Nigeria Targets $100B Tourism Industry with New Campaign

The Nigerian federal government, through the Ministry of Art, Culture, Tourism and the Creative Economy and in partnership with MyCityApp, launched the 'Ember to Remember' campaign during the National Stakeholders Conference. The initiative aims to develop Nigeria's tourism and creative economy into a $100 billion industry, with potential growth to $300 billion.

The conference, themed “From Celebration to Economic Growth — Unlocking Nigeria’s $100 Billion Tourism and Creative Economy Opportunity,” featured Paul Onwuanibe, CEO of Landmark Africa, who emphasized the need for effective organization and execution of tourism initiatives. He highlighted Nigeria's rich cultural resources, including music, films, and heritage sites, as key to job creation and investment.

Minister Hannatu Musawa stated that the campaign seeks to monetize Nigeria's tourism assets, transforming the busy September-to-December festive period into structured economic opportunities. She noted the value chain created by tourism, impacting various sectors from transportation to local communities.