The Federal Government has called for stronger collaboration between the public and private sectors to unlock an estimated $100 billion potential in Nigeria’s tourism and creative economy.
Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, made the call in Lagos on Monday during the official launch of “Ember to Remember 2026” and the unveiling of the national tourism calendar.
Musawa said the initiative was designed to move Nigeria beyond seasonal celebrations by creating an ecosystem capable of generating economic activity throughout the year.
“Ember to Remember 2026” is a 100-day national tourism season running from September to December and is expected to showcase cultural, tourism and creative experiences across the country.
The minister said government could not create the projected $100 billion opportunity alone, stressing that states, investors, technology companies, creative entrepreneurs, hospitality operators and other businesses all had important roles to play.
“Our ambition must, however, go beyond December. It requires deliberate planning, collaboration, investment and execution to drive this initiative,” she said.
Musawa urged private-sector players to take the lead in developing products and experiences, while government focuses on providing the necessary environment through policy, infrastructure, security, destination development and improved ease of movement.
She said the initiative aligned with President Bola Tinubu’s economic agenda of diversifying the economy, creating jobs, attracting investment and expanding the contribution of emerging sectors to national development.
According to her, Nigeria already possesses the culture, creativity, people and market required to build a major tourism and creative economy, but these assets must be organised and converted into sustainable economic value.
She also commended the Chief Executive Officer of MyCityApp, Ifeoma Chukwu, for driving the initiative and assured participating organisations of the ministry’s support.
Chukwu explained that the national calendar was created to make it easier for Nigerians, members of the diaspora and international tourists to discover events, destinations and experiences across the 36 states and the Federal Capital Territory.
She described MyCityApp as a digital city and tourism platform linking users with events, hospitality, destinations, culture and other experiences across Nigeria.
“The opportunity is to turn every visitor’s experience into economic value. That is how celebration becomes commerce. And tourism becomes an economy,” Chukwu said.
The event attracted government officials and stakeholders from across the country, including representatives of Lagos State Governor Babajide Sanwo-Olu, Enugu State Governor Peter Mbah and Minister of Information and National Orientation, Mohammed Idris Malagi.
Other attendees included Lagos Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyink, Enugu Commissioner for Culture and Tourism, Ugochi Madueke, and Director-General of the Advertising Regulatory Council of Nigeria, Olalekan Fadolapo.
