Creative Industry

Culture Ministry, National Sports Commission, Unite For Sports City and Creative Infrastructure Development

Published

1 year ago

May 16, 2025

Joel Ajayi

The Ministry of Art, Culture, Tourism and Creative Economy and the National Sports Commission will embark on a groundbreaking partnership to build infrastructure for creatives. This historic collaboration was forged during a meeting between Barr Hannatu Musa Musawa, Minister of Art, Culture, Tourism and Creative Economy, and Mallam Shehu Dikko, Chairman of the National Sports Commission, in Abuja, on Thursday.

The Minister emphasised that the two sectors that capture the attention of Nigerian youth are sports and creativity, particularly through music, film, and entertainment. She noted that sports and entertainment have become an integral part of the mindset of young Nigerians, as both sectors have the power to unite youths and Nigerians as a whole. However, she identified the lack of infrastructure as a major challenge hindering the growth of these sectors.

To address this challenge, the Ministry and the National Sports Commission will work together to create an ecosystem that merges sports with art, culture, tourism, and the creative economy. This collaboration will facilitate the development of creative hubs, museums, concert arenas, and game hubs, providing a platform for creatives to thrive.

Minister Musawa highlighted the importance of signing a Memorandum of Understanding (MOU) to formalise this partnership and unlock the potential of Nigerian youth. She expressed optimism that this collaboration will drive the growth of the creative industry and contribute to the development of the nation’s economy.

“The sports and the creative industries give youths a sense of purpose and identity. Sports have that ability to unite the nation, and likewise music, film and art, so we have a very powerful role to play. When we collaborate, Sports and entertainment can make a major impact. When sports and creativity speak, Nigerians listen and unite, so one can only imagine what we can achieve if we come together and join forces.

“Some of the things that we are working on include the building of the Equestrian City project and Cultural hubs under the Renewed Hope Cultural Project, gaming and animation centres. We can create an ecosystem within the sports and creative community where we can merge, but since the Sports Commission is working on some of these ideas, we can join forces instead of working in silos, so that we can leverage more on comparative advantages to build something unique.”

In his response, the Chairman of the National Sports Commission, Mallam Shehu Dikko, noted that sports, culture, and creativity are intertwined and work together to break religious and tribal barriers. He emphasised that sports and music are the passions of over 200 million Nigerians and that collaborating to galvanise prospects and work together is the best way forward.

“Creatives and sports are part of our national assets because they bring all together as one. What you have listed here aligns with our Sports City vision. Mr. President has given you the mandate to harness the potential of the creative economy, and given us the mandate to harness the potential of the sports economy.

“We have to collaborate to achieve these. We are ready to give the facilities, enablers and available land to develop all those great ideas that you have mentioned here,” the Chairman said.

Mallam Dikko also highlighted the significant contribution of both sectors to the growth of the economy, stating that only creative and sports can give Nigeria a pathway to greatness. He expressed enthusiasm for the proposed sports city vision and pledged to work together with the Ministry to develop the sports market.

This collaboration is expected to drive growth in Nigeria’s creative industry and sports sector, fulfilling key national objectives. The Ministry of Art, Culture, Tourism and Creative Economy and the National Sports Commission anticipate a productive partnership that will foster national unity, stimulate economic growth, and empower Nigerian youth.

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Creative Industry

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

Published

21 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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