Musawa to NANTA @50: Private Sector key to unlocking Nigeria’s tourism potential
Maureen Aguta
Nigeria’s Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musawa, has called for a decisive shift toward private sector leadership in repositioning the country’s global image and accelerating economic diversification beyond oil.
Speaking at the 50th anniversary and Annual General Meeting of the National Association of Nigerian Travel Agencies (NANTA), Musawa cast the travel and tourism industry as a strategic pillar in Nigeria’s long-term growth agenda, aligning with President Bola Ahmed Tinubu’s broader economic vision.
She praised Nigerian travel professionals as “unofficial diplomats,” noting their role in sustaining the country’s presence on key international platforms such as the World Travel Market in London—often with limited or no government support. According to her, these efforts have been critical in projecting Nigeria’s cultural identity and maintaining its visibility in the global tourism marketplace.
But the minister’s message went beyond commendation. She delivered a clear policy signal: the future of Nigeria’s tourism sector will depend on deeper, structured collaboration between government and private industry players.
“Government cannot do it alone,” she said, stressing that sustainable growth in tourism requires long-term investment, innovation, and shared responsibility.
She reaffirmed her ministry’s readiness to build stronger partnerships with operators across the value chain to unlock the sector’s full potential.
A key highlight of her address was her endorsement of NANTA’s proposed professional training institute, which she described as a potential game-changer for capacity development. Musawa said the initiative could evolve into a globally recognised certification hub, equipping Nigerian professionals with the skills needed to compete internationally.
She emphasised that human capital development remains central to transforming Nigeria into a competitive tourism destination—one capable not only of attracting international visitors but also of exporting its rich cultural and creative assets.
Beyond economics, the minister framed tourism as a tool for narrative change.
Increased global engagement, she argued, would help counter longstanding negative stereotypes about Nigeria while amplifying its strengths in culture, creativity, and enterprise.
She also highlighted the importance of diaspora engagement, noting that Nigerians abroad could play a pivotal role in promoting the country as a destination and investment hub.
Positioning NANTA’s golden jubilee as a moment of transition, Musawa urged the association to move from national relevance to global leadership. She pledged that her ministry would work closely with industry stakeholders to deliver measurable outcomes ahead of 2027.
With the right strategy and sustained collaboration, she said, Nigeria’s travel and tourism sector has the potential to emerge as a major driver of jobs, investment, and international influence over the next five decades.