Assessment of Theatre Festivals as Platforms for Promoting Nigerian Cultural Tourism in Osun State

Theatre festivals that showcase indigenous performance forms create cultural tourism assets that benefit local economies and promote Nigerian artistic heritage to national and international visitors, and evaluating this function in Osun State provides policy evidence. This study assessed the cultural tourism potential and current outcomes of theatre festivals in Osun State, South West Nigeria, with a focus on the Osun-Osogbo Festival and the Ile-Ife Arts Festival. A mixed-methods design employed interviews with 15 festival organisers and 8 Osun State Tourism Board officials, alongside surveys distributed to 250 domestic and international festival visitors. Economic impact calculations based on visitor spending data were supplemented by analysis of festival programme content. Results showed that international visitor attendance at the Osun-Osogbo Festival grew by 22 percent between 2020 and 2023. Domestic tourists cited performance arts content as the primary festival attraction in 67 percent of responses. Economic multiplier effects from theatre festival activities were estimated at N42 million per festival cycle in direct and indirect spending. However, inadequate documentation of performances for global marketing and limited digital presence constrained potential international reach. Youth engagement in festivals declined among local residents over the period reviewed. The study concludes that theatre festivals in Osun State have significant but under-realised cultural tourism potential. Recommendations include a dedicated digital documentation unit for Osun State festivals, targeted international marketing through diaspora networks, and youth engagement strategies in festival programming.

Keywords: theatre festivals, cultural tourism, Osun State, Osun-Osogbo, Nigerian heritage