The Minister of Art, Culture, Tourism and the Creative Industry, Hannatu Musawa, has called for a stronger private sector–driven push to reshape Nigeria’s global image and drive economic growth beyond oil.
She commended the country’s travel professionals for already serving as its unofficial diplomats around the world.
Speaking at the 50th anniversary and Annual General Meeting of the National Association of Nigerian Travel Agencies, the minister framed the industry as central to Nigeria’s long-term economic diversification, aligning with the vision of President Bola Ahmed Tinubu.
She praised travel operators for sustaining Nigeria’s presence at global platforms such as the World Travel Market London, often without government backing, describing their role as critical to projecting the country’s identity and influence abroad.
Musawa’s message carried a clear policy direction: government alone cannot drive tourism growth, and deeper collaboration with the private sector is now essential.
She expressed her ministry’s readiness to expand partnerships with industry players, noting that sustainable development in tourism depends on shared responsibility and long-term investment rather than state funding alone.
A major highlight of her address was the endorsement of NANTA’s plan to establish a professional training institute, which she said could evolve into a globally recognised certification hub for travel and tourism.
According to the minister, building human capacity is key to transforming Nigeria into a competitive destination, capable of attracting international visitors while exporting its culture and creative assets.
She also tied tourism growth to a broader narrative shift about Nigeria, arguing that increased global exposure would counter negative stereotypes and amplify the country’s strengths.
By encouraging diaspora engagement and promoting Nigeria as a destination, she said the industry could reshape perceptions and position the country as a cultural and economic powerhouse.
Looking ahead, Musawa urged the association to seize its golden jubilee as a turning point, signalling a transition from national relevance to global leadership.
She pledged that her ministry would work closely with industry stakeholders to deliver tangible initiatives before 2027, insisting that with the right strategy, Nigeria’s travel sector can become a major driver of jobs, investment and international influence over the next five decades.