Creative Industry

Minister Musawa Unveils Strategic Interventions to Boost Creative Economy and Tourism

Published

1 year ago

August 20, 2025

Joel Ajayi

The Minister of Arts, Culture, Tourism, and Creative Economy, Hannatu Musa Musawa Esq., has outlined key challenges and strategic interventions to enhance the growth and development of Nigeria’s creative economy and tourism sectors.

The Minister made this known while declaring open the 2025 Ministerial and Sectoral Retreat, organized by the Ministry of Arts, Culture, Tourism, and Creative Economy, held on Wednesday at the Nigerian Army Resource Centre, Abuja.

In her keynote address, Minister Musawa identified limited funding access, poor infrastructure, piracy issues, security concerns, and inadequate data on job creation estimates as major challenges hindering the full realization of these sectors’ capabilities.

“To address these challenges,” she said, “the Ministry will focus on infrastructure development, policy enhancement, skills development, tourism infrastructure, and data-driven decision-making.
“This includes investing in film studios, digital infrastructure, and global distribution networks, strengthening copyright and intellectual property protections and enforcement, establishing fashion incubation centers and creative hubs, enhancing heritage sites and museums, and leveraging primary and secondary data to guide job creation targets and policy interventions.”

The Minister emphasized the vast growth potential of Nigeria’s creative economy and tourism sectors, driven by increasing digital penetration and rising global demand for Nigerian content.

She also highlighted the importance of leveraging the country’s rich cultural heritage and creative talents to establish itself as Africa’s creative and tourism powerhouse.

The Minister concluded that the strategic repositioning of Nigeria’s arts, culture, tourism, and creative economy is imperative for the nation’s future prosperity. She urged stakeholders to be guided by data, inspired by Nigeria’s rich heritage, and motivated by the immense potential of these sectors for job creation, economic diversification, and global recognition.

Earlier, the Permanent Secretary of the Ministry, Dr. Mukhtar Yawale Muhammad MFR, mni, said the retreat was a unique opportunity to reflect and set a strategic tone to reshape various sectors of the ministry. He stated that the objectives of the retreat were to align the ministry’s strategic direction with the Renewed Hope Agenda and national development priorities, strengthen inter-agency coordination, and develop a performance framework and implementation roadmap for the ministry.

“This retreat comes at a pivotal time. The world is changing rapidly, technologically, economically, and socially, and the creative sector must be willing and ready to adapt if we are to remain the driver of innovations, job creation, and a viable tool for soft power and cultural diplomacy.

“The core objective of this assembly is for constructive deliberations on repositioning our vibrant revenue-generating sectors as catalysts for exponential economic growth, producing an effective virtuous circle for increased job creation.

To identify key legislative, institutional, and financial reforms needed for the sector’s transformation and to adopt a world-class vision, mission mandate that will guide the formation of the Ministry’s Multi-Sectoral Strategic Plan 2026-2030,” the Permanent Secretary stated.

On the opening day, there were also goodwill messages from the Chairman House Committee on Tourism, representatives of the Chairman Senate Committee on Tourism, the Country Representative of the UNDP, and the Special Adviser on Policy and Coordination Central Delivery Coordination Unit. In attendance were the Directors-General and Heads of Agencies, Directors in the Ministry, Special Advisers to the President and the Honorable Minister, and senior staff of the Ministry.

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Creative Industry

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

Published

10 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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