In the rich tapestry of Nigerian history and culture, few figures embody the fusion of tradition, innovation, and visionary leadership as powerfully as His Imperial Majesty, Oba Adeyeye Enitan Ogunwusi, Ojaja II, the Ooni of Ile-Ife. As the spiritual head of the Yoruba nation, the Ooni’s throne is more than a seat of heritage — it is a living institution guiding the cultural and socio-economic evolution of Southwest Nigeria. But beyond his royal responsibilities, the Ooni has emerged as one of Nigeria’s most passionate tourism investors and cultural entrepreneurs, reshaping how the world experiences Yoruba civilization.

Entrepreneurship is not just about profit — it’s about purpose. When we invest in culture, we invest in people, and when people grow, the nation prospers.” — His Imperial Majesty, Oba Adeyeye Enitan Ogunwusi, Ooni of Ife

A Monarch with a Mission

Since ascending the throne in 2015, the Ooni of Ife has redefined what it means to be a traditional ruler in modern Africa. His vision stretches far beyond palace walls, focusing on how culture can drive tourism, empower youth, and generate sustainable development.

• It is better to create than to learn! Creating is the essence of life.” — Julius Caesar.

This timeless quote mirrors the Ojaja influence — where Oba Enitan Ogunwusi turns ideas into impact, blending creativity, culture, and commerce to shape a new era of African enterprise and tourism

In an era where global travelers are seeking authentic African experiences, Oba Ogunwusi has positioned Ile-Ife — the cradle of Yoruba civilization — as a key cultural tourism destination. Through festivals, heritage restoration, and creative industry investments, the Ooni has brought ancient traditions to contemporary relevance.

“Tourism is not just about sightseeing,” he once remarked. “It’s about reconnecting people to their roots, their stories, and their identity.”

Preserving Heritage, Promoting Innovation

One of the monarch’s most notable contributions to cultural tourism is the annual Ayan Agalu Drum Festival, a celebration of Yoruba spirituality, art, and music that attracts visitors and media from around the world. The festival’s vibrant blend of dance, drumming, and heritage showcases the depth of Yoruba creativity — and places Ife at the heart of Nigeria’s cultural calendar.

As we look ahead into the next century, leaders will be those who empower others.” — Bill Gates.

This perfectly captures the Ojaja influence of Oba Enitan Ogunwusi, whose vision empowers communities through culture, innovation, and entrepreneurship — turning heritage into opportunity for all

The Ooni has also invested in the Ifeland Tourism Corridor Project, an initiative that promotes museums, ancient shrines, craft markets, and royal sites as interconnected tourism routes. This effort aligns perfectly with the VisitSouthwest Initiative championed by MixiTV and regional tourism stakeholders to spotlight the tourism wealth of Lagos, Ogun, Oyo, Osun, Ondo, and Ekiti states.

Beyond cultural heritage, the Ooni is driving hospitality development through Ojaja Resorts and Parks, blending modern tourism infrastructure with local design, sustainability, and community inclusion. Each project under his watch tells a story — of Africa reimagined through African vision.

Empowering Youth through Culture

For the Ooni, tourism is a tool for empowerment. Through the House of Oduduwa Foundation, he supports youth entrepreneurs in fashion, media, agriculture, and arts — linking cultural preservation with job creation.

His belief that “culture is the new oil” has inspired collaborations with filmmakers, musicians, and digital creators, turning Ife into a hub for creative tourism. Under his leadership, ancient Yoruba narratives are being retold through documentaries, digital tours, and global partnerships.

“Innovation is the bridge between our heritage and our future. When we blend tradition with creativity, we build solutions that speak to both our roots and our dreams.” — His Imperial Majesty, Oba Adeyeye Enitan Ogunwusi, Ooni of Ife

The Future of Southwest Tourism

The Ooni’s influence now extends beyond Ile-Ife, shaping the collective tourism agenda of the Southwest. As royal patron and investor, he has encouraged inter-state collaboration to create a unified tourism economy — connecting coastal, cultural, and eco-tourism experiences across the region.

From the sacred groves of Osun to the rocky landscapes of Ekiti and the beaches of Ondo, the Ooni’s advocacy is helping to unlock the full potential of Southwest Nigeria as a world-class cultural tourism circuit.

MixiTVFocus Spotlight

Through the MixiTVFocus “VisitSouthwest” Series, we celebrate leaders and changemakers like Oba Enitan Ogunwusi who are redefining tourism as a force for cultural pride, economic growth, and African storytelling. His example shows that when tradition meets innovation, the result is a living legacy — one that attracts the world not just to visit, but to understand.

As the Ooni often says:

“Our heritage is our greatest wealth. When we invest in it, we invest in the future of our people.”

With his vision, Ile-Ife continues to stand — not just as the cradle of Yoruba civilization, but as the cradle of a new tourism renaissance for Nigeria and Africa. Follow the VisitSouthwest Initiative on MixiTV.com.ng for more stories on tourism, culture, and the people powering Nigeria’s creative economy.
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