The Role of Arts and Crafts in Tourism Promotion in Jos, Plateau State

Arts and crafts constitute a vital cultural attraction that draws domestic and international tourists to heritage-rich destinations, contributing to both local economic development and the preservation of indigenous creative traditions. This study examines the role of visual arts and craft production in tourism promotion in Jos, Plateau State, situated in Nigeria's North Central geopolitical zone. A descriptive survey design is employed, with primary data gathered from 100 craft producers, 30 tourism operators, and 50 domestic tourists at the Jos Museum, the Amusement Park craft market, and selected hotel lobbies. The study evaluates the types of crafts produced, the cultural narratives they embody, visitor purchasing patterns, pricing structures, and the marketing support provided by the Plateau State Tourism Corporation. The theoretical framework draws on cultural tourism theory, the heritage commodification literature, and the economics of creative industries. The Jos context is particularly significant given the state's diverse ethnic composition, which generates a rich variety of craft traditions from Berom, Angas, and other communities, alongside the disruption of tourism by past security challenges. Recent literature on Nigerian cultural tourism has identified inadequate market infrastructure and limited digital presence of craft vendors as key constraints on revenue optimisation. The study contributes evidence on the art-tourism nexus in a post-conflict recovery context and provides recommendations for the Plateau State Ministry of Tourism and Natural Resources. Keywords: arts and crafts, cultural tourism, Jos, Plateau State, heritage