The IPADA Initiative—a pan-African movement calling on Africans in the diaspora and lovers of Africa to return to the continent—took centre stage on Wednesday night as top Nigerian governors, diplomats, and private sector leaders declared their support for its newly launched five-year programme at the Presidential Villa in Abuja.

The launch, hosted at the prestigious Banquet Hall of Aso Rock, witnessed a convergence of influential voices from government, business, and the international diplomatic community, signaling what observers described as a bold new era for African tourism and diaspora engagement.

Governors Declare Support, NACCIMA Signs On

The Executive Governor of Taraba State, Dr. Agbu Kefas, and his Katsina State counterpart, Dr. Dikko Umaru Radda, lent their states’ full support to the initiative. They were represented by their Commissioners—Rev. Joseph Titus Nagombe (Taraba) and Hon. Yusuf Rabiu (Katsina), respectively.

In a major boost, Engr. (Dr.) Jani Ibrahim, President of the Nigerian Association of Chambers of Commerce, Industry, Mines and Agriculture (NACCIMA) and Chairman of the Organised Private Sector of Nigeria (OPSN), announced plans to sign a Memorandum of Understanding with the IPADA Initiative.

“NACCIMA is proud to support the IPADA Initiative,” said Dr. Ibrahim. “We commend President Bola Tinubu for backing this vision and promoting a one trillion dollar economy. Tourism must be a key part of that growth.”

Dr. Ibrahim also revealed that renowned tourism expert and IPADA founder, Otunba Olawanle Akinboboye, has been appointed Chairman of NACCIMA’s Tourism Creative Group to help boost tourism development across the country.

What is IPADA?

IPADA—meaning “Return” in Yoruba—is a cultural and tourism movement created by Otunba Olawanle Akinboboye under the Motherland Beckons platform. The initiative encourages Africans in the diaspora and lovers of African culture to reconnect with the continent through a week-long cultural celebration hosted annually at La Campagne Tropicana Beach Resort in Lagos.

The festival, which takes place every year from the last week of November to the first week of December, features music, fashion, networking, and cultural exhibitions. The new 5-Year Programme offers early planning incentives for diaspora returnees and tourists, including discounts and inflation-proof payment options.

According to Akinboboye, “The IPADA Initiative is more than a celebration. It is a movement for healing, investment, integration, and cultural rejuvenation.”

Global and Diplomatic Endorsements

Over 100 diplomatic envoys graced the event, including:

Dr. Jose Bamooquina Bau, Ambassador of Angola

Christophe Bazivamo, Ambassador of Rwanda

Norman Anthony C. Arrieta, Deputy Head, Philippine Embassy

Muzaffer Hakan Tok, Head of Political Office, Turkish Embassy

Coralita Yara from Barbados

Mr. Ahmed Thani from Saudi Arabia

Chief Sanjay Jain, former President, Indian Cultural Association in Nigeria

In his goodwill message, Ambassador Bau said:

“The Republic of Angola congratulates the leadership of IPADA Initiative for the vision of promoting a Pan African Movement to reconnect Africa with its cultural and anthropological values… It will allow exploring and engaging the contributions of African skills, especially those in the Diaspora, with particular emphasis on knowledge, technology transfer and increasing their participation in Africa’s development.”

Cultural Showcase: Music and Fashion with an African Flair

The night unfolded in a vibrant display of African heritage. Drumbeats, acrobatics, and colorful fashion captivated guests. Performers from Atunde Entertainment, including Olo Omidan Bata, TAA’SHA, and ARA Thunder, lit up the stage with traditional rhythms and choreography.

Fashion took an Afrocentric twist, with models from Atunda Fashion strutting the runway in styles infused with African motifs and a modern edge. The show was crowned with acrobatic performances that left the crowd in awe.

Broad-Based Representation and Media Coverage

The event attracted participation from diverse sectors:

Diaspora Commission: Hon. Dr. Abike Dabiri-Erewa, Chair of Nigerians in Diaspora Commission (NiDCOM)

Business leaders: Dr. Aisha Adebisi Lawal, Alhaji Nasir Abdullahi Mohammed, and Alhaji Shehu Sulaiman Adam

Media: USA Newsmax Television CEO/Vice President James Moore, and former NTDC DG Mrs. Omotayo Omotosho

NGOs and Networks: Women Entrepreneurs and Professionals Development Network (WEPDN), represented by its President, Mrs. Affiong Isreal Ibanga

Jamaican Delegates: A cultural delegation from Jamaica arrived in Nigeria to participate in the launch

Green Tourism and Conservation Commitment

The Nigerian Conservation Foundation, in partnership with IPADA, announced plans to plant over one million trees. NACCIMA promised to scale that effort by targeting one billion trees, further cementing the initiative’s environmental impact.

Conclusion: A New Chapter for Africa’s Diaspora Tourism

With broad-based endorsements, cultural flair, diplomatic support, and a sustainable development lens, the IPADA Initiative’s 5-Year Programme marks a significant milestone in reconnecting Africa with its global diaspora.

Otunba Akinboboye’s vision has not only drawn applause—it has stirred a renewed hope for cultural unity, economic inclusion, and Pan-African progress.

The Federal Ministry of Art, Culture, Tourism and the Creative Economy (FMACTCE) has reaffirmed its strategic cultural alliance with the British Council, setting the stage for a dynamic year of collaboration aimed at growing Nigeria’s creative economy and global cultural footprint.

During a high-level visit to the Ministry’s headquarters in Abuja on Tuesday, the British Council’s Country Director in Nigeria, Donna McGowan, led a delegation to meet with the Honourable Minister Hannatu Musa Musawa. The dialogue was focused on scaling up joint efforts in cultural diplomacy, youth development, and sector-wide growth.

“The creative sector is not only the heartbeat of our cultural identity, it is one of our strongest economic assets,” said Minister Musawa. “We are proud to work closely with partners who understand the urgency and the potential of this moment, and who are committed to helping us unlock it fully.”

Key Initiatives Set for 2025 Rollout

During the meeting, Kesiena Harry, Head of Arts & Culture at the British Council Nigeria, announced a series of high-impact initiatives designed to nurture Nigerian creatives and connect them to international platforms.

Among the flagship projects:

Film Lab Africa – Story Lab Edition

This accelerator-to-showcase programme will support upcoming filmmakers through training, mentorship, and funding. New features for 2025 include:

A writers’ residency

Development support for episodic content

Grants for producing TV pilots

These additions aim to deepen engagement between Nigeria’s film sector and the UK.

Creative Economy Week Nigeria 2025

Scheduled for September 11–21, this national event will feature:

Exhibitions

Talent showcases

Industry dialogues

Multi-city activations in Abuja (Sept 11–13), Lagos (Sept 15–21), Port Harcourt, Kano, and an international leg in London in October.

The Week is designed to foster inclusive development, boost market access for creatives, and drive intersectoral collaboration between culture, education, and technology.

“Nigeria is full of brilliance and imagination, and we are honoured to be part of the story unfolding here,” said Donna McGowan. “We are committed to working with the Ministry and local stakeholders to co-create inclusive platforms that resonate locally and globally.”

Policy, Data, and Strategy in Focus

Jemma Amachree-Broad, the Minister’s Special Adviser and Head of Strategy, emphasized the importance of data in crafting policies and programmes that are responsive and impactful.

“The sector is moving fast, and we must move with it,” Amachree-Broad stated. “Our aim is to design with precision, grounded in real data and real stories. This is how we ensure long-term relevance.”

A collaborative agreement between the Ministry and British Council is currently under review, with both parties expressing a commitment to aligning on shared goals and building structures that will uplift young cultural entrepreneurs and innovators.

Cultural Diplomacy for Global Visibility

The Honourable Minister reiterated the government’s aim to position the creative industry as a major contributor to Nigeria’s economic transformation under President Bola Tinubu’s Renewed Hope Agenda, which prioritizes job creation and sustainable development.

“Our work is not just about programmes and policies,” Musawa added. “It’s about building a creative ecosystem where our young people feel seen, supported, and empowered to lead. Together with partners like the British Council, we can make that vision a reality.”

As Nigeria and the UK continue to forge deeper connections through culture, the momentum signals renewed optimism for artists, storytellers, and innovators across Nigeria’s creative landscape.

In a landmark diplomatic engagement on Tuesday, July 22, 2025, Nigeria took a bold step to solidify international ties within its growing creative sector. The Honourable Minister of Art, Culture, Tourism, and the Creative Economy, Hannatu Musa Musawa, led a high-powered delegation to a strategic session hosted by the European Union Delegation to Nigeria and ECOWAS at the EU Embassy in Abuja.

The meeting, spearheaded by EU Ambassador Gautier Mignot, convened ambassadors from France, Germany, Belgium, Ireland, Portugal, and several other EU member states. Discussions focused on how cultural diplomacy and bilateral investments can unlock jobs, innovation, and inclusive economic growth within Nigeria’s booming creative industries.

Creative roadmap with ambitious targets

In her presentation, Minister Musawa unveiled Nigeria’s Creative Economy Roadmap, a strategic framework aligned with President Bola Ahmed Tinubu’s Renewed Hope Agenda. The roadmap lays out specific targets aimed at repositioning Nigeria as a global creative powerhouse.

“We are not just building a cultural legacy—we are constructing an engine for inclusive growth. The creative economy must be seen as a central pillar of national development,” said Musawa.

Key deliverables highlighted include:

2 million new jobs and $100 billion in economic value by 2030

Introduction of data-driven mapping tools to inform policy and investment

Scaling initiatives such as Destination 2030, Detty December, and Motherland 2025

Launch of the Creative Economy Development Fund (CEDF) to attract both domestic and international capital

Strong backing from European ambassadors

European ambassadors at the meeting expressed admiration for Nigeria’s bold vision. French Ambassador Marc Fonbaustier commended Nigeria’s proactive strategy and drew attention to ongoing successes in joint creative ventures like the Agora Creative Hubs.

“France looks forward to welcoming Nigeria’s creative talents to the Création Africa Forum in Paris. The global stage is ready for African creativity,” Fonbaustier said.

Other EU officials echoed this sentiment, pledging continued support through multiple channels including infrastructure, investment, and youth empowerment.

Ongoing and future EU-Nigeria collaborations

EU-Nigeria cooperation on the creative economy is expected to expand through various initiatives:

90km of fibre optic infrastructure in partnership with the Nigerian Ministry of Communications, Innovation and Digital Economy

Enhanced funding talks involving the European Investment Bank (EIB) and European Bank for Reconstruction and Development (EBRD)

Continued support for the Nigerian Jubilee Fellowship, a flagship youth employment programme

The EU’s commitment is part of a broader ambition to amplify Nigeria’s global cultural footprint and strengthen its digital and creative economy.

Strengthening bilateral trust

This week’s engagement follows Ambassador Mignot’s prior visit to Minister Musawa’s office, symbolising an evolving and deepening partnership. Her return visit to the EU Delegation signals what officials are describing as “an escalation in ambition” between Nigeria and the European Union.

Both parties closed the session with firm pledges to mobilise strategic funding, scale impact, and promote Nigerian creativity not just in Europe but across Africa and the global market.

As Nigeria continues to harness its cultural capital under the Renewed Hope Agenda, international collaboration is emerging as a key ingredient for sustainable progress in the creative sector.