NTIFE 2025: Nigeria’s Vision for a Thriving Tourism Industry and Global Partnerships, Here’s All You Need to Know

Published on November 30, 2025

During 2025 Nigeria Tourism Investors Forum and Exhibition (NTIFE), Nigeria’s Honourable Minister of Arts, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, acknowledged the country’s vast cultural riches and the importance of forming partnerships and investing within the tourism sector of the country. Musawa, who aims to position Nigeria as one of the go-to countries on the world tourism map, advocates for partnerships between the public and private sectors as essential to harnessing the potential of Nigeria’s multifarious cultural and tourism resources.

Call for Public-Private Sector Collaboration

The NTIFE 2025, organized by the Federation of Tourism Associations of Nigeria (FTAN), served as a platform to address the pressing need for strategic partnerships in the tourism sector. Under the theme “National Tourism Investment and Global Partnership,” Musawa encouraged investors to engage with Nigeria’s tourism and creative economy, noting that the country’s cultural and human resources are more than capable of competing on the global stage.

In her speech, Musawa stated that the creation of the Ministry of Arts, Culture, Tourism, and Creative Economy reflected Nigeria’s renewed commitment to making culture and tourism central pillars of national development. With ambitious goals set for the sector, she emphasized that the government is determined to not only transform Nigeria’s tourism but also to drive economic growth and job creation, targeting a $100 billion contribution to GDP by 2030 and the creation of over two million jobs, primarily for the youth.

The Role of Cultural Heritage in Tourism Growth

Nigeria, with its rich and diverse cultural heritage, offers immense potential for developing world-class tourist destinations. From ancient cultural sites like the Aso Rock to the vibrant arts scene in cities like Lagos, the country’s tourism offerings are deeply rooted in its history and traditions. Musawa pointed out that there is a wealth of untapped resources in Nigeria’s natural beauty, heritage, and creative industries, which can be transformed into globally recognized cultural hubs.

She called on investors to view Nigeria not just as a place to visit but as a thriving market with great opportunities for sustainable tourism investments. “Invest in Nigeria’s heritage, creativity, and natural beauty,” Musawa urged. The minister emphasized the importance of developing cultural hubs, resorts, heritage sites, and creative cities that will attract both local and international tourists, while also fostering local talent and promoting Nigerian culture globally.

Addressing Infrastructure and Policy Deficits

One of the key challenges hindering Nigeria’s tourism growth has been inadequate infrastructure and outdated policy frameworks. Musawa acknowledged these challenges and revealed that her ministry is actively working to address them. Efforts have already been made to improve the country’s tourism infrastructure, including the development of transportation networks, accommodation facilities, and recreational spaces that will be essential for a world-class tourist experience.

The government is also addressing gaps in policy that have long plagued the tourism sector. Musawa highlighted that her ministry is currently signing Memoranda of Understanding (MOUs) with various states and corporate bodies, in line with the Presidential directive to employ Public-Private Partnerships (PPP) to achieve sustainable growth in the sector.

The focus on improving infrastructure and policies aligns with the government’s broader vision of making tourism a key driver of Nigeria’s economic development. Through these initiatives, the government aims to foster an environment that attracts not only foreign tourists but also local visitors who will be able to explore and enjoy the country’s diverse cultural offerings.

Nurturing Talent and Globalizing Nigerian Culture

Musawa also emphasized the need to nurture and promote local talent in the creative and cultural industries. By investing in talent development, Nigeria aims to produce globally competitive artists, performers, and tourism operators. The ministry plans to support the development of skills in areas such as arts, hospitality, music, and film, with the goal of creating a thriving creative economy.

In her call for partnerships, Musawa mentioned the importance of collaborating with international organizations to create platforms that promote Nigerian culture worldwide. She envisions a future where Nigeria’s cultural assets are recognized and celebrated globally, driving tourism and bringing increased international attention to the country’s unique heritage.

Empowering Local Communities Through Tourism

Beyond economic growth, Musawa stressed the potential for tourism to be a source of unity and pride for Nigerians. The government’s vision for tourism is not only to generate income but also to empower local communities and preserve cultural heritage. By investing in sustainable tourism practices, Nigeria aims to ensure that the benefits of tourism are felt at the grassroots level, providing job opportunities and improving living standards in local communities.

The Path Forward: Investing in Nigeria’s Future

By implementing new strategies, Nigeria will soon be an active participant in the global marketplace for tourism. Nigeria’s Government Engagement Strategy for the global tourism marketplace will be the construction of first-rate travel accommodation and travel infrastructure, and Nigeria’s success will be achieved as a global travel marketplace.