Creative Industry

NTDA Targets Economic Prosperity with New Tourism and Hospitality Strategy

Published

7 months ago

March 31, 2026

By Cyril Ogar

The Nigerian Tourism Development Authority has unveiled a comprehensive strategy aimed at revitalising Nigeria’s tourism and hospitality sector to drive economic prosperity and boost foreign exchange earnings.

The Director-General of the Authority, Dr Ola Awakan, presented the roadmap on Tuesday in Abuja at the maiden National Hospitality and Tourism Stakeholders’ Forum, marking a significant step toward repositioning the sector for global competitiveness and sustainable development.

Speaking on the theme “Shaping the Future of Nigerian Tourism Together,” Awakan described the forum as a landmark initiative designed to strengthen collaboration, align stakeholder interests, and deliver practical solutions for industry growth.

Central to the strategy is the repositioning of tourism as a viable export sector capable of generating substantial foreign exchange. Awakan emphasised that achieving this vision would require targeted investment, improved infrastructure, and enhanced global visibility for Nigeria’s tourism offerings.

He outlined three critical pillars for development—attractions, hospitality, and transportation—stressing that their effective integration is essential to unlocking the country’s vast tourism potential.

Despite Nigeria’s rich cultural heritage, diverse landscapes, and vibrant creative industry, the NTDA boss noted that the sector has underperformed due to infrastructural deficits, weak institutional coordination, and inconsistent regulatory frameworks. However, he expressed confidence that ongoing reforms, supported by the Renewed Hope Agenda of Bola Ahmed Tinubu and the NTDA Act 2022, are laying a solid foundation for transformation.

As part of the strategy, the Authority is strengthening its role as a regulatory, developmental, and marketing body, with a focus on boosting tourism promotion, attracting investment, improving service standards, and enhancing institutional capacity.

Key initiatives include the digitalisation of the tourism ecosystem through interactive platforms, as well as the promotion of MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—to stimulate business travel and economic activity.

A major highlight of the unveiling was the introduction of the Naija Flavour Marketplace, a platform designed to connect stakeholders across the tourism value chain, empower Micro, Small and Medium Enterprises (MSMEs), and create employment opportunities, particularly for youth and women.

In a bold move to elevate Nigeria’s global tourism profile, the NTDA also proposed the development of an International Tourism City—an integrated destination combining culture, entertainment, hospitality, and commerce to attract both domestic and international tourists.

Awakan underscored the importance of strong public-private partnerships, noting ongoing collaboration with the Federation of Tourism Associations of Nigeria and sub-national governments to ensure coordinated development.

He further highlighted the need for strategic storytelling to reshape Nigeria’s global image and advocated for more visa-friendly policies to encourage travel, investment, and international engagement.

The forum concluded with a collective commitment to sustained collaboration and innovation, alongside plans to institutionalise the engagement as a periodic national tourism town hall.

Stakeholders expressed optimism that the strategy will significantly boost GDP growth, increase foreign exchange earnings, create jobs, and strengthen national unity.

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Creative Industry

CAFA Targets $500bn Fashion Economy At Canex Wknd 2026

Published

1 week ago

November 1, 2026

The Gleamer

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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