Lagos: Some scholars have called on stakeholders in the creative sector to embrace ‘digital cultural tourism’ and greater investment in the industry as tools for economic growth and cultural preservation. The scholars made the call during the end of a two-day international conference organized by the Centre for Black and African Arts and Civilisation (CBAAC) in Lagos.
According to News Agency of Nigeria, the conference was organized by CBAAC in collaboration with the Faculty of Arts, UNILAG, and the Institute of African and Diaspora Studies (IADS). The event, themed ‘Cultural Tourism, Creative Economy and Sustainable Development in Africa’, featured discussions on the role of digital platforms and technologies in promoting and preserving indigenous cultures, languages, and traditions, while also providing economic opportunities for communities.
Dr. Adedoyinsola Eleshin, a scholar from the Department of Linguistics, African and Asian Studies at UNILAG, highlighted the transition of language from a mere communication tool to a central element in digital tourism. Eleshin explained that the future of tourism includes not only physical travel but also immersive digital experiences led by content creators, who act as digital tour guides. She emphasized the importance of maintaining the originality and tradition of tourist destinations in digital content.
Eleshin cautioned against diluting or modernizing names and concepts in digital content, citing examples like the Yoruba cap ‘Abeti Aja’ and other indigenous terms. She encouraged content creators to integrate language with culture, recommending funding for research centers and academic programs focused on digital tourism.
Dr. Christabel Aba Sam, from the Department of English at the University of Cape Coast, Ghana, discussed the significance of literature, film, music, and other creative sectors in fostering cultural awakening and economic independence across Africa. She traced the roots of Pan-Africanism to figures like Martin Delaney and Edward Blyden, describing it as a movement to reduce Euro-American influences and promote African cultural and economic growth.
Aba Sam urged creatives across various platforms to minimize Euro-American influences on cultural heritage and suggested creating digital avenues to compete with platforms like Netflix. She emphasized the need to correct ideological distortions between African traditional culture and Western pop culture.
News Agency of Nigeria also reports that the event gathered stakeholders, including scholars, culture custodians, artists, and policymakers, to deliberate on Africa’s cultural and economic future.