NATOP, Lagos Government to Showcase Nigeria’s Rich Cultural Tourism at Dubai Marketplace

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The Nigeria Association of Tour Operators (NATOP) is set to curate and showcase the best of Nigeria’s rich cultural tourism offerings at the Africa Marketplace, an emerging global tourism trade exhibition held in Dubai, United Arab Emirates, from November 12th to 15th, 2025.

In partnership with the Lagos State Ministry of Tourism, Arts and Culture, NATOP will present a vibrant display of Nigeria’s music, fashion, destinations, and cultural heritage. The initiative is strategically designed to provide global tourism investors and enthusiasts with authentic insights into Nigeria’s tourism potential, while also addressing perceptions and safety concerns surrounding the country. 

Attendees can expect interactive exhibits featuring live performances of Afrobeat rhythms, traditional Yoruba and Igbo dances, and artisanal crafts from across Nigeria’s 36 states. Highlights include virtual reality tours of iconic sites like Obudu Cattle Ranch, Yankari Game Reserve, and the bustling markets of Lagos, offering an immersive preview of the country’s diverse ecosystems, from rainforests to savannas.

Lagos State, under the leadership of Governor Babajide Sanwo-Olu, has consistently hosted top-rated global tourism events and is leveraging this new trade platform with NATOP to reinforce its status as Nigeria’s most sought-after cultural tourism destination. 

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The partnership will also highlight Lagos’ ambitious tourism master plan, investment opportunities, and growing stakeholder collaborations. Key focuses include eco-friendly resorts along the Atlantic coastline, luxury hospitality developments in Lekki, and cultural festivals like the Eyo Masquerade. Investors will learn about tax incentives, public-private partnerships, and infrastructure upgrades, such as the ongoing Blue Line Rail expansion, which enhances accessibility to tourist hotspots.

The Ibukun Awosika Leadership Academy curates the Africa Marketplace, aiming to bring together over 250,000 African and Caribbean cultural and tourism products — spanning fashion, food, technology, culture, and beauty — for global visibility and access to the international tourism market in Dubai. This inaugural event expects thousands of buyers, influencers, and media from over 50 countries, fostering B2B deals and cultural exchanges. Nigeria’s pavilion will feature networking sessions with local operators, tastings of jollof rice and suya, and fashion showcases blending Ankara prints with modern designs.

Speaking ahead of the exhibition, NATOP President Bolaji Mustapha, who will lead the Lagos and Nigerian delegation, emphasised that the participation is not only about promoting Nigeria and Lagos State but also about restoring confidence in Nigeria as a safe and attractive tourism destination.

“Perception is key to global tourism marketing. NATOP is committed to projecting Nigeria’s true image and showcasing the immense potential of our destinations worldwide. We are grateful to the Lagos State Government for trusting NATOP to market its cultural and tourism opportunities in Dubai,” Mustapha stated.

This collaboration marks a pivotal step in repositioning Nigeria on the world tourism map, with post-event follow-ups including investor roadshows and digital campaigns to sustain momentum. As Dubai emerges as a hub for African trade, NATOP’s efforts could unlock billions in tourism revenue, creating jobs and preserving heritage for future generations.

Frequently Asked Questions (FAQs) and Answers

What is the Africa Marketplace event?

The Africa Marketplace is a global tourism trade exhibition curated by the Ibukun Awosika Leadership Academy, running from November 12-15, 2025, in Dubai. It showcases over 250,000 African and Caribbean products in fashion, food, technology, culture, and beauty, connecting with international markets.

What will NATOP showcase at the event?

NATOP, in partnership with Lagos State, will display Nigeria’s music (e.g., Afrobeat), fashion (Ankara designs), destinations (virtual tours of Obudu Ranch and Yankari Reserve), and cultural heritage through live performances, crafts, and interactive exhibits.

Why is Lagos State partnering with NATOP?

The partnership aims to promote Lagos State’s tourism master plan, highlight investment opportunities such as eco-resorts and infrastructure, and establish Lagos as Nigeria’s premier cultural destination, all while addressing global perceptions of safety.

Who is leading the Nigerian delegation?

NATOP President Bolaji Mustapha will lead the delegation from Lagos and Nigeria, focusing on marketing authentic experiences and building investor confidence.

How does this event address safety concerns for Nigerian tourism?

By providing authentic insights, real-time data on secure destinations, and testimonials, NATOP aims to counteract negative perceptions and showcase Nigeria as a safe, vibrant travel spot.

What investment opportunities are highlighted?

Opportunities include tax incentives, public-private partnerships in hospitality, coastal developments in Lekki, and collaborations for festivals and eco-tourism projects.

When and where is the event taking place?

From November 12 to 15, 2025, in Dubai, United Arab Emirates, expect thousands of international buyers and media representatives.

How can I attend or learn more about Nigeria’s pavilion?

Visit the official Africa Marketplace website or contact NATOP for delegation details; post-event resources will include digital tours and investor guides.