Cash Onadele urges Lagos to harness cultural history to boost tourism revenue and rebrand the city as Africa’s top cultural hub

Renowned Nigerian-American playwright Cash Onadele, popularly known by his pen name “Aiye-ko-Ooto”, has called on the Lagos State Government to harness the city’s rich cultural history as a strategic pillar to enhance tourism revenue and international appeal.

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In a recent interview, Onadele—who has authored over 115 literary works—outlined the many benefits of cultural heritage in tourism. These, he noted, include attracting international visitors, preserving ancestral traditions, facilitating cultural exchange, and reorienting societal values.

He believes that a well-curated cultural identity can transform Lagos into a premier destination for global tourists seeking authentic African experiences.

“Promoting indigenous narratives and cultural icons not only fosters national pride but also appeals to diplomats, expatriates, and cultural enthusiasts worldwide,” Onadele stated.

He applauded the Lagos State Government for its recent progress in the tourism and entertainment sector. According to a 2024 report, Lagos raked in over $71.6 million from tourism, hospitality, and entertainment during the festive season alone—a figure that reinforces its status as Africa’s entertainment capital.

To build on this momentum, Onadele encouraged Governor Babajide Sanwo-Olu and his administration to spotlight cultural history more deliberately.

He proposed profiling iconic Nigerian figures such as Nobel Laureate Wole Soyinka, political pioneer Herbert Macaulay, former Governor Lateef Jakande, and activist Funmilayo Kuti as part of a broader tourism strategy. These legacies, he noted, embody values of resilience, innovation, and service that remain highly relevant today.

Onadele pointed to his latest theatrical production, *The Noble Warrior*, as a fitting example of how Lagos can elevate its cultural tourism. The play, a tribute to Wole Soyinka, is deeply rooted in Yoruba traditions and storytelling.

Its fusion of theatre, music, and dance not only celebrates cultural heritage but also offers global audiences a window into Nigeria’s artistic brilliance.

Speaking on the potential of cultural performances, Onadele advocated for command shows targeted at the diplomatic corps and international visitors.

“Orchestrating exclusive performances for diplomats could create a platform for cultural exchange, spark economic growth, and generate employment,” he said. “Taking the play on national and global tours would further amplify Lagos’s image as a cultural hub.”

Veteran filmmaker and theatre icon, Pa Tunde Kelani, echoed this sentiment during a performance of *The Noble Warrior* in Abeokuta. He described the production as “a courageous blend of sheer theatre, dance and music,” praising its artistic and technical excellence.

Aisha Adamu Augie, Director General of the Centre for Black and African Arts and Civilisation (CBAAC), also commended the play’s producers and the Wole Soyinka International Cultural Exchange for advancing Nigeria’s cultural heritage.

Beyond performances, Onadele suggested incorporating *The Noble Warrior* into the educational system by distributing copies to secondary school libraries. “Doing so could inspire young Nigerians to appreciate cultural history and spark interest in the arts,” he said.

While acknowledging the government’s support for the creative sector, Onadele emphasised the need for a more focused global narrative around Yoruba and Nigerian culture. He believes that aligning cultural promotion with the state’s tourism blueprint can generate lasting social and economic returns.

By championing cultural history as a resource, Lagos stands poised to reinforce its role as Africa’s cultural capital while unlocking new streams of revenue and identity for future generations.