November 30, (THEWILL) — The Minister of Arts, Culture, Tourism and Creative Economy, Barrister Hannatu Musa Musawa, has intensified the Federal Government’s push for private sector collaboration, urging both local and international investors to tap into Nigeria’s rapidly expanding cultural tourism and creative economy.
Musawa made the call in Abuja during the eighth edition of the Nigeria Tourism Investors Forum and Exhibition (NTIFE) 2025, organised by the Federation of Tourism Associations of Nigeria (FTAN). The forum, themed National Tourism Investment and Global Partnership, with the sub-theme Investing in Nigeria’s Tourism Future, brought together investors, financial institutions, state governments, operators and industry stakeholders to examine new financing models and partnerships for the sector.
Addressing participants, the Minister said Nigeria is positioned to evolve into a competitive global tourism destination, backed by its vast cultural wealth, creative talent and renewed government policy direction. According to her, the creation of the Ministry of Arts, Culture, Tourism and Creative Economy is part of President Bola Ahmed Tinubu’s plan to deepen economic diversification and expand non-oil revenue through creative and tourism-based investment.
Musawa disclosed that under the government’s tourism expansion vision, the culture, creative and tourism sectors are expected to contribute $100 billion to Nigeria’s GDP by 2030, while generating over two million jobs, particularly for young people. She said policy reforms and infrastructural frameworks are already underway to correct longstanding deficits that have slowed the sector’s growth over the years.
She noted that NTIFE serves not only as a networking platform but as a strategic marketplace that connects Nigeria’s cultural value to investors with the capacity to turn the nation’s heritage into sustainable economic assets.
“NTIFE is not just a platform bringing people together to celebrate Nigeria’s cultural wealth, but an invitation to join us in transforming that wealth into lasting economic growth and global impact”, Musawa said.
The Minister highlighted ongoing collaborations with state governments and private organisations, revealing that several Memoranda of Understanding (MoUs) are currently being executed to drive Public-Private Partnerships (PPP) in tourism development. These partnerships, she said, align directly with the administration’s commitment to modernising tourism infrastructure and attracting foreign direct investment into the country.
She specifically called on investors to consider opportunities in world-class cultural hubs, heritage sites, themed resorts, creative cities, entertainment infrastructure and talent development programmes — areas she described as fundamental to unlocking Nigeria’s tourism potential.
“Invest in Nigeria’s heritage, creativity and natural beauty. Partner with us in building world-class cultural hubs, heritage sites, resorts, creative cities, entertainment infrastructure and more. Collaborate with us to nurture talents, promote our heritage globally, and create opportunities for millions”, she said.
Musawa further encouraged operators within the sector to maintain active engagement with the Ministry, stressing that co-creation and industry insight are critical for shaping policies that can support investment and scale MSMEs in the tourism value chain.
“I urge you to engage with the Ministry to see what we are doing and how you too can add value to it. Together, we can transform Nigeria into a global destination hub where culture meets commerce, tradition meets innovation, and where our diversity becomes a source of pride, unity, and prosperity.”
Industry players at the forum described the Minister’s call as timely, particularly as global investor interest in African creative and tourism markets continues to grow. Analysts also note that with structured incentives, improved security, visa reforms and increased infrastructure spending, Nigeria’s tourism economy could emerge among the continent’s most attractive investment frontiers over the next decade.
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
