The Director-General of the Centre for Black and African Arts and Civilisation (CBAAC), Mrs Aisha Augie, has called for stronger investments in Africa’s creative and cultural sectors to boost tourism and preserve the continent’s identity.
Speaking in Lagos, Augie said many African governments were beginning to recognise the role of the creative economy in development.
According to her, countries across Africa were beginning to understand that without preserving their culture, they risked becoming generic.
Citing Nigeria, Ghana, and the Republic of Benin as examples, Augie noted that cultural festivals and creative industries were driving tourism growth across the continent.
“There’s tourism branding, and much of it is connected to culture.
“There are festivals emerging that are tied to arts and culture.
“The creative sector is beginning to boom and we’re happy as a centre,” she said.
Augie stressed that aligning government policy with private-sector innovation was critical to positioning Africa as a global cultural hub.
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She, however, added that unlocking the sector’s full potential required stronger private-sector participation, beginning with an appreciation of the value embedded in arts and culture.
“Art is a collection of expressions that allow us to connect with each other and understand different perspectives.
“It helps us build narratives based on our shared identity and Africa should not take that for granted.
“The man weaving a basket by the roadside could, for instance, be creating baskets for a massive building in Australia.
“The world is a global village and it is high time for Africa to connect,” she said.
She urged the private sector to support governments in formulating policies that would empower stakeholders in the creative and cultural space.
On youth participation in tourism, Augie said the younger generation was increasingly connecting with their roots and contributing value to arts and culture.
