Awakan made the call in a goodwill message at the 2026 annual conference and awards of the Association of Nigerian Journalists and Writers of Tourism (ANJET), held at the Radisson Blu Hotel in Ikeja, Lagos.

He said Nigeria needed a coordinated national approach to tourism, hospitality and travel development, stressing that international audiences generally view the country as a single destination rather than a collection of individual states.

According to him, the sector’s major challenge is not a shortage of attractions or cultural resources but the need to package and promote them strategically to generate economic benefits.

Awakan urged stakeholders to look beyond legal and institutional disagreements and focus on building partnerships capable of moving the industry forward.

He also commended ANJET for its continued role in tourism journalism, industry advocacy and the promotion of Nigeria’s tourism potential.

The NTDA director-general described the media as an important partner in developing the sector, noting that responsible reporting can influence public perceptions, attract investment, promote cultural heritage and encourage people to visit destinations across the country.

He called on tourism journalists to prioritise accurate reporting, constructive analysis, compelling destination features and digital innovation. By showcasing local cuisines, festivals, cultural attractions, creative industries, hospitality businesses and emerging destinations, he said, the media could help stimulate domestic tourism, create employment and support economic diversification.

Awakan added that journalists had a role in explaining government policies and reforms affecting tourism, including hospitality standards, travel facilitation, immigration procedures and investment opportunities.

He reaffirmed the authority’s readiness to work with media organisations and other stakeholders on tourism marketing, destination promotion and sustainable industry development.

Highlighting the importance of storytelling, Awakan disclosed that the NTDA was developing a dedicated tourism streaming platform in partnership with private-sector players. He said the project was approximately 75 per cent complete, although a launch date was not specified in the report.

The proposed platform is intended to showcase Nigeria’s cultural identity, destinations and experiences to wider audiences. Awakan said tourism development required close cooperation between government, businesses and local communities, rather than depending on public-sector initiatives alone.

He also urged Nigerians to help present a broader picture of the country by highlighting its arts, cultural heritage and tourism attractions alongside the challenges it faces.

Awakan maintained that well-produced and truthful stories could help improve perceptions of Nigeria, attract visitors and investment, and create opportunities for communities and businesses operating within the tourism value chain.

He called on stakeholders to work together in presenting Nigeria’s tourism story with creativity, accuracy and responsibility, arguing that a coordinated approach could help turn the country’s cultural and natural assets into sustainable economic opportunities.