Cultural tourism key to economic growth, says Alaafin of Oyo

By Adejayan Gbenga –

The Alaafin of Oyo, His Imperial Majesty, Oba Abimbola Akeem Owoade I, has called for unity among all Yorubas to preserve and revive the cultural heritage and values of the race.

Oba Owoade emphasised that cultural tourism could play a pivotal role in boosting Nigeria’s economy, offering a sustainable alternative to reliance on oil.

According to a statement released on Friday by Bode Durojaiye, Director of Media and Publicity to the Alaafin, Oba Owoade, while speaking during this year’s Iyake International Festival at Ado-Awaye in Oyo State, highlighted the importance of shifting national focus from oil to tourism, while also reviving traditional values, art, and culture.

“The rise of the Asian Tigers, particularly China, from underdeveloped to developed nations was culture-driven,” Oba Owoade said. “The 1965–1968 Cultural Revolution restored Chinese cultural principles and transformed political opinions and behaviour, laying the foundation for their economic success.”

He added, “Today, China is one of the strongest economies in the world, thanks to cultural rejuvenation. Similarly, Nigeria’s development must be rooted in the protection, appreciation, and promotion of our cultural heritage to attract global attention and investment.”

Oba Owoade stressed that valuing local cultural assets is essential for economic growth. “We must harness the potential of our cultural artifacts and festivals. With proper development to meet international tourism standards, these initiatives can generate significant foreign earnings and stimulate rural economies, where most tourist sites are located.”

He also highlighted the social benefits of cultural tourism, noting that it could reduce rural–urban migration and ease congestion in cities by providing employment and income-generating opportunities for rural communities.

Accompanied by his Queen Consort, Ayaba Abiwunmi, the Alaafin cited the Yoruba tradition of art as an example of culture thriving alongside economic productivity. He explained that historically, vibrant commercial systems allowed artists access to materials such as metals, wood, and clay, enabling creativity and innovation in Yoruba arts and crafts.