Investors, Content Creators Reaping Benefits Of Our Creative, Tourism Partnerships -Musawa

The Minister of Arts, Culture, Tourism, and Creative Economy, Hannatu Musa Musawa, on Monday, said investors and Nigerian content creators and other Nigerians in the creative economy are reaping the benefits of economic partnerships as a result of the policy initiatives and bold reforms in the sector.

In alignment with President Bola Tinubu’s vision of building a $1tn economy, the Minister noted that under her leadership, the Ministry had already forged strategic partnerships that will drive growth, enhance cultural diplomacy, and boost Gross Domestic Production contribution from the Ministry to the nation’s economy.

Commenting on some of the recorded progress from some of the policy initiatives and partnerships, the minister in a statement issued by the Director of Press in the Ministry of Tourism, Chindaya Ahmadu, listed key landmark achievements recorded by the Ministry recently through a core strategic partnership between the Ministry and the African Export-Import Bank (Afrexim Bank).

The partnership has led to the $200m financing facility with the Afrexim Bank which is scheduled to come into full operations by the mid-2025 and is set to provide essential funding for businesses and entrepreneurs in the creative sector.

This move, the minister explains ensures that Nigeria’s creatives—ranging from filmmakers to digital innovators—have the capital needed to scale their ventures, create jobs, and expand their global reach.

Speaking further on some partnership initiatives, specifically the Creative Leap Acceleration Programme (CLAP), developed in partnership with Lebara Nigeria, the minister noted that it provides creatives with equitable loans, digital financing, and affordable internet access, ensuring their seamless participation in the digital economy.

Additionally, she added that inbound tourists will benefit from streamlined financial services and eSIM activation, enhancing their experience in Nigeria.

“This initiative provides funding, mentorship, and distribution support for digital creatives transitioning from short-form to full-length productions.

“By expanding opportunities in the content economy, the program fosters innovation and employment while promoting Nigerian talent on a global stage,” the minister said.

Noting that attracting investment into the creative industry is another key focus, the minister confirmed a partnership with the Presidential Tax Committee to introduce tax incentives and credits, making Nigeria’s creative sector more appealing to foreign investors.

On a grassroots level, the ministry is partnering with state governments to establish Renewed Hope Cultural Villages across Nigeria, including the Federal Capital Territory.

These cultural villages will preserve historic sites, promote local festivals, and create employment opportunities, reinforcing economic diversification and tourism development.

Accordingly, infrastructure investment is also receiving attention through an MoU with Cavista Holdings, which focuses on developing tourism infrastructure, digitising tourism experiences, and investing in human capital.

“By strengthening public-private partnerships, this initiative positions Nigeria as a global tourism destination and stimulates job creation in the sector,” it noted.

Beyond local initiatives, the ministry is strengthening international collaborations to elevate Nigeria’s creative and cultural economy through another grand partnership with the British Council, with this milestone partnership agreement focusing on skills development, cultural exchanges, and strengthening the creative sector in Nigeria.

A strategic agreement with Brazil includes the renovation of Casa da Nigeria in Salvador, fostering co-productions in film and music, and promoting cultural exchange. Similarly, a partnership with the French Republic grants Nigerian creatives access to French markets and specialized training in fashion, gaming, and cinema.

To further enhance tourism experiences, FMACTCE’s collaboration with Wakanow will introduce cultural desks at international airports. These will feature live performances, curated exhibitions, and digital travel solutions, enriching visitors’ first impressions of Nigeria.

One of the most ambitious undertakings is the Nigeria Destinations 2030 Initiative, designed to create 2 million jobs in Nigeria’s creative economy by 2030.

The Ministry’s initiatives will not only create jobs and attract investment but also position Nigeria as a cultural powerhouse in the global economy.

Investors, Content Creators Reaping Benefits Of Our Creative, Tourism Partnerships -Musawa is first published on The Whistler Newspaper