The tourism renaissance in Borno State received a major boost as the Director-General of the Voice of Nigeria (VON), Malam Jibrin Baba Ndace, and the Director-General of the Federal Radio Corporation of Nigeria (FRCN), Dr. Muhammed, participated in the Grand Durbar, Cultural Exhibition, and Traditional Horse Race held over two days as part of Governor Babagana Umara Zulum’s tourism and investment showcase.
Their participation highlighted the role of public broadcasting in promoting Nigeria’s cultural heritage globally, in line with President Bola Ahmed Tinubu’s Renewed Hope Agenda on tourism development and economic diversification.
Activities on Day One featured a Grand Durbar, where horsemen, royal delegations, and cultural troupes paid homage to the Shehu of Borno, His Eminence Alhaji Dr. Abubakar Umar Garbai El-Kanemi, CFR.
The event showcased centuries-old traditions rooted in the history of the Kanem-Borno Empire.
Speaking at the event, the VON Director-General described the Durbar as a living representation of African civilisation, noting that Nigeria’s cultural heritage has significant soft-power value when effectively projected to the international community.
“This is history that is alive and relevant,” he said, adding that global audiences must be exposed to Nigeria’s rich cultural values.
The cultural exhibition that followed displayed artifacts, crafts, traditional architecture, and historical narratives reflecting Borno’s heritage.
The VON and FRCN Directors-General interacted with curators and cultural custodians, reaffirming their institutions’ commitment to accurate and positive storytelling about Nigeria.
The FRCN Director-General noted that strategic communication of culture can drive tourism, attract investment, and enhance Nigeria’s global image.
“Culture remains one of Nigeria’s strongest but underutilised economic assets,” he said.
Day Two featured a traditional horse race that combined sport, heritage, and royal symbolism. The event attracted wide interest and provided strong visual material for national and international audiences.
Observers noted that the consistent presence of the VON and FRCN leadership across both days demonstrated institutional commitment to repositioning Nigeria’s image through cultural diplomacy and tourism promotion.
Governor Zulum’s initiative reflects a practical approach to leveraging cultural heritage for economic development, aligning traditional institutions with modern governance.
With the Shehu of Borno providing cultural leadership, the state government driving policy, and public broadcasters projecting the narrative globally, Nigeria’s tourism diplomacy continues to gain momentum.
The events in Borno reinforced Nigeria’s readiness to present its cultural heritage to the world, not only as a symbol of identity, but as a strategic asset for national development.
VON
