Cultural festival management in Nigeria: A critical examination of the challenges and opportunities in Udiroko festival

The absence of adequate professional management team in African festivals have assumed numerous negative imprints, which adversely affect the preservation, documentation and transmission of pristine cultural values. The effective organisation and execution of traditional festivals in Nigeria are hindered by various challenges encountered by the management. The challenges at hand are multifaceted and encompass a range of factors, such as the preservation of cultural heritage, logistical planning, financial limitations, security considerations, and the imperative for community engagement. The complex interplay of these variables creates a diverse challenge that requires careful attention and strategy to ensure the successful management of traditional festivals in Nigeria. Against this background, this study examines the challenges and prospect of managing cultural festivals in Nigeria, using Udiroko festival as a case study. The study hinges on Professional Management Theory and adopts qualitative methods of data gathering and analysis through a non-participant observation and key person interview (KPI). Findings reveal that adequate financing, absence of qualified trained management professional, limited marketing and promotion, among others, are challenges plaguing the festival. The study, among other things, recommends that government should appoint experienced professional managers to the culture and tourism industry to reposition and market the Udiroko festival for tourist attractions.