The Nigerian Institute of Public Relations (NIPR) and the Nigerian Tourism Development Authority (NTDA) have announced a strategic partnership to rebrand the nation’s image. The collaboration was finalized recently, during a courtesy visit by NTDA leadership to the NIPR President in Abuja.
The primary goal is to leverage the 2026 World Public Relations Forum (WPRF), scheduled for November in Abuja, as a launchpad to showcase Nigeria’s tourism potential to a global audience. This is a high-stakes opportunity, as the forum is expected to attract over 3,000 public relations professionals from approximately 126 countries.
NIPR President Dr. Ike Neliaku described tourism as a “soft power of influence,” noting that the event offers a unique platform to give delegates an authentic Nigerian hospitality experience. To support this, the NIPR recently established a “Nigeria Reputation Management Group” to control negative narratives and is building a dedicated University of Public Relations and Leadership.
In response, the NTDA Director-General Dr. Ola Awakan affirmed the Authority’s commitment, stating that President Bola Tinubu’s administration is keen on economic diversification through tourism . He revealed plans to activate the “Naija Flavour Initiative” and utilize the National Travel Bureau to curate tours for visitors.
“We need to walk the talk to enhance the drive for diversification,” Awakan said, stressing that other African nations are looking to Nigeria to lead the continent’s tourism revival. The partnership was solidified symbolically, with Neliaku decorating Awakan as an NIPR ambassador.
