THE art, culture, tourism and creative economy sector is definitely the soul of any nation; it is the major ‘eye’ through which locals see themselves, while foreigners swarm countries with favourable outlook. That ‘swarming’ to the local economy means more Foreign Direct Investments (FDIs), more job creations to cater for tourists, and more projection of national pride.
Have you ever pondered why nations such as Egypt, Kenya, Rwanda, Uganda, South Africa, and many more, derive significant portions of their GDP from tourism? While Nigeria has shown some proficiency in this sector, there remains considerable room for improvement.
To highlight the significance of this sector, reports have repeatedly indicated that under ideal circumstances, it holds the potential to surpass oil as the largest contributor to the nation’s foreign exchange earnings. This prominence is evident within the realm of cinema and music. For instance, in 2024, Nigeria’s film industry, known as Nollywood, amassed over NGN 3 billion from domestic box office revenues. The most successful production was “Everybody Loves Jenifa,” directed by Funke Akindele, which earned an impressive NGN 1.13 billion.
Also, an integral part of this sector is the now popular ‘Detty December’ festivities in Lagos. It was reported that Lagos State generated an estimated N107.6 billion through Detty December in 2024, and when one converts that into foreign exchange, that is about $71.6 million in state revenue, fueled by1.2 million visitors to the state who needed short-let apartments for their accommodations, as well as those who thronged the state’s popular nightclubs.
In terms of cultural events, the Calabar Festival, Osun Osogbo Festival, Ojude Oba, and various masquerade celebrations continue to position Nigeria as a significant destination on the world’s cultural calendar.
The Osun Osogbo and Ojude Oba festivals have significantly transformed the landscape of tourism within the nation. Visiting Osogbo, which serves as the capital of Osun State, during the time of the Osun Osogbo celebration highlights why residents eagerly anticipate August each year. Hoteliers, transportation providers, street-food merchants, artisans selling their wares—all reap rewards when throngs of visitors descend upon the city for this event.
This statement also applies to the Ojude Oba festival in Ijebu-Ode, Ogun State, where descendants of Ijebu from around the globe come back during the Ileya festival to honor the Awujale of Ijebuland (the king) on the third day of celebrations.
There are other festivals across the across the country that if well harnessed, would go a long way in stimulating the local economy through the creation of jobs. Now, having pointed out the good things about promoting arts and culture to project the image of the country and also boost the economy through the creation of jobs, these positives would not have been recorded without the main driver of the sector, the Federal Ministry of Art, Culture, Tourism and Creative Economy.
Through the Renewed Hope Action Plan, the ministry has generated two million new positions within the creative sector; enhanced the impact of arts, culture, and the creative economy on Nigeria’s GDP; developed strategic alliances and collaborations with global organizations and entities to promote Nigerian art, culture, and entertainment; initiated extensive programs for skill development and professional training throughout the various segments of the creative economic ecosystem.
It has furthermore started and carried out quarterly meetings with citizens and stakeholders to share information about government initiatives and act as a channel for feedback.
Currently, one notable policy from the ministry is the Creative Economy Development Fund (CEDF). The main aim of this fund is to provide financial support to creative individuals. It’s undeniable that professionals within this field face significant challenges when trying to secure funding for their ventures, and this program specifically tackles that issue.
In addition to financing, another aim of this initiative is to offer a strategic approach for utilizing intellectual property assets as collateral and financial instruments within the creative and digital sectors. A positive aspect of this development is that the Federal Executive Council (FEC) has endorsed the Creative Economy Development Fund (CEDF).
In an effort to showcase Nigeria’s rich cultural potential, the program ‘Destination 2030: Nigeria Everywhere’ was launched. This initiative aims to position Nigeria as a leading international center for arts, culture, and tourism by the year 2030. Although this endeavor took several years to develop prior to President Tinubu’s administration, one notable outcome has been the internationally recognized ‘Detty December’ festivities held in Lagos.
There is also the NGA’s art exhibition and collaboration with the Enugu State government to promote visual art and artists’ artworks. This collaboration has, therefore, established a platform for upcoming artists to showcase their artworks in order to create opportunities for wealth generation and promotion of visual art.
Given that Lagos and Abuja serve as the primary engines of the nation, the ministry launched the Creative Lagos and Abuja Initiative with the aim of bolstering Nigeria’s creative sector and empowering entrepreneurial talents within the field. In pursuit of these goals, the ministry has organized various art, film, and cultural showcases, along with providing financial support to startup ventures in the creative industry.
As this administration enters the last two years of its initial term, the Federal Ministry of Art, Culture, Tourism, and Creative Economy continues to push forward with full force under the Renewed Hope Agenda Goals.
It includes major commitments and is already making significant progress in areas like governance and leadership within the creative sector, financial rewards, and entertainment facilities.
Regarding governance and leadership within the creative sector, the ministry has undertaken an assessment of current laws and regulations. Additionally, they have examined legislation pertaining to copyrights and intellectual property rights along with their enforcement mechanisms. Given that piracy poses significant challenges in this field, partnering closely with pertinent governmental bodies—particularly the Nigeria Copyright Commission (NCC)—will be crucial for safeguarding creators against unauthorized use of their work.
An important advancement in this area is that the National Tourism Policy is pending approval from the National Council of Arts, Culture, Tourism, and Creative Economy. Additionally, the FEC has endorsed an Intellectual Property (IP) Monetization Pilot aimed at fostering economic growth and leveraging IP assets within the creative industry, thereby allowing creators to utilize their IP as security for financing purposes.
Regarding financial incentives, the aim is to create a Media City similar to Dubai Media City, along with setting up a dedicated investment fund designed to provide grants and low-interest loans to support young entrepreneurs and enterprises within the creative sector.
In the realm of entertainment infrastructure, alongside the proposed Media City, there are also initiatives to elevate existing recreational facilities nationwide to meet global standards.
The ministry intends to designate specific universities within each of Nigeria’s six geopolitical regions as centers of excellence for students pursuing studies in humanities, fine arts, and cinema. Additionally, hospitality programs will be set up to provide Nigerian youth with the expertise and abilities needed to form a top-notch workforce for the country’s tourism and hospitality sectors.
Currently, following the commendable efforts of the ministry, it is crucial for them to work alongside security organizations to boost safety measures, particularly around key areas within the nation’s cultural domain. This collaboration will ensure that an increased number of individuals can appreciate Nigeria’s rich cultural, entertainment, and tourism offerings, knowing they are secure.
ALSO SEE: Government pledges to transform Nigeria into a center for arts, culture, tourism, and the creative economy
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