Former Big Brother Naija housemate Sultana has paid a courtesy visit to Bassey Otu, where she expressed her willingness to serve as a tourism ambassador for Cross River State. The visit, which took place at the governor’s residence, highlights growing collaboration between Nigeria’s entertainment industry and government efforts to boost tourism and cultural promotion.
During the meeting, Sultana shared her admiration for Cross River State’s rich cultural heritage and tourism potential. She noted that the state remains one of Nigeria’s most prominent tourism destinations, known for its vibrant festivals, scenic landscapes, and welcoming atmosphere. By offering to serve as a tourism ambassador, she signaled her readiness to use her platform and influence to promote the state to a wider audience both within and outside Nigeria.
Governor Otu welcomed the gesture and emphasized his administration’s commitment to revitalising tourism as a key driver of economic growth in the state.
He highlighted the importance of partnerships with young and influential Nigerians who can help showcase Cross River’s attractions to the world. According to him, leveraging the reach of entertainers and public figures is a strategic move to reposition the state as a top destination for tourism, investment, and cultural experiences.
Cross River State has long been recognised for hosting major tourism events, particularly the globally celebrated Carnival Calabar, which attracts visitors from across the world. Events like this have played a major role in placing the state on the global tourism map, contributing to local businesses, hospitality, and creative industries. Sultana’s involvement could further amplify awareness of such events, especially among younger audiences who engage actively with digital content.
The collaboration between entertainment personalities and government institutions reflects a broader trend in Nigeria, where influencers and celebrities are increasingly being engaged to drive national and state-level initiatives. With the rise of social media, individuals like Sultana have the ability to reach millions of followers instantly, making them valuable partners in promoting tourism, culture, and even economic development projects.
This approach not only modernizes traditional promotion strategies but also ensures that messaging connects with a younger, tech-savvy population.
For Cross River State, tourism remains a critical sector with the potential to generate revenue, create jobs, and support small businesses. From hotels and restaurants to transport services and local artisans, many sectors benefit directly from increased tourist activity. By strengthening its tourism brand through strategic partnerships, the state government aims to unlock these opportunities and drive sustainable growth. Initiatives like this also align with broader national goals of diversifying Nigeria’s economy beyond oil by investing in sectors such as tourism, entertainment, and the creative economy.
Sultana’s visit also reflects how former reality TV stars are leveraging their visibility to engage in meaningful projects beyond entertainment. Since her time on Big Brother Naija, she has continued to build her public profile, positioning herself as a figure interested in social impact and national development. Her willingness to support tourism in Cross River State suggests a growing awareness among young celebrities of the role they can play in shaping narratives and contributing to economic progress.
Observers believe that if properly implemented, such partnerships could redefine how states market themselves in an increasingly competitive global tourism space.
By combining cultural assets with modern promotion strategies, Cross River State stands to gain greater visibility and attract more visitors in the coming years. The success of this initiative could also serve as a model for other states looking to boost tourism through creative collaborations.