The International Tourism Summit 2025 held at the University of Ibadan’s International Conference Centre was rich in potential but light on delivery. While the program lineup promised strategic investor engagement, partnership building, and pitch sessions, the actual content leaned heavily on surface-level narratives. Beyond the formalities, the summit felt more like a checklist of ceremonial items rather than a real activation of the creative and tourism sectors.
Pitch Sessions Missed the Bigger Picture
State representatives pitched compelling tourist attractions — Eleyele Lake, Bower’s Tower, Idere Hills, and the Ibadan Cultural Centre — but failed to connect the dots between tourism and the immense value the entertainment industry could bring to these sites. As I listened, I expected to hear how these locations had been used as film sets in Nigerian cinema — like the use of Mapo Hall in Breath of Life or how the rustic charms of Ibadan regularly inspire Nollywood cinematography. But that crucial connection was ignored.
When Lulu and Catherine Spoke, the Room Shifted
It wasn’t until Lulu Okonkwo took the stage that the narrative changed. She passionately emphasized the potential of entertainment as a tourism driver in Oyo State. Her delivery was crisp, forward-thinking, and rooted in local realities. Sadly, she wasn’t allowed to dwell long on the subject. Then came Catherine Abelema from Ghana, who echoed similar sentiments, this time, with practical ideas like leveraging music, film, and known faces to drive traffic to these sites. She spoke about showcasing the state’s sons and daughters in entertainment to attract global attention. Finally, someone got it.
Exhibition Was a Highlight
Credit must be given to the organizers for the exhibition segment, which showcased local crafts, digital visualizations, and some cultural products. It was an opportunity for networking and for stakeholders to experience the essence of Oyo’s creative and tourism blend firsthand. It stood out as one of the few practical engagements of the day.
What Was the Real Purpose?
Despite all this, one cannot shake off the feeling that the summit played it safe, too safe. It lacked the energy to actually sell Oyo State as an emerging creative-tourism destination. Even as an attendee, I wasn’t swayed to believe in the vision — and that says a lot.
If you want to go all out, then go all out. Investors don’t need formality; they need vision, clarity, and a strong case for returns. May the next gathering rise with boldness, backed by voices that understand that culture is not a footnote in tourism, it is the headline. May it speak louder, pitch better, and finally let the creative industry lead where it truly belongs, at the front of the stage.
