Inbound Tourism Emerges as Nigeria’s Pathway to Global Visibility, Unity, Prosperity – Minister

Nigeria has reaffirmed its commitment to positioning inbound tourism as a strategic driver of national unity, economic inclusion and global visibility, as the Federal Ministry of Art, Culture, Tourism and Creative Economy intensifies efforts to reshape the country’s tourism narrative.

The Minister of Art, Culture, Tourism and Creative Economy, Barrister Hannatu Musa Musawa, made this known during a strategic meeting with the Director General of the Nigerian Tourism Development Authority (NTDA), Mr. Ola Awakan, who briefed the Ministry on the Authority’s ongoing activities, particularly in international tourism markets, global expos and inbound destination marketing.

The meeting, which also had in attendance the Permanent Secretary of the Ministry, Dr. Mukhtar Yawale Muhammad, MFR, mni, as well as senior officials of both the Ministry and the Authority, focused on strengthening coordination and aligning national tourism objectives with global engagement strategies.

Commending the NTDA leadership for the progress recorded so far, the Minister described their efforts as critical to rebuilding confidence in Nigeria’s tourism image. She stressed that tourism must be deliberately positioned not only as an economic sector but as a unifying platform that connects communities, cultures and people across the country.

According to the Minister, inbound tourism plays a vital role in fostering mutual understanding and national cohesion, noting that visitors who experience Nigeria firsthand encounter its warmth, diversity and shared humanity beyond negative stereotypes. She added that tourism creates livelihoods, stimulates local economies and gives communities a collective stake in peace, stability and development.

Musawa further emphasised the need to tell Nigeria’s story in a balanced and authentic manner, projecting the nation’s heritage, creativity, landscapes and people to global audiences. She noted that destinations such as Plateau and other culturally rich regions represent the depth and variety of experiences Nigeria offers and should be strategically showcased on the international stage.

In his presentation, the NTDA Director General outlined the Authority’s deliberate push to expand Nigeria’s visibility at major international tourism markets and expos, describing such platforms as essential for attracting investors, airlines, tour operators and destination partners, while restoring Nigeria’s relevance in global tourism conversations.

He explained that the Authority is prioritising market-ready destinations and experiences in collaboration with state governments and the private sector, presenting Nigeria as a unified destination while allowing each location to highlight its unique identity. This approach, he said, ensures that tourism growth remains inclusive and beneficial across regions.

Reaffirming the Ministry’s support, the Permanent Secretary highlighted tourism’s role in economic diversification, youth engagement and social integration. He stressed the importance of sustained collaboration, clear policy direction and coordinated execution to achieve long-term national impact.

The meeting concluded with a shared resolve to deepen cooperation between the Ministry and its agencies, expand Nigeria’s footprint in global tourism markets and position tourism as a credible driver of unity, opportunity and renewed national confidence.