Stakeholders seek more partnerships to boost theatre, tourism in Nigeria

Stakeholders seek more partnerships to boost theatre, tourism in Nigeria

Stakeholders in Nigeria’s creative and tourism sectors have called for increased public-private partnerships and greater funding for theatre to drive cultural storytelling, youth development and tourism growth.

They made the appeal on the sidelines of the musical production, I Wish I Wish: Battle of the Winds, held on Saturday night at the National Arts Theatre in Lagos. Stakeholders seek more partnerships….. to strengthen the creative industry and expand opportunities for young talents.

Voice Media Trust (VMT NEWS) reports that the family-friendly musical, produced by Proud African Roots in partnership with the National Arts Theatre and First City Monument Bank (FCMB), was organised to commemorate the 2026 Children’s Day celebration.

Speaking at the event, the General Manager of the National Arts Theatre, Mrs Adetola Akerele, described the production as the first major performing arts event hosted at the facility since its reopening.

She noted that the production was the culmination of nine weeks of rehearsals involving more than 100 cast members, many of whom emerged from a summer camp organised by the National Arts Theatre in 2025. She added that the programme demonstrated the importance of sustained investment in the arts, as Stakeholders seek more partnerships….. and funding to boost cultural preservation, youth engagement and tourism development.

According to her, funding remains one of the biggest challenges confronting theatre productions in spite of  support from sponsors.

“It is important for organisations to come on board and partner with what we are doing because there are opportunities to align their brands with impactful initiatives,” she said.

Akerele said stage productions played a vital role in transmitting values and life lessons to children and adults.

She noted that the musical highlighted themes such as gratitude, teamwork, diligence, integrity and hard work through the experiences of its lead character.

“There are so many messages that come through these plays. They are ways of teaching our children and even adults important values, while also providing social commentary on issues affecting society,” she said.

She further emphasised  the need to support writers, directors and actors, noting that the National Arts  Theatre remained committed to providing platforms for quality Nigerian productions.

According to her, the theatre is also focused on capacity building and training aimed at positioning Nigerian productions for international audiences.

Also, Mr Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority (NTDA), said the production showed how storytelling could be used to advance national values and boost tourism.

“For me, storytelling is the way to go. The themes of dedication, unity and commitment contained in this production are lessons we need as a nation.

“Theatre is one of the products that can be used to promote Nigeria and project our values to the world,” he said.

He said collaboration between government institutions and private organisations remained essential for sustaining theatre productions and expanding their impact.

According to him, NTDA is leveraging storytelling as a tool for promoting Nigeria’s tourism assets, culture and heritage.

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Awakan disclosed that NTDA had launched the first phase of a tourism-focused streaming platform aimed at showcasing stories rooted in Nigeria’s traditions and cultural heritage.

“Nigeria is a microcosm of stories. We have stories in our heritage, festivals, tourist sites, food and way of life.

“We need to tell more of our stories and showcase who we are as a people,” he said.

Awakan urged filmmakers, screenwriters, producers and actors to focus more on indigenous stories capable of preserving Nigeria’s cultural identity and promoting tourism.

Mrs Toke Benson-Awoyinka, the Lagos State Commissioner for Tourism, Arts and Culture, commended Akerele for providing a platform for young talents to showcase their creativity at the National Theatre.

Benson-Awoyinka underscored the need for sustained support and sponsorship from both government and the private sector to nurture the next generation of actors and performers.

She described the production as a commendable effort and praised its creative execution, particularly the stage design and overall presentation.

“For such creativity to come out of this place, I think it is a good thing. It is a good beginning for Lagos and for the rest of Nigeria,” she said.

The Chief Executive Officer of Proud African Roots, Mrs Bola Edwards, said the production was inspired by the need to raise a generation of children equipped with strong moral values and leadership qualities.

Edwards, a media producer, director and actor, popularly known for the ‘Grandma Wura’ brand, said storytelling had historically been used to shape culture and build communities.

She said the production was conceived as part of efforts to revive value-based storytelling that could support families in nurturing responsible children.

Edwards explained that the play tells the story of a girl who resented the responsibilities assigned to her during visits to her grandmother in the village and wished to become an ant to escape chores.

The wish was granted by a mischievous wind spirit, leading the girl into a new world where she learned valuable lessons.

“In becoming an ant, she learned values such as service, teamwork, integrity, love and looking out for one another.

“These are values that we need as a nation and the same values that have helped other societies build strong institutions and systems,” Edwards said.

Edwards said the production was designed not only to entertain but also to shape children’s character and prepare them for future leadership roles.

She urged young people to remain focused on their aspirations and strive to achieve their goals.