The Role of Intangible Cultural Heritage in Tourism Product Development in Imo State, South East Nigeria

This study examines the role of intangible cultural heritage in tourism product development in Imo State, South East Nigeria, a state rich in Igbo performance traditions, masquerades, oral literature, and traditional festivals. Intangible cultural heritage has been progressively recognised by UNESCO and national tourism authorities as a valuable but underutilised tourism resource, particularly in sub-Saharan Africa. A mixed-method research design is adopted with questionnaires administered to 160 domestic tourists visiting Imo State and qualitative interviews conducted with 20 cultural practitioners, community leaders, and state tourism officials. Tourism product development dimensions assessed include the current packaging of intangible heritage as formal tourism products, tourist interest in intangible heritage experiences, revenue generation potential, and threats to intangible heritage from commercialisation. Findings reveal strong tourist interest in immersive intangible heritage experiences including Ekpe masquerade performances, Igbo traditional wrestling festivals, and evening storytelling events, with 79 percent of respondents expressing willingness to pay a premium for structured cultural encounters. However, fewer than 15 percent of these traditions are currently offered as formal, bookable tourism products in the state. Commercialisation risks, including the dilution of sacred elements, are identified as sensitive issues requiring community-led governance. The study recommends co-designed cultural tourism products developed with community cultural custodians, UNESCO Intangible Heritage nomination advocacy for priority traditions, and digital documentation initiatives to support tourism interpretation. Keywords: intangible cultural heritage, tourism products, Imo State, Igbo culture, heritage tourism