Creative Industry
Musawa Highlights Art and Culture as Drivers of Public Sector Excellence at Legislative Mentorship Session
Joel Ajayi
The Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, Esq., has emphasized the importance of integrating art and culture into public-sector excellence in Nigeria.
In a statement issued on Thursday in Abuja by the SA Media & Publicity, Office of the Honourable Minister, Federal Ministry of Art, Culture, Tourism and Creative Economy Nneka Ikem Anibeze, Phd.
Musawa made this known while addressing trainees at the 4th Legislative Mentorship Initiative (LMI), held at the National Institute For Legislative and Democratic Studies, Abuja on Thursday.
Themed ‘Building the next generation of Public Sector Leaders’, Minister Musawa highlighted art and culture as essential tools for national cohesion and identity, economic development and job creation, innovation and civic engagement, sustainable development, and projecting Nigeria’s soft power and global identity.
She noted that Nigeria’s rich cultural heritage is a unifying force that binds different ethnicities and elaborated on how Art and Culture is key to public-sector excellence in Nigeria.
“First, embracing and promoting art and culture helps to forge national cohesion and shared identity among Nigeria’s diverse populations. Integrating culture into public policy and governance transforms the creative and cultural sectors into engines of economic development, job creation and diversification. Cultural industries including crafts, music, film, design, heritage tourism can generate livelihoods, attract investment, expand exports, and reduce overreliance on a narrow set of economic activities.
“A society that values creativity and cultural expression tends to produce more resourceful citizens, fosters cross-cultural dialogue, and encourages public servants to be more adaptive, empathetic, and culturally aware while prioritizing culture and creative economy in public policy through frameworks, institutions, and infrastructure, demonstrates long-term vision and commitment to sustainable development,” Musawa said.
The Minister called for supportive policies, enabling legislation, and sustained commitment to fulfill this vision, including laws that protect intellectual property, incentivize investment in creative infrastructure, and integrate arts and culture into education and community development.
“Embedding art and culture at the heart of governance and public-sector planning is not a luxury, it is a necessity. It builds unity, drives economic growth, fosters innovation, strengthens institutions, and ensures that development respects and reflects the soul of the nation,” she emphasized.
Musawa thanked the founder of the Legislative Mentorship Initiative (LMI), Rt. Hon. Femi Gbajabiamila, Chief of Staff to the President, Bola Ahmed Tinubu, for his inspiring vision and unwavering commitment to cultivating Nigeria’s future public-service leaders.
Other speakers at the Legislative Mentorship Initiative include the Director General, Centre for Black and African Arts and Civilization Aisha Augie, Nigerian photo-journalist and documentary photographer Bayo Omoboriowo, Amb. Dapo Oyewole, Secretary-General Conference of Speakers and Presidents of African Legislatures amongst others.
Business
NTDA: Naija Flavour Poised to Create Wealth, Empower SMEs, and Drive National Growth
Joel Ajayi
The Director General of the Nigerian Tourism Development Authority (NTDA), Olayiwola Awakan, has affirmed that the 2025 edition of Naija Flavour… Destination December will play a pivotal role in creating wealth, empowering local businesses, strengthening the creative economy, and accelerating national growth.
Scheduled for December 13, 2025, Naija Flavour will showcase a vibrant marketplace of culture, food, fashion, games, live theatre, and music. Designed as a platform for SMEs to increase visibility, attract customers, and build partnerships, the event aligns with President Bola Ahmed Tinubu’s economic priorities under the Renewed Hope Agenda.
Speaking at the launching in Abuja on Friday, the DG described Naija Flavour as a strategic cultural tourism initiative that channels Nigeria’s identity, creativity, and entrepreneurial energy into economic impact.
“Naija Flavour has been conceptualised to generate wealth, empower local businesses, strengthen our creative economy, and build a tourism experience that sustains itself and stimulates national growth,” Awakan said.
He noted that Nigeria’s globally recognised Detty December culture has become a magnet for visitors seeking the country’s music, food, nightlife, and cultural vibrancy. NTDA, he explained, saw an opportunity to transform this natural phenomenon into a structured tourism product.
“Nigeria is not just a country; we are a global vibe. So, we asked ourselves: how do we package that vibe into a tourism experience that drives jobs, revenue, and international attention? Naija Flavour is our answer,” he said.
To amplify cultural tourism, NTDA also unveiled a theatrical production titled Echoes of the Drums—a celebration of unity, ecotourism, folklore, and Nigeria’s ancestral heritage. Written by Ola Awakan and directed by Isioma Williams, the production will serve as a centrepiece for cultural storytelling.
Awakan expressed appreciation for institutional partners including The Monoliza Abuja, NIHOTOUR, the National Troupe of Nigeria, CBAAC, NFVCB, and GOTHAD.
He called on the media, corporate bodies, SMEs, and creative entrepreneurs to support the movement and seize the opportunities Naija Flavour will unlock.
“Let the flavours travel. Let the world know that Nigeria is shaping tourism with innovation, entertainment, and economic impact,” he said.
Encouraging Nigerians and global visitors to save the date, he added: “Naija Flavour is a celebration of our diversity, creativity, and innovation. Under the Renewed Hope Agenda, we will continue to build a tourism industry that generates income, sustains jobs, and promotes national pride. Let the drums speak. Let the flavours rise. Let Nigeria shine.”
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