Nigeria Targets Global Repositioning Through Inbound Tourism Strategy | ClipTV Online

The Honourable Minister of Art, Culture, Tourism and Creative Economy, Barr. Hannatu Musa Musawa, has reaffirmed Nigeria’s commitment to leveraging inbound tourism and international visibility as strategic tools for national unity, economic inclusion and global repositioning.

The Minister made this known during a strategic meeting with the Director General of the Nigerian Tourism Development Authority, Mr. Ola Awakan, who was at the Ministry to formally brief her on the Authority’s activities, with a particular focus on international tourism markets, global expos and inbound destination marketing. The Permanent Secretary of the Ministry, Dr. Mukhtar Yawale Muhammad, MFR, mni, was also present alongside senior officials of the Ministry and the Agency.

Receiving the update, the Honourable Minister commended the Director General and his team for the progress recorded so far, describing their efforts as critical to rebuilding confidence in Nigeria’s tourism narrative. She emphasized that tourism must be intentionally positioned not only as an economic sector, but as a bridge that connects people, communities and cultures across the country.

The Minister spoke passionately on the role inbound tourism can play in fostering unity and mutual understanding, noting that when people experience Nigeria beyond headlines, they encounter its warmth, diversity and shared humanity. According to her, tourism encourages interaction, creates livelihoods and gives communities a collective stake in peace, stability and national cohesion.

She further stressed the importance of telling Nigeria’s story in a balanced and authentic way, ensuring that global audiences see the country through its heritage, creativity, landscapes and people. Destinations such as Plateau and other culturally rich regions, she noted, reflect the depth of experiences Nigeria offers and must be strategically showcased to the world.

In his presentation, the Director General of the Nigerian Tourism Development Authority outlined the Authority’s deliberate focus on increasing Nigeria’s visibility at major international tourism markets and expos. He explained that these platforms are essential for attracting serious investors, airlines, tour operators and destination partners, while also restoring Nigeria’s presence in global tourism conversations.

He noted that the Authority is prioritizing market-ready destinations and experiences, working closely with state governments and the private sector to present Nigeria as a unified tourism destination, while allowing each location to highlight its unique identity. This approach, he said, ensures that tourism growth is inclusive and beneficial across regions.

The Permanent Secretary reaffirmed the Ministry’s commitment to supporting the Authority’s programmes, noting that tourism remains a powerful instrument for economic diversification, youth engagement and social integration. He emphasized the need for sustained collaboration, clear policy direction and coordinated execution to achieve long-term national impact.

The meeting concluded with a shared resolve to strengthen cooperation between the Ministry and its agencies, expand Nigeria’s footprint in global tourism markets and position tourism as a credible driver of unity, opportunity and renewed national confidence.

Written by:
Sandra Njoku-Samuel
Technical Assistant, Media and Communications to the Honourable Minister
Federal Ministry of Art, Culture, Tourism and Creative Economy
Abuja, Nigeria