Expo Launches Innovation to Measure Growth in African Tourism and Creative Economy

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A new digital tool named “Cultourmetre” is set to be unveiled at the upcoming Africa Tourism and Creative Economy Expo (AFTCREE) to track the progress of African nations in tourism and the creative economy.

This revelation was announced by Malam Denja Abdullahi, Chairman of the expo’s Local Organising Committee (LOC). He emphasised that the expo has been strategically planned to deliver measurable, sustainable outcomes.

The Africa Tourism and Creative Economy Expo (AFTCREE) is scheduled to take place from November 24 to 25, 2025, in Abuja, according to the News Agency of Nigeria (NAN).

The LOC Chairman further explained that the expo is intended to provide the continent with a tangible roadmap to increase its share of global trade by leveraging the culture-tourism corridor.

“The expo, which has “Optimising Africa’s Comparative and Competitive Advantage for Accelerated Trade and Economic Growth” as its theme, will gather policymakers, investors, development partners and cultural stakeholders from across the continent.”

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A primary objective of the expo, Abdullahi highlighted, is to introduce Agenda 2030. This ambitious initiative seeks to elevate Africa’s current contribution to global trade from below 3 per cent to at least 10 per cent by 2030.

“Our mission is to raise Africa’s share of global tourism and creative industry revenue by promoting collaboration, peer review and investment attraction across the continent.

“The LOC is pleased to confirm strong institutional support for the expo, including endorsements from the World Trade Organisation (WTO) under the leadership of Dr Ngozi Okonjo-Iweala, the African Union (AU) Social Secretariat in Addis Ababa and other regional partners.

“The Federal Government of Nigeria, through the Ministry of Arts, Culture, Tourism and the Creative Economy, led by Hannatu Musawa, is hosting the historic expo in partnership with Afrocultour Limited.

“The President of the Senate, Sen. Godswill Akpabio, will serve as a special guest of honour and officially declare the expo open,” the AFTCREE LOC chairman stated.

He also noted that in preparation for the event, the LOC has been actively engaging a diverse group of stakeholders. This includes African envoys, non-African foreign missions from America, Asia, Europe, and Australia, as well as tourism boards, development finance institutions, tour operators, airlines, and various creative industry bodies.

“These engagements are expected to make the expo a truly continental platform for policy dialogue, business matchmaking, investment fair and cultural exchange,” he said.

Also contributing was Mr Chuks Akamadu, the Managing Director of Afrocultour Ltd. and the expo’s Chief Executive Officer, who referred to culture and tourism as Africa’s “low-hanging fruits” for achieving economic transformation.

He expressed concern that, despite Africa’s exports reaching approximately $614.58 billion in 2023, the continent still accounts for less than 3% of global trade and only 5% of international tourism revenue.

“These figures are unacceptable, and that is why AFTCREE provides a platform to change the narrative,” Akamadu said.

He argued that Africa must lessen its reliance on foreign aid by actively harnessing its vast cultural wealth, creative talent, and tourism potential.

“The time has come for the continent to take its destiny in its hands,” he said.

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Frequently Asked Questions (FAQs) And Answers

What is AFTCREE?

AFTCREE stands for the Africa Tourism and Creative Economy Expo. It is a continental event scheduled for November 2025 in Abuja, Nigeria, designed to help Africa expand its share of global trade through its culture and tourism sectors.

What is “Cultourmetre”? 

“Cultourmetre” is a new digital tool that will be launched at the AFTCREE. Its purpose is to monitor and measure the progress that African countries are making in the tourism and creative economy industries.

What is the main goal of the AFTCREE? 

A central goal of the expo is to launch “Agenda 2030.” This is an ambitious initiative aimed at increasing Africa’s contribution to global trade from its current level of less than 3 per cent to at least 10 per cent by the year 2030.

When and where will the expo take place? 

The AFTCREE is scheduled to be held from November 24 to 25, 2025, in Abuja, Nigeria.

Who is organising and supporting the AFTCREE? 

The expo is hosted by the Federal Government of Nigeria, through the Ministry of Arts, Culture, Tourism and the Creative Economy, in partnership with Afrocultour Limited. It also has strong institutional support from the World Trade Organisation (WTO) and the African Union (AU).