The Minister of Arts, Culture, Tourism, and the Creative Economy, Hannatu Musa Musawa, has stated that the ministry is developing various initiatives to position Nigeria as a prime tourism destination. These efforts aim to stimulate economic growth and create employment opportunities nationwide.
Speaking on Thursday, June 12, in Abuja during a panel session at the 68th CAF UN Tourism Commission for Africa, themed “Boosting Social Impact and Education in Tourism Through Innovation, AI, and Creative Industries in Africa,“ Musawa highlighted the ministry’s efforts in shaping policies on intellectual property. These initiatives include frameworks for the creative economy and cultural development.
She said: “We’re trying to do something different in adding growth to the country; economic growth and job creation. One of the policies that we’re talking about for the creative economy is intellectual property. That is the first thing.
“We need to put in intellectual property that is robust and very intricate, that will be able to pull in investments, and that will be able to protect players and, of course, tourism policy. We have already finished two policies, which we’ve packaged and will take to the National Executive Council soon.
“Our ministry, when it came in, had an eight-point agenda and 14 separate initiatives. So, in addition to the infrastructure and the policy, there is also soft power. Because it is the smooth power that will bring investment into the country. So one of our main initiatives on the soft power is Destination 2030, Nigeria Everywhere, leveraging on that content, speed, and talent that the world seems to be interested in Nigeria for.
READ MORE:
- Tinubu Urges African Nations to Embrace Eco-Tourism for Sustainable Growth
- Africa’s Tourism Boom: 80 Million Jobs Projected in the Next Decade
- WTTC: Nigeria’s Tourism Sector Set to Reach N11.2 Trillion GDP by 2025
“We will leverage that content not only to report who we are as a people, to tell people in the world who we are, and the work that we’re doing, and to appreciate our form and our expression as a people, but also to bring an interest in Nigeria.”
As African nations seek to diversify their economies and claim a larger share of the global tourism market, Nigeria is implementing an ambitious and multifaceted strategy that other countries on the continent could learn from. Under the leadership of the Minister of Arts, Culture, and the Creative Economy, Hannatu Musawa, Nigeria is moving beyond traditional tourism models and is instead leveraging its most potent assets: a booming creative sector and a vibrant cultural identity.
Nigeria’s strategy has a clear vision: transforming the nation into a premier global tourism destination by focusing on economic growth, job creation, and a powerful rebranding initiative. The most significant and replicable strategy is recognising the international appeal of Afrobeats, Nollywood, fashion, and literature; the government is building its tourism framework around these cultural exports.
The federal government acknowledges the substantial costs of developing tourism infrastructure, prompting the Ministry of Culture and Tourism to pursue partnerships with the private sector. A notable example is the collaboration with the Chocolate City Group to revamp the National Film Institute (NFI). The government’s role is to foster a conducive environment and provide strategic funding, while the private sector contributes industry expertise and operational efficiency.
Stay informed with the latest updates on Nigeria’s travel scene by visiting the Nigeria Tourism News section on Rex Clarke Adventures.
Frequently Asked Questions (FAQs)
What is Nigeria’s Destination 2030 initiative?
Destination 2030: Nigeria Everywhere is an initiative to leverage Nigeria’s rich cultural content, creativity, and talent to enhance global recognition and attract international investment in tourism.
How does Nigeria’s tourism policy support economic growth?
The tourism policy focuses on intellectual property protection, cultural development, and infrastructure improvements, encouraging investments and job creation.
What role does intellectual property play in Nigeria’s creative economy?
A robust intellectual property framework safeguards industry players, enhances investment opportunities, and ensures fair compensation for creatives within Nigeria’s tourism and cultural sectors.
How is innovation and AI being integrated into Nigeria’s tourism industry?
The government is exploring AI-driven solutions and digital innovation to boost tourism impact, improve marketing strategies, and enhance visitor experience.