Creative Industry

Performance Report of the Minister of Arts, Culture, Tourism, and the Creative Economy

Published

1 year ago

May 16, 2025

By Joel Ajayi

The Minister of Arts, Culture and the Creative Economy, Hannatu Musawa, has outlined the remarkable progress made by the Ministry in under 18 months, highlighting major investments, infrastructure development, policy reforms, and Nigeria’s rising cultural influence on the global stage.

Speaking at the eighth edition of the Ministerial Press Briefing Session held at the National Press Centre in Abuja, Musawa noted that the Ministry has become a vital driver of sustainable development and economic diversification. The event was also attended by the Minister of Water Resources and Sanitation, Professor Joseph Utsev, and the Minister of Works, Senator David Umahi.
“In line with the Renewed Hope Agenda, we are transforming arts, culture, tourism, and the creative economy into engines of prosperity. Through strategic partnerships and visionary leadership, we are creating jobs, empowering youth, and diversifying the Nigerian economy,” she stated.

Musawa emphasized that the creative sector now stands at the forefront of Nigeria’s economic diversification strategy, evolving beyond cultural expression to become a strategic economic asset.
She recalled that on October 23, 2023, President Bola Ahmed Tinubu merged the former Ministries of Tourism and Arts, Culture and the Creative Economy to reduce government expenditure and enhance efficiency. The merger reflects the administration’s commitment to synergizing sectors for sustainable development, inclusive growth, and global cultural influence.

Key Initiatives and Achievements: “Data and Evidence-Based PlanningThe Ministry launched the D30 Data Initiative to map Nigeria’s creative economy. This initiative aims to inform policy, guide investments, and enable data-driven planning. In the music industry alone, five key value chain segments have been identified, with projections of creating over 500,000 new jobs by 2030. Mapping results are currently undergoing validation and will be published by June 2025.

“Policy Development and ReformWorking in partnership with stakeholders such as the Nigerian Economic Summit Group (NESG), the Ministry is overhauling outdated policies. New and revised frameworks include:

“National Policy on Intellectual Property RightsCreative Economy Development Fund (CEDF) approval, Review of the 1988 Cultural Policy and 2005 Tourism Policy, Transition from censorship to classification under the NFVCBMonetization and credit policies tailored to the creative sector

“Cultural Diplomacy and Global InfluenceUnder the Destination 2030: Nigeria Everywhere initiative launched at Davos, Nigeria’s global soft power ranking improved by 14 points within a year. Key international engagements include participation in the Cannes Film Festival and Venice Biennale. UNESCO also recognized cultural assets like the Sango Festival and Kano Durbar, with additional heritage sites inscribed under ICESCO and UNESCO frameworks.

“Economic Value and Investment MobilizationThe Ministry secured a $200 million investment from AFREXIM Bank for cultural and creative sector development. The Creative Economy Development Fund (CEDF) was launched with financing windows for debt, equity, and grants.

Collaborations with MOFI and FIRS are underway to monetize creative assets and ensure tax compliance. The Renewed Hope Cultural Project is revitalizing rural economies nationwide.
“Infrastructure Development: “The Creative and Tourism Infrastructure Corporation (CTICo) has been approved with a $100 billion investment plan and a potential to create 2 million jobs. Key infrastructure projects include:

“Development of the Abuja Creative City on 26 hectares in partnership with Creative Park Ltd, Nationwide renovation of cultural villages and museums.

“A digital museum initiative in collaboration with IHS Nigeria and the National Commission for Museums and Monuments (NCMM). Concessionary funding of €35 million from the French Treasury, recently expanded to €100 million”

Other achievement includes; “Strategic Partnerships: The Ministry has forged strong collaborations with private sector players like MTN and Chocolate City, international institutions including WIPO, AFREXIM, and MOFI, as well as foreign governments such as Brazil, France, and the UAE. Additionally, projects are being executed in partnership with state governments and traditional institutions under the Renewed Hope Cultural Project.

“And Sectoral Impacts: In the film industry, co-productions with France and South Africa have advanced, alongside reforms to protect intellectual property and improve working conditions. The tourism sector is gaining traction with Nigeria set to host the 68th UN Tourism Commission for Africa (CAF) in Abuja in June 2025. There are also creative empowerment programs specifically targeting women and youth, as well as efforts in cultural preservation through education and intergenerational skill transmission.”

Despite the achievements, the Minister acknowledged ongoing challenges including:Funding constraints and limited distribution channels, Competition with globally produced, high-standard content, Inadequate infrastructure at tourism sites and Market fragmentation and lack of essential operational tools

Share on Facebook

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.

Share on Facebook