Nigeria’s Minister of Arts, Culture, Tourism and Creative Economy, Hannatu Musawa, has called for stronger collaboration across African nations to accelerate growth within the continent’s tourism and creative sectors. Speaking through the ministry’s Permanent Secretary, Dr. Mukhtar Muhammad, at the inaugural Africa Tourism and Creative Economy Expo in Abuja, the minister emphasised that Africa’s cultural and creative wealth remains one of its greatest yet underutilised assets.
Musawa highlighted that the continent is home to world-renowned festivals, diverse artistic traditions, exceptional cuisine, rich fashion cultures, groundbreaking film industries, and a rapidly expanding pool of creative talent. She stressed that governments, private investors, development organisations, and creative entrepreneurs must work more closely together to build an enabling environment where innovation can thrive and tourism can deliver sustainable economic benefits.
According to her, Africa’s cultural heritage, breathtaking natural landscapes, vibrant youth population, and fast-growing digital economy give the continent a unique competitive edge globally. However, she noted that these advantages are still not being fully translated into meaningful economic value. “To unlock our full potential, we must deepen intra-African cooperation by lowering trade and mobility barriers for creative professionals,” she said. She also urged stakeholders to embrace environmentally responsible practices that protect Africa’s cultural identity while boosting economic output.
Musawa further called for increased investment in human capital, especially in areas like creative technology, tourism innovation, and digital trade. She explained that equipping young people with relevant skills is essential for the continent to tap into future opportunities within the global creative economy. The minister described the expo as “timely and strategic,” as it brings together key players capable of addressing persistent challenges such as funding shortages, infrastructural gaps, and inadequate skill development frameworks.
She commended Africulture for initiating the landmark event and reaffirmed the ministry’s commitment to partnering with organisations dedicated to unlocking Africa’s creative and tourism potential.
In his opening remarks, Chuks Akamadu, Managing Director of Afrocultour Limited and Chief Executive Officer of the Africa Tourism and Creative Economy Expo, described the gathering as a crucial meeting point for leaders across Africa’s cultural, tourism, and creative sectors. He noted that although the continent possesses abundant natural and human resources — from agricultural products to minerals and artistic expertise — Africa still contributes less than three percent to global trade.
Akamadu expressed concern that intra-African trade remains significantly lower than expected, given the continent’s capabilities. He argued that the disconnect between Africa’s vast resources and its low global trade participation indicates systemic issues that must be addressed urgently. “The gaps are clear, and we must confront them,” he said, adding that the Expo serves as a wake-up call for Africans to recognise the transformative power of tourism and the creative industry in driving economic development.
He concluded that the event arrives at a critical moment, offering a platform to realign priorities and strengthen the continent’s resolve to fully harness its cultural and creative strengths for broad-based prosperity.
