ABSTRACT This study examined the effectiveness of radio broadcasting in promoting cultural tourism and its contribution to sustainable development. The study specifically investigated the extent to which radio programmes create awareness of cultural tourism sites, influence residents’ perception of tourism resources, and promote sustainable development within host communities. The research adopted a mixed-method approach, combining quantitative data from questionnaires with qualitative insights from purposive interviews. A total of 400 questionnaires were distributed to residents of Aba North and Aba South Local Government Areas of Abia State, out of which 385 were successfully retrieved and analyzed, representing a response rate of 96.3%. Data were analyzed using frequency distribution, percentages, Likert scale mean scores, and Chi-square statistical test. The findings revealed that although residents frequently listen to radio programmes, exposure to cultural tourism promotion on radio is relatively low. However, the Chi-square analysis indicated that radio broadcasts significantly influence residents’ awareness and perception of cultural tourism sites. The study also found that effective radio communication has the potential to contribute to the sustainable development of tourism through increased visitor interest, economic opportunities, and preservation of cultural heritage. Despite these potentials, challenges such as inadequate funding, limited government support, and insufficient community participation were identified as factors hindering effective radio promotion of tourism. The study concludes that radio remains a powerful communication tool capable of enhancing awareness and perception of cultural tourism when strategically utilized. It therefore recommends increased investment in radio-based tourism promotion, consistent broadcast of culturally relevant programmes, and stronger collaboration between government agencies, media organizations, and local communities to maximize the developmental benefits of cultural tourism. Keywords: Radio Communication, Cultural Tourism, Sustainable Development, Tourism Awareness, Media Promotion.