Daud Olatunji
Prince Yemisi Shyllon, a renowned promoter of Nigerian arts and culture, has raised alarms over the country’s significant loss of revenue due to underinvestment in tourism.
Speaking in Abeokuta at the 10th anniversary lecture of the “Your Image” PR Primus Programme on OGTV, Shyllon lamented the potential millions being missed out annually, particularly in states like Ogun.
He urged for a substantial investment of at least $305 billion annually into Nigeria’s tourism sector to harness its potential and position the country as a global tourist destination.
In his keynote speech titled “The Role of Public Relations in the Promotion of Arts, Culture, and Tourism”, Shyllon emphasised that the Nigerian government must engage public relations experts to strategically repackage and promote the country’s rich arts, cultural heritage, and historical sites.
According to him, if properly marketed, Nigeria could attract over 33 million tourists globally, translating to over $305 million in revenue each year.
Shyllon, who is also Nigeria’s largest collector of art, highlighted the untapped potential in the tourism sector, noting that it is a “goldmine waiting to be fully tapped.”
He pointed to international examples like the United States, which attracts 51 million tourists and generates $2 trillion annually, and Spain with 68 million tourists, as clear indicators of the massive economic benefits that can be derived from a well-structured tourism sector.
In contrast, Nigeria attracts only a million tourists annually, a figure he believes could be exponentially increased with proper investments.
Speaking specifically on Ogun State’s tourism potential, Shyllon listed prominent sites like Olumo Rock, the Games Reserve in Imeko, Apoje Oil Palm Plantation, and Oyan Dam as locations that could drive economic growth if well-developed.
He called for the Ogun State government to invest in infrastructure that would attract tourists from across the globe.
Shyllon expressed his willingness to collaborate with relevant government agencies and stakeholders to develop the state’s tourism sector.
Representing Ogun State Governor Dapo Abiodun, the state’s Commissioner for Culture and Tourism, Hon. Sesan Fagbayi, expressed the government’s readiness to partner with investors interested in the tourism sector.
He assured potential investors of good returns, noting that the state has consistently invested in infrastructure to support tourism growth.
Shyllon reiterated that public relations and tourism experts should collaborate to promote Nigeria’s cultural assets and historical sites globally.
He argued that strategic investments in the country’s infrastructure would yield dividends far beyond the diminishing returns from crude oil, a resource on which Nigeria has been overly dependent.
As global oil prices continue to fluctuate, Shyllon said Nigeria must pivot towards sectors like tourism, which hold the promise of steady, long-term revenue generation.
Other prominent figures at the event, including the CEO of PR Primus Ltd, Mr. Akin Okudero, echoed Shyllon’s sentiment, stressing the need to explore business opportunities within the tourism sector.
Okudero stressed the role that public relations experts can play in repackaging and promoting Nigeria’s tourism potential to both local and international audiences.
The event featured several award presentations, including the PR Primus 2024 Lifetime Achievement Award, which was presented to Chief Olabode Mustapha, Osi of Egbaland.
Other notable awardees included Dr. Rafiu Soleye, Provost of the Federal College of Education, Osiele, who received the Most Innovative Institutional Award, and Prof. Adewale Musa-Olomu, Medical Director of the Federal Medical Centre, Abeokuta, who was honoured with the Most Innovative Leadership Award.
The high point of the ceremony was the formal unveiling of the PR Primus Magazine by the Olowu of Owu-Abeokuta, Oba Prof. Saka Adelola Matemilola, and the presentation of grants to indigent students of the Moshood Abiola Polytechnic (MAPOLY), Abeokuta, and Egba Comprehensive High School, instituted in memory of the late Prof. Lai Oso and former Ogun State Head of Service, Engr. Lanre Bisiriyu.
The 10th anniversary of the “Your Image” Programme on OGTV was also celebrated with the cutting of a cake by the CEO of PR Primus Limited, Mr. Okudero, alongside other distinguished guests and awardees.
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