Stakeholders in Nigeria’s creative and tourism sectors say more public-private partnerships and funding for theatre are key to driving cultural storytelling, youth development, and tourism growth.

They made the call on the sidelines of a musical production, ‘I Wish I Wish: Battle of the Winds’, held on Saturday night at the Wole Soyinka Centre for Culture and Creative Arts (National Arts Theatre) in Lagos.

The family-friendly musical, produced by Proud African Roots in partnership with the Wole Soyinka Centre for Culture and Creative Arts and First City Monument Bank (FCMB), was staged to commemorate the 2026 Children’s Day.

Speaking at the event, the General Manager of the Centre, Adetola Akerele, described the production as the first major performing arts event hosted at the facility since its reopening.

She said the production was the outcome of nine weeks of rehearsals, featuring over 100 cast members, many of whom emerged from a summer camp organised by the National Arts Theatre in 2025.

According to her, funding remains one of the biggest challenges confronting theatre productions despite support from sponsors.

“It is important for organisations to come on board and partner with what we are doing because there are opportunities to align their brands with impactful initiatives,” she said.

Ms Akerele said stage productions play a vital role in transmitting values and life lessons to children and adults.

She noted that the musical highlighted themes such as gratitude, teamwork, diligence, integrity, and hard work through the experiences of its lead character.

“There are so many messages that come through these plays. They are ways of teaching our children and even adults important values, while also providing social commentary on issues affecting society,” she said.

She further emphasised the need to support writers, directors, and actors, noting that the Centre remained committed to providing platforms for quality Nigerian productions.

According to her, the theatre is also focused on capacity building and training aimed at positioning Nigerian productions for international audiences.

Also, Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority (NTDA), said the production showed how storytelling could be used to advance national values and boost tourism.

“For me, storytelling is the way to go. The themes of dedication, unity, and commitment contained in this production are lessons we need as a nation.

“Theatre is one of the products that can be used to promote Nigeria and project our values to the world,” he said.

He said collaboration between government institutions and private organisations remained essential for sustaining theatre productions and expanding their impact.

According to him, the NTDA is leveraging storytelling as a tool for promoting Nigeria’s tourism assets, culture, and heritage.

Mr Awakan disclosed that the NTDA had launched the first phase of a tourism-focused streaming platform aimed at showcasing stories rooted in Nigeria’s traditions and cultural heritage.

“Nigeria is a microcosm of stories. We have stories in our heritage, festivals, tourist sites, food, and way of life.

“We need to tell more of our stories and showcase who we are as a people,” he said.

Mr Awakan urged filmmakers, screenwriters, producers, and actors to focus more on indigenous stories capable of preserving Nigeria’s cultural identity and promoting tourism.

Toke Benson-Awoyinka, the Lagos State Commissioner for Tourism, Arts and Culture, commended Akerele for providing a platform for young talents to showcase their creativity at the National Theatre.

Mrs Benson-Awoyinka underscored the need for sustained support and sponsorship from both government and the private sector to nurture the next generation of actors and performers.

She described the production as a commendable effort and praised its creative execution, particularly the stage design and overall presentation.

“For such creativity to come out of this place, I think it is a good thing. It is a good beginning for Lagos and for the rest of Nigeria,” she said.

The Chief Executive Officer of Proud African Roots, Bola Edwards, said the production was inspired by the need to raise a generation of children equipped with strong moral values and leadership qualities.

Ms Edwards, a media producer, director, and actor, popularly known for the ‘Grandma Wura’ brand, said storytelling had historically been used to shape culture and build communities.

She said the production was conceived as part of efforts to revive value-based storytelling that could support families in nurturing responsible children.

Ms Edwards explained that the play tells the story of a girl who resented the responsibilities assigned to her during visits to her grandmother in the village and wished to become an ant to escape chores.

The wish was granted by a mischievous wind spirit, leading the girl into a new world where she learned valuable lessons.

“In becoming an ant, she learned values such as service, teamwork, integrity, love and looking out for one another.

“These are values that we need as a nation and the same values that have helped other societies build strong institutions and systems,” Ms Edwards said.

Ms Edwards said the production was designed not only to entertain but also to shape children’s character and prepare them for future leadership roles.

She urged young people to remain focused on their aspirations and strive to achieve their goals.

 (NAN)