By Ekunkonye Junior, Abuja
The Permanent Secretary of the Federal Ministry of Arts, Culture, Tourism and Creative Economy, Dr. Mukhtar Yawale Muhammad, has emphasized the crucial role of the Nigerian Tourism Development Authority in driving the country’s creative economy. During a working visit to NTDA headquarters in Abuja, Dr. Muhammad described the Authority as a “core and strategic institution” within the ministry’s ecosystem.
Dr. Muhammad stressed the importance of collaboration among sister agencies, stating that overlapping functions should be seen as strengths rather than challenges.
He urged NTDA to identify low-hanging fruits, set priorities, and drive initiatives that showcase Nigeria’s rich tourism potential both locally and internationally.
The Permanent Secretary also encouraged NTDA to leverage public-private partnerships and innovative financing, emphasizing that lack of government funding should not be a barrier to success.
In response, the Director overseeing the Office of the Director-General, NTDA, Mr. Ovie Esewhaye, outlined some of the Authority’s recent strides including: digitalizing its accreditation processes for Hospitality and Tourism Establishments, by allowing businesses to register online from anywhere in the world; promoting the Tour Nigeria brand across festivals, exhibitions, and seminars to deepen domestic tourism and; partnering with ECOWAS and the Standards Organisation of Nigeria on national tourism standards.
The Authority, he went has: established a Convention and Visitors Bureau to market Nigeria as a Meetings, Incentives, Conferences, and Exhibitions destination; and improved tourism data collection through digital dashboards, in line with CBN and UN requirements.
Ovie assured the Permanent Secretary that NTDA remains committed to delivering on its mandate, promoting the Tour Nigeria brand, and positioning Nigeria as a globally competitive tourist destination. Dr. Muhammad’s visit underscores the ministry’s commitment to supporting NTDA’s efforts to develop and promote Nigeria’s tourism industry.
