Hannatu Musawa, Minister of Art, Culture, Tourism, and Creative Economy, has called for increased investment in Africa’s rich tourism and creative sectors to ensure a more substantial contribution to global tourism revenue.
The minister made the call at the ongoing 68th Meeting of the UN Tourism Regional Commission for Africa (CAF) in Abuja.
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AT 68th UN REGIONAL MEETING:
Adopt Policies That Promote Eco-friendly Tourism In Africa, President Tinubu Urges
** Says continent can harness gains of tourism to boost investments, drive long-term prosperity
President Bola Ahmed Tinubu @officialABAT… pic.twitter.com/7F2LBWo64c
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The event is taking place from 11 to 13 June, with the theme: “Boosting Social Impact and Education on Tourism through AI, Innovation, and Creative Industries in Africa.”
According to Musawa, the future of African prosperity depends on how effectively its culture, creativity, and technology are harnessed to empower its people.
She noted that the continent currently accounts for less than five per cent of the global tourism industry, which is worth $11 trillion.
She said that although Africa is endowed with rich and unique tourism potential, its monetary contribution to global tourism remains minimal.
“The global tourism industry is worth $11 trillion, and the creative economy adds more than $2 trillion to global GDP.
“Yet Africa captures less than five per cent of global tourism and less than one per cent of global creative exports.
“This is not a deficit of talent or value, but of investment, visibility, and systems; and today, Nigeria invites Africa to close these gaps together.
“The 21st century demands that we build economies not just from the ground, but from the soul.
“And here in Nigeria, we are answering that call with a bold shift from resource dependency to people-powered prosperity through tourism, culture, and the creative industries,” she said.
Musawa said that Nigeria, through her ministry, has initiated flagship projects as part of a broader strategy for the culture, tourism, and creative sectors.
These initiatives, she explained, include the Creative Economy Development Fund (CEDF) and the Creative Leap Acceleration Programme, which nurtures the next generation of filmmakers, fashion designers, and digital innovators who will create content to drive tourism.
She also mentioned the Nigeria Everywhere brand, a soft power platform that has driven a 14-point rise in Nigeria’s global cultural index.
According to her, to coordinate infrastructure development, the Federal Government has established the Creative and Tourism Infrastructure Corporation (CTIco), which aims to convert public heritage assets into commercially viable and sustainable tourism destinations through innovative public-private partnership (PPP) models.
The minister therefore called for a concerted effort among industry stakeholders and governments across Africa to reposition the continent’s tourism as a viable avenue for wealth creation.
She stressed the need for integrated visa regimes, cross-border tourism corridors, and shared storytelling platforms to enable tourism to flourish across the continent.
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Colleagues, the 20th century was powered by hydrocarbons; the 21st future will be powered by human imagination, and this gathering is our opportunity to build that future together.
“Let us envision integrated visa regimes, cross-border tourism corridors, and shared storytelling platforms.
“Let us invest in African talent with the same intensity that the world once invested in its oil and gas.
“Because what we have now is more enduring: it is our culture, our people, and our power to inspire. Let this be the turning point.
“Let us reimagine Africa not as a collection of emerging markets, but as a cultural superpower a continent whose stories move the world, and whose destinations redefine global tourism.
“Nigeria stands ready to lead, to collaborate, and to invest. Let us rise together. Thank you, and welcome to Nigeria,” she said.
Earlier, while declaring the meeting open, President Bola Tinubu urged African countries to adopt policies that promote eco-friendly tourism and the preservation of cultural heritage.
Tinubu, represented by Vice-President Kashim Shettima, stressed the need for practical solutions and strategic alliances that would drive investment in tourism infrastructure and deepen the sector’s role in achieving the Sustainable Development Goals (SDGs).
“By collaborating with regional bodies such as the African Union, ECOWAS, and UN Tourism, Nigeria encourages other African nations to adopt policies promoting eco-friendly tourism and preserving cultural heritage.
“This collaboration includes sharing best practices, tourism training, developing joint marketing campaigns for sustainable tourism, and improving infrastructure to support intra-African travel.
“Through these regional initiatives, Africa can foster a continent-wide movement towards tourism that benefits both people and the environment, driving long-term prosperity for Africa,” he said.
Also speaking, Amb. Zurab Pololikashvili, Secretary-General of UN Tourism, commended the Tinubu administration for its support in transforming Nigeria’s tourism industry.
He noted that the continent represents the new frontier in world tourism, given its vast potential and limitless opportunities for innovation and creativity.
Pololikashvili urged African leaders to address regional connectivity by reviewing visa regimes to ease the movement of tourists across the continent and beyond.
He also called on governments to ensure adequate budgetary allocations for the sector to enhance its contribution to economic growth.
