Stakeholders in Nigeria’s creative and tourism sectors emphasize the need for increased public-private partnerships and funding for theatre to drive cultural storytelling, youth development, and tourism growth.
They made this call on the sidelines of the musical production, ‘I Wish I Wish: Battle of the Winds,’ held on Saturday night at the National Arts Theatre in Lagos.
It was reported that the family-friendly musical, produced by Proud African Roots in partnership with the National Arts Theatre and First City Monument Bank (FCMB), aimed to commemorate 2026 Children’s Day.
Speaking at the event, the General Manager of the National Arts Theatre, Mrs. Adetola Akerele, described the production as the first major performance arts event hosted at the facility since its reopening.
She said the production was the result of nine weeks of rehearsals, featuring over 100 cast members, many of whom emerged from a summer camp organized by the National Arts Theatre in 2025.
According to her, funding remains one of the biggest challenges facing theatre productions, despite support from sponsors.
“It is important for organizations to partner with us because there are opportunities to align their brands with impactful initiatives,” she said.
Akerele highlighted that stage productions play a vital role in transmitting values and life lessons to both children and adults.
She noted that the musical emphasized themes such as gratitude, teamwork, diligence, integrity, and hard work through the experiences of its lead character.
“There are many messages conveyed through these plays. They teach our children and adults important values while also offering social commentary on societal issues,” she explained.
She further stressed the importance of supporting writers, directors, and actors, reaffirming that the National Arts Theatre remains committed to providing platforms for quality Nigerian productions.
According to her, the theatre is also focused on capacity building and training to position Nigerian productions for international audiences.
Additionally, Mr. Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority (NTDA), stated that the production demonstrated how storytelling could promote national values and boost tourism.
“For me, storytelling is the way forward. The themes of dedication, unity, and commitment in this production are lessons Nigeria needs,” he remarked.
He emphasized that collaboration between government institutions and private organizations is essential for sustaining theatre productions and expanding their impact.
Awakan explained that NTDA is leveraging storytelling as a tool to promote Nigeria’s tourism assets, culture, and heritage.
He disclosed that NTDA has launched the first phase of a tourism-focused streaming platform to showcase stories rooted in Nigeria’s traditions and cultural heritage.
“Nigeria is a treasure trove of stories—from our heritage and festivals to tourist sites, food, and way of life. We need to tell more of these stories and showcase who we are as a people,” he urged.
Awakan called on filmmakers, screenwriters, producers, and actors to focus more on indigenous stories that can preserve Nigeria’s cultural identity and promote tourism.
Mrs. Toke Benson-Awoyinka, Lagos State Commissioner for Tourism, Arts, and Culture, praised Akerele for providing a platform for young talents to showcase their creativity at the National Theatre.
She emphasized the need for sustained support and sponsorship from both government and the private sector to nurture the next generation of actors and performers.
Benson-Awoyinka described the production as a commendable effort and praised its creative execution, especially the stage design and overall presentation.
“For such creativity to emerge from this place is a positive sign. It’s a good beginning for Lagos and Nigeria,” she said.
Mrs. Bola Edwards, CEO of Proud African Roots, explained that the production was inspired by the need to raise a generation of children with strong moral values and leadership qualities.
Edwards, a media producer, director, and actor known for the ‘Grandma Wura’ brand, noted that storytelling has historically shaped culture and built communities.
She said the play tells the story of a girl who resented chores at her grandmother’s village home and wished to become an ant to escape responsibilities.
Her wish was granted by a mischievous wind spirit, leading her into a new world where she learned valuable lessons.
“In becoming an ant, she learned values such as service, teamwork, integrity, love, and caring for one another.
“These are values Nigeria needs, and they are the foundation of strong societies,” Edwards stated.
She added that the production aimed not only to entertain but also to shape children’s characters and prepare them for future leadership roles.
Edwards encouraged young people to stay focused on their goals and aspirations.
