Tourism holds significant potential as a driver of youth employment, especially in culturally rich states like Osun. With its festivals, heritage sites, and creative traditions, the state is well positioned to use tourism as a pathway for economic participation. However, the extent to which tourism policy translates into meaningful opportunities for young people depends not only on cultural assets, but on how policy is implemented and communicated.
Osun State is widely recognised for its cultural heritage, including festivals, sacred sites, and long-standing artistic traditions. In principle, these assets should support employment for young people in hospitality, tour guiding, media promotion, event management, and digital storytelling. Tourism policy is expected to create structures that enable young people to participate in these areas, either through direct employment or through creative and media-related roles that support the sector.
At the policy level, Osun State’s tourism direction places emphasis on cultural preservation and festival-based tourism. These initiatives suggest an intention to promote the state’s identity and attract visitors. However, when viewed from the perspective of youth employment, the link between policy goals and structured opportunities for young people appears less clearly defined.
One noticeable gap is the limited integration of young media practitioners and content creators into tourism activities. In an era where tourism visibility is largely driven by digital media, storytelling, and online engagement, young people possess skills that are critical to promoting destinations and shaping public perception. Yet, tourism-related events and initiatives in the state have not consistently reflected strong collaboration with youth-led media, digital storytellers, or creative professionals.
This gap affects employment outcomes. Without deliberate inclusion, many young people remain on the margins of the tourism economy, engaging only informally or temporarily, rather than building sustainable careers. Opportunities in areas such as social media management, visual storytelling, podcasting, and digital promotion remain largely untapped, despite their growing importance in the tourism sector.
Communication also plays a central role in this challenge. Tourism policies and initiatives are not always communicated in ways that clearly outline how young people can participate or benefit. Where information exists, it may not reach the intended audience or may lack clarity about entry points, expectations, and long-term prospects. This weakens youth engagement and reduces confidence in tourism as a viable employment pathway.
Funding consistency and programme continuity further shape outcomes. While festivals and cultural events receive attention during specific periods, long-term investment in youth-focused training, media collaboration, and skills development is less visible. Without sustained support, young people who enter the sector often face instability and limited progression.
Media and communication are critical to closing these gaps. Effective public communication can bridge the divide between policy intentions and youth participation by increasing transparency, visibility, and trust. Journalism and digital storytelling do not only promote tourism; they shape how policies are understood and who feels included in them. When young people see themselves represented in tourism narratives, they are more likely to engage meaningfully with the sector.
For Osun State, strengthening the relationship between tourism policy and youth employment requires a more intentional approach to communication, inclusion, and collaboration. By actively integrating young media practitioners, content creators, and digital storytellers into tourism initiatives, the state can expand employment opportunities while strengthening its tourism image.
Tourism has the capacity
to contribute to youth employment in Osun State, but this potential depends on
how policy is translated into practice. With clearer communication strategies
and deliberate youth inclusion, tourism can move beyond cultural celebration to
become a sustainable source of opportunity for young people.
By: Zainab Ayokunnu Muhammed
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