Art and Culture Ministry Partners Futuretech To Drive Nigeria’s Official Cultural Soft Power and Tourism Brand

Published

2 years ago

April 3, 2025

Joel Ajayi

The Federal Ministry of Art, Culture, Tourism and Creative Economy (FMACTCE) has signed a Memorandum of Understanding with Futuretech to promote Nigeria’s cultural products and creative talent globally through the ‘Destination 2030; Nigeria Everywhere’ initiative.

The MoU outlines a comprehensive collaboration framework focusing on strategic planning, global communications and creative leadership including stakeholder engagement and events activation.

Under the agreement, Futuretech will serve as the brand custodian for the Destination 2030; Nigeria Everywhere initiative, ensuring consistency in messaging and brand integrity across all platforms.

At the MOU signing, the Honourable Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musawa, highlighted the significance of the partnership for Nigeria’s economic diversification efforts.

“This is indeed a full circle moment, as Futuretech has been an integral part of the FMACTCE’s evolution and has played a crucial role in streamlining our core strategic framework. Nigeria’s soft power is extraordinary, and together, we have a tremendous opportunity to leverage this power to reposition our nation globally. Through this collaboration, we will connect with the global audiences inviting them to rediscover our diverse heritage.

“Mr President, His Excellency Bola Ahmed Tinubu GCFR recognises that with Nigeria’s vibrant young population, job creation is paramount, and the vast majority of these opportunities lie within the creative industry. Destination 2030; Nigeria Everywhere is our vehicle to share our creative and cultural products with the world while creating sustainable economic opportunities for our people.

“Leveraging Futuretech’s expertise, we will continue to deploy a cohesive national narrative that celebrates our culture and creativity while presenting a unified brand to international audiences,” the minister added.

Earlier, Itohan Izugbokwe, Country Manager of Futuretech expressed enthusiasm about the partnership.

“We are delighted to be part of this ambitious and transformative journey. By combining Futuretech’s innovative approach to brand building and strategic communications with the Ministry’s vision and reach, we are creating a powerful platform to showcase Nigeria’s rich cultural heritage and creative talents to the world. We are committed to positioning and amplifying Destination 2030, Nigeria Everywhere as Nigeria’s cultural soft power and tourism brand, projecting Nigerian culture and creativity to the world”.

The Ministry will provide institutional support to enhance promotional efforts and international outreach, leveraging its governmental influence to ensure alignment with national objectives and access to key diplomatic channels. Additionally, the Federal Ministry of Art, Culture, Tourism and Creative Economy will provide official endorsements and support to ensure the successful implementation of these initiatives.

Futuretech’s Frontline Advisory and Strategic Communications business; Futuretech The Practice works with private and public sectors to address complex, business-critical issues that require diverse cross-discipline expertise and strategic communications expertise.

Destination 2030; Nigeria Everywhere, an initiative of the Ministry of Art, Culture, Tourism and Creative Economy is Nigeria’s cultural soft power and tourism brand, projecting Nigerian culture and creativity to the world.

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Creative Industry

NTDA, LEXLUC Sign MoU to Unlock Nigeria’s Domestic Tourism Potential

Published

24 hours ago

October 23, 2026

The Gleamer

Cyril Ogar

The Nigerian Tourism Development Authority (NTDA) has signed a Memorandum of Understanding (MoU) with LEXLUC Global Services and Tours Ltd. to promote domestic tourism, cultural heritage and destination awareness across Nigeria.

The agreement establishes a framework for implementing and expanding the Meet My Town, Know My State tourism initiative, which aims to encourage Nigerians to explore destinations within the country, learn about their cultural heritage and support greater community participation in tourism.

Speaking at the signing, Chief Executive Officer of LEXLUC Global Services and Tours Ltd., Mr Oluwole Ajayi, said the initiative was developed to help Nigeria harness its tourism potential, attract investment and create more opportunities within the sector.

“Tourism is number one employer worldwide. Whether we like it or not, we have to key into it and make sure it becomes the number one employer in Nigeria, too,” Ajayi said.

He also referenced plans for a proposed West African Jollof Rice Championship and Tourism Festival, which he said could complement the initiative’s broader objectives. The proposed event is expected to form part of future tourism activities, subject to the necessary planning and approvals.

Ajayi expressed confidence that the collaboration with NTDA would help advance the initiative and attract investors to Nigeria’s tourism industry.

Director-General of NTDA, Mr Ola Awakan, said the partnership alignes with the authority’s mandate to promote and develop tourism, noting that collaboration with the private sector was important to the sector’s growth.

“It’s a laudable project. We are going to give you national and institutional backing. You are also helping us achieve our mandate, and we are helping you to bring your idea to fruition. So, it is a win-win situation. All of this is in the interest of Nigeria,” Awakan said.

He commended Ajayi for sustaining the initiative and reaffirmed NTDA’s commitment to supporting its objectives within the authority’s mandate.

The Meet My Town, Know My State initiative is designed to raise awareness of Nigeria’s destinations, promote cultural heritage and encourage domestic travel. Its activities may include organised tours, tourism education, awareness campaigns, events and stakeholder engagements across the country.

Under the MoU, LEXLUC will coordinate and implement approved activities, develop tourism packages, mobilise sponsorship and partnerships, and report on progress. NTDA will provide relevant tourism information, institutional coordination, policy guidance and support for stakeholder engagement, subject to its mandate and applicable approval processes.

The signing was coordinated by Head of Legal Services at NTDA, Olufunke Soleye, and Head of Legal at LEXLUC, Mary Oluwatoyin Noibi-Edoze. Director of the Marketing and Promotions Department at NTDA, Mr Olufemi Akinyele, was also present alongside staff members of the department.

The agreement establishes a framework for cooperation between the two organisations to expand awareness of Nigeria’s tourism offerings and encourage greater participation in domestic tourism.

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