Creative Industry

Ministry of Art and Culture Partners Emirates to Boost Inbound Tourism

Published

1 year ago

May 1, 2025

Joel Ajayi

In a landmark move to advance Nigeria’s tourism sector, the Federal Ministry of Art, Culture, Tourism and the Creative Economy has signed a Memorandum of Understanding (MoU) with Emirates at the 2025 Arabian Travel Market in Dubai.

The collaboration targeted at boosting inbound tourism to Nigeria will enable Emirates to leverage its extensive global network of over 140 destinations to promote Nigeria’s rich cultural heritage, diverse natural attractions, and vibrant cities to international audiences.

The agreement signed on Wednesday, underscores the Ministry’s commitment to implementing the President’s Destination 2030 Soft Power Initiative, a key pillar of the Renewed Hope Agenda, aimed at positioning Nigeria as a global hub for culture, heritage, creativity, and leisure travel.

At the ceremony, the Minister, Barrister Hannatu Musa Musawa expressed optimism about the future of Nigeria’s tourism landscape, highlighting the partnership’s potential to drive economic growth, create new opportunities for local communities, and reposition Nigeria as a leading tourism destination in Africa.

“This partnership with Emirates is a pivotal step towards achieving our tourism development objectives. It provides a powerful platform to tell Nigeria’s story to the world — a nation of extraordinary culture, natural wonders, and unrivalled hospitality. By strengthening strategic international alliances, we are creating new opportunities for our local communities, driving economic growth, and repositioning Nigeria as the tourism heartbeat of Africa.”

Commenting, the Deputy President and Chief Commercial Officer of Emirates, Adnan Kazim, emphasized the airline’s commitment to promoting Nigeria’s unique attractions and warm hospitality to international travelers.

“Since resuming operations to Lagos in October 2024, we have focused on deepening our strategic partnerships with key stakeholders in Nigeria’s aviation, tourism and trade sectors. This partnership with the Nigerian Tourism Ministry solidifies our commitment to driving international travellers to experience the country’s fascinating history, its urban cities, the untapped, stunning natural world and, of course, the warm hospitality that characterizes Nigerian culture.”

The MoU outlines collaborative initiatives to attract visitors from key source markets, organize familiarization trips, offer incentives to trade partners and tour operators, and develop joint marketing programs. The Nigerian Tourism Development Authority (NTDA) which is the Ministry’s tourism promotion agency, will spearhead these efforts as part of a comprehensive strategy to revitalize the tourism sector and diversify the economy.

The MoU was formally signed by Adil Al Ghaith, Emirates’ Senior Vice President, Commercial Operations, and Abiola Abdulkareem, Special Assistant to the Honourable Minister on Sub-National Development and Tourism.
In attendance was the Consul General of the Federal Republic of Nigeria in Dubai, UAE, His Excellency Zayyanu Ibrahim, Faiz Imam, Chief Adviser to the Honourable Minister, Programme Director for Destination 2030 Nigeria Everywhere Initiative, Boye Balogun, Emirates’ Executive Vice President, Passenger Sales and Country Management Nabil Sultan, the airline’s Country Director for Nigeria, Paulos Lagesse, and other senior officials and stakeholders.

The Federal Ministry of Art, Culture, Tourism and the Creative Economy remains committed to fostering international collaborations, investing in tourism infrastructure, and elevating Nigeria’s global profile as a preferred destination for culture, creativity, and leisure.

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Creative Industry

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

Published

22 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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