Creative industry seen as pivotal for boosting tourism in Nigeria

Published on : Saturday, July 29, 2017

tourism in NigeriaEarlier this month, Nigerian Minister of Information and Culture, Alhaji Lai Mohammed announced a tripartite partnership with the CNN and the UNWTO for boosting the Creative Industry in Nigeria, using the film industry as a focal point.

Alhaji Mohammed said that under the partnership, the film industry would be used “as a lens through which we will project various aspects of the Nigerian Culture, Tourism and similar areas. We are kick-starting the project with a 13-episode production showcasing the various stages in a movie production. These include the choice of location, which will allow us to showcase the various beautiful sceneries available in Nigeria; the choice of wardrobe that will show the rich options in the country’s fashion industry; the choice of sound track that will highlight our rich music genres, the casting that will showcase our abundant talents and the technical part that will provide the platform to show that there is no camera and other gadgets that we don’t have here.”

He further said, “This administration has no doubt that the plan to transform the Creative Industry to a Creative Economy must be driven by the private sector. After all, it is self-evident that the modest growth that has been achieved in the Creative Industry so far, whether in films, music or fashion, has been achieved in spite of the government. It therefore stands to reason that with the government providing the necessary enabling environment and the private sector in the driver’s seat, the transformation can be realised within a short time.”

The creative industry is now being seen as a strategic nexus for unlocking the tourism economy in Nigeria.

Nigeria is abundantly blessed in unique traditional-architecture,  art, crafts, design, heritage, museums, galleries, libraries, fashion, film, music, performing arts, advertising and marketing,  publishing, TV and radio. But efforts should be executed for maximizing their benefits via tourism.

Creative tourism is associated with the development of the individual, and is closely related to inner-directed lifestyle. UNESCO defines creative tourism as travel directed towards an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a place, and that creates a connection to the residents and their culture.

Tourism provides a host of opportunities for the creative industry, and the creative industry can indeed be an effective conduit for tourism. Alhaji Mohammed said the $1-million Venture Capital would provide the needed capital for young and talented Nigerians to set up businesses in the Creative Industry.


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