THE ROLE OF RADIO IN THE PROMOTION OF TOURISM AND CULTURE IN OSUN STATE
Abstract
This paper examines the role of radio in the promotion of tourism and culture in Osun State, Nigeria. The study argues that radio remains one of the most practical media for connecting cultural heritage with public awareness because it is local, affordable, language-friendly, and community-centered. Osun State possesses important tourism and cultural assets such as the Osun Osogbo Sacred Grove, Ooni of Ife Palace, Erin Ijesha Waterfalls, Nike Art Centre, Oranmiyan Staff, and the Olojo Festival. In this environment, radio can publicize attractions, interpret their cultural meaning, mobilize residents and visitors, and strengthen indigenous identity through Yoruba-language programming. Using a documentary review method, the paper draws on official tourism sources, UNESCO materials, radio station information, and selected scholarly studies on radio, indigenous language broadcasting, and community media. The findings show that radio promotes tourism and culture in Osun State by creating awareness of sites and festivals, preserving oral traditions and local language, shaping public perception, and supporting community participation. The paper concludes that radio remains highly relevant to cultural and tourism development in Osun State, especially when combined with strategic programming, partnerships, and sustained government and private-sector support.
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