By Frank Meke
A beautifully designed congratulatory flyer by the Institute of Tourism Professionals of Nigeria (ITPN), announcing the appointment of Mr. Olayiwola Awakan as the new Director-General of the Nigerian Tourism Development Authority (NTDA), recently caught my attention — and got me thinking deeply about the current state of tourism in Nigeria.
Mr. Awakan, as a journalist and a Nigerian, deserves his appointment. He is welcome to our world. Yet, one cannot help but question his capacity and experience to manage the complex cultural and developmental challenges within our tourism sector. Until this appointment, I had neither heard much about him nor encountered any defining professional exploits in journalism bearing his name. But then, as they say, the hood does not make the monk.
My concerns stem from the pattern of politically motivated appointments that have characterized the sector since this administration came to power two years ago. Many of these appointments reflect more of political patronage than genuine commitment to repositioning the industry.
The sector has become, sadly, a dumping ground — a place where party loyalists, “boys and girls” of the ruling class, are sent when no other roles are available. The result? Stagnation, confusion, and a worrying lack of direction.
It would be an unnecessary exercise to review the performance of Hannatu Musa Musawa, the current Minister of Art, Culture, and the Creative Economy. Her two-year tenure speaks volumes. She has signed an avalanche of Memoranda of Understanding (MoUs) with all kinds of individuals and organizations — local and international — that have yielded little to no tangible result.
Her leadership has been more optics than substance, a performance theatre of glowing press statements, flashy appearances, and social media gimmicks. Beneath the glitter lies emptiness — a clear failure to translate promises into progress.
While the President and his inner circle seem to conduct thorough research in recruiting technocrats to drive reform in other key sectors — aviation, immigration, and the marine and blue economy — culture and tourism appear to have been abandoned to the politically expendable.
Compare the competence and structure of teams in those sectors to ours, and the difference is stark. A few individuals within tourism have shown capacity, but many have been misaligned, misplaced, or completely unfit for the roles they occupy.
Musawa’s antics may appeal to those who crave glitz and Instagram glamour, but her ministry remains far from effectively leveraging digital technology to put Nigeria on the global tourism map.
Truth be told, the pattern of appointments in this sector suggests that this administration places little to no strategic hope in culture and tourism. Two years down the line, it’s been an unending sunset for Nigerian tourism — no Uhuru in sight.
Now, to Mr. Awakan. Nearly a week after his appointment, the new NTDA boss is yet to resume in Abuja. A recent video clip of him alongside a woman self-styled as “Mama Tourism” raises concerns. I fear Mr. Awakan might have already “entered one chance,” as we say on the streets — trapped in the company of opportunists who will only complicate his mission.
Within the NTDA, staff members are said to be praying for his arrival — some out of curiosity, others out of skepticism. They wonder if he will continue the legacy of inconsistency and bureaucratic confusion that has haunted the agency for years.
Some have asked that I set an agenda for the new DG. But how can one set an agenda for a man who hasn’t even resumed duty or publicly embraced his new role? Could it be fear, hesitation, or a lack of conviction?
The private sector’s silence since his appointment is telling. Many have simply refused to celebrate. Not because they despise Mr. Awakan, but because history has taught them to expect little. His predecessors have left a trail of disappointment and mistrust.
Mr. Awakan, I understand your likely dilemma. This government, while loud on promises, often leaves its appointees with empty purses and unrealistic expectations. Many resort to optics — chasing photo opportunities and shallow publicity — instead of confronting the real issues.
If you are hesitant, perhaps it’s because you already sense what awaits you in Abuja: a demoralized workforce, a near-empty treasury, and a mountain of bureaucratic weeds to clear.
When you eventually resume, you’ll encounter influence peddlers waiting to hijack your vision. You will need wisdom — plenty of it. Seek guidance from those who succeeded, and learn from those who failed. Above all, choose collaboration over ego.
As a journalist, you must also recognize that NTDA is not a newsroom. It is not a television platform to watch others perform while you remain a spectator. Tourism thrives on proactive engagement, innovation, and credibility.
Beware of sycophants and “industry noise-makers” who will rush to take selfies with you. Remember, Judas dined with Jesus but was the first to betray Him.
Until you officially resume and take hold of your NTDA mandate, I join other cautious observers in welcoming you to the world of Nigerian tourism — a world of politics, pitfalls, and possibilities.
You lobbied for this role, Mr. Awakan. Now it’s yours to own. Do your best. And if you fail, history will be kind — after all, those before you walked away unscathed.