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ABUJA – Niger State has intensified efforts to position the historic Bida Bariki festival on the global cultural map, leveraging Bida’s designation as a UNESCO Creative City of Craft and Folk Art to attract international visibility and tourism.
The renewed push follows strategic engagements with the Federal Ministry of Art, Culture and Tourism and the National Council for Arts and Culture (NCAC), aimed at forging partnerships that will project the centuries-old Nupe cultural heritage beyond Nigeria’s borders.
Member representing Bida/Gbako/Katcha Federal Constituency and Deputy Chairman of the House Committee on Finance, Hon. Sa’idu Musa Abdullahi, alongside the General Manager of the Niger State Tourism Corporation, Hajiya Zainab Mohammed, recently met with the Minister of Art, Culture and Tourism, Hannatu Musawa, and the Director-General of NCAC, Obi Asika, to seek federal collaboration.
Speaking during the visit to NCAC, Abdullahi described the Bida Bariki festival as one of the most significant cultural events in the Nupe Kingdom, with a history spanning over 100 years.
“We’ve come to present a proposal for partnership on Bariki. It is a tradition that has existed for more than a century. It started during the colonial era as homage, and even after independence, we have sustained it. Now, we want not just to preserve it but to give it greater visibility,” he said.
According to him, the festival, held on the fifth day of both Eid-el-Fitr and Eid-el-Kabir, attracts a massive procession of traditional title holders and rulers, followed by a colourful parade across Bida town amid large crowds drawn from within and outside Niger State.
“For the Nupe-speaking people, Sallah is truly celebrated on Bariki Day. Generations after generations have upheld this tradition in the same way. But as a new generation, we must tell our story differently and more strategically,” Abdullahi added.
He noted that although the festival already attracts visitors from across Nigeria and beyond, structured promotion and broader partnerships are needed to maximise its tourism and economic potential.
Also speaking, Zainab Mohammed stressed that the state government is committed not only to promoting the Bariki festival but also to reviving Bida’s renowned craftsmanship, which earned the city its UNESCO Creative City status in 2021. “Bida is the only UNESCO Creative City of Craft and Folk Art in Nigeria.
That recognition gives us a strong platform. When we submitted videos showcasing our horsemanship, drumming, dance, and craft traditions, it earned us global attention, including an invitation to South Korea to showcase Nupe culture,” she said.
She explained that integrating the revival of traditional crafts with the annual festival would create a more holistic cultural experience for visitors, while also boosting local economic activities.
“When people come for Bariki, they should also experience our craftsmen at work. It’s about showcasing everything Bida has to offer and giving it a global face,” she added.
In his response, NCAC Director-General Obi Asika commended the delegation for proactively seeking to elevate Niger State’s cultural heritage, assuring them of the Council’s readiness to partner in areas that would strengthen promotion and storytelling.
“We will digest the proposal and work out a structured media plan. Promotion should begin at least six weeks before the event and continue for two weeks after. Once you have a strong hashtag and coordinated messaging, everyone pushes the same story,” Asika said.
He observed that many northern durbars suffer from poor visibility due to limited advance publicity, stressing the need for a deliberate communication strategy that combines traditional media with digital platforms.
“You still need newspapers, radio and television, but a lot of impact now comes from social media, influencers, travel bloggers and diplomats who can tell the story to wider audiences,” he said.
Asika further advised the state to appoint credible ambassadors for future editions of the festival, including for Bida Bariki 2026, to strengthen brand positioning and international appeal.
With federal backing and UNESCO recognition as a foundation, Niger State is now seeking to transform the Bida Bariki from a cherished local tradition into a globally recognised cultural tourism asset, capable of driving economic growth and preserving Nupe heritage for generations to come.
