Nigeria's Ambitious Drive: Eyes $100 Billion Tourism Industry with 'Embertoremember' Campaign

Nigeria is poised to transform its tourism and creative economy into a $100 billion industry, with potential growth to $300 billion, provided the country addresses critical areas such as infrastructure, coordination, financing, and execution. This ambitious goal was a central theme at the 'Ember to Remember' National Stakeholders Conference, organized by the federal government's Ministry of Art, Culture, Tourism and the Creative Economy in partnership with MyCityApp. The conference also marked the official launch of Nigeria's coordinated September-to-December 100-day calendar of festivals, concerts, and cultural events, under the theme: "From Celebration to Economic Growth -- Unlocking Nigeria's $100 Billion Tourism and Creative Economy Opportunity."

Paul Onwuanibe, Chief Executive Officer of Landmark Africa, highlighted Nigeria's immense potential, stating that the nation possesses all the necessary raw materials for a globally competitive tourism economy, including its music, films, fashion, food, festivals, heritage sites, and coastlines. He emphasized that these assets offer significant opportunities for job creation, investment, and revenue generation. Onwuanibe stressed the need for effective organization and execution, arguing that tourism must be treated as a serious economic sector rather than mere decoration. He pointed out that global tourism contributes $12 trillion, representing 12 percent of the global economy, and should be a target for African nations. He noted that the sector already supports about two million jobs in Nigeria and could absorb more young people with the development of a comprehensive destination ecosystem. He called for enhanced collaboration between government and the private sector, including partnerships for commercializing and maintaining heritage sites, and greater support for professionals across the tourism value chain, such as chefs, musicians, hoteliers, and tour guides. Onwuanibe also advocated for the introduction of tourism and hospitality education in schools to expose young Nigerians to these economic opportunities.

Hannatu Musawa, the Minister of Art, Culture, Tourism and the Creative Economy, affirmed the Federal Government's commitment to packaging, promoting, and monetizing Nigeria's diverse tourism and creative assets. She explained that the 'Ember to Remember' campaign is specifically designed to transform the country's traditionally busy September-to-December festive period into a structured economic opportunity. Minister Musawa underscored that every visitor generates a value chain encompassing aviation, transportation, hotels, restaurants, entertainment, retail, technology, artisans, and local communities. She urged states, event organizers, hospitality operators, cultural institutions, tour operators, and creative industry players to contribute their events to the National Ember to Remember Calendar. According to her, this unified calendar will serve as a single platform for Nigerians, the diaspora, and international visitors to discover events and experiences nationwide, fostering participation and spending, which in turn drives economic activity and job creation. Musawa emphasized that the ambition must extend beyond December to ensure the tourism and creative economy generates value throughout the year, reiterating that the $100 billion target necessitates an ecosystemic approach involving government, businesses, and communities.

Further elaborating on the initiative, Mrs. Ifeoma Chukwu, CEO of My City App, explained that MyCityApp and MyLagosApp aim to aggregate various events and experiences across Nigeria onto a national digital calendar. This initiative seeks to overcome the fragmented visibility of Nigeria's festivals, concerts, food experiences, cultural celebrations, and other attractions. Complementing these efforts, Onyinye Ikenna-Emeka, Chief Commercial Officer of MTN Nigeria, representing CEO Karl Toriola, stated that MTN has invested N621 billion to strengthen broadband infrastructure. She highlighted the critical role of connectivity in unlocking Nigeria's tourism and creative potential and advocated for an enabling environment that supports the thriving of tourism, technology, and creativity, alongside stronger intellectual property protection.