Nigeria’s tourism potential is enormous. The nation’s national identity stems from practices, cultures, events, festivals, religions. All these characteristics add up as the country’s national identity. Through this identity evolves tourism potentials. At the moment the impact of the nation’s identity as a mechanism of propelling tourism is poor. Lack of coordination between relevant department, such as the culture ministry, information ministry and the media as a whole stemming from the inability of these organisation having an appreciation of promoting the nation’s unique character and the financial dividends is the reason for the lacklustre development of Nigeria’s indigenous and contemporary popular culture.