Minister Hannatu Musawa unveils “Destination 2030,” a cultural diplomacy and tourism rebranding campaign to elevate Nigeria’s global presence in art, culture, and tourism

Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, has launched “Destination 2030,” an ambitious cultural diplomacy and tourism rebranding campaign aimed at establishing Nigeria as a premier global destination for art, culture, tourism, and the creative economy.

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The initiative, approved by President Bola Ahmed Tinubu, was unveiled during a Federal Executive Council (FEC) meeting in February 2025.

The Ministry recently convened a Destination 2030 Strategic Stakeholders Retreat at the Ikogosi Warm Springs Resort and Conference Centre in Ekiti State, bringing together policymakers, private sector partners, data specialists, and tourism experts to strategize on destination branding, infrastructure development, and strategic partnerships.

A key focus of the initiative is to highlight Nigeria’s unique tourism spots, such as Ikogosi Warm Springs, and position them as globally recognized destinations.

Minister Musawa signed a Memorandum of Understanding (MoU) with the Ekiti State Government to enhance infrastructure, promote joint marketing campaigns, and attract private investments to Ikogosi.

“We are working with the Ekiti State Government to ensure Ikogosi becomes a national treasure and a global magnet for tourists,” Minister Musawa stated.

The retreat also saw the commissioning of the newly constructed Presidential Villa at the resort, symbolizing the government’s commitment to improving visitor experiences at key tourism sites.

Minister Musawa emphasized the need to address infrastructure challenges, including improving road access and exploring direct flights to Ado-Ekiti.

“Destination 2030” is underpinned by five strategic goals: enhancing national image, promoting investment opportunities, increasing tourism arrivals, expanding Nigeria’s cultural footprint, and empowering local communities through sustainable tourism development.

The Ministry has identified other iconic sites, including Obudu Cattle Ranch, Zuma Rock, Nok Terracotta Trails, and Ogbunike Caves, for Phase One branding and development. The initiative also emphasizes the importance of private sector partnerships, content creation, and digital infrastructure in achieving its objectives.