At the 68th UN Tourism Commission for Africa in Abuja, Nigeria champions a continental shift toward tourism and creative industries as engines of sustainable economic development
Nigeria made a bold case for a new era of tourism-led economic growth across Africa as it hosted the 68th Meeting of the UN Tourism Regional Commission for Africa (CAF) this week in Abuja.
The summit gathered delegates from 51 African nations and top global tourism leaders to explore pathways to unlock the continent’s economic potential through innovation, sustainability, and cultural identity.
Represented by Vice President Kashim Shettima, President Bola Ahmed Tinubu described tourism as more than leisure travel, calling it a “catalyst for social understanding” and a transformative force for Africa’s global image.
“Tourism is more than visiting waterfalls and parks. It is an engine of local economies… transformed by technology and creativity,” Tinubu said.
He urged African countries to redefine their global identities through “the vibrance of their people, rich cultural heritage, and natural endowments.”
Under the theme “Boosting Social Impact and Education on Tourism through AI, Innovation and Creative Industries”, the summit focused on reversing Africa’s minimal share—less than 5%—of global tourism receipts and under 1% of global creative exports.
Nigeria’s Minister of Art, Culture, Tourism, and the Creative Economy unveiled a suite of ambitious initiatives, including:
MEFA Arena in Abuja and Lagos Arena, developed with international partners like Live Nation and Oak View Group, positioning Nigeria as a live entertainment hub.
A seasonal tourism calendar under the “Destination 2030: Nigeria Everywhere” brand, turning events such as Detty December, Homecoming East, and Naija Season into predictable revenue drivers.
The launch of the Creative and Tourism Infrastructure Corporation (CTIco) to convert heritage assets into sustainable tourism destinations via public-private partnerships.
The Minister said, “The 21st century demands that we build economies not just from the ground, but from the soul… This is not a deficit of talent, but of investment, visibility, and systems.”
Senator Ireti Kingibe, representing the Federal Capital Territory (FCT), spotlighted Abuja’s potential as a cultural and digital creative hub, urging intentional investment in youth and gender inclusion.
“Women and girls are central to the tourism and creative economies yet many remain underrepresented.
As we champion AI and innovation, we must intentionally support women through education, financing, and platforms that celebrate their voices,” Kingibe stated.
UN Tourism Secretary-General Zurab Pololikashvili commended Nigeria’s leadership and cultural strength.
“Many people know Bollywood, but not Nollywood,” he said. “Nigeria has one of the biggest cultural assets in the world music, film, food, fashion, and people.”
He added that Africa’s proximity to the rest of the world is not just geographical but cultural, noting, “United, we can go far.
The summit is set to yield key continental initiatives, including:
Integrated visa systems to ease intra-African travel
Joint regional tourism campaigns
Cross-border tourism corridors and infrastructure upgrades
Training for local operators, artisans, and digital creators
As sessions continue through 13 June at the Transcorp Hilton, Abuja, the summit is expected to produce strategic frameworks for sustainable development, economic inclusion, and youth employment.
“The 20th century was powered by hydrocarbons,” concluded the Minister. “The 21st will be powered by human imagination.”
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