The study examined the Public Relations tools and techniques in promoting tourism in Osun State with a particular focus on the Osun Osogbo Festival. The research aims are directed at understanding how public relations approaches are used to promote the cultural value of a festival in an attempt to draw local and/or international visitors. The study used quantitative and qualitative methodology to gather data for the study. The findings reveal the opportunities and threats that exist in the existing PR approaches to promoting cultural tourism Findings indicate that even though the campaigns have successfully enhanced festival visibility and attendance, problems such as limited funding, discrepancy in messages, and weak digital interaction are still obstacles on the way towards optimal outcomes. The results of the work are encouraging as it states that well planned, well-done and consistent PR programmes can do a world of good to the tourist industry in Osun State, Nigeria. To achieve long term growth, it is suggested that there should be more involvement of stakeholders and that digital media should be used strategically and that the outcomes of the campaigns should be reviewed continuously.