Emirates and the Nigerian Ministry of Art, Culture, Tourism and the Creative Economy sign an MoU to drive international visitors to Nigeria, leveraging Emirates’ global network
Emirates and the Federal Government of Nigeria, through the Nigerian Ministry of Art, Culture, Tourism and the Creative Economy, have formalized a strategic partnership aimed at significantly increasing international tourist arrivals to Nigeria.
The Memorandum of Understanding (MoU) was signed at the 2025 Arabian Travel Market, underscoring Emirates’ strong commitment to the Nigerian market.
The collaboration will see Emirates actively promoting inbound tourism to Nigeria across its extensive global network, which encompasses over 140 passenger destinations.
This initiative aligns with Nigeria’s ambitious tourism roadmap, which seeks to establish the country as a premier holiday destination in Africa.
Under the terms of the MoU, Emirates will collaborate with the Nigerian government to encourage travelers from key markets within its network to explore Nigeria’s rich cultural heritage and diverse natural attractions, ranging from its sunny coastlines to its vibrant wetlands.
Furthermore, both entities will jointly develop targeted programs for trade partners, hoteliers, and tour operators. These programs will aim to showcase the unique “Heartbeat of Africa” and will include exploring incentives, familiarization trips, and other impactful marketing initiatives.
The MoU was officially signed by Adil Al Ghaith, Emirates’ Senior Vice President, Commercial Operations, Centre, and Abiola Abdulkareem, Special Assistant to the Honourable Minister on Sub-National Development and Tourism.
This partnership with Emirates marks a pivotal moment for Nigeria’s tourism sector. It serves as a critical springboard for driving inbound tourism as we work towards delivering on our Destination 2030 Soft Power Initiative,” said Hannatu Musa Musawa, Minister of Art, Culture, Tourism & the Creative Economy.
The signing ceremony was witnessed by Hannatu Musa Musawa, the Minister of Art, Culture, Tourism, and the Creative Economy; Faiz Imam, Chief Adviser to the Honourable Minister; Zayyanu Ibrahim, Consul General of the Federal Republic of Nigeria in Dubai, UAE; Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer; Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management; and other high-ranking officials.
Adnan Kazim commented on the partnership, stating, “Since resuming operations to Lagos in October 2024, we have focused on deepening our strategic partnerships with key stakeholders in Nigeria’s aviation, tourism and trade sectors.
This partnership with the Nigerian Tourism Ministry solidifies our commitment to driving international travellers to experience the country’s fascinating history, its urban cities, the untapped, stunning natural world and, of course, the warm hospitality that characterizes Nigerian culture.”
Minister Hannatu Musa Musawa expressed her enthusiasm, saying, “This partnership with Emirates marks a pivotal moment for Nigeria’s tourism sector.
It serves as a critical springboard for driving inbound tourism as we work towards delivering on our Destination 2030 Soft Power Initiative, endorsed by the President to position Nigeria as a global leader in culture, heritage, and creativity.
Strengthening strategic alliances with international stakeholders like Emirates not only opens new gateways for visitors but also empowers local communities, stimulates economic growth, and showcases Nigeria’s extraordinary cultural tapestry to the world.”
Nigeria’s tourism sector is poised for significant growth, supported by substantial investments in infrastructure, tourist facilities, and enhanced connectivity.
The partnership between Emirates and the Ministry, facilitated by the Nigerian Tourism Development Authority (NTDA), is expected to play a crucial role in this new chapter.
The collaboration is further strengthened by the recently established interline agreement between Emirates and Air Peace, which expands Emirates’ reach to an additional 13 cities across Nigeria.
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