Ojude Oba Festival: Notes from Rwanda’s Tourism Template

Ijebu-Ode, a historic town in Ogun State, Nigeria, buzzed with excitement on Tuesday, June 18th, 2024. The Ojude Oba Festival unfolded in a display of culture, regal splendor, and dazzling attire. As with every year, it was a vibrant cultural celebration in Ogun State, showcasing Ijebu-Ode heritage.

Themes and activities

This year’s edition of the Ojude Oba Festival had the theme: Ojude Oba: Unity and Harmony, Our Gift. From time immemorial, the festival usually includes activities such as the parade of the ‘Regberegbe’. Known as the age groups, horse riding, and colourful dancers dancing. More than hundred age groups turned out in glamorous attire. The Balogun Kuku family won the parade for the eighth time in a row.

Festival significance

Ojude Oba Festival is an annual celebration held by the Ijebu people of Ogun State on the third day of Ileya (Eid al-Kabir). It focuses on paying homage to the Awujale of Ijebuland, showcasing respect and allegiance to the king. The festival fosters unity among families and clans. It brings together cultural age groups (Regberegbe), indigenes, friends, and associates from within and outside Nigeria. Additionally, Regberegbe groups contribute to community development through various projects. Making the festival a time for both cultural celebration and communal progress.

READ ALSO: The cultural significance of Ojude-Oba festival 

Prominent families

Prominent among the families associated with Ojude Oba are the Balogun families. Some prominent Balogun families include Balogun Towobola, Aregbesola, Ajibike Odedina, Odunuga, and Kuku. Others are Agboola Alausa, Otubu, Adesoye, Odejayi, and Adesoye Onasanya.

Tourism potential

As a Nigerian from Ijebu-Ode, who began visiting Rwanda in 2014 and residing in Rwanda. I watched the Ojude Oba Festival and I could see an enormous tourism eco-system being built around Ijebu-Ode and Ogun State. If the money-spinning potentials are harnessed and maximally commercialised by the appropriate stakeholders.

History

According to records, Ojude Oba, meaning “The King’s Forecourt,” is an ancient festival celebrated by the Yoruba people of Ijebu-Ode in Ogun State, Southwestern Nigeria. This annual event takes place on the third day after Eid al-Kabir (better known as Ileya in the Yoruba language) to pay homage and show respect to the Royal Majesty, the Awujaleof Ijebuland.

The festival features different cultural age groups known as Regberegbe, composed of indigenes, their friends and associates. These groups parade at the King’s palace courtyard, a tradition revived by Oba Adetona in the 18th century to promote community development.

Tourist attraction

Celebrated with pomp and pageantry, Ojude Oba attracts in some estimates circa a million people from various parts of the world. Particularly those of Yoruba descent. Clearly, the Ojude Oba Festival is a celebration of Yoruba Heritage in Ijebu-Ode.

Participants’ Perspectives

Dolapo Aina reached out to some of the participants who took part on one way or the other during the Ojude Oba Festival and they gave several varied insights.

Photojournalist’s view

Taofeek Ibrahim Adeshina better known as Foto Nuggets is sports photojournalist and documentarian. He describes himself as a photographer and whose online biography reads; freezing moments and storytelling through photography. He was present during the Ojude Oba Festival taking his iconic images and informed Dolapo Aina on his take away from the festival.

In his own words; “Preservation of African culture and traditions should be very important in our daily lives. This is what represents us as Africans. If the previous generations did not uphold to this festival, we would not be here talking about it. Aldo, branding is very important, Ojude Oba has been in existence for 200 years under Oba Adesimbo Tunwase. The rebrand of the festival made it very significant from government stepping in with full support, will collaborations with brands and attracting international agencies and organisations and like UNESCO recognizing the festival now.”

Why he became a photojournalist

On the question of being a photojournalist and how he thought the festival can evolve into a money spinning gathering for the Ogun State Government. The prominent photojournalist stated thus: “The most important thing is making sure this festival happens, so people can unwind and rewind the beauty of culture. This alone will bring in people from every aspect of life to relate and feel the presence of undiluted African culture.”

“Economically, coming together of these people is enough for the state’s economic growth. If the state government fix the road and make it easy for national and international investors.”

Royal family’s perspectives

Prince Adedoyin Alatishe who is known as the Generalisimo, coordinator and planner, was the lead horse rider for The Alastishe family. His take aways from Ojude Oba Festival in his own words; “It is good to see how united we ijebus are. Ojude Oba knows no religion, status. It is for everyone.”

On the historical antecedents of the Ojude Oba Festival from the perspective of the royal families. Prince Doyin Alatishe informed me that; “Ojude Oba means the King’s Court or Parade. Ojude Oba was formerly a small gathering of the people of the Islamic religion, which started over hundred years ago. It became popular during the reign of the second Balogun of Ijebuland, Balogun Odueyingbo Bello Kuku. It is on record that in 1890, during the pagan annual ceremony called the Odeda festival in the Awujale palace, Balogun Kuku. His family, and slaves emerged on well-ornamented horses along with his elderly sons and the Muslim community in a long procession. The entourage was preceded by drummers with their shekere and gunshots, typical of a warlord.

What Ojude Oba means to the royal families

On the question of what the Ojude Oba festival means to the royal families, the young Prince stated that; “Ojude Oba means everything to me. I look forward to it more than any day. Even my birthdays. It is a big deal for the families. They all want to come out looking regal. It is also a form of reunion. That is the only time when almost everyone is present.”

How the festival can evolve

Speaking further on how the festival can evolve into a money-spinning tourism spectacle for Ogun State, he posited that; “Ojude Oba already boosts every sector of the Ijebu economyduring that period. Businesses make ten times of their salesand profit. The town is always full. Most hotels are already booked for next year 2025 even without a date. Tailors, hairdressers, makeup artists and every vendor that can provide a service in relation to Ojude Oba makes money. The future will be to have a Netflix documentary, prime video too. Live streaming happened for the first time this year and many people loved it. The most important thing is that it is already being passed to the next generation. Go around the families. You will see young people at the forefront. That’s already a win.”

Age group leader’s insight

Another participant was Iyalode Oyindamola Moshood. She is the leader of the Egbe Obaneye Obirin Akile Ijebu. She commented that; “There are one hundred and four age groups and each of these groups has its uniqueness, either in the manner of appearance, style of dressing or dance pattern.”

On the historical antecedents of the Ojude Oba Festival from the Regberegbe perspective, the leader of the Egbe Obaneye Obirin Akile Ijebu stated thus: “Regberegbe constituted a major instrument of social cohesion and mobilisation in ijebuland. The age-grades banded together to help one another in the event. The festival made it rank among the most celebrated cultural festivals in the country.”

She also stated that as a member from one of the egbes(groups). The Ojude Oba festival mean is a significant event that showcases the rich heritage, unity, and cultural pride of the Ijebu community.

Musician’s opinion

Nigerian Fuji musician Adewale Ayuba known for several music hits has been attending the Ojude Oba Festival for several years and 2024 was no exception as he also performed. On his thoughts about the festival, the Fuji Music maestro informed Dolapo Aina that; “The Federal and the State Governments should rally round the event, to make it one of the pride of our country. The Ojude Oba Festival is a big avenue to promote our culture to the world as the Ojude Oba Festival has come to stay.

Notes From Rwanda

Rwanda’s tourism revenue surged from $445 million in 2022 to $620 million in 2023, marking a thirty-six percent increase, according to the 2023 Rwanda Development Board (RDB) annual report. This growth, ignited by 1.4 million visitors, was significantly bolstered by domestic tourism, which contributed $47.7 million. National parks generated $35.79 million, with Volcanoes National Park seeing a thirty-eight percent increase in visitors, followed by Akagera National Park at twenty-four percent and Nyungwe National Park at ten percent. Nyungwe was also declared a World Heritage site in 2023.

Revenue sharing scheme

RDB’s revenue-sharing scheme has disbursed Rwf2 billion to communities surrounding national parks, funding fifty-four agricultural projects, forty-three infrastructure projects, eight rural shop and artisan equipment projects, six community enterprises, and housing initiatives. Chief Tourism Officer Michaella Rugwizangoga attributed the growth to strategies positioning Rwanda as a high-end, eco-tourism destination with a focus on conservation.

Kwita Izina

Another of such tourism event is Kwita Izina which is simply the naming of baby Gorillas in the mountains of Volcanoes National Park in the high-altitude area called Musanze. A small and private gathering of only national park rangers has morphed into an international gathering. As Molly McCluskeyput it in her piece; “It was an intimate event, little known outside ranger circles, until a humble request for snack money transformed this simple naming ceremony into an international phenomenon that at its core is still distinctly Rwandan.”

Kwita Izina is modelled off a centuries old tradition in which Rwandans name their children in the presence of family and friends. In 2005, Rwanda began officially naming mountain gorillas in what has become a global celebration of nature. The ceremony is an opportunity to thank the communities that live around Volcanoes National Park, research partners, Veterinarians and the dedicated conservationists, rangers and trackers who protect the gorillas. Over the last 19 years, 397 mountain gorillas have been named.

Celebrities in attendance

Since the inception of the naming ceremony in 2005, this annual which takes place in Kinigi, Musanze district. It has been graced by global luminaries, global football stars like Didier Drogba, global models like Naomi Campbell, global leaders like Chief Olusegun Obasanjo. Also, global movie stars like Idris Elba, Kevin Hart to name a few. One interesting feature about Kwita Izinais every calibre of stars who grace the event goes a notch higher every year.

Some of the 2023 Kwita Izina namers were: Bukola Elemidebetter known as Aṣa, award winning Nigerian-French singer-songwriter; Sol Campbell, Arsenal and England legend; Bernard Lama. Additionally, French football coach and former Paris Saint-Germain goalkeeper; Joakim Noah, former Chicago Bulls Centre Forward; Audrey Azoulay were in attendance.

Director General of the United Nations Educational, Scientific and Cultural Organization (UNESCO); Zurab Pololikashvili, Secretary General, United Nations World Tourism Organization (UNWTO); Winston Duke, Tobagonian actor also showed up. The Musanze I visited in 2015 for Kwita Izina has transformed significantlyin 2024. Succinctly put, Musanze has transformed tremendously.

Kwita Izina, Rwanda’s annual gorilla naming ceremony, has significantly boosted tourism figures in the country through increasing attendance. The event attracts thousands of international and local visitors annually, with numbers rising each year. The global attention garners global media coverage, drawing attention from tourists globally. From the tourism perspective, Kwita Izina contributes substantially to Rwanda’s tourism revenue, with visitors and tourists spending on accommodation, transportation, and local experiences. This impacts economically on the economy of Musanze. This leads to community involvement as local communities benefit economically through increased business during the festival. Finally, eco-tourism growth of Musanze and Rwanda are highlighted and shows Rwanda’s commitment to conservation, promoting eco-tourism and sustainable travel.

Conclusion

In August 2023, about twenty State Governors from Nigeria visited Rwanda via the Nigerian Governors’ Forum. It is of the believe that what some of the State officials and technocrats must have learnt are being replicated in their various states.

Watching the proceedings of Ojude Oba Festival in 2024. As a Nigerian who has a keen interest in tourism and how Rwanda and East African countries handle tourist destinations as a big foreign exchange business. One can foresee the Ojude Oba Festival transforming into a global event.

People in attendance

The eco-system of major tourism events in Rwanda is similar to what can be obtainable during the Ojude Oba Festival. The list is inexhaustible. It includes audio visual and portable generator vendors, musicians, DJs, sound engineers, audio equipment rentals and their vendors. Also, social media influencers, photographers and graphic designers. And videographers, printers of flyers, banners and billboards, hype-men and hype-women.

Hospitality sector consisting of hotels, guest houses, motels and Airbnb apartments. Also, community development projects via Egbe community contributions; beauty services comprising makeup artists and hair stylists. Fashion and accessories sector consisting fabric and aso oke sellers. Embroidery vendors and tailors, matching feather hand fans and shoe vendors. Horse ownership, rentals, and carriage services, veterinary doctors and medication vendors. Food and beverages vendors; restaurants, small chop (snacks) vendors, and caterers. VIP car rentals, escort and private securityservices vendors. Event halls and canopy rentals vendors; transportation and logistics vendors. And travel and tour guide vendors and public relations firms. Accessible road networks and public infrastructure. Just to mention but few.

Partnership between the public and private sectors

Finally, a partnership between the public and private sectors will be a win-win for all and sundry and will transmute the Ijebu Ode city and its environs and the Ojude Oba Festival into a global gathering. Whilst still maintaining the uniqueness of the Ijebu-Ode-esque culture.

Dolapo Aina,

Kigali, Rwanda.