A bold wave of innovation is sweeping through Nigeria’s creative landscape, and it’s no accident. The Federal Ministry of Art, Culture, Tourism and the Creative Economy (FMACTCE) is undergoing an unprecedented transformation under the dynamic leadership of its Minister. Since its strategic formation in October 2024 through the merger of the defunct Federal Ministry of Art, Culture and Creative Economy with the Ministry of Tourism, the Ministry has launched series of groundbreaking initiatives aimed at positioning Nigeria as a global creative powerhouse. More than just revamping the sector, the ministry is rewriting the narrative of Nigeria’s place on the global creative stage. This article highlights some of the flagship initiatives introduced by the Ministry to drive growth, innovation, and global recognition in Nigeria’s creative and cultural sector.
- The Motherland 2025 Initiative
At the heart of Nigeria’s renewed push towards cultural and economic revitalization is the Motherland 2025 Initiative, a flagship program launched by the Honorable Minister of Art, Culture, Tourism, and the Creative Economy, Hannatu Musa Musawa. Touted as one of the most ambitious cultural and economic initiatives in the country’s history, Motherland 2025 is strategically designed to reconnect the global African diaspora with Nigeria while unlocking vast opportunities in cultural tourism and the creative industries. Unveiled with a dedicated committee to guide its implementation, the initiative reflects the government’s strong commitment to leveraging culture as a key driver of economic growth. More than just a symbolic gesture, Motherland 2025 offers a tangible framework to attract diaspora investments, encourage cultural exchange, and showcase Nigeria’s heritage on the global stage.[1]
One of its most groundbreaking features is the Citizenship by Investment program, which allows members of the diaspora to acquire Nigerian citizenship through strategic contributions to national development. This not only strengthens ancestral ties but also empowers Nigerians in the diaspora to actively participate in shaping the country’s future.
Another pillar of the initiative is the proposed Diaspora City, designed to serve as a hub for diaspora-led enterprises and property ownership in Nigeria’s major commercial centers. The project is expected to catalyze economic activity, foster community development, and build long-term partnerships between Nigeria and its diaspora population. The Minister reiterated that the success of Motherland 2025 hinges on cross-sector collaboration and has therefore called on private investors, development partners, and global stakeholders to seize the opportunity to invest in Nigeria’s tourism and creative infrastructure. Her message is clear: the cultural economy is not merely a soft-power tool; it is a vital engine for national transformation.
Motherland 2025 marks a bold, inclusive step forward. It aims not only to tell Nigeria’s story to the world but also to invite the world, especially the diaspora, into that story as active participants and co-builders of a creative and prosperous Nigeria.
- Ancestral Link Initiative
In a bid to expand Nigeria’s cultural and economic footprint globally, the Ministry forged a strategic international alliance to boost Nigeria’s creative economy. A major milestone was reached in July 2025, when Nigeria signed a landmark Memorandum of Understanding (MoU) with the Government of Saint Lucia. This agreement, formalized during President Bola Ahmed Tinubu’s official visit to the Caribbean nation, underscores Nigeria’s commitment to South-South cooperation and the global advancement of its Orange Economy, a sector that includes film, fashion, music, arts, and tourism. The partnership brings together Nigeria’s cultural dominance in sectors like Nollywood, Afrobeats, storytelling, and fashion, with Saint Lucia’s globally respected tourism infrastructure and vibrant community-based cultural practices. Together, the two nations aim to co-develop creative economy programs, strengthen the value chain in fashion, textiles, and artisanal goods, and facilitate knowledge exchange between their creative communities.
A major feature of this alliance is joint participation in internationally renowned festivals, such as the Saint Lucia Jazz Festival, as well as collaborative efforts in museum development, cultural exchange programs, and tourism promotion. The initiative also promises to open new doors for both nations’ artists, curators, and entrepreneurs through targeted investments and cross-cultural programming. Minister Hannatu Musa Musawa, who signed the MoU on behalf of Nigeria, described the initiative as “the dawn of a new era in Africa-Caribbean relations,” emphasizing that it is more than diplomacy, it is a reconnection.
By formally acknowledging shared ancestral ties and turning them into economic and cultural opportunities, the Ancestral Link Initiative is forging a dynamic pathway that honors history while building a sustainable, collaborative future. [2]
- Nigeria–EU Cultural Pact: €20 Million Boost for Museums, Film, and the Digital Creative Economy
In a landmark international collaboration, the Federal Government of Nigeria and the European Union (EU) unveiled a transformative €20 million partnership aimed at revitalizing Nigeria’s cultural infrastructure and empowering its fast-growing creative economy.[3] The partnership was announced during a courtesy visit by an EU delegation, led by Ambassador Gautier Mignot, to Minister of Art, Culture, Tourism, and the Creative Economy, in Abuja, the initiative, reflects a strategic commitment to leveraging Nigeria’s rich cultural heritage for economic growth, job creation, and national cohesion. This partnership marks a significant milestone in Nigeria’s cultural diplomacy, with the following core focus areas:
- Support for museum development and film festivals.
- Investment in Nigeria’s digital creative industries.
- The launch of a national “Unity Song” featuring top Nigerian artists.
- An upcoming Creative Economy Summit to foster strategic coordination and reduce duplication in the sector.
- Emphasis on data-driven cultural policies through nationwide cultural data mapping.
Minister Musawa reiterated that culture remains vital to national development, noting the partnership’s role in promoting unity, innovation, and international collaboration. Both parties reaffirmed their commitment to capacity building, digital skill enhancement, and aligning cultural projects with global standards while remaining contextually relevant to Nigeria.[4] This innovative approach demonstrates how creative expression can be harnessed to build social cohesion and national identity.
- Destination 2030: Nigeria Everywhere initiative
The ministry’s long-term vision is encapsulated in its “Destination 2030” strategy, which was the theme of the ministry’s inaugural retreat. The retreat, themed “Driving Creativity and Innovation Towards Destination 2030,” echoed the Minister’s unwavering dedication to positioning Nigeria’s creative sector as a global powerhouse. This vision provides a clear roadmap for transforming Nigeria into a leading creative economy destination by 2030.
The Federal Ministry of Art, Culture, Tourism and Creative Economy (FMACTCE) signed a strategic Memorandum of Understanding with Futuretech to globally promote Nigeria’s cultural assets and creative talent through the ‘Destination 2030: Nigeria Everywhere’ initiative.
This landmark partnership establishes a framework for collaboration in strategic planning, global communications, stakeholder engagement, and events activation. Under the agreement, Futuretech will serve as brand custodian, ensuring consistent messaging and strong brand integrity across all platforms.
The Minister emphasized the initiative’s role in economic diversification, soft power diplomacy, and youth employment. She stated that the initiative will enable Nigerians connect with global audiences and invite them to rediscover our diverse heritage. With Nigeria’s extraordinary creative potential and vibrant youth population, Destination 2030 becomes a vital vehicle to export our culture and generate sustainable economic opportunities.[5]
- Creative Renaissance Project
The Creative Renaissance Project is a flagship heritage preservation initiative by the Federal Ministry of Art, Culture, and the Creative Economy, aimed at safeguarding Nigeria’s rich cultural legacy. The project focuses on digital archiving, restoration of cultural assets, and promotion of artistic expression as key tools to protect and revitalize Nigeria’s intangible and tangible heritage.
By leveraging modern technology, the initiative ensures the preservation of traditional art forms, historical landmarks, and indigenous knowledge systems for future generations. It also seeks to promote cultural appreciation, stimulate creative innovation, and position Nigeria’s cultural heritage as a dynamic force in both local and global conversations. Through this initiative, the Ministry reaffirms its commitment to cultural sustainability, digital transformation, and inclusive creative development.[6]
- Origins: Building Nigeria’s Creative Economy on Data, Insight, and Intelligence
In a rapidly evolving global creative landscape, data is the new currency and Nigeria is ensuring it doesn’t get left behind. As part of its commitment to modernize and professionalize the country’s creative sector, the Ministry launched Origins, a comprehensive data and analytics platform tailored specifically for Nigeria’s cultural and creative industries.
Origins is more than just a database; it is a strategic intelligence hub designed to collect, analyze, and manage sector-specific data in real time. By offering critical insights into trends, performance metrics, investment gaps, and opportunities across various creative subsectors, the platform is set to revolutionize evidence-based policymaking and resource allocation in the industry.[7]
- CultuRise (Infrastructure)
To truly thrive, a creative economy needs more than talent, it needs space to grow. Recognizing this, the Federal Ministry of Art, Culture, Tourism and the Creative Economy launched CultuRise, an ambitious infrastructure development initiative aimed at reshaping Nigeria’s cultural and creative landscape through world-class facilities and innovation-driven ecosystems.
The initiative includes key projects such as:
- Renewed Hope Creative City
- Abuja Creative City
- Mood Concept
- Art Village Redevelopment
- Mefa Arenas
- Model Creative City
- National Entertainment Hub Center
Collectively, these infrastructure projects are designed to foster inclusive growth, encourage creative collaboration, and drive innovation across Nigeria’s cultural and creative sectors. By establishing a robust physical ecosystem to support talent development and industry expansion, CultuRise plays a transformative role in positioning Nigeria as a global leader in the creative economy.[8]
- P Shield (IP Protection)
I.P Shield is a targeted initiative aimed at strengthening intellectual property (IP) protection within Nigeria’s creative sector. The project is designed to safeguard the rights of creators and innovators by addressing systemic challenges in IP enforcement, regulation, and monetization.
Through the development of a more supportive legal and institutional framework, I.P Shield makes it easier for creatives to protect, manage, and commercialize their intellectual assets. The initiative is a key component of a broader reform agenda led by the Federal Ministry of Art, Culture, and the Creative Economy (FMACCE) in partnership with the Nigerian Economic Summit Group (NESG).
By reforming national IP policies and promoting a business-friendly environment, I.P Shield supports sustainable growth in the creative economy while ensuring that Nigerian creators can compete and thrive in both local and global markets.[9]
- Art.ention Nigeria (Art Restoration, Residencies, Repatriation)
Art.ention Nigeria is a comprehensive initiative dedicated to the preservation, restoration, and revitalization of Nigeria’s rich visual arts heritage. Spearheaded by the Federal Ministry of Art, Culture, Tourism, and the Creative Economy, the program addresses critical challenges in the visual arts ecosystem, including:
- Art restoration and conservation
- Artist residencies and capacity-building programs
- Repatriation of looted artifacts
- Accurate art valuation and commercialization
At its core, Art.ention Nigeria aims to safeguard the nation’s artistic legacy while promoting its sustainable use and global visibility. Through public awareness campaigns, cultural education, and enhanced access to previously unseen collections at the National Gallery of Art (NGA), the initiative bridges the gap between heritage preservation and public engagement.
The program also supports ongoing international negotiations for the repatriation of stolen artifacts, including high-profile cultural treasures such as the Benin Bronzes. These efforts are key to reclaiming Nigeria’s artistic identity, strengthening its position in the global cultural discourse, and inspiring a renewed appreciation for indigenous artistic excellence.[10]
- New Kulture (Innovation, Heritage & Industry Collaboration)
New Kulture is an initiative that reimagines Nigeria’s creative future by blending traditional heritage with modern innovation. Positioned at the intersection of culture, technology, and industry, the initiative aims to build an inclusive, sustainable, and globally competitive creative economy.
By fostering cross-industry collaboration, New Kulture champions both cultural preservation and technological advancement, ensuring that Nigeria’s rich traditions are not only celebrated but also reinterpreted through contemporary and cutting-edge platforms.[11]
- Design Nexus (Fashion, Product, Interior, Architecture)
Design Nexus is dedicated to unlocking extraordinary creativity and innovation across fashion, product design, interior design, and architecture in Nigeria. Building on the dynamic rise of Nigerian fashion and driven in part by entrepreneurial women, the initiative aims to cultivate a thriving ecosystem that empowers designers and creatives across multiple disciplines.
Through high-impact platforms like Lagos Fashion Week 2024, Design Nexus provides emerging and established talents with global exposure, market access, and strategic support. The initiative not only highlights Nigeria’s creative excellence on the world stage but also contributes to economic growth, job creation, and the elevation of Nigeria’s identity in design-led industries.[12]
- CultureTek (Using Culture to Promote Technology)
CultureTek is an innovative initiative that bridges culture and technology to modernize Nigeria’s creative sector. The program leverages digitization, virtual platforms, and emerging technologies to preserve cultural heritage, expand access, and engage new audiences in transformative ways.
Through projects such as, Virtual galleries and digital museums, Digitization of cultural artifacts and assets, The Cultural Odyssey Jam Project, and other interactive experiences, CultureTek enhances how Nigerian culture is experienced, shared, and commercialized in the digital age.
By fostering tech-enabled storytelling, immersive engagement, and digital preservation, the initiative positions Nigerian culture at the forefront of technological advancement, empowering creatives, promoting innovation, and expanding global reach.[13]
CONCLUSION
The creative economy’s potential for economic transformation cannot be overstated. The ministry recognizes that the creative economy, culture, and tourism will contribute to global GDP and provide an inspiring benchmark for Nigeria’s development trajectory.
These initiatives represent more than just economic opportunities; they embody a vision of Nigeria where cultural heritage, creative expression, and economic prosperity converge to create a more unified, prosperous, and culturally vibrant nation. As these programs unfold, Nigeria is poised to become a leading destination for cultural tourism and creative investment, fulfilling its potential as Africa’s creative economy powerhouse.
The ministry’s comprehensive approach, combining policy reform, international partnerships, diaspora engagement, and cultural preservation, provides a solid foundation for sustainable growth in Nigeria’s creative economy. With continued commitment and strategic implementation, these initiatives will undoubtedly contribute to Nigeria’s economic diversification and cultural renaissance.
References
[1] C.Godfrey, Minister Musawa Unveils Motherland 2025 Initiative to Reconnect Diaspora, Boost Cultural, Economic Growth. https://newsdiaryonline.com/minister-musawa-unveils-motherland-2025-initiative-to-reconnect-diaspora-boost-cultural-economic-growth/ accessed July 16, 2025
[2] Vanguard news, Nigera, Saint Lucia to sign historic MOU to boost tourism and creative industry. https://www.vanguardngr.com/2025/07/nigeria-saint-lucia-sign-historic-mou-to-boost-tourism-and-creative-industries/ accessed July 16, 2025.
[3] S.Anyanwu, Nigeria and EU discuss on €20 million intiative to strengthen museum partnership and promote creative industries. https://fmino.gov.ng/nigeria-and-eu-discuss-on-e20-million-initiative-to-strengthen-museum-partnerships-and-promote-creative-industries/ accessed July 18, 2025
[4] O. Ajimotokan, Nigeria, EU parley on € 20 million museum, film festival’s initiative. https://www.thisdaylive.com/2025/07/11/nigeria-eu-parley-on-e20-million-museum-film-festivals-initiatives/ accessed July 17, 2025
[5] Art and Culture Minisrty Partners Futuretech to Drive Nigeria’s Official Cultural Soft Power and Tourism Brand, Vanguard. https://www.vanguardngr.com/2025/04/art-and-culture-ministry-partners-futuretech-to-drive-nigerias-official-cultural-soft-power-and-tourism-brand/ accessed July 18, 2025
[6] Federal Ministry of Art, Culture, Tourism and Creative Economy (2024) FMACCE|Initiative https://www.fmacce.gov.ng/intiatives accessed July 18, 2025
[7] Ibid.
[8] Ibid.
[9] Ibid.
[10] Ibid.
[11] Ibid.
[12] Ibid.
[13] Ibid.