and nostalgic memories of music from older artistes, with instructive proverbs and witty sayings and morals.

Other artistes that performed were: Ara Thunder, Olo-Omidan Bata and Tasha.

The guests also enjoyed interesting performance by a group of Eyo Masqueraders. (NAN)(www.nannews.ng)

Edited by Hadiza Mohammed-Aliyu

Artist urges FG to support sector with more grants

Artist urges FG to support sector with more grants

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By Taiye Olayemi
Nigerian visual artist, Promise Ebegbulem, has urged the Federal Government to create more avenues for artists to access grants, to enable them thrive in their chosen profession.

Ebegbulem made the call while speaking with the News Agency of Nigeria (NAN) in Lagos.

According to her, this is important because the few available platforms for grants are not easily accessible for many artists.

She said to encourage more individuals to embrace the profession, government must be deliberate in encouraging the existing artists.

According to her, this encouragement can be in way of providing opportunities for artists to access grants and establishing more public art galleries for constant exhibition.

“Investing in arts education from an early age, providing grants for art projects and establishing more public galleries and art spaces can significantly boost the industry.

“Creating platforms for artists to showcase their work internationally can elevate the perception of Nigerian art on a global stage.

“By doing so, we can inspire younger generations to pursue their artistic passions and contribute to the cultural and creative economy.

“It is crucial for the government to recognise the arts as a vital component of cultural identity and economic development.”

Speaking on her challenges, the artist said she had to contend with limited access to funds and inadequate exhibition spaces.

According to her, there is also the issue of inconsistent support, which makes it difficult for artists to sustain a career in the arts.

“It is also disheartening to observe lack of public appreciation for contemporary arts.

“To improve the industry, the government can establish more art grants and scholarships, develop infrastructure for art exhibitions and workshops, and create policies that protect and promote the intellectual property rights of artists.

“Fostering partnerships between local artists and international art institutions can open up new opportunities for collaboration and growth,” she said.

Ebegbulem, who has been practising for over nine years, said she had participated in more than seven public exhibitions where she shared her reflections on human nature and cultural values.

She said her journey, sparked by a profound personal challenge, led her to create captivating paintings that resonate with deep cultural, real life experience and emotional layers.

Ebegbulem said growing as an artist, she drew inspiration from artistic legends like Jean-Michel Basquiat and Ben Enwonwu.

Speaking on her recent work entitled “Reflections of Humanity”, Ebegbulem said she tried to make people realise the essence of engaging in self-reflection.

“Reflections of Humanity” is a mixed-media installation that combines traditional painting techniques with contemporary digital elements.

“The piece explores the importance of self-reflection, acknowledging Nigerians’ shared human experience, and celebrating cultural diversity.

“I was inspired by the current global happenings, where there seems to be a growing disconnect between people and their cultural roots.

“With this work, I aim to encourage viewers to pause, reflect on their own lives, culture and recognise the potential for greatness and unity within our human diversity.

“There will be a solo exhibition of this work in August,” she said.

Ebegbulem, who described herself as a self-taught contemporary visual artist from Imo, said she is currently a certified Artificial Intelligence Scientist and aspiring to do more.(NAN)

Edited by Folasade Adeniran

National Theatre GM urges more investment in cultural tourism

National Theatre GM urges more investment in cultural tourism

324 total views today

 

By Babajide Awoyinfa

The General Manager, National Arts Theatre, Tola Akerele, has called for more investment in cultural tourism, creative industries, and multicultural education to further leverage Nigeria’s diversity.

Akerele made the call on Tuesday in Lagos at a World Cultural Day celebration organised by the National Theatre in collaboration with the National Association of Nigerian Theatre Arts Practitioners (NANTAP).

The theme of the programme is “Harnessing Cultural Diversity to foster Unity and drive Economic Growth in Nigeria”.

“Cultural diversity is not a liability; it’s an asset waiting to be adequately harnessed.

“By embracing our diversity, we position Nigeria as a global leader – a hub of creativity and ingenuity.”

She highlighted the creative industry’s significant contribution to Nigeria’s GDP, citing the sector’s impressive figures from 2023.

“The creative industry, particularly motion picture and music recording, accounted for roughly N154 billion (approximately 197.6 million U.S. dollars) of Nigeria’s GDP in 2023.

“This figure demonstrates the sector’s vital role in Nigeria’s overall economic landscape,” she said.

According to Akerele, Nigeria’s cultural wealth is a testament to the resilience, creativity, and ingenuity of its people.

“We must recognise and celebrate our differences, rather than allowing them to divide us,” she said.

She emphasised the importance of promoting intercultural dialogue, celebrating Nigeria’s cultural heritage, and exploring ways to harness diversity for economic growth.

Renowned Playwright and Theatre Director, Ben Tomoloju, highlighted the importance of multiculturalism in promoting entrepreneurship and innovation in Nigeria.

The playwright defined multiculturalism as “the state of a society or the world in which there exists numerous distinct ethnic and cultural groups seen to be politically relevant.”

Tomoloju urged stakeholders in the cultural industry to explore the potential of Nigeria’s diverse cultural heritage and optimise its commercial benefits.

“I encourage the community of culture producers to take stock of extant manifestations of the Nigerian cultural industry and assess their potential use-value.”

According to him, the democratisation of culture is essential for widening the space for participation of the people in organised cultural life.

Tomoloju emphasised Nigeria’s rich cultural heritage, with over 370 ethnic groups, each with its own language and cultural peculiarities.

He acknowledged organisers of the event for their efforts in promoting Nigerian culture.

He also recognised the National Theatre as a legacy of Nigeria’s most ambitious and globally celebrated cultural event-FESTAC 77.

NAN reports that the event featured a vibrant celebration of Nigerian culture, with performances, exhibitions, and discussions showcasing the country’s rich cultural heritage.

Guests included dignitaries, cultural icons, and stakeholders from the creative industry. (NAN)

Edited by Folasade Adeniran

Returned artifacts will boost Edo’s tourism potential – Obaseki

Returned artifacts will boost Edo’s tourism potential – Obaseki

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By Maureen Okon

Gov. Godwin Obaseki of Edo has said that the stolen Benin artifacts recently returned to the state would boost its tourism potential .

“The artifacts will bring back our status as the tourism hub of the country,” Obaseki told the News Agency of Nigeria (NAN) on Sunday in Abuja.

According to him, the returned artifacts are “still within the federal realm, while the state is facilitating the storage infrastructure for the relics”.

He said his administration had invested much in infrastructure development and facilities for storing, research and preservation of the cultural artifacts.

“Building of the infrastructure will not only help preserve Edo’s cultural heritage, but also provide a safe and proper environment for exhibiting these delicate artifacts.

“These measures are put in place so that when these artworks eventually come into the state , we will have a safe place where they can be properly stored.

“As you know, many of them are very old and very fragile and need to be specially handled.

“That is why the Edo government has to invest in infrastructure for proper storage of these artworks.

“We have also collaborated with experts and investors to build the infrastructure so that when the artifacts come, the state can professionally handle them,’’ he said.

According to the governor, the tourism potentials of the artifacts and relics will strategically position the state as a tourism hub for both local and international visitors.

“As we speak, part of the strategy for developing Edo is the strategic plan to make the state a tourist hub for Nigerians and foreigners, given its natural beauty and strategic location.

“Edo, by its nature and location, is a tourist place where you cannot move from the West of the country to the East and the South-South, without passing through.

“The government is also going to create facilities to showcase the beauty of Edo, its culture, food, arts, and history that will attract visitors and promote economic growth.

“The world is tilting toward tourism as an income generating sector and Edo is poised to tap on that,” Obaseki said.

NAN recalls that in December 2022, Germany returned 22 artifacts looted during the 1897 Benin invasion.

Former President Muhammadu Buahri, in his respect for Benin Kingdom, told the German government that the artifacts would be returned to the traditional ruler and not to the Nigerian state, as Germany had expected.

Buhari named the Oba of Benin as the recipient of the items.

The traditional ruler is a descendant of the sovereign chief, who reigned over the Kingdom of Benin, when the Bronzes were looted by the British at the end of the 19th century. (NAN)(www.nannews.ng)

Edited by Kevin Okunzuwa/Ephraims Sheyin

Nigeria, China reaffirm commitment to promote cultural diplomacy

Nigeria, China reaffirm commitment to promote cultural diplomacy

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By Sarafina Christopher and Eletta Mercy

Mr James Sule Permanent Secretary, Federal Ministry of Arts, Culture and Creative Economy, has reaffirmed Nigeria’s commitment to fostering lasting mutual ties with China through cultural diplomacy.

Sule said this on Wednesday in Abuja during the “Energy China – Nigeria Dance Competition Final ” hosted by the China Cultural Centre and China General Chambers of Commerce in Nigeria in collaboration with China Energy International Group Nigeria Co., Ltd.

According to him, Nigeria’s rich cultural heritage and diverse traditions are essential elements that can be showcased globally through cultural diplomacy.

“By collaborating with China, a country with a long history and rich cultural legacy through cultural diplomacy, Nigeria aims to enhance its cultural influence and facilitate cross-cultural dialogue that transcends political and economic boundaries.

“We believe that by promoting cultural diplomacy, we can build connections that span continents, promoting understanding beyond politics and economics,” Sule said.

According to him, Nigeria aspires to be a beacon of artistic innovation, a hub where diverse voices converge, and a place where cultural exchange thrives.

Sule assured that with the unwavering support of the Ministry of Art, Nigeria was committed to fostering enhanced cooperation and collaboration with China to strengthening their partnership through cultural diplomacy.

Also speaking, Mr Li Xuda, Director of China Cultural Centre in Nigeria, said,” China views cultural diplomacy as a key component that can not only go beyond political, religious and cultural boundaries, but also play an important role in multinational cultural exchanges.”

According to him, Nigeria is a land of rich and colorful cultural heritage which gives opportunity for cultural exchanges to thrive.

“Nigeria, long celebrated for its festivals, music, sculptures, literature, film, and dance, is seen by China as an essential partner in advancing its cultural diplomacy objectives in Africa.

“By nurturing cultural exchanges and forging cultural connections, China envisions a more profound bilateral relationship with Nigeria in the future,”Li said.

Mr Li Baisheng, Managing Director from China Energy, expressed appreciation to the Embassy, the China Cultural Centre judges and participants for their strong support towards China-Nigerian cultural exchanges.

He noted that since entering the Nigerian market in 1999, Energy China had actively participated in the development of Nigeria’s power and infrastructure field.

“Energy China is also committed to promoting economic, trade and cultural exchanges and cooperation between the two countries to reach the goal of sharing Chinese harmony, and performing Nigeria-China,”he said.

The News Agency of Nigeria(NAN) reports that the Bwari Dance Group, Nigeria and Wang Ao from China, both emerged tops,with each group cashing home the star prize of N500,000.

While second and third runners up received cash prizes of N200,000, and N100,000 respectively. (NAN)(www.nannews.ng)

Edited by Kevin Okunzuwa/Halima Sheji

Engaging Nollywood to showcase Nigeria’s tourism endowment

Engaging Nollywood to showcase Nigeria’s tourism endowment

488 total views today

By Joshua Olomu, News Agency of Nigeria (NAN)

All over the world film is more than an entertainment outlet. It is used as a tool for shaping opinions, driving national narratives to the larger world and projecting a nation’s cultures, economic, technological and other advantages.

Besides its entertainment value, one area where the motion picture is intentionally applied is as a tool for global marketing and advertisement of the tourism sector.

Films are unique platforms for promoting tourism, offering a blend of entertainment and destination marketing that can captivate audiences and inspire travel.

Some of the most admired and visited tourist attractions and destinations, such as the Eiffel Tower in Paris and the Great Wall of China attracted global attention through the power of the visual media.

The wonder of the screen can make tourists travel from around the world to visit the Statue of Liberty in New York and the Pyramids of Giza in Egypt.

Films are powerful tools for promoting tourism by bringing destinations to life, showcasing their unique attributes, and inspiring audiences to visit the real-world locations they have seen on screen.

The Nigeria’s film industry, known as Nollywood, is globally recognised as the second largest film producer in the world, turning out over 2,500 movies yearly.

It is only surpassed by Bollywood of India, even though Nollywood does not rake in as much income annually as the others, it is renowned for its rich and unique story telling attributes.

Before COVID-19 pandemic erupted Hollywood contributed $504 billion to the U.S. GDP. The figure represents at least 3.2 per cent of the goods and services portion of GDP.

Conversely, according to a research firm, PricewaterhouseCoopers, Nigeria’s film industry contributed only $660 million to Nigeria’s GDP in 2021.

One of those who think Nollywood can do better in terms of revenue generation for the country is the Vice-Chancellor, University of Abuja, Prof AbdulRasheed Na’Allah.

“Nollywood can turn around the fortunes of the Nigerian economy. The government must understand that now.

“It is in the interest of the government to know that film industries are multi-million-dollar ventures. They can create wealth.

“From all over the world, people are watching Nollywood. People are beginning to know Nigeria through Nollywood.

“Is it our music, film, cultural dance, or language? We are taking the world by surprise, and because it is going to Japan, China and America, it is creating foreign reserves for Nigeria”, he said.

He spoke at a three-day conference in Abuja, yesterday, in honour of visiting lecturer, Prof Onookome Okome of the Department of English and Film Studies, University of Alberta, Canada, the VC tasked the Federal Government to support Nollywood.

Just like the Nigerian music brand, Afrobeat, Nollywood products have evolved to become global brands that are known and accepted across the world.

In recent times, the industry has produce blockbusters that have been screened in international cinemas, nominated and screened at prestigious festivals such as the Toronto Film Festival, Berlin Film Festival, Cannes Film Festival, among others.

Therefore, it can be argued that Nollywood, as one of Nigeria’s best exports to the world, has not been adequately engaged in showcasing the nation’s rich tourism potential to attract inbound tourists.

Nigeria is known for its rich historical and cultural heritage, breath-taking landscapes and diverse wildlife, which position it as a potential choice destination for tourists seeking unique experiences and adventures.

The country is home to nature tourism, with a lot of natural attractions, including lush rainforest, Savannas, wetlands and unique flora and fauna, spread across its six geopolitical zones.

This diverse ecosystem offer interesting activities to tourists, such as bird-watching,photography,star-gazing,camping,hunting,fishing,hiking and games viewing.

However, with these amazing tourism attractions spread across the country, beside various cultural fiesta and celebrations, Nigeria is yet to be classified as global tourism destination.

In the 2019 UNTWO World Tourism Ranking, Nigeria was not among the first 10 countries in Africa, with Egypt, Morocco and South Africa standing at first, second and third positions in that order.

Primarily, this ranking is based number of visitors and the income generated from the sector within the period.

Perhaps, inadequate packaging, promotion and effective marketing of the nation’s tourism attractions to the global market is the major drawback to the sector, and this is where Nollywood should be engaged by relevant authorities.

There is need for synergy between industry players, and this is where the Nigerian Film Corporation (NFC) and the Nigerian Tourism Development Authority (NTDA) need to show political will, patriotism and commitment.

NFC has the mandate to establish a robust framework for fostering a thriving and enduring film industry and cinema culture in Nigeria, and thereby actively contributing to the socio-economic advancement of the nation.

One of the NFC’s cardinal functions is to produce films for domestic consumption and export, and this is what puts it in the best position to engage stakeholders in Nollywood.

NTDA is responsible for the planning, supervision, development and marketing of tourism in Nigeria, and it has the duty to encourage people living in Nigeria to take their holidays therein and people from abroad to visit Nigeria.

These agencies need to join hands to initiate a pilot project and engage relevant guilds in Nollywood including the Screen Writers Association of Nigeria, Association of Movie Producers and the Actors Guild of Nigeria.

At the ideation stage of the project, a script should be written with a story line that set historical and cultural landmarks, parks and wildlife as locations for such film.

Other tourist locations such as Yankari Game Reserves, Ikogosi warm spring, Erin Ijesha water fall, Ojukwu Bunker, among others should as well be captured.

The various cultural festivals such as Argungu Fishing Festival, Osun Osogbo Festival, the Calabar Carnival and others should be reflected in such project.

The Federal Government, through its relevant ministries, should as well come up with an incentive mechanism for filmmakers whose projects tends to promote the nation’s tourism landscape.

These collaborations between filmmakers and tourism authorities will consequently lead to joint marketing efforts where film trailers can be paired with tourism advertisements, and locations can offer incentives for film crews to shoot there.

There is no doubt, if well engaged, Nollywood films will introduce audiences to locations they might not have known about, effectively serving as advertisements for these places.

Such films will also highlight the cultural aspects of a location, from food and festivals to traditions and architecture, and this cultural exposure can evoke viewers’ interest in experiencing these elements first hand.

As Nollwood films take more dominant place on global stage, using them to highlight the rich tourism attractions that abound in the country will create emotional connections with viewers.

This will attract both domestic and inbound tourists to locations which will ultimately bring sustainable tourism development and make the sector a major source of national revenue.

To be a vehicle for selling Nigerian’s tourism potential to the international community, Nollywood should take the positives from the country.

Then Speaker of House of Representatives, Femi Gbajabiamila, addressed this concern at Leadership Master Training for Nollywood Celebrities and Stakeholders training under the platform of Actors’ Guild of Nigeria (AGN).

“Beyond the questions of economics and profit, there is the issue of the critical role of Nollywood in influencing culture, defining national character, and promoting national identity.

“You also have a responsibility to tell the best stories of our beloved country’’, said Gbajabiamila, now Chief of Staff to President Bola Tinubu.

The Minister of Art, Culture and Creative Economy, Hannatu Musawa, acknowledges to enormity of the task but remains upbeat about what the industry can do.

“We are uniquely positioned in this great nation, endowed with an abundance of human capital and boundless possibilities.

“Our collective aim is singular, and it is bold: to position Nigeria as the world’s culture, creativity and entertainment capital“, she said. (NANFeatures)

**If used please credit the writer and News Agency of Nigeria(NAN)

Italian embassy celebrates Yoruba culture through artwork

Italian embassy celebrates Yoruba culture through artwork

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By Maureen Okon

The Italian Embassy in Nigeria on Wednesday in Abuja celebrated the rich cultural heritage of the Yoruba through a collage of artworks with the theme – `human and spiritual wealth of Yorubas”.

The celebration involved a solo exhibition of artworks of prominent Italian artist, Mr Luigi Ballarin.

The Italian Ambassador to Nigeria, Mr Stefano De Leo speaking at the solo art exhibition, said art collection was a tribute to the over 40 million Yoruba-speaking people in West Africa.

De Leo said that Ballarin’s artworks had captivated audiences around the world.

“Today, it was a privilege to have his exhibition celebrating the Yoruba culture of Nigeria.

“His passion for exploring the intricacies of different cultures is evident in his work, reflecting a deep respect for tradition and a profound understanding of the human experience.

“In doing that, Ballarin has taken profound inspiration from the rich tapestry of traditions and artistry that define this vibrant community.

“Through his art, he has sought to capture the essence of the Yoruba people, their history, and their enduring legacy of creativity and spirituality.

“With a keen eye for detail and a deep appreciation for the beauty of the world around him, Ballarin invites us to join him on a journey of discovery and enlightenment, ‘’he said.

Mr Luigi Ballerina, Italian artist and solo exhibitor on Yoruba heritage.

 

Also speaking, Ballarin said that the Yoruba people were one of the largest in West Africa, adding that, over the centuries they had developed a refined culture.

“This is why the title of the exhibition is called the human and spiritual wealth of the Yoruba people.

“One of the most characteristically masks and headdresses, together with ritual costumes.

“Within each Yoruba community, art occupies a prominent place and a distinct artist tradition that remains vital and influential even in the current era.

“I think immersing myself in such a different and complex culture is incredibly constructive, fascinating, and stimulating, ” he said.

According to the artist, preparing for this exhibition, I felt pushed into a dreamlike dimension because Nigeria is full of prodigious stories.

He also referred to a recent book titled; “African Venice in Italy”, adding that it was the first guide that spoke about the African presence in the Venetian city of yesterday and today.

“There are about 20 essays, poems, and reflections that enrich the narratives of the African past and present of Venice.

“Therefore, art and writing can act as a bridge which unites people and continents.

“How do you explain Africa to those who judge it without ever having to caress this red and dusty land with their own hands? He queried.

Some of the artwork in the exhibition “Human and Spiritual Wealth of Yorubas’

The News Agency of Nigeria (NAN) reports that the Yoruba language is spoken in the Western African countries of Nigeria, Benin Republic, parts of Togo, and Sierra Leone.

It, therefore, constitutes one of the largest single languages in sub-Sahara Africa.

NAN recalls that Ballarin did a similar art exhibition in July 2023 titled ” Colours of Noble Cultures’’ of the Northern part of Nigeria, precisely depicting the Kano Durbar. (NAN)(www.nannews.ng)

(Edited by Kadiri Abdulrahman/Emmanuel Yashim)

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