Creative Industry
Nigeria Harnesses the Power of Film and Storytelling to Boost Tourism
Cyril Ogar
Nigeria is looking to promote tourism through film and storytelling, as the Nigerian Tourism Development Authority (NTDA) steps up engagement with key players across the creative industry.
The effort follows recent meetings with the Executive Director of the National Film and Video Censors Board, Dr Shaibu Husseini, filmmaker and music producer Abdulrasheed Bello, popularly known as JJC Skillz, and the Managing Director/Chief Executive of the Nigerian Film Corporation, Dr Ali Nuhu.
Discussions focused on how film, music and other creative content can be used to present a more authentic image of Nigeria and attract both local and international visitors.
“Storytelling is what we want to use to put a new face to tourism,” the Director General of NTDA said. “Nigeria is a microcosm of stories, and we need to tell them ourselves.”
He added that the initiative would involve working with filmmakers, screenwriters and other creatives, while strengthening collaboration across institutions within the sector.
“There is no better way to bring people to a destination than through stories they can connect with,” he said.
JJC Skillz said he is open to supporting efforts to promote Nigeria through creative content.
Dr Shaibu Husseini highlighted the role of film in opening up Nigeria’s tourism potential.
“We will continue to encourage our filmmakers to tell our stories using our tourism locations. Tourism potential in Nigeria is enormous, and film provides a powerful platform to open up the sector to the world,” he said.
Dr Ali Nuhu said the initiative aligns with ongoing efforts to explore the potential of film in promoting tourism.
“Nigeria has diverse locations and cultures that can be explored through film,” he said. “This kind of collaboration can help bring those stories to a wider audience.”
The NTDA says it is engaging stakeholders across the public and private sectors to strengthen the creative ecosystem and position Nigeria as a more visible tourism destination.
Creative Industry
CAFA Targets $500bn Fashion Economy At Canex Wknd 2026
Joel Ajayi
The Confederation of African Fashion (CAFA) will present its roadmap to grow Africa’s fashion economy from an estimated $30 billion to $500 billion at CANEX WKND 2026 in Lagos.
Marking its first anniversary on November 5, CAFA will unveil a joint stand with the Federal Ministry of Art, Culture, Tourism and the Creative Economy at the Wole Soyinka Centre for Culture and the Creative Arts, formerly the National Arts Theatre, on November 5, 2026.
CAFA President, Aare (Prof.) Lai Labode, said the institution works with African governments to align sourcing, production, trade and intellectual property policies, ensuring African creativity generates greater value for African businesses and communities.
Nigeria became the first country to sign the African Fashion Industry Growth Charter on November 5, 2025, when the Honourable Minister Barr. Hannatu Musa Musawa signed on behalf of the Federal Government.
Speaking ahead of the unveiling, Minister Musawa said: “Afroliganza seeks to build a structured, values-driven fashion economy rooted in African heritage, led by African institutions, and positioned for global impact.”
On employment potential, the minister emphasized that Investment in fashion will create millions of jobs, particularly for women and youth.
Registered in Rwanda, with an office in Kigali and a desk at the Federal Ministry of Arts, Culture, Tourism and the Creative Economy, CAFA is also working with Nigeria’s Ministry of Foreign Affairs towards African Union adoption of the Charter. Rwanda is progressing towards becoming its second participating country and the first in East Africa.
Its first year saw fifty nations gather at the Egbaliganza-Lisabi Festival in Abeokuta and a signed MoU with Türkiye’s ASRIAD.
CAFA’s programmes promote processing African raw materials into finished apparel locally. ‘Own What We Create’ addresses intellectual property protection, while the CAFA Certified Seal and CAFA Heritage Mark support standards and authenticity. African Global Fashion Houses are currently being established across international markets.
The African Global Fashion Games will debut in Nigeria in 2028, bringing designers together under national colours. Held every three years, the Games will alternate between African and international hosts, combining competition with investor meetings, deal signings and policy discussions. Its Instant Craft event gives competing nations identical materials and a fixed clock, placing skill at the centre of the contest.
CAFA is inviting creatives, fashion designers, artisans, diplomats, economists, investors and policymakers to its CANEX stand. Visitors can explore the roadmap, ask questions and identify opportunities to contribute through design, manufacturing, investment, research, trade and international partnerships. The stand will be open daily from November 5 to 8.
CAFA calls on the African Union to adopt the Charter, and governments to sign the Games Register and form national teams.
“Fashion has always told the world who Africa is. Now Africa will decide what fashion pays,” Aare Prof. Lai Labode said.
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