Habeeb Ayomide
The film industry is a powerful tool for promoting tourism and showcasing a nation’s culture, economic, and technological advantages.
Nollywood, Nigeria’s film industry, is the second- largest in the world and has the potential to generate significant revenue for the country.
Despite its global recognition, Nollywood’s contribution to Nigeria’s GDP is minimal compared to Hollywood’s contribution to the US GDP.
Prof. AbdulRasheed Na’Allah, Vice-Chancellor of the University of Abuja, believes that Nollywood can turn around the fortunes of the Nigerian economy and create wealth.
He urges the government to support the industry, which has the potential to showcase Nigeria’s rich tourism potential and attract inbound tourists.
Nigeria is home to diverse natural attractions, cultural heritage, and unique experiences, but it has not been adequately showcased to the global market.
The Nigerian Film Corporation (NFC) and the Nigerian Tourism Development Authority (NTDA) need to collaborate to engage Nollywood in promoting tourism.
A synergy between industry players can lead to the production of films that showcase Nigeria’s tourism attractions, cultural festivals, and historical landmarks.
This collaboration can attract domestic and inbound tourists, leading to sustainable tourism development and revenue generation.
The government and relevant ministries should provide incentives for filmmakers who promote Nigeria’s tourism landscape.
Nollywood has the potential to introduce audiences to new locations, evoke cultural exposure, and create emotional connections with viewers, ultimately promoting tourism development in Nigeria.