Nigeria’s Minister of Arts, Culture, Tourism and Creative Economy, Hannatu Musawa, has urged stakeholders across Africa to deepen collaboration to strengthen the continent’s tourism and creative economy for sustainable growth.
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She made the call in a keynote address at the maiden Africa Tourism and Creative Economy Expo on Monday in Abuja.
Represented by the ministry’s Permanent Secretary, Dr Mukhtar Muhammad, Musawa noted that Africa is home to some of the world’s most iconic festivals, music, cuisine, fashion, film, and creative talents.
She stressed the need for governments, private investors, development partners, and creative entrepreneurs to collaborate in building a vibrant ecosystem where creativity can flourish and tourism can thrive. “Africa is a continent of extraordinary diversity and potential from its vast cultural heritage, natural landscapes, artistic expressions and its vibrant youth population and growing digital economy.
“These assets, when strategically aligned, provide Africa with a unique comparative advantage in the global market space, yet these treasures remain under-leveraged in driving trade in a customised and sustainable livelihood.
“We must promote intra-African collaboration by reducing barriers to trade and mobility for creative professionals and encourage sustainable practices that protect our cultural and environmental heritage while driving economic value,” she said.
Musawa called on stakeholders to invest in human capital development and equip young people for emerging opportunities in creative technology, tourism innovation, and digital trade.
She noted that the expo is both timely and strategic, considering the continent’s pressing need to leverage its vast comparative and competitive advantages for inclusive and sustainable development. “Events such as this Expo highlight the critical role of between-government policy and private sector innovation is indispensable in addressing challenges such as financing gaps, infrastructure deficits and skill development.
“I commend Africulture for these landmark initiatives and reaffirm our Ministry’s commitment to collaborate with all partners to realise the full potential of Africa’s creative and tourism economy,” she said.
In his opening speech, Mr Chuks Akamadu, Managing Director of Afrocultour Limited and Chief Executive Officer of the Africa Tourism and Creative Economy Expo, said the event was a rallying point for the continent’s tourism and creative sectors.
According to him, stakeholders in the culture, tourism and creative sectors across Africa need to chart a common front towards ensuring that the sector contributes meaningfully to economic growth. He noted that in spite of Africa’s remarkable supply of primary commodities such as agricultural products, minerals and raw materials, it contributes less than three per cent to global trade at present.
“This is regrettable; to say the least, on the home front, the volume of intra-continental trade also leaves much to be desired.
“This sad reality is clearly beneath us and, quite frankly, does not reflect the abundance of resources – human and natural available on our shores.
“It is glaring that something is wrong somewhere; that is why we are unable to connect the dots, and we also do not need to look too far to see that there are gaps.
“Thankfully, the Expo has come at an auspicious time to awaken Africa and her peoples to the imperative of recognising tourism and the creative industry as pathways to rapid economic transformation,” he said.