NTDA and NIPR Partner to Boost Tourism Through Nigeria’s High Cultural Reputation Index Score

Light Nwobodo

Nigeria’s vibrant culture has once again been highlighted as a key driver for tourism growth.

In a recent assessment, Nigeria topped the culture category in a series of global indices compiled by the Nigerian Institute of Public Relations through the Nigeria Reputation Management Group (NRMG). The indices gauge the country’s reputation perception, according to Dr. Ike Neliaku, President and Chairman of the Governing Council.

During a meeting with a delegation from the Nigerian Tourism Development Authority (NTDA), led by Director General Mr. Ola Awakan, Dr. Neliaku confirmed that culture remains the cornerstone of tourism development. He noted that Nigeria’s culture achieved the highest score among the seven pillars used to measure the reputation index by his institution.

Dr. Neliaku praised Awakan for his use of storytelling to promote Nigeria’s rich cultural heritage and tourism potential, emphasizing that the two are inseparable.

The PR expert added that his institute will partner with NTDA to reshape the narrative and encourage Nigerians to act as ambassadors for the country.

“Tourism is a soft power of influence that we must fully exploit. I urge NTDA to lead the agenda, especially when engaging celebrities and influencers who can shape public perception,” he said.

Awakan thanked Dr. Neliaku for hosting the visit, noting that Nigeria has a pivotal role in Africa and that PR professionals are essential to achieving this goal.

He added, “We have dedicated platforms to share our stories, such as NITOUREY, which will be commissioned by the President soon. We will also continue to engage the private sector through viable public‑private partnership initiatives to ensure sustainability.”