The recent fusion of the Ministry of Tourism into the newly expanded Ministry of Arts, Culture, Tourism, and Creative Economy [FMACTCE] presents a pivotal moment towards consolidating Nigeria’s diverse cultural assets, tourism potential, and burgeoning creative economy.
Previously a standalone ministry under Ms. Lola Ade-John, tourism has now been integrated with arts, culture, and the creative economy, under the leadership of Barr. Hannatu Musa Musawa aims to create a holistic and impactful approach to maximizing Nigeria’s economic and cultural opportunities as well as providing an opportunity to rethink how these sectors can synergise for sustainable development.
This consolidation underscores the Nigerian government’s recognition of the integral role these sectors play in economic development, youth empowerment, and global positioning. However, a broader mandate comes with the challenge of unifying distinct sectors, each with unique needs, into a cohesive framework that drives national growth.
The fusion also brings increased expectations from both stakeholders and the Nigerian public. To make the most of this realignment, the Ministry must establish a roadmap that builds on the strengths of each sector while addressing historical challenges.
This article explores strategic recommendations for the expanded Ministry to harness the combined potential of arts, culture, tourism, and the creative economy. With the right approach, Nigeria can leverage these sectors as critical pillars of economic diversification and cultural influence; diversify its economy beyond oil, with culture and tourism offering significant potential for wealth creation and global relevance.
Recognising that the Ministry of Tourism, previously led by Ms. Lola Ade-John, achieved some commendable milestones. These accomplishments provide a strong foundation upon which Barr. Musawa can build to propel Nigeria’s tourism and creative sectors forward. The newly formed FMACTCE under Barr. Musawa holds the potential to create a more unified and impactful approach to Nigeria’s tourism, arts, and culture.
A comprehensive strategy is required to harness the synergies among these interconnected sectors, ensuring that the successes of the past are carried forward with innovation.
An expanded ministry calls for a refreshed vision that captures the essence of each sector while articulating shared goals. This vision should emphasize inclusivity, sustainability, and innovation, signaling a departure from traditional practices towards a more strategic and data-driven approach. The Ministry’s mission should focus on developing policies that attract investments, support artists and creators, promote cultural heritage, and enhance tourism infrastructure.
The Ministry’s revised mission should also highlight the importance of job creation and the development of small and medium-sized enterprises [SMEs’] within these industries. By setting ambitious yet achievable goals, the Ministry can build public confidence and establish itself as a champion for the cultural, tourism, and creative sectors. One of the primary goals of the FMACTCE should be to create a compelling national brand that combines Nigeria’s tourism, arts, and creative industries.
The fusion of these areas provides an opportunity to market Nigeria’s unique stories, traditions, and contemporary creativity as a unified package. National branding efforts should leverage Nigeria’s music, film, dance, festivals, and culinary traditions to present an attractive image to both domestic and international audiences.
One of the key challenges in the past has been the fragmentation of policies and institutional frameworks. Now, more than ever, there is a need for cohesive policies that bring these sectors together. This consolidation provides a chance to streamline regulatory processes, reduce bureaucratic bottlenecks, and create a more business-friendly environment.
The Ministry should prioritize establishing a comprehensive cultural and tourism policy that promotes synergy across the board. This policy framework should focus on areas such as:
- Tax Incentives: Providing tax incentives for creative entrepreneurs, cultural organizations, and tourism operators can drive growth and attract foreign investments.
- Funding and Grants: Establishing special funds and grants specifically targeted at emerging talent in arts, culture, and tourism can promote innovation and quality within the sectors.
- Public-Private Partnerships (PPPs): The Ministry should encourage partnerships with private sector players, NGOs, and international organizations to mobilize resources and share expertise.
- Capacity Building: Training and capacity-building initiatives for local stakeholders are essential to raising standards and increasing the sector’s competitiveness.
As technology rapidly reshapes global industries, it is crucial for the Ministry to embrace technology to drive growth and global competitiveness. Digital tools can help market Nigerian cultural products and destinations to a wider audience while also enhancing the visitor experience.
The Ministry should prioritize investments in digital tourism platforms, virtual reality, and artificial intelligence to support the creative economy and enhance tourism offerings. The digital revolution offers unprecedented opportunities for the creative sector, and it is essential that the new Ministry prioritizes digital adoption.
This includes investing in digital platforms that can help Nigerian artists, filmmakers, musicians, and content creators reach a global audience. Digital platforms also serve as powerful marketing tools, allowing the Ministry to promote Nigeria’s tourism assets to the world. For example, an official tourism app can be developed, offering tourists a one-stop platform for information on cultural events, destinations, and local services. Additionally, virtual reality experiences of key heritage sites can attract digital tourists and investors who may not initially visit physically but might consider future travel after experiencing Nigeria virtually.
As FMACTCE forges a new path, preserving Nigeria’s historical sites and traditions should be prioritized. This includes protecting UNESCO World Heritage sites and the many cultural monuments that reflect Nigeria’s diverse heritage.
Community involvement is critical in conservation efforts, as local communities are the custodians of cultural practices and historical knowledge. The Ministry could introduce heritage-based community programs that empower local custodians of culture while generating economic value. Nigeria boasts a wealth of cultural heritage, from historic sites to diverse traditional practices, languages, and festivals.
However, these assets often lack the necessary preservation and marketing efforts to attract both local and international tourists. The Ministry’s expanded mandate provides an ideal platform to address these gaps.
- Heritage Conservation: Partnering with local and international heritage organizations can provide resources for the restoration of important cultural sites and support the preservation of intangible cultural heritage.
- Festival Promotion: Many Nigerian festivals, such as the Osun-Osogbo Festival and the Argungu Fishing Festival, have immense tourism potential. With the right marketing support, these events can draw significant global attention and increase visitor numbers.
- National Museums and Art Galleries: Improved infrastructure, curatorial practices, and marketing for national museums and galleries can enrich Nigeria’s cultural narrative and appeal to cultural tourists. The Ministry could also explore the development of interactive exhibitions and digital collections to reach broader audiences.
The Nigerian creative industry, spanning music, film, fashion, and visual arts, has emerged as a global powerhouse, yet much of its potential remains untapped. The Ministry’s focus should be on creating a conducive environment for artists, filmmakers, designers, and writers to thrive. Some specific initiatives could include:
- Creative Industry Hubs: Developing hubs across major cities that provide creators with access to high-quality resources, technology, and training can drive growth in the creative sector.
- Copyright Enforcement: Intellectual property theft remains a concern for Nigerian creators. Strengthening copyright laws and enforcing them is essential for protecting creators and ensuring fair returns for their work.
- Global Partnerships: Encouraging collaborations between Nigerian creators and international counterparts can foster cultural exchange and broaden Nigeria’s cultural influence on the global stage.
Tourism can significantly contribute to Nigeria’s economic diversification; however, unsustainable practices can lead to environmental degradation and resource depletion. The Ministry should focus on developing eco-friendly tourism models that respect Nigeria’s natural resources and cultural heritage. Sustainable tourism policies should address:
- Community Involvement: Engaging local communities in tourism projects ensures that they benefit directly from the sector, which can boost local economies and reduce poverty.
- Environmental Conservation: The Ministry should implement strict guidelines on waste management, wildlife conservation, and resource usage for tourism operators.
- Infrastructure Development: Improved infrastructure, especially in remote tourist locations, will make these areas more accessible and attractive to both local and international tourists. The Minister will have to double her efforts with incentives in convincing the States to redirect their infrastructural investments into that which favours the industry.
Youth and women represent a substantial part of the population and play vital roles in arts, culture, and tourism. The Ministry can create targeted initiatives, while collaborating with other Ministries, in empowering these groups through skills training, mentorship, and financial support. Additionally, offering specific grants and loans to women and youth entrepreneurs in these sectors can enhance job creation and encourage diversity in leadership.
To ensure Nigeria remains competitive in the global tourism market, Barr. Musawa and the FMACTCE should target emerging tourism trends and diversify offerings in the tourism sector:
- Ecotourism and Adventure Tourism: Nigeria’s rich natural landscape makes it an ideal destination for eco and adventure tourism. The Ministry could promote and develop eco-tourism destinations such as Yankari Game Reserve, Okomu National Park, and Afi Mountain Wildlife Sanctuary. Engaging international eco-tourism bodies can enhance Nigeria’s presence in this niche.
- Cultural and Diaspora Tourism: With a large Nigerian diaspora, cultural tourism has strong potential. Events such as the annual “Return to Roots” festival could encourage Nigerians in the diaspora to visit home, participate in cultural events, and engage in cultural exchange. The Ministry should support festivals, cultural fairs, and other events that showcase Nigeria’s diverse cultural practices to appeal to this group.
- Culinary Tourism: The richness of Nigeria’s culinary heritage is yet another untapped area with tremendous potential. Nigeria’s diverse dishes, influenced by its many ethnic groups, could attract both local and international culinary tourists. Establishing food festivals, culinary tours, and “taste-of-Nigeria” events could stimulate interest in Nigerian cuisine and position the country as a top destination for food tourism.
To ensure that the new direction is sustainable, FMACTCE must address lingering challenges that have hampered growth in Nigeria’s tourism and creative sectors. These include but not limited to:
- Improving Security and Accessibility: Perceptions of safety have impacted Nigeria’s tourism sector. The Ministry should work closely with security agencies to implement reliable safety measures, especially in tourist and cultural areas. Additionally, improvements in transportation infrastructure, including road and air travel, will make these areas more accessible to tourists and investors alike.
- Standardization and Quality Control: The tourism and creative economy sectors require standardization to ensure quality services that meet international benchmarks. The Ministry, while recognizing the power of the States to regulate tourism activities, can introduce a quality certification programme for service providers in tourism and arts, enhancing credibility and visitor satisfaction. A standardized approach will also improve professional training and capacity building in both the arts and tourism sectors.
- Funding and Incentives for the Creative Economy: Access to funding remains a challenge for creatives and small tourism businesses in Nigeria. FMACTCE should consider implementing tax incentives, grants, and low-interest loans for start-ups and established businesses in the sector. These incentives will encourage investment and help existing businesses scale their operations, ultimately contributing to economic growth.
The fusion of the Ministry of Tourism with Arts, Culture, and the Creative Economy holds tremendous promise for Nigeria’s socioeconomic landscape. Barr. Hannatu Musa Musawa’s leadership of the Federal Ministry of Arts, Culture, Tourism, and Creative Economy may represent the turning point for Nigeria’s efforts in harnessing its rich cultural heritage and creative potential for economic prosperity.
The success of this new direction will not only drive economic growth but will also foster a sense of national pride and cultural appreciation, ultimately enhancing Nigeria’s position on the world stage. As we embark on this transformative journey, the Ministry of Arts, Culture, Tourism, and Creative Economy must remain focused on its role as a catalyst for positive change.
By balancing traditional values with modern approaches, it can inspire a renewed appreciation for Nigeria’s cultural heritage while positioning the country as a leading destination for both cultural and creative tourism.
This fusion may be an opportunity to build a more resilient and vibrant future for Nigeria, rooted in the rich fabric of its arts, culture, and natural beauty. Now is the time for the world to know NIGERIA; the world knows NIGERIANS already!
Professor Wasiu Babalola is a Professor of Hotel Management & Tourism as well as a Trustee / Director of the African Travel Commission [ATC]