By: Goodluck E. Adubazi, Abuja.

At a time when Nigeria continues to battle negative global perceptions, a growing cultural movement is using tourism as a tool for rebranding, economic growth, and national reorientation.

The Bloomfest Experience, organised by lifestyle curator Blessing Omofoma, is emerging as part of a broader effort to reposition tourism beyond leisure, framing it instead as a catalyst for innovation, sustainability, and nation-building.

Built on the idea that damaging narratives must be deliberately replaced with stories of value and possibility, Bloomfest aligns with Nigeria’s urgent need to redefine how it is seen — both by its citizens and by the international community.

That vision took centre stage during the three-day Bloomfest Experience 2025, a storytelling and lifestyle engagement designed to move tourism beyond entertainment into dialogue, creativity, and policy-driven thinking.

Speaking at a press briefing held at the Federal Ministry of Tourism, organisers described Bloomfest as a purpose-driven platform that strategically combines tourism, culture, and lifestyle to reshape perception and encourage forward-looking conversations about Nigeria’s future.

While organisers acknowledged limited public turnout during the opening phase, largely attributed to prevailing security concerns across parts of the country, they stressed that the setback did not undermine the initiative’s long-term mission.

Instead, the presence of senior officials from the Ministry of Tourism alongside members of the media was described as a pivotal moment, signalling increasing institutional recognition of tourism’s role in national development.

Bloomfest positions itself as a new model for tourism engagement: professionally curated, experience-led, and intentionally designed to highlight Nigeria’s cultural depth, creative talent, and largely untapped destinations. Central to the initiative is a direct challenge to the dominant global narrative that portrays Nigeria as unsafe and uninviting — a perception that continues to deter travel, investment, and social exchange.

According to organisers, Nigeria is home to destinations that rival, and in some cases surpass, experiences many travellers seek abroad. The issue, they argue, is not a lack of value, but poor visibility, weak positioning, and the absence of coordinated storytelling.

Through experiential platforms like Bloomfest, supported by targeted media engagement, the initiative aims to bridge that gap by presenting Nigerian destinations as credible, accessible, and desirable.

Economic potential was also a major focus during discussions. Responding to questions on tourism’s contribution to national growth, organisers noted that the sector currently contributes less than 3.5 percent to Nigeria’s GDP, highlighting how underdeveloped it remains. With proper structure and investment, they said, tourism could generate jobs, stimulate local economies, and significantly improve livelihoods in host communities.

As Nigeria searches for sustainable pathways to growth, Bloomfest is positioning tourism not just as an industry, but as a narrative force capable of reshaping how the nation sees itself and how the world responds in return.