Prof Barclays Ayakoroma, Acting Vice-Chancellor of the University of Africa Toru-Orua UAT, Bayelsa has advocated an innovative approach to branding Nigeria’s arts and cultural products for increased export to shore up earnings and Gross Domestic Product (GDP).

Ayakoroma said this can be achieved through cultural rejuvenation and deliberate generational transfer of cultural talents and adequate investments by governments at all levels to fully harness cultural tourism potentials that abound in the country.

A statement issued on Tuesday by Mr Tonye Yemolegha, Special Assistant on Media to the VC indicates that the don made the submission at the Annang Festival of Arts and Culture, (AFAC).

The festival was held at the Four Points by Sheraton, Ikot Ekpene, Akwa Ibom with the theme: “Culture: A Gateway to Unity and Development.” From 20 to 23.Dec.

According to Ayakoroma, AFAC, like other cultural products and skills, need holistic transformation for enhanced global competitiveness.

Ayakoroma noted that reinventing culture as a gateway to national development also entails the introduction of entrepreneurial components that will drive dependency for sustenance and expansion of the sector.

Represented by Dr. Tam Azorbo, the Acting Head, Department of Theatre and Film Studies, UAT, Ayakoroma, commended the organisers of AFAC for hosting the 6 th edition.

He explained that the festival is a celebration of Nigeria’s cultural diversity with a window for introspection and appraisal.

He maintained that the cultural policy of any country remains a strong binding factor, which enhances the spirit of nationalism and unifies citizens and called for continuous review of the cultural policy for Nigeria, which was signed in August 1988 by General Ibrahim Badamasi Babangida.

“Culture is a vital component of national development as it is a tool for driving economic growth, social cohesion, peaceful-co-existence as well as political stability; we must therefore explore every channel to tap from it,” Ayakoroma stated.

According to the statement, the annual event was declared open by Akwa Ibom Commissioner for Culture and Tourism, Mr. Charles Udoh, who congratulated organisers of AFAC, led by Mr. Ephraim Okon, and assured that the festival will be included in the Akwa Ibom State Tourism Calendar from 2024.

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