The Director General of the Nigerian Tourism Development Authority (NTDA), Dr. Olayiwola Awakan, delivered compelling insights into the transformative power of cinema and storytelling during a high-level panel at the Pearl of Africa Tourism Expo (POATE) 2026 in Uganda.

Held from May 21–23, 2026, at Speke Resort Munyonyo in Kampala under the theme “Wanderlust – It’s Your Time to Thrive,” the expo — organized by the Uganda Tourism Board — brought together over 1,500 delegates, including international buyers, investors, and creatives from across Africa and beyond. Dr. Awakan’s participation highlighted Nigeria’s growing emphasis on leveraging its vibrant creative economy to elevate its tourism profile on the world stage. 
The session, titled “Screen to Scene: How Film Transforms Destinations into Global Icons,” explored how films and creative content can reshape perceptions, boost destination appeal, and drive sustainable tourism growth. Panelists examined the role of government in enabling this synergy, the economic impact of film-induced tourism, and the importance of authentic cultural storytelling. 
Joining Dr. Awakan were distinguished voices such as Nikissi Serumaga (National Associate Programme Advisor, Creative Industries, International Trade Centre – Uganda), Nana Kagga (First Vice President, Producers Guild), Bernard Lubega Bakaye (Ag. Commissioner for Culture, Ministry of Gender, Labour & Social Development), and Dr. Basil Ajer (Director, Ministry of Tourism, Wildlife and Antiquities). The discussion underscored film’s ability to turn local narratives into global attractions, creating jobs, attracting investments, and fostering cross-border collaboration. 
A seasoned broadcast journalist, dramatist, poet, and storyteller, Dr. Awakan brought a unique perspective rooted in Nigeria’s rich Nollywood heritage. Nigeria continues to harness storytelling and the creative economy as strategic tools to position its diverse tourism offerings — from pristine beaches and ancient kingdoms to vibrant festivals and eco-lodges — on the global stage. His contributions emphasized practical pathways for African nations to collaborate, using film as a soft-power instrument to overcome stereotypes and unlock untapped visitor potential.
This engagement reflects broader efforts by the NTDA under Dr. Awakan’s leadership, appointed in September 2025, to reposition Nigeria’s tourism through innovation, stakeholder partnerships, and cultural diplomacy. As Africa’s tourism sector rebounds, platforms like POATE 2026 demonstrate the continent’s shared ambition: turning cinematic dreams into real-world journeys that benefit economies and celebrate heritage.
