The historic town of Badagry, a place of profound significance in the narrative of the African diaspora, has a new visual landmark. On Sunday, December 28, 2025, the Badagry Tourism Development Centre (BTDC) officially unveiled the “I Love Badagry” icon, a symbolic installation aimed at reshaping the town’s identity and unlocking its vast tourism potential.
Strategically positioned along the bustling Joseph Dosu Way, this icon is more than a photo opportunity; it is a statement of intent. It represents a concerted effort by local stakeholders to transition Badagry’s global recognition from a somber historical footnote—centered on its painful legacy in the transatlantic slave trade—toward a vibrant, multifaceted destination for cultural immersion, commerce, and ecological tourism.
Rooted in Promise, Aimed at the Future
Speaking at the unveiling, the Chairman of Badagry Local Government, Mr. Babatunde Hunpe, connected the project to both ancestral roots and contemporary political promises. “When I was campaigning for this position, I promised my people that I would unlock the tourism potentials of Badagry; this is one of the fulfillments,” he stated. He emphasized that the initiative comprehensively covers tourism and culture, with plans to install similar icons at strategic locations throughout Badagry. His call extended beyond residents: he urged the global Badagry diaspora to carry the message of “I Love Badagry” in their hearts, fostering a sense of shared pride and belonging.
Narrating a New, Positive Story
Prince Olu Kosoko, Board Chairman of the BTDC, elaborated on the icon’s role as a narrative device. “We are a passionate people and we do things from the heart; ‘I Love Badagry’ speaks to all parts that represent us—our food, dress, culture, water, and music,” he explained. This move is a conscious effort to “tell a new story while appreciating our cultural heritage.” He highlighted Badagry’s under-celebrated natural assets: “We have fantastic aquatic endowments, our shoreline, mangroves, and waters.” The icon, therefore, serves as a gateway to these stories, with the BTDC planning complementary marketing campaigns and branding exercises to “sell Badagry to the world.”
A Mandate for Sustainable Development
Mr. Sewhude Akande, Director General of the BTDC, clarified the centre’s role as a catalyst and partner. “The centre is here to promote and preserve our tourism assets, protect our environment, and achieve sustainable tourism,” he said. He noted that while the BTDC is not a government agency, it works collaboratively with the local government to “create an enabling environment for tourism to thrive.” This public-private partnership model is crucial for attracting the critical stakeholders and investors needed for large-scale, responsible development.
A Gathering of Stakeholders
The event’s significance was underscored by the attendance of key dignitaries from national and state levels, signaling broader institutional support. Attendees included Dr. Armstrong Takang, Managing Director of the Ministry of Finance Incorporated (MOFI); Mr. Rasaq Akinyemi of the Universal Basic Education Commission (UBEC); and Mr. Sesi Whingan, the lawmaker representing Badagry Federal Constituency. Their presence suggests a recognition of tourism’s potential to drive economic and educational development in the region.
Beyond the Icon: What This Represents
The “I Love Badagry” icon is a potent first step in a larger place-making strategy. For visitors, it provides a recognizable symbol and a focal point for engagement. For the community, it is an act of reclamation—a chance to define Badagry on their own terms, celebrating its resilience, living culture, and natural beauty alongside its history. The success of this initiative will hinge on the subsequent actions it heralds: infrastructure improvements, curated cultural experiences, community-based tourism programs, and the effective storytelling Prince Kosoko mentioned. If supported, this landmark could indeed become the heart of a new chapter for the ancient town.
Edited by Augusta Uchediunor/Sandra Umeh
