By Idris Animasaun
A few days ago, I attended the Ikogosi Marathon at Ikogosi Warm Springs Resort. The experience reinforced my belief in the economic possibilities of sports tourism and the proposed Ibadan Marathon presents an opportunity to position sports as a catalyst for tourism, economic development and cultural promotion in Oyo State.
Having visited the resort with my family in 2019, I was impressed by its transformation. Beyond the improved facilities, however, something else caught my attention. The event had created economic opportunities for the surrounding community.
Local traders, food vendors, transport operators and small businesses benefited from the influx of visitors. Residents were already buying and selling before the day’s activities gathered momentum.
It reminded me that sporting events are much more than competitions. Properly organised, they can stimulate tourism, create jobs and strengthen local economies.
This brings me back to the Ibadan Marathon, an initiative whose potential deserves renewed attention.
A PROMISING INITIATIVE THAT DESERVES ANOTHER CHANCE
The maiden edition of the Ibadan Marathon was initially scheduled for November 2, 2024. By then, considerable preparations towards its successful hosting had been concluded.
Unfortunately, the event was postponed to 2025. It has since remained indefinitely postponed, with no new date announced.
I believe it is time to revisit the conversation. In fact, the opportunities available today make an even stronger case for its revival.
IBADAN HAS A STORY TO TELL
Ibadan is more than a city capable of hosting a marathon. It is a destination with an extraordinary history and cultural identity.
From Mapo Hall to Bower’s Tower, the city has remarkable landmarks. Cocoa House, its historic institutions and vibrant traditional communities add to its appeal.
Its indigenous cuisine, markets, architecture and hospitality offer visitors memorable experiences. These attractions deserve greater visibility beyond the boundaries of Oyo State.
The Ibadan Marathon provides an opportunity to tell these stories to a wider audience. Imagine thousands of runners, tourists, sports enthusiasts and media professionals arriving to experience the city.
Beyond participating in a race, visitors could explore its heritage, sample local cuisine and experience its hospitality. Such experiences can encourage repeat visits and strengthen Ibadan’s position as a tourism destination.
THE INFRASTRUCTURE ADVANTAGE
Perhaps the strongest argument for reviving the Ibadan Marathon today is the improvement in infrastructure and connectivity.
The ongoing 110km Senator Rashidi Ladoja Circular Road project offers an interesting opportunity. Its completed sections provide a chance to showcase the administration’s infrastructure investments and expanding urban corridors.
The improved inner-city road networks also create opportunities for a carefully designed marathon route. Such a route could connect important landmarks while showcasing the city’s transformation.
Another significant development is the recent upgrade of the Samuel Ladoke Akintola Airport. Improved airport infrastructure offers greater prospects for receiving visitors from other parts of Nigeria and beyond.
For travellers from Lagos and other neighbouring states, the Lagos-Ibadan standard-gauge railway provides another mobility option. Together, these developments strengthen the case for hosting an event with national appeal.
These infrastructure investments should not be viewed independently. They offer an opportunity to connect transportation, tourism, hospitality and sporting activities within one development strategy.
BEYOND THE FINISH LINE: THE ECONOMIC OPPORTUNITY
For the Ibadan Marathon to achieve its full potential, organisers must approach it as more than a one-day sporting event.
There should be deliberate collaboration with hotels, restaurants, tour operators and transport providers. Cultural organisations, local businesses and community stakeholders must also have a place at the table.
The marathon weekend could feature heritage tours, cultural exhibitions, food festivals and entertainment programmes. Local businesses could showcase their products to visiting participants and spectators.
Hotels and short-let operators would benefit from increased bookings. Restaurants, transport providers, artisans and market traders could experience additional patronage.
Young people could also find temporary employment and entrepreneurial opportunities. These benefits should extend beyond the event itself.
More importantly, host communities must become active beneficiaries. Local entrepreneurs should have structured opportunities to participate and earn from the activities.
The Ibadan Marathon could therefore become an annual economic attraction. With proper planning, it can encourage visitors to return and create sustainable opportunities for local businesses.
A COLLECTIVE RESPONSIBILITY
The Oyo State Government has an opportunity to provide the institutional backing required to revive this initiative. Its infrastructure investments deserve platforms that showcase their wider economic and social value.
The private sector can equally explore commercial opportunities through sponsorships and strategic partnerships. Hospitality businesses, financial institutions, airlines and other organisations have something to gain.
Tourism authorities and sports administrators must also recognise the relationship between sports and destination development. Their collaboration can help position Ibadan on the national and international sporting calendar.
The Ibadan Marathon should not be treated as another event to be organised and forgotten. It deserves a sustainable framework, proper investment and long-term institutional commitment.
IBADAN DESERVES ANOTHER CHANCE
We must begin to see sports as an important component of our tourism and economic development strategy.
The success of a marathon should not be measured solely by the number of athletes crossing the finish line. Its legacy should include jobs created, businesses supported, destinations promoted and communities empowered.
Ibadan already has the heritage, culture, hospitality and infrastructure to make this happen. What is required now is the political will, strategic partnerships and commitment to execution.
The Ibadan Marathon is not just about running through Ibadan. It is about giving people reasons to visit Ibadan, experience Ibadan and invest in Ibadan.
The opportunity is here. It is time to bring the marathon back.
