In a clarion call to industry stakeholders, the Honourable Minister of Art, Culture, Tourism and the Creative Economy, Barrister Hannatu Musa Musawa, has reaffirmed the Federal Government’s resolve to reposition Nigeria’s tourism and creative sectors as core drivers of national prosperity.

Speaking at the 28th Annual General Meeting of the Federation of Tourism Associations of Nigeria (FTAN) in Abuja, Minister Musawa described the gathering as a “timely and strategic opportunity” to renew bonds with private sector partners and shape a shared future for tourism development.

“This is our moment to build, unite and transform tourism into a true pillar of national prosperity,” the Honourable Minister stated.

“FTAN remains a strategic partner in our mission to unlock Nigeria’s tourism potential. Under my leadership, the Ministry is committed to creating policies and platforms that are inclusive, progressive and globally competitive.”

Recognising Industry Champions

The Minister praised FTAN President Mr. Nkereuwem Onung for his leadership in mobilising the private sector and fostering industry growth. She also commended Aare Dr. Abisoye Fagade, Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), for his contributions to workforce development and regulatory reforms.

“NIHOTOUR plays a key role in building a skilled tourism and hospitality workforce. We fully support its mission to raise the bar and align our services with global standards,” she added.

Beyond Leisure: Tourism as an Engine of Growth

Barrister Musawa emphasised that tourism must now be seen not just as leisure but as a strategic tool for job creation, national branding, and economic development.

She spotlighted the Ministry’s flagship Tourism and Creative Economy Zones (TCEZs) initiative, which is designed to provide infrastructure, policy support, and investment incentives to unlock the value of Nigeria’s cultural and creative assets.

With over 250 ethnic groups, rich biodiversity, heritage sites, and a dynamic creative industry, the Minister stressed that Nigeria holds vast untapped tourism potential.

“The world is paying attention. Nigeria must rise to meet this moment and take its rightful place on the global tourism map,” she said.

Forging a Future of Unity and Innovation

Calling for solidarity and innovation, Minister Musawa urged tour operators, hoteliers, creatives, investors, and cultural custodians to work together toward a renewed tourism vision.

She also announced the forthcoming National Stakeholders Dialogue on Tourism, Culture and the Creative Economy, a platform that will bring FTAN and other industry actors to the centre of national policy conversations.

“We are stronger together. Our future depends on our ability to listen, innovate and work as one united tourism family. Let us come together to shape a future that reflects the best of who we are as Nigerians,” she concluded.

Global Partnerships Welcomed

The Minister reiterated the Ministry’s openness to global collaboration, inviting international investors, regional institutions, and development partners to join Nigeria’s journey toward a sustainable, inclusive and thriving tourism economy.

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.