Driving Economic Diversification Through Tourism, Creative Economy

Nigeria’s Ministry of Art, Culture, Tourism, and the Creative Economy is spearheading a transformative agenda to diversify the nation’s economy beyond oil. Under the leadership of Hannatu Musa Musawa the Ministry is positioning Nigeria as a global powerhouse in tourism, culture, and the creative industries. At the heart of this vision is a strategic blueprint that aligns seamlessly with President Bola Tinubu’s “Renewed Hope Agenda,” focusing on economic diversification, job creation, and international competitiveness.

This ambitious initiative is built on four key pillars: leveraging data-driven insights through the D30 Project, fostering stakeholder collaboration and policy reform, modernizing infrastructure through Public-Private Partnerships (PPPs), and promoting Nigeria’s tourism and cultural heritage on the global stage through the Nigeria Everywhere brand.

Speaking on the Ministry’s initiatives, Jummai Ali, Special Assistant on Compliance and Coordination, highlighted their ambitious targets, which include doubling tourism’s contribution to GDP and creating over two million jobs by 2030. Additionally, the Ministry is mobilizing $2bn in investments to support the expansion of the creative economy, with a goal of reaching $100bn by the same year.

A key driver of this transformation is the ₦3bn D30 Data Project, which is set to establish Nigeria’s first comprehensive database for the tourism and creative sectors. Inspired by the EFINA model, which revolutionized fintech through data accessibility, the D30 platform will provide real-time insights to attract investment, inform policies, and shape the future of digital trade.

By fostering a transparent and dynamic data ecosystem, the project will enhance stakeholder collaboration, improve regulatory efficiency, and drive innovation, positioning Nigeria as a leading player in the global creative economy.

Recognizing that sustainable tourism thrives on collaboration, the Ministry has intensified engagement with industry players to ensure widespread participation in the sector’s transformation. A recent meeting with the Federation of Tourism Associations of Nigeria (FTAN) laid the groundwork for crucial reforms, including the harmonization of tourism regulations to streamline operations under the National Institute of Hospitality and Tourism (NIHOTOUR) and the Nigeria Tourism Development Authority (NTDA).

The establishment of a Council of Tourism Commissioners will further enhance state-level coordination in tourism planning, while the development of a Tourism Satellite Account (TSA) will provide accurate tracking of the sector’s GDP contributions.

The Ministry is also addressing multiple taxation challenges in the hospitality industry to improve the ease of doing business and enhance Nigeria’s global visibility at major international tourism exhibitions. A Nigeria Tourism Summit, scheduled for 2025, will serve as a platform for co-creating sustainable growth strategies with key stakeholders.

To bridge Nigeria’s tourism infrastructure gap, the Ministry has established the Creative Tourism Infrastructure Company (CTICo), a PPP-driven Special Purpose Vehicle (SPV) designed to attract $2bn in investments, create over two million jobs, and showcase Nigeria’s rich cultural heritage.

As part of this initiative, major projects are already underway, including the restoration of Obudu Resort and Yankari Game Reserve, the development of Abuja Creative City, and the establishment of the Wole Soyinka Creative City. Plans are also in place to expand Nigeria’s National Arena to a 100,000-seat capacity, further cementing the country’s status as a global creative and tourism hub.

Additionally, the Ministry is supporting the development of a private-sector-driven creative arena in Lagos, working closely with investors to align project timelines with market needs. The SPV structure is designed to attract significant international funding, accelerating growth in both the tourism and creative sectors.

To further support this expansion, the Ministry has secured a $200m commitment from Afreximbank, with funds set to be operationalized from June 1, 2025. This investment will go directly into the cultural and creative industries, ensuring sustained sectoral growth and development.

Recently, the Federal Executive Council (FEC)napproved the Nigeria Everywhere Brand, an initiative aimed at positioning Nigeria as a global Soft Power leader by leveraging its vibrant creative sector and rich cultural heritage.

In 2025, this global outreach initiative will extend across four continents, with planned engagements including Screen Nigeria’s return to the Cannes Film Festival, the D30 Nigeria Everywhere Pavilion at major UK cultural exhibitions, strategic participation at the United Nations General Assembly, and cultural diplomacy efforts in the UAE, Qatar, and Saudi Arabia.

Additionally, the Ministry will commence the redevelopment of Nigeria House in Brazil, a project designed to enhance cross-continental cultural exchange and strengthen Nigeria’s presence in the global creative landscape.

Under Musawa’s leadership, Nigeria is poised to become a premier cultural and tourism destination—one where history meets technology, creativity drives economic prosperity, and the world experiences the true essence of Nigerian excellence.

Driving Economic Diversification Through Tourism, Creative Economy is first published on The Whistler Newspaper