NTDA Boss Leads Call for Business-Oriented Theatre as APAS 2026 Sparks Industry Dialogue in Abuja
By Matthew Eloyi
The Director General of the Nigerian Tourism Development Authority (NTDA), Olayiwola Awakan, has called for the integration of business strategies into theatre practice as a means of strengthening Nigeria’s performing arts sector.
Awakan made this known during the maiden edition of the Abuja Performing Arts Summit (APAS), organised by the National Association of Nigerian Theatre Arts Practitioners (NANTAP), FCT Chapter, in commemoration of World Theatre Day 2026, on Friday in Abuja.
He emphasised the need to incorporate the “Business of Theatre” into theatre education, urging NANTAP to consider establishing an academy dedicated to training professionals in theatre marketing and management. According to him, such a structure would enable artists to concentrate on their creative output while skilled marketers handle promotion and revenue generation.
The NTDA boss also pledged support for the sector, promising to engage with NANTAP’s national leadership to explore the feasibility of the proposed academy, while assuring that his administration would collaborate with practitioners to further develop the industry.
In his keynote address, poet and Director of Simply Poetry Foundation, Dike Chukwumerije, described the arts as a necessity, urging practitioners to place greater value on their work and deepen their connection with audiences.
He advised artists to intentionally design their productions with society in mind, stressing that relevance and audience engagement are key to sustainability. Chukwumerije also advocated for collaboration across artistic genres, warning that monopolistic tendencies could limit creativity and reduce audience interest.
Earlier in his opening remarks, the Chairman of NANTAP, FCT chapter, Mr. Jerry Adesewo, described the summit as a platform for reflection and honest conversations among stakeholders in the performing arts ecosystem.
Adesewo noted that Abuja’s theatre scene has experienced significant growth in recent years, shifting from periods of inactivity to a more vibrant and consistent production cycle. He revealed that while the city once recorded few or no productions over several months, it now boasts regular performances, with no fewer than 13 productions staged within the last two months.
He added that the summit was not intended to impose directives but to encourage dialogue that would help reposition the industry, reaffirming NANTAP’s commitment to advocacy through theatre and the performing arts.
The Abuja Performing Arts Summit marks a renewed effort by stakeholders to redefine the capital city’s cultural identity and strengthen the role of theatre in national development.