In a bold move to reposition itself as a premier tourist destination in Nigeria and West Africa, Oyo State hosted the 2024 edition of the Ibadan Travel and Tourism Expo (ITTE), a high-profile event that gathered local and international stakeholders to chart a new course for tourism development in the Southwest region. Held in Ibadan, the state capital, the expo marked a significant step toward unlocking the vast cultural, historical, and economic potential embedded in Oyo’s rich heritage.
Organized under the theme “Tourism as a Catalyst for Regional Development and Global Partnerships,” ITTE 2024 showcased Oyo State’s renewed focus on destination branding, infrastructure revitalization, and public-private partnerships to drive sustainable tourism. Government officials, travel operators, hospitality entrepreneurs, cultural organizations, and investors convened to explore opportunities for collaboration while highlighting Ibadan’s growing appeal as a strategic tourism hub.
Rebranding Ibadan: From Historical Landmark to Modern Tourist Gateway
As the largest city in West Africa by landmass and the political capital of the old Western Region, Ibadan holds a revered place in Nigeria’s history. Yet, for years, its tourism potential remained largely untapped due to outdated infrastructure, limited marketing, and underinvestment.
That narrative is rapidly changing.
Governor Seyi Makinde, who declared the expo open, emphasized his administration’s commitment to transforming Oyo State into a tourism-friendly economy through robust policies, infrastructure development, and destination marketing. “We are no longer just a city of historical significance,” he declared. “We are positioning Ibadan—and Oyo State—as a vibrant, investment-ready destination for domestic and international tourists alike.”
According to the governor, several infrastructure projects have already been completed or are underway to improve access to key tourist sites, including road upgrades, hotel development incentives, security enhancements, and broadband internet installations at major landmarks.
Infrastructure Development: A Foundation for Tourism Growth
Infrastructure was a major highlight at the ITTE 2024. Exhibitions and panel sessions underscored the government’s focus on improving roads, public utilities, and hospitality facilities in order to make tourism both attractive and sustainable.
Projects currently being executed include:
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Upgrades to the Ibadan-Oyo and Ibadan-Iseyin roads for better accessibility to historic sites such as the Old Oyo National Park and the suspended Ado-Awaye Hanging Lake.
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Renovation of the iconic Cocoa House, Nigeria’s first skyscraper and symbol of Western Nigeria’s economic legacy.
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Modernization of Mapo Hall and Bower’s Tower, both major colonial-era landmarks in Ibadan.
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Expansion of hospitality infrastructure through public-private investment schemes aimed at increasing the number of quality hotels, resorts, and event centers across the state.
Commissioner for Information, Culture, and Tourism, Dr. Wasiu Olatunbosun, noted that improved infrastructure is central to the state’s tourism master plan. “Without modern amenities and efficient access, no destination can truly thrive. Our infrastructure push is deliberate and directly tied to economic growth,” he stated.
Destination Branding: Showcasing Oyo’s Unique Identity
Beyond physical development, ITTE 2024 focused heavily on crafting a distinct and appealing identity for Oyo State on the global tourism map. Destination branding strategies were showcased through digital campaigns, visual storytelling, and immersive cultural experiences designed to communicate Oyo’s diverse offerings to prospective visitors and investors.
Tourism marketers unveiled a new slogan, “Oyo: Land of Heritage, Culture, and Innovation,” which will headline all promotional materials, trade fair appearances, and international partnerships moving forward. The branding campaign highlights the state’s diverse range of attractions—from cultural festivals and natural wonders to culinary delights and historical sites.
Digital tools were also at the forefront of the expo, with the launch of an interactive Oyo Tourism Portal and a mobile app that provides virtual tours, guides, booking services, and GPS-enabled navigation to major attractions. Stakeholders emphasized the importance of leveraging digital platforms to reach global audiences and tech-savvy travelers.
Heritage Tourism: Tapping into Oyo’s Cultural Capital
One of the key themes of the expo was heritage tourism. Oyo State, with its deep Yoruba cultural roots, holds some of the most significant sites in Nigerian history—many of which remain unknown to younger generations and international tourists.
Heritage sites promoted at the event included:
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Ado-Awaye Hanging Lake, one of only two natural suspended lakes in the world.
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Old Oyo National Park, a reserve with both wildlife and ruins of the ancient Oyo Empire.
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Sango Festival in Oyo Town, a vibrant celebration of Yoruba spirituality and tradition.
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Ibadan’s traditional war camps (Aare Latosa lineage) and historic compounds dating back to pre-colonial times.
These heritage elements were presented not only as tourist attractions but as vital tools for cultural preservation, education, and diaspora reconnection.
A key panel, “Reclaiming Our Story: Yoruba Heritage in a Globalized World,” brought together historians, curators, and cultural entrepreneurs to explore how Oyo’s past can shape its future through storytelling, repatriation of artifacts, and collaborative research with universities abroad.
Stakeholder Engagement and Investment Drive
ITTE 2024 created an enabling environment for both local and foreign investors to explore business opportunities in tourism. Exhibitors ranged from travel agencies and tour operators to hotel developers, airlines, artisans, and agritourism entrepreneurs. Investment forums featured presentations on Oyo’s tourism sector performance, investment incentives, tax holidays, and land access for developers.
Memoranda of Understanding (MoUs) were signed between the Oyo State Government and several private firms for hotel development, heritage site renovation, and skills training for tourism workers. International delegations from South Africa, Ghana, and the United Kingdom expressed interest in collaborative projects, including exchange programs and joint festivals.
Representatives of the African Union Tourism Council and the United Nations World Tourism Organization (UNWTO) were also in attendance, praising Oyo’s strategic direction and offering support for sustainable development goals aligned with tourism.
Youth and Community Inclusion
In a bid to make tourism development inclusive, ITTE 2024 included programming specifically for youth, students, and local communities. Workshops were held on tourism entrepreneurship, content creation, hospitality management, and traditional art preservation. Young people were encouraged to see tourism not just as a cultural pursuit but as a viable career and business opportunity.
Local artisans from Ibadan, Oyo, Ogbomoso, and Ibarapa zones were given exhibition space to showcase handmade crafts, textiles, pottery, and indigenous cuisine. The response from attendees highlighted the commercial potential of these community-driven ventures.
Governor Makinde emphasized that tourism must be built from the grassroots up. “It is not enough to attract tourists. We must ensure that our people benefit directly. When tourism thrives, communities must thrive as well,” he said.
Looking Ahead: A Blueprint for Regional Tourism in Nigeria
As ITTE 2024 came to a close, stakeholders expressed optimism that Oyo State’s holistic approach could serve as a model for other states in Nigeria. By combining infrastructure, branding, investment, and cultural preservation, Oyo is crafting a tourism strategy that is both competitive and inclusive.
Plans are already underway for a regional tourism summit in 2025 to align strategies among Southwest states, including Osun, Ogun, Ekiti, and Ondo, creating a tourism corridor that promotes inter-state travel, festival collaboration, and shared infrastructure.
Conclusion: Oyo Rises as a Cultural and Economic Powerhouse
The Ibadan Travel and Tourism Expo 2024 was more than a promotional event—it was a powerful demonstration of vision, planning, and partnership. As Oyo State continues to implement its tourism blueprint, it stands on the cusp of becoming one of Nigeria’s most exciting destinations, offering visitors a blend of history, hospitality, and opportunity.
With growing investor interest, a committed government, and a passionate cultural community, the state is well on its way to turning tourism into a driver of sustainable growth, youth empowerment, and cultural pride.
