The Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, has identified inbound tourism and international exposure as critical tools for strengthening national unity, promoting inclusive economic growth and improving Nigeria’s global image.
Musawa spoke during a strategic meeting with the Director-General of the Nigerian Tourism Development Authority (NTDA), Ola Awakan, who presented a briefing on the Authority’s ongoing programmes, including Nigeria’s participation in international tourism markets, global expos and inbound destination marketing initiatives.
Also present at the meeting were the Ministry’s Permanent Secretary, Mukhtar Yawale Muhammad, and senior officials from both the Ministry and the NTDA.
The Minister commended the NTDA leadership for progress made in repositioning Nigeria’s tourism brand, describing their efforts as vital to restoring international confidence in the country’s tourism potential.
She said tourism must be deliberately positioned beyond its economic value, serving as a platform for connecting communities, strengthening cultural understanding and promoting national cohesion.
According to her, inbound tourism enables visitors to experience Nigeria’s diversity and hospitality first-hand, helping to counter negative perceptions while encouraging peace, stability and shared national identity.
She added that tourism also stimulates job creation and community participation across the country.
Musawa further stressed the importance of authentic storytelling that showcases Nigeria’s heritage, creative industries, natural attractions and cultural richness.
She cited Plateau State and other culturally endowed regions as examples of destinations with significant potential for global promotion.
In his remarks, Awakan said the NTDA is prioritising Nigeria’s presence at major international tourism fairs and markets to attract investors, airlines, tour operators and destination partners.
He explained that the Authority is working with state governments and the private sector to develop market-ready destinations and experiences, presenting Nigeria as a unified tourism destination while allowing individual states to highlight their unique identities.
The Permanent Secretary reaffirmed the Ministry’s support for NTDA programmes, describing tourism as a key driver of economic diversification, youth empowerment and social integration.
He called for sustained inter-agency collaboration and coordinated policy implementation to achieve long-term impact.
The meeting ended with a joint commitment to deepen cooperation, expand Nigeria’s footprint in global tourism markets and position tourism as a credible engine for national unity, opportunity and renewed confidence.
