Kabir Ali Masanawa: My Aspiration Is To Establish Katsina As Nigeria’s Leading Heritage Destination

Dr Kabir Ali Masanawa is the Sarkin Al’Adun Kasar Hausa (Custodian of Hausa Culture and Traditions), a tourism development strategist, destination branding expert, cultural heritage advocate and Founder/ Chairman of Qualitrend Group of Companies Limited. He presently serves as the Director General and Chief Executive Officer of Katsina State History and Culture Bureau.

A graduate of Ahmadu Bello University, Zaria, he has undertaken executive and professional programmes in tourism, destination management, investment promotion, leadership and business strategy in different parts of the world.

“Growing up, I developed a deep appreciation for discipline, education, culture and community. I became fascinated by our history, traditional institutions and the stories that define our identity as a people,” he reveals as he speaks on the inspiration that stoked his passion for culture. Education and extensive international travel further shaped that worldview.

“Education taught me the importance of continuous learning. Travel exposed me to different civilisations, while my cultural upbringing instilled in me a deep appreciation for preserving our identity and traditions,” he notes.

"Having travelled to more than 100 countries, Masanawa says those experiences have allowed him to study how successful destinations transform history, culture and identity into economic opportunities.

At the heart of Masanawa’s philosophy is a simple proposition: “Heritage should not merely be preserved — it should create prosperity,” he says with an uncanny passion. For him, culture is not simply about remembering the past.

“Culture is education, identity, diplomacy, investment and employment. Every community possesses unique cultural assets that, when professionally managed, can transform local economies.” This philosophy also extends to conservation.

“Protecting our heritage, environment and wildlife is essential for sustainable development and for preserving our legacy for future generations.”

His commitment to Hausa heritage earned him the traditional title of Sarkin Al’Adun Kasar Hausa, a recognition he regards as both an honour and a responsibility.

Before his present venture into public service, Masanawa built his career through Qualitrend Group, working with governments, investors and international organisations on tourism development, destination positioning and investment projects. One experience particularly influenced his thinking.

“One of the notable milestones in my career was leading Qualitrend’s representation of Dubai Parks and Resorts in Africa during its international expansion over a decade ago.”

The experience exposed him to the scale, planning and commercial possibilities of one of the Middle East’s major integrated tourism and entertainment developments. Today, he brings that private-sector perspective into public service.

“My preparation came from years of practical experience in tourism consultancy, destination management, international partnerships, investment promotion and institutional development.”

His objective is to introduce strategic planning, technology, partnerships, investment thinking and measurable performance into heritage administration in his beloved Katsina State and at the national level as well.

Repositioning the History and Culture Bureau

As Director General/CEO, Masanawa sees the Katsina State History and Culture Bureau as more than an institution responsible for preserving artefacts and organising cultural activities.

Its larger mandate, he argues, is to convert Katsina’s cultural assets into opportunities for education, tourism, investment, employment and sustainable economic development.

“My focus is transforming culture from being viewed solely as heritage into becoming an important economic sector.”

This involves heritage conservation, destination branding, digital promotion, tourism investment, youth empowerment, creative economy development and international recognition.

The task, he admits, is demanding

“We inherited significant opportunities alongside institutional challenges, but we have focused on restoring confidence, building strategic partnerships and developing projects that will have lasting impact.”

The Bureau is consequently pursuing institutional reforms, modernising its operations and embracing digital transformation.

“Our emphasis is on measurable impact, sustainability and making the Bureau relevant to today’s economy.”

Durbar: Katsina’s global cultural asset

Few cultural expressions define Katsina as powerfully as the Durbar. Masanawa believes its combination of royalty, horsemanship, regalia, music, craftsmanship and centuries-old traditions give Katsina an extraordinary cultural tourism product.

“The Durbar remains one of Katsina’s greatest cultural assets. Our vision is to elevate it into an internationally recognised heritage event through improved planning, documentation, visitor experience, stronger promotion, investment and continued engagement with UNESCO and other global heritage institutions.”

His ambition extends beyond the Durbar itself

Katsina’s wider equestrian culture can support heritage rides, mounted games, horse festivals, traditional craftsmanship, sporting events and specialised tourism experiences — creating an entire economic ecosystem around a living tradition.

Among other priority initiatives are the Renewed Hope Cultural Village, ExploreKatsina.ng, heritage conservation, museum modernisation, cultural mapping, arts and crafts development, digital heritage documentation, creative economy programmes, equestrian tourism, heritage expeditions, international cultural partnerships and youth cultural entrepreneurship.

Why visit Katsina?

Masanawa describes Katsina not simply as a place to visit, but as a living cultural experience.

“Katsina offers visitors the opportunity to experience one of Africa’s oldest living civilisations. Our traditions remain vibrant through festivals, Durbar, horse culture, architecture, craftsmanship and hospitality.”

The state possesses significant historical sites and cultural traditions that remain embedded in everyday community life. That authenticity, he believes, is one of Katsina’s greatest competitive advantages.

Challenges

‘‘There are obstacles: limited funding, infrastructure gaps, insufficient private investment, inadequate digital documentation and the need for stronger destination marketing.’’ However, Masanawa believes government cannot develop tourism alone.

“Tourism development requires collaboration.”

He advocates stronger partnerships involving government, traditional institutions, communities, the private sector, investors and development partners.

His engagements with federal tourism institutions, including the Nigerian Tourism Development Authority and the Federal Ministry of Art, Culture, Tourism and the Creative Economy, are therefore intended to increase Katsina’s participation in national programmes, attract technical support and develop sustainable partnerships.

“My focus has always been on ensuring that these relationships translate into sustainable institutional benefits for the people of Katsina.”

Taking Katsina to the world

‘‘Digital visibility is another major part of the strategy. ExploreKatsina.ng is conceived as a destination marketing platform showcasing Katsina’s history, festivals, heritage sites, hospitality, cultural experiences and investment opportunities.

The objective is to make discovering Katsina easier for domestic and international visitors while giving local businesses and cultural entrepreneurs greater visibility.’’

Traditional institutions as strategic partners

The DG/CEO of the Bureau stresses that cultural development cannot succeed without the traditional institutions that have preserved Katsina’s heritage across generations.

“Our traditional institutions remain the custodians of our heritage, and their guidance, wisdom and commitment have been invaluable,” he discloses.

He therefore regards the Emirate Councils and traditional leadership not merely as stakeholders, but as strategic partners in preserving and projecting Katsina’s cultural identity.

He similarly credits the Katsina State Government for providing the confidence and institutional support necessary for the Bureau to pursue reforms, ambitious projects and partnerships.

Beyond The Office: Golf, polo and the open road

Masanawa’s passion for heritage is closely connected to his personal life. An avid golfer and polo player, he is also a conservation advocate and President of the Mounted Games Association of Nigeria (MGAN), where he promotes horsemanship as both competitive sport and cultural heritage.

One of his most memorable adventures was leading approximately 50 horse riders on a 100-kilometre Heritage Ride from Katsina to Daura. The expedition celebrated Hausa heritage, cultural unity, endurance and Nigeria’s equestrian traditions.

For Masanawa, it also demonstrated something bigger: ‘‘ancient traditions can be creatively repackaged into contemporary tourism experiences without losing their authenticity.

“Having travelled to more than 100 countries, I remain convinced that tourism, culture and conservation are among the most powerful tools for sustainable development.”

The legacy

Asked what he ultimately wants to leave behind as his lasting legacy when his tour of duty ends, Masanawa’s answer returns to the philosophy that drives his work.

“I hope to leave behind a stronger, modern and globally respected Bureau.” But his ambition reaches beyond the institution

“My aspiration is to establish Katsina as Nigeria’s leading heritage destination and Africa’s premier equestrian tourism hub, while ensuring that our history and culture become important drivers of economic development, youth empowerment and investment.”

For Masanawa, therefore, preserving the past is only the beginning. The greater challenge — and opportunity — is to make heritage work for the future.

Attractions

Some of the unique and rich tourist attractions of Katsina include: Durbar Festivals; Gobarau Minaret; Kusugu Well; Durbi Takushey; Ancient Katsina City; Traditional Hausa architecture; Emirate heritage; Rich equestrian traditions; Polo and mounted games culture; Traditional crafts; Historic Islamic scholarship; and Vibrant festivals and cultural ceremonies.