Nigeria Launches “Visit Nigeria Initiative” in Major Rebranding Push for Tourism

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A new national movement, the Visit Nigeria Initiative, has launched with the ambitious goal of reshaping global perceptions of the country and strengthening ties with its diaspora. The project, which has received endorsement from the Federal Government, aims to position Nigeria as a premier destination for tourism, culture, and investment.

The initiative was officially unveiled on November 2nd at a private event in Abuja. During the launch, organisers announced the appointment of British-Nigerian strategist and author, Charmaine Hayden, as its inaugural Brand Ambassador.

Hayden is a cultural commentator and former fund manager, recognised among the Financial Times’ 100 BAME Tech Leaders and Forbes’ Top 25 Black British Business People. She also founded the UK-Ghana Investor Group and advises several African governments on foreign investment strategies.

Promoters describe Visit Nigeria as a long-term strategic platform combining cultural diplomacy, economic engagement, and digital innovation to attract both visitors and investors.

Founder and Project Director, Iyad Ghraizi, described the programme as a “formal invitation for the world to experience Nigeria firsthand,” adding that it moves beyond rhetoric to create “real solutions that welcome the world, engage our global family, and drive economic growth.”

The founding team includes Ghraizi, Kunle Fakeye, Vivienne Aghoghovbia, Alamin Muhammed Uwais, and Kelechi Dozie.

In her remarks, Hayden said the initiative extends beyond tourism promotion to building a sustainable national identity and creating economic opportunities.

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“This is about more than visibility,” she stated. “It’s about building the infrastructure—mental, cultural, and economic- that enables people to invest in, identify with, and believe in Nigeria’s future. We are creating the pathways for meaningful investment and partnership.”

The launch also featured Enoch Hyelaparda Danbaba, a commercial pilot and humanitarian known for his #ChangingTheNarrative campaign. As Nigeria’s first National Youth Ambassador to South Africa, Danbaba announced a partnership with Visit Nigeria to promote positive national representation further.

“Others have written our narrative for too long,” he said. “It is time we take ownership of our story. Visit Nigeria is the platform through which we will showcase our authenticity, our beauty, and our spirit to the world.”

With its launch, Visit Nigeria marks a coordinated effort to enhance the nation’s image, foster tourism, and deepen global economic partnerships through a unified digital and cultural platform.

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Frequently Asked Questions (FAQs) And Answers

What is the Visit Nigeria Initiative? 

The Visit Nigeria Initiative is a new, long-term national movement endorsed by the Federal Government. Its primary goal is to reshape global perceptions of Nigeria and position the country as a leading destination for tourism, culture, and investment.

Who is the Brand Ambassador for the initiative? 

The inaugural Brand Ambassador is Charmaine Hayden, a British-Nigerian strategist, author, and cultural commentator. The Financial Times and Forbes recognise her for her work advising African governments on foreign investments.

What are the primary objectives of the Visit Nigeria Initiative? 

According to its leaders, the initiative aims to go beyond basic tourism promotion. It seeks to foster a sustainable national identity, generate economic opportunities, and establish infrastructure that promotes investment and partnership. It combines cultural diplomacy, economic engagement, and digital innovation to achieve this.

Who is involved in founding and promoting this project? 

The initiative was founded by Project Director Iyad Ghraizi, alongside Kunle Fakeye, Vivienne Aghoghovbia, Alamin Muhammed Uwais, and Kelechi Dozie. It has also partnered with Enoch Hyelaparda Danbaba, a humanitarian known for the #ChangingTheNarrative campaign, to help promote a positive national story.