NTDA unveils Africa's first dedicated tourism streaming platform
The Nigeria Tourism Development Authority (NTDA) has unveiled a dedicated tourism streaming hub, NITOUREY. The streaming hub aims to promote the country’s tourism sector by deploying digital technology, film, and
The Nigeria Tourism Development Authority (NTDA) has unveiled a dedicated tourism streaming hub, NITOUREY.
The streaming hub aims to promote the country's tourism sector by deploying digital technology, film, and multimedia storytelling to project Nigeria to a global audience.
The initiative, which will exploit AI, is in collaboration with TOURCLIQ Creatives Limited and JM MiSA International Limited.
President Bola Ahmed Tinubu is expected to officially launch the initiative by the last quarter of the year, said NTDA Director General, Ola Awakan.
He explained that the country stands at a defining moment—one where Nigeria must deliberately tell its own story, in its own voice, using platforms that resonate globally.
Awakan said NITOUREY fits perfectly, stating, “Through this initiative, we are not merely showcasing destinations; we are curating experiences, shaping narratives, and redefining how Nigeria is seen and experienced across the world.”
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Awakan, who spoke on Tuesday at a press briefing in Abuja in the company of the Minister of Arts, Culture, Tourism, and Creative Economy, Hannatu Musawa, said NITOUREY — Africa’s first dedicated tourism streaming hub- is a strategic convergence of ideas, innovation, and national purpose.”
He noted that beyond policy implementation and regulation, NTDA recognises that perception is everything.
“Tourism thrives on storytelling, visibility, and the ability of a nation to present itself to the world in a manner that is both authentic and aspirational.
“It is within this context that NITOUREY emerges as a bold and innovative response.
“This platform represents a forward-thinking approach to tourism promotion, leveraging digital technology, film, and multimedia storytelling to project Nigeria to a global audience. Through this initiative, we are not merely showcasing destinations; we are curating experiences, shaping narratives, and redefining how Nigeria is seen and experienced across the world.”
He said NTDA will be working closely with all other relevant agencies in creating compelling content.
“We are going to be working closely with travel content creators, filmmakers, actors, screenwriters, and documentary producers, among others, to create compelling tourism content geared toward marketing Nigeria both to Nigerians and the global community. Strategic collaborations with institutions such as the Nigerian Film Corporation (NFC), the National Film and Video Censors Board (NFVCB), and the National Information Technology Development Agency (NITDA) will be critical to the success of this initiative, in alignment with the Renewed Hope Agenda of President Bola Ahmed Tinubu GCFR.”
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He also commended the partners, TOURCLIQ Creatives Limited and JM MiSA International Limited, for making the initiative a reality.
“This initiative would not have been possible without the strategic collaboration and creative excellence of our partners, TOURCLIQ Creatives Limited and JM MiSA International Limited, whose commitment, innovation, and shared vision have been instrumental in bringing NITOUREY to this phase. Their contributions exemplify the power of public-private partnerships in unlocking new frontiers for tourism development.
“Importantly, this initiative aligns with global best practices and the evolving dynamics of tourism, where digital platforms now play a central role in influencing travel decisions, cultural exchange, and economic growth,” he added.
The Minister of Arts, Culture, Tourism, and Creative Economy, Hannatu Musawa, in her remarks, described the initiative as a milestone in the country’s quest.
Musawa said, “In an era driven by digital consumption, streaming platforms have become powerful tools for cultural diplomacy, economic growth, and national branding. Through this initiative, we are not only showcasing destinations but also creating opportunities for filmmakers, content creators, tourism operators, and young Nigerians within the creative ecosystem.
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“This is a commendable Public-Private Partnership initiative that demonstrates the kind of collaboration required to unlock the full potential of Nigeria’s tourism and creative industries. It is also a clear reflection of the innovative direction that the Nigerian Tourism Development Authority is taking to modernize tourism promotion in Nigeria.”
She therefore commended NTDA DG and the partners for the innovation.
She assured the agency of the Ministry’s support in ensuring the success of the initiative.
“Let me assure you that the Federal Ministry of Arts, Culture, Tourism, and the Creative Economy remains fully committed to supporting initiatives such as NITOUREY that enhance visibility, attract investment, create jobs, and contribute meaningfully to the diversification of our economy.
“To our partners, stakeholders, and members of the media, I urge you to continue to collaborate with us in telling the positive story of Nigeria. Together, we can build a vibrant, sustainable, and globally competitive tourism industry.”
