NTDA Director-General Ola Awakan showcases Nigeria’s tourism at World Travel Market London with drum performances

The Nigeria Pavilion at the World Travel Market (WTM) in London became a focal point of cultural display from 3 to 5 November 2026. Nigerian Tourism Development Authority chief Ola Awakan, widely referred to by the nickname “Drummer DG”, played a talking drum to draw in participants. The rhythmic display halted foot traffic, drawing visitors from other national pavilions and prompting applause, dancing and direct engagement with the NTDA team.

Awakan’s performance was part of a broader effort to promote Nigeria’s tourism assets, including destinations such as Lagos, Calabar, Yankari, Obudu, Osun‑Osogbo and Argungu. Tour operators, investors, media representatives and members of the Nigerian diaspora gathered around the pavilion, where they received information on collaboration, investment opportunities, tour packages, visa processes and the country’s safety for business and travel.

Background

The World Travel Market is the world’s largest meetings, incentives, conferences and exhibitions (MICE) event, attracting global travel professionals to London’s ExCeL centre. Nigeria’s participation this year marked a return to the show after a period of limited visibility. In his capacity as NTDA leader, Awakan acted as a cultural representative and primary marketing figure, scheduling consecutive business-to-business discussions with global tour operators, aviation companies, hospitality chains, and financial backers. He also led delegation walk‑abouts to other country pavilions, encouraging global buyers to experience Nigeria through familiarisation trips. The pavilion featured displays of Nigerian arts, crafts, fashion, food and cultural troupes, aiming to give visitors a comprehensive impression of the nation’s tourism potential.

Why it matters

Stakeholders at WTM reported that the drum‑driven approach succeeded in attracting attention and fostering dialogue. By showcasing a range of tourism products—MICE, eco‑tourism, cultural tourism, beach tourism and the creative economy—Awakan sought to position tourism as a driver of Nigeria’s gross domestic product and a major source of youth employment. The engagement of the diaspora was highlighted as a strategy to turn Nigerians abroad into ambassadors who could promote investment and tourism back home. The event also provided a platform for Nigerian travel agents to distribute first‑hand information, potentially influencing future travel itineraries and investment decisions.

What happens next

During the three‑day exhibition, Awakan conducted numerous B2B meetings and invited interested parties to participate in familiarisation trips to Nigeria. He also granted interviews to international travel media, reiterating his commitment to return Nigeria to the global MICE stage and to expand tourism’s contribution to the economy. The NTDA indicated that follow‑up actions would include further engagement with investors and tour operators identified at the show, though specific timelines for subsequent initiatives were not detailed in the source material.