In a bold move poised to reshape Nigeria’s cultural landscape, President Bola Ahmed Tinubu’s recent cabinet reshuffle has integrated the Ministry of Tourism under the newly formed Ministry of Arts, Culture, and Creative Economy. Under the stewardship of Minister Hannatu Musawa, this alignment brings together Nigeria’s arts, culture, and tourism sectors in a unified push to foster job creation, bolster partnerships, and generate significant revenue streams for the creative and tourism industries.
Musawa, who has spearheaded several innovative initiatives over the past year, is building momentum towards her “Destination Nigeria 2030” vision, which aims to establish Nigeria as a global leader in the creative economy by the end of the decade. This plan focuses on preserving cultural heritage, driving digital transformation, and creating economic opportunities within Nigeria’s rich creative sector. Key projects include the establishment of Creative Hubs, a National Entertainment Centre, and an annual Nigerian Cultural Expo, all designed to elevate Nigeria’s global profile and draw international investment and tourism.
In addition to these structural initiatives, Musawa has introduced programs such as the Creative Leap Accelerator Programme (CLAP) under the National Council for Arts and Culture (NCAC), focusing on talent development. CLAP provides a platform for emerging Nigerian artists, offering training, mentorship, and resources to empower young creatives. This program, in partnership with over 1,000 creative hubs and co-working spaces, strengthens public-private collaboration and creates a sustainable foundation for the creative industry. The initiative’s digital wing, including platforms like ICE and Origins, further supports artists by providing a global audience and revenue opportunities.
Internationally, Minister Musawa has secured a groundbreaking $200 million financing facility from the African Export-Import Bank (Afreximbank), specifically aimed at empowering Nigeria’s creative industry. This partnership, part of Afreximbank’s Creative Africa Nexus program, is a cornerstone of Musawa’s “Destination 2030” roadmap, delivering tailored financial solutions and capacity-building resources to enable Nigerian creatives to compete on the global stage. This facility aligns with Nigeria’s commitment to the World Heart Federation’s target of reducing cardiovascular mortality by 25% by 2025, further emphasizing her emphasis on cultural diplomacy.
Musawa’s diplomatic efforts have also extended to high-level discussions at the United Nations General Assembly, where she advocated for alignment with the UN’s Sustainable Development Goals. Presenting an eight-point plan to the U.S. State Department, Musawa highlighted Nigeria’s creative sector as an avenue for socio-economic development and cultural diplomacy. Through these initiatives, Minister Musawa is positioning Nigeria as a hub for cultural and creative excellence in Africa, setting a precedent for global partnerships, sustainable development, and a vibrant cultural tourism industry.
