Beyond Oil: How Public Relations and Tourism Are Joining Forces to Rebrand Nigeria
By Matthew Eloyi
For decades, Nigeria’s image abroad has often been shaped by headlines about insecurity, corruption and economic challenges. Yet, beneath those narratives lies a country of diverse cultures, breathtaking landscapes, vibrant festivals and one of Africa’s most dynamic creative industries.
Now, a new partnership between the Nigerian Institute of Public Relations (NIPR) and the Nigerian Tourism Development Authority (NTDA) seeks to tell that story to the world, using one of the largest global communication gatherings as its stage.
When Abuja hosts the 2026 World Public Relations Forum (WPRF), the event will not merely be a meeting of communication professionals. It is expected to become a showcase for Nigeria’s tourism assets, cultural heritage and hospitality, bringing thousands of public relations experts and industry leaders from more than 126 countries into the nation’s capital.
For NIPR President and Chairman of Council, Dr. Ike Neliaku, tourism is more than an economic activity; it is a form of soft power capable of shaping perceptions and strengthening a nation’s global influence.
Speaking during a courtesy visit by the Director-General of NTDA, Dr. Ola Awakan, and his team in Abuja, Neliaku described the forthcoming forum as a rare opportunity to redefine how the world sees Nigeria.
According to him, the collaboration between both organisations will enable delegates to experience the country’s rich history, diverse cultures and renowned hospitality beyond conference halls.
“Our colleagues from over 126 countries will be here, and this gives us the opportunity to showcase the true Nigerian story,” he said.
The Business of National Image
Around the world, countries increasingly use tourism, culture and strategic communication as tools for economic diplomacy.
From Rwanda’s conservation tourism to Morocco’s cultural heritage campaigns and South Africa’s global branding initiatives, African nations are investing heavily in storytelling to attract visitors and investors.
Nigeria, despite possessing some of the continent’s most diverse tourism attractions (from the Obudu Mountain Resort and Yankari Game Reserve to the Osun-Osogbo Sacred Grove and the ancient Sukur Cultural Landscape) has struggled to convert its enormous potential into a major source of foreign exchange.
Industry experts argue that one of the greatest barriers is perception. This is where public relations and tourism intersect.
Neliaku explained that NIPR has in recent years intensified efforts to strengthen Nigeria’s reputation through initiatives such as the Nigeria Reputation Management Group, the Reputation Summit and the Nigeria Perception Index Survey.
The institute has also expanded its professional development agenda through the establishment of the University of Public Relations and Leadership in Gudi, Nasarawa State, while plans are underway for a Public Relations Place and a Public Relations Museum.
These initiatives, he said, are designed to create a new generation of communicators capable of protecting and projecting the nation’s image.
Tourism as a Tool for Diversification
For the NTDA, the partnership aligns with the Federal Government’s economic diversification agenda.
Awakan noted that President Bola Tinubu’s decision to establish a dedicated Ministry of Tourism and later integrate it with Arts, Culture and the Creative Economy reflects the growing recognition of tourism as a strategic economic sector.
He recalled that during a recent Tourism Expo in Kampala, Uganda, many African countries looked to Nigeria for leadership, underscoring the country’s influence and untapped potential.
“We need to walk the talk to enhance the drive for diversification through tourism,” he said.
According to the NTDA boss, changing global perceptions about Nigeria requires deliberate and sustained communication.
He argued that the country possesses numerous positive stories that often fail to receive the international attention they deserve.
By partnering with NIPR, the authority hopes to market Nigeria more effectively and present a balanced narrative that highlights its cultural wealth, entrepreneurial spirit and creative excellence.
A Global Stage for Nigeria
The 2026 World Public Relations Forum offers a unique opportunity to combine professional engagement with destination marketing.
Beyond the conference sessions, the NTDA plans to leverage its National Travel Bureau to organise tours for delegates interested in exploring different parts of the country.
The authority is also promoting initiatives such as the Naija Flavour Initiative, which seeks to celebrate Nigerian identity through food, fashion, music and cultural experiences.
Plans for a national Tourism Expo and collaborations with the Nigeria Movie Award are also part of a broader strategy to strengthen the country’s cultural economy.
For observers, the partnership reflects a growing understanding that tourism promotion is not only about destinations but also about narratives.
Countries that successfully attract visitors often do so because they create compelling stories around their heritage, people and aspirations.
Rewriting the Nigerian Story
At the close of the meeting, both leaders exchanged ambassadorial honours, with Neliaku decorating Awakan as an NIPR Ambassador, a gesture that symbolised their shared commitment to promoting Nigeria’s image.
But beyond the ceremonial exchange lies a larger ambition.
As the countdown to the 2026 World Public Relations Forum begins, both institutions hope to transform a global professional event into a national branding exercise, one capable of attracting tourists, investors and goodwill.
For a country seeking to diversify its economy and reshape international perceptions, the message is clear: Nigeria’s future may depend not only on the resources beneath its soil, but also on the stories it tells about itself.
And in that story, tourism and public relations may become two of its most powerful ambassadors.
