In Ijebu Ode, Nigeria, the vibrant colors, traditions and rhythms of the Ojude Oba festival tell a story far larger than the spectacle itself. Each year, families, tourists, business owners and cultural enthusiasts gather in celebration of Ijebu heritage, parading before the Awujale, the town’s monarch, in a dazzling display of identity, history and pride. But beyond the beauty of the regalia and the ceremony lies a powerful economic and social engine—one that offers valuable lessons for communities across the globe, including here in the United States.
As this year’s Ojude Oba wrapped, one thing was undeniable: culture is not just about preservation—it is also about prosperity. Hotels were fully booked. Restaurants and bars were filled to capacity. Local markets, street vendors and artisans saw massive spikes in revenue. As Dr. Iyadunni Gbadebo, Director of Sales and Marketing at Eko Hotels & Suites, observed, “The pepper soup joints and beer parlours saw a 300% rise in sales with higher margins. Even those selling ‘Agbo Jedi’ marvelled at the surge in demand.” She added that the impact of Ojude Oba on the local economy far outweighs political handouts or so-called empowerment programs. “No one needed to lobby any politician or government official to earn an income — what you needed was creativity, hard work and products that are market fit.”
This year, corporate sponsors also recognized the value of investing in such a vibrant platform. Telecom giant Globacom handed out two cars to winners of a promo, as well as four tricycles to subscribers as part of its sponsorship, not only marketing its brand but injecting further excitement and tangible rewards into the celebration. As Nigeria’s Minister of Tourism Lola Ade-John and Ogun State Governor Dapo Abiodun both noted, events like Ojude Oba demonstrate how cultural preservation can drive tourism, create jobs and strengthen local economies.
The multiplier effect of cultural tourism is profound. When festivals like Ojude Oba succeed, they create opportunities that ripple through nearly every sector: hospitality, food and beverage, transportation, fashion, arts and crafts, and media. Tourists arriving from Lagos and other regions spend money not only on hotel rooms but on meals, souvenirs, rides and entertainment. Each purchase supports small business owners and creates income streams that can sustain families long after the festival ends. As Gbadebo further noted, “Most people do not need pity; they need jobs. They do not need handouts, they need opportunities.”
The Ojude Oba festival also holds immense potential for international tourism and global recognition. Its intricate blend of pageantry, horsemanship, and deep-rooted cultural identity offers a unique experience that rivals global cultural events. Naomi Chima of The Punch captured this sentiment while covering the Lisabi festival earlier this year, noting that the elegant cultural display rivaled “a Paris runway.” These aren’t simply local or regional affairs—they are world-class showcases of African creativity and heritage.
For Ogun State, which sits just a short train ride from Lagos, the economic potential remains largely untapped. With targeted investments, supportive policies, and an intentional tourism strategy, the state could transform itself into a year-round destination for domestic and international visitors alike. As Gbadebo aptly put it, “A carefully designed and executed tourism policy will deliver those opportunities.”
The lesson here is one that resonates far beyond Nigeria. In cities around the world, including Washington, D.C., where our own communities strive to uplift diverse voices, the celebration and promotion of cultural heritage can be a catalyst for both community pride and economic development. Too often, policymakers focus on short-term aid programs without recognizing the long-term power of investing in cultural infrastructure and creative economies.
As globalization accelerates, communities that honor and promote their unique cultural narratives will not only preserve their heritage but also build sustainable economic ecosystems. Festivals like Ojude Oba serve as a powerful reminder that when culture thrives, so do people.
