Nigeria Adopts Destination 2030 as Official Tourism, Soft Power Brand

The federal government has formally embraced Destination 2030: Nigeria Everywhere as Nigeria’s official Global Soft Power and Tourism brand, signifying a major step toward establishing the country as a leading global center for Art, Culture, Tourism, and the Creative Economy.

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President Bola Ahmed Tinubu granted approval for the adoption on Tuesday in Abuja during the Federal Executive Council meeting.

Since its launch in 2023, the soft power initiative has made significant strides in promoting Nigeria’s creative industries on the global stage, enhancing the nation’s cultural influence, boosting its global soft power ranking by 14 spots, and establishing it as an attractive hub for investment in the creative sector.

While presenting, the Minister of Art, Culture, Tourism, and Creative Economy, Barrister Hannatu Musa Musawa, emphasized the strategic significance of Destination 2030: Nigeria Everywhere as Nigeria’s National Soft Power and Tourism brand. She stated that the initiative would drive efforts to fully harness the economic potential of the country’s cultural sector.

“Our focus is on monetizing Intellectual Property and generating revenue from our rich cultural and tourism assets. This will be achieved by showcasing and exporting Nigerian creative products and talent, creating access to international markets, and securing global funding to support our creative economy.”

Launched at the World Economic Forum, Davos 2023, Destination 2030 Nigeria everywhere made a major breakthrough promoting Nigeria’s creative industries on the world stage. Same was replicated at the sideline event hosted by Nigeria at the 79th United Nations General Assembly in New York, the Creative Africa Nexus Weekend in Algiers, and the Nigeria Pavilion at the Venice Biennale. Through these platforms, Nigeria’s rich cultural heritage has been showcased to a global audience, attracting international attention and investment.

The adoption of “Destination 2030; Nigeria Everywhere” is aimed at repositioning Nigeria as a global Soft Power leader by promoting its rich cultural heritage and vibrant creative sector, and projecting Nigeria as a premier tourism destination, showcasing its diverse cultural experiences, natural wonders, hospitality, and unique culinary offerings.

The Ministry will improve the promotion of brand Nigeria through an integrated nationwide campaign, showcasing Nigeria’s dynamism across arts, culture, heritage, media, film, music, fashion, technology, tourism, and gastronomy.

Key brand activation programs for the year include the integration of tourism and culinary experiences into the Nigeria Everywhere Shorts series, a seven-part celebration of Nigerian identity and culture, as well as collaborations with national and international stakeholders to elevate Nigeria’s arts, culture, tourism, and cuisine on the global stage.

In 2025, the global outreach program will span four continents, with key events including ScreenNigeria’s return to the Cannes Film Festival in France, the D30 Nigeria Everywhere Pavilion at key cultural exhibitions in the UK, and appearances at the United Nations General Assembly, as well as strategic engagements in the UAE, Qatar, and Saudi Arabia. The year will culminate in Latin America with the rebuilding of Nigeria House in Brazil for cross-continental cultural exchange.

Through these international engagements, Nigeria Everywhere will continue to promote Nigerian excellence in the global marketplace, driving international recognition and market access for Nigerian creative products and talent.

Oluchi Okwuego