Lagos, NATOP take Nigeria’s cultural tourism to global stage at Africa Market Place, Dubai
By Maureen Aguta
Nigeria is set to make a bold statement on the global tourism map as the Nigeria Association of Tour Operators (NATOP) partners with the Lagos State Ministry of Tourism, Arts and Culture to showcase the nation’s cultural tourism treasures at the Africa Market Place in Dubai, United Arab Emirates, from November 12 to 15, 2025.
The collaboration will feature a vibrant curation of Nigeria’s music, fashion, destinations, cuisine, and traditional arts, designed to present a fresh and compelling image of the country to international audiences. Beyond promoting travel, the initiative aims to attract foreign investment, deepen cultural exchange, and rebuild global confidence in Nigeria as a safe and welcoming destination.
Lagos, under the leadership of Governor Babajide Sanwo-Olu, has in recent years emerged as Nigeria’s foremost tourism and creative hub. From hosting global festivals and entertainment events to rolling out its ambitious Tourism Master Plan, the state has consistently projected a vision of a dynamic, inclusive, and investment-driven tourism economy.
The Africa Market Place, curated by the Ibukun Awosika Leadership Academy, is a fast-rising continental trade and culture platform that will bring together more than 250,000 African and Caribbean products spanning fashion, food, technology, culture, and beauty. It seeks to give African destinations and brands access to global visibility and new market opportunities in one of the world’s premier tourism and business capitals.
Speaking ahead of the exhibition, NATOP President Bolaji Mustapha, who will lead the Lagos and Nigerian delegation to Dubai, said the partnership is more than just a showcase—it is part of a deliberate effort to reposition Nigeria within the global tourism conversation.
“Perception is key to global tourism marketing,” Mustapha said. “This participation is about reclaiming Nigeria’s story, restoring confidence, and showing the world that our destinations are safe, exciting, and full of promise. We are grateful to the Lagos State Government for trusting NATOP to market its cultural and tourism potential at such a prestigious global platform.”
He added that NATOP remains committed to strengthening collaboration between public and private sector players to drive tourism growth, promote domestic travel, and integrate Nigeria into global tourism networks.
For Lagos State, the Dubai engagement aligns with its broader tourism agenda to promote the city as Africa’s leading cultural destination and a prime gateway for investors seeking authentic African experiences. The state’s pavilion will highlight opportunities in creative industries, hospitality, ecotourism, entertainment, and infrastructure development—key pillars of the Lagos Tourism Master Plan.
Officials from the Lagos State Ministry of Tourism, Arts and Culture are expected to join NATOP’s delegation to engage with global investors, destination managers, and travel trade professionals. The Lagos exhibition space will feature live cultural performances, fashion showcases, culinary tastings, and promotional content on top attractions such as Badagry Heritage Corridor, Eko Atlantic, Freedom Park, and Lekki Conservation Centre.
According to tourism experts, Nigeria’s presence at the Africa Market Place represents a timely step toward reshaping its image internationally. While the country has long been recognized for its creative talent and cultural depth, security perceptions and limited marketing have often hindered its competitiveness in the global tourism space.
Industry observers note that Dubai offers an ideal setting for this rebranding effort—given its position as a global tourism and business hub connecting Africa, Asia, and Europe. The platform will allow Nigeria to tell its own story and engage investors, influencers, and tour operators eager to explore new African destinations.
NATOP’s participation also reinforces ongoing efforts to position tour operators as central to Nigeria’s tourism development strategy. The association has in recent years intensified partnerships with states, international travel fairs, and creative stakeholders to promote Nigeria’s domestic and outbound travel markets.
As Nigeria joins other African nations in Dubai, expectations are high that the Lagos-NATOP collaboration will not only project the country’s vibrant cultural identity but also open new frontiers for tourism diplomacy, trade, and sustainable development.
With a united front, Lagos and NATOP are set to prove that beyond oil and politics, Nigeria’s true wealth lies in its people, culture, and creativity—now ready to take centre stage on the world tourism map.