Traditional rulers key to rebranding Nigerian culture, expert says
Traditional rulers key to rebranding Nigerian culture, expert says
A tourism expert, Dr Olatokunbo Dagunduro, says traditional rulers and cultural custodians have a key role to play in reshaping global perceptions of Nigerian cultural practices.
Dagunduro, Second National Deputy President of the National Association of Nigerian Travel Agencies, said this during an interview with the News Agency of Nigeria (NAN) on Friday in Lagos.
Dagunduro, who is also the Chief Executive Officer of Rhapsody Travel and Tours Ltd., said many African traditions had been unfairly portrayed as fetish or evil, creating misconceptions both within and outside the continent.
“One thing that nobody can do anywhere in the world is about our culture.
“When you talk about a Kenyan man, the first thing that comes to the mind of anybody across the world is the Maasai people.
“When you talk about South Africa, you talk about the Zulu people.
“In spite of Nigeria’s diversity, when you think of the country, you immediately think of Fulani, Yoruba, and Igbo people,” he said.
The travel expert, however. said negative narratives had damaged the country’s cultural image and tourism potential.
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According to him, Nigeria’s cultural identity remains one of its strongest tourism assets but decades of colonial influence and internalised stereotypes have weakened public appreciation of indigenous traditions.
“The Western world came, tried to brainwash us but what I see lately is reality has dawned on every one of us in Africa, and Nigeria is a case study,” he said.
He cited changing trends in Nigeria’s corporate space, where some banks and organisations now encourage traditional attire, as evidence of a gradual return to cultural consciousness.
Dagunduro further said the task of cultural reorientation must involve royal fathers, the media, government and tourism practitioners working together to restore confidence in Nigeria’s heritage.
He said traditional rulers and custodians of culture must lead efforts to preserve festivals and ensure they are not distorted by criminal elements or sensational narratives.
He said removing history from Nigeria’s school curriculum had left generations disconnected from their roots, and called for cultural education to start in childhood.
He also urged the media to balance reports of crises with stories that highlight the positive aspects of Nigerian culture and heritage.
“If we don’t preach it, nobody will preach it.
“Bad news sell faster than good news but we should all be ready to sell out the good news of that event,” he said.
