Nigeria can transform its tourism and creative economy into a $100 billion industry and potentially grow it to $300 billion if the country improves infrastructure, coordination, financing and execution, stakeholders have said.
This emerged as the federal government through the Ministry of Art, Culture, Tourism and the Creative Economy, in partnership with MyCityApp convened the 'Ember to Remember' National Stakeholders Conference and the official launch of Nigeria's coordinated September-to-December 100-day calendar of festivals, concerts and cultural events.
The conference was themed: "From Celebration to Economic Growth -- Unlocking Nigeria's $100 Billion Tourism and Creative Economy Opportunity."
Speaking at the event, the Chief Executive Officer of Landmark Africa, Paul Onwuanibe, said Nigeria had all the raw materials required to build a globally competitive tourism economy, but had failed to organise and execute effectively.
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According to him, the country's music, films, fashion, food, festivals, heritage sites and coastlines provide enormous opportunities that can be converted into jobs, investment and revenue.
"Yes, we can, but we need to work towards it. We won't do it by doing the things we've already done," Onwuanibe said.
He argued that tourism should be treated as a serious economic sector rather than decoration, noting that globally, tourism contributes significantly to economic growth, employment, taxation, infrastructure development and national branding.
According to him, tourism contributes $12trn to global GDP which represents 12 per cent of the global economy. He said this should be the target of each country in Africa.
"Tourism is serious business. Global tourism is one of the economic drivers," he said, stressing that Nigeria must learn to execute its plans effectively.
Onwuanibe said the sector already supported about two million jobs in Nigeria and could absorb more young people if the country developed a comprehensive destination ecosystem.
He called for stronger collaboration between government and the private sector, including partnerships to commercialise and maintain heritage sites, while urging greater support for chefs, musicians, hoteliers, tour guides and other players within the tourism value chain.
He also advocated the introduction of tourism and hospitality education in schools to expose young Nigerians to the economic opportunities in the sector.
The Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musawa, said the Federal Government was working to package, promote and monetise Nigeria's tourism and creative assets.
She said the newly unveiled Ember to Remember campaign was designed to transform the country's traditionally busy September-to-December festive period into a structured economic opportunity.
"Every visitor creates a value chain -- from aviation and transportation to hotels, restaurants, entertainment, retail, technology, artisans and local communities," Musawa said.
She urged states, event organisers, hotels, hospitality operators, cultural institutions, tour operators and creative industry players to populate the National Ember to Remember Calendar with their events.
According to her, the calendar would provide a single platform through which Nigerians, the diaspora and international visitors could discover events and experiences across the country.
"Visibility creates participation. Participation drives spending. Spending creates economic activity. And economic activity creates jobs," she said.
Musawa stressed that the ambition must extend beyond December, saying Nigeria needed a tourism and creative economy capable of generating value throughout the year.
She added that the $100 billion target could not be achieved by one ministry, company or event, but required an ecosystem involving government, businesses and communities.
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Mrs. Ifeoma Chukwu, the Chief Executive Officer of My City App, explained that MyCityApp and MyLagosApp, seek to aggregate events and experiences across Nigeria on a national digital calendar.
She explained that the initiative would help address the fragmented visibility of Nigeria's festivals, concerts, food experiences, cultural celebrations and other attractions.
Representing MTN Nigeria CEO, Karl Toriola, Onyinye Ikenna-Emeka, who is the Chief Commercial Officer, said the telecommunications company had deployed N621 billion to strengthen broadband infrastructure, describing connectivity as critical to unlocking Nigeria's tourism and creative potential.
She called for an enabling environment where tourism, technology and creativity could thrive, while urging stronger intellectual property protection.
