Otunba Biodun Ajiboye, Executive Secretary and CEO of the National Institute for Cultural Orientation (NICO), has highlighted the immense cultural and economic potential of the Rio de Janeiro Carnival as a vibrant reflection of Yoruba Orisha heritage.

Speaking during his working visit to Brazil, Ajiboye noted the interest of Rio Carnival organisers in collaborating with Nigeria’s upcoming World Orisha Congress (WOOCON) to bring elements of the famed festival to Nigerian soil.

He emphasised that Yoruba mythology and Orisha culture attract about seven million visitors worldwide, generating over $10 billion annually, nearly half of Nigeria’s entire national budget.

“The Rio Carnival creates approximately 4,000 jobs annually, providing a sustainable economic model that boosts foreign exchange for Brazil,” Ajiboye said. “This cultural expression originates from the Yoruba land in South-Western Nigeria. Unfortunately, many have overlooked this heritage due to the influence of foreign religions. While Nigeria has yet to fully leverage this rich cultural wealth economically, Brazil has embraced and marketed it, reaping significant benefits.”

Ajiboye further revealed that Rio de Janeiro hosts a dedicated complex where Carnival teams continuously innovate and plan future editions. “We discussed WOOCON with our Brazilian counterparts, who are eager to integrate aspects of the Rio Carnival into our event in Nigeria,” he added.

This collaboration presents an exciting opportunity to celebrate Nigeria’s cultural legacy while driving economic growth through cultural tourism and international partnerships.