Adedayo’s Vision to Rebrand Nigeria’s Tourism Through Photography - THISDAYLIVE

Nigeria’s tourism challenge has never been entirely about the absence of attractive destinations. From the rolling highlands of Mambila to the spectacular landscapes of Obudu, the historic settlements of the South-west, the waterfalls of the South-east and the natural wonders scattered across the Niger Delta, the country possesses an extraordinary collection of tourism assets.

The bigger challenge has been how to package these attractions, tell their stories compellingly and inspire people to experience them.

It is a gap that renowned Nigerian photographer, Dayo Adedayo, hopes to address through the DAP Experience Centre, an ambitious cultural and tourism project in Lagos that seeks to transform the country’s visual heritage into an immersive experience.

For a man who has travelled extensively across Nigeria, photographing its 36 states and documenting its changing landscapes, the project represents a natural extension of decades of exploration.

Adedayo estimates that his archive contains more than four million images covering Nigeria’s people, places, institutions and historical developments. His photographic journeys have taken him from the country’s major cities to remote communities, revealing attractions and cultural treasures that remain largely unfamiliar to the wider public.

Adedayo spoke to journalists about his beginnings, defining moments, influences and experiences that shaped his career; the responsibility of photographers in preserving Nigeria’s history, traditions, people and cultural heritage; his creative philosophy, signature approach, memorable assignments and the stories behind some of his most significant works; digital disruption, artificial intelligence, social media, commercial pressures and the changing economics of professional photography; and the future of the craft, including mentorship, opportunities for emerging photographers, institutional support and the role of spaces such as DAP Experience in preserving photographic heritage.

He explained that the Centre was conceived out of a desire to ensure that Nigeria’s beauty and historical significance are not lost through poor documentation or inadequate publicity.

According to him, the ambition is to make visitors experience Nigeria without necessarily having to travel thousands of kilometres across the country.

“The proposed immersive digital experience is particularly striking. Visitors will embark on a virtual journey from Lagos through the Atlantic Ocean, into the Niger Delta creeks, towards Onitsha and Lokoja, before returning to Lagos. Elements such as rainfall, turbulence, sunrise and sunset will help recreate the sensation of travelling through Nigeria’s varied geographical environments.

“It is an innovative approach to destination storytelling, particularly for a country whose tourism potential is often undermined by limited awareness and inadequate promotion.

“The Centre will also showcase curated images and documentaries of destinations across the country. Its 154 windows are designed to represent 154 interesting places Nigerians should visit, with QR codes providing information about the attractions. Another 98 destinations in Lagos will be represented through the staircase, offering visitors a further invitation to explore the commercial capital beyond its familiar landmarks,” he said.

Adedayo’s personal assessment of Nigeria’s tourism potential is informed by experience rather than speculation. He identifies the Mambila Plateau as one of the country’s most breathtaking destinations, while highlighting the attractions of Plateau, Ekiti, Enugu, Akwa Ibom, Bauchi and other states.

His observations also expose a critical weakness in Nigeria’s tourism ecosystem: the disconnect between natural attractions and the supporting infrastructure required to make them commercially viable.

Recalling his visits to the Mambila Plateau, he described the difficulty of finding suitable accommodation despite the destination’s remarkable natural beauty. Such gaps, he believes, must be addressed if Nigeria intends to compete meaningfully in the global tourism market.

“The economic implications are considerable. Tourism is not simply about visitors taking photographs or spending money at attractions. It supports an extensive value chain involving airlines, hotels, restaurants, transport operators, tour guides, event organisers, artisans, retailers and local communities.

“The DAP Experience Centre intends to contribute to this ecosystem by creating a destination in its own right. Beyond its exhibitions and digital experiences, the facility will feature a café, garden, specialist library and spaces for intellectual engagement. Its proposed merchandise offering will also provide another commercial dimension to the visitor experience,” he added.

The founder indicated that “the Centre will operate through a digital payment system, with advance ticketing and scheduled 90-minute sessions between 10am and 10pm. Its exhibitions will change periodically, ensuring that visitors have new experiences on subsequent visits.

“This continuous renewal is important to its sustainability and ability to encourage repeat patronage.

“There is also a broader destination-marketing opportunity. By exposing visitors to the attractions and cultural narratives of different states, the Centre could stimulate interest in actual travel, creating awareness that eventually translates into visits, hospitality spending and economic activity,” he further explained.

Adedayo’s ambition extends beyond Lagos. He disclosed plans to explore similar developments in Abuja and other locations, with future facilities reflecting the distinctive cultural and geographical identities of their host communities.

For Nigeria, this presents an opportunity to approach tourism promotion from a different perspective: one that begins with storytelling, builds awareness through visual experiences and ultimately encourages physical exploration.

The DAP Experience Centre cannot independently resolve the infrastructure, security and investment challenges confronting the sector. However, it offers an important proposition: destinations must first become visible, interesting and desirable before they can attract sustained commercial attention.

Nigeria has the attractions. What it needs is a more compelling way to tell its stories.

Through the DAP Experience Centre, Adedayo is betting that photography, technology and cultural interpretation can help make that happen.

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