The Federal Executive Council of Nigeria officially adopted “Destination 2030; Nigeria Everywhere” as the nation’s Global Soft Power and Tourism brand on Tuesday, February 4, 2025.
This initiative aims to establish Nigeria as a leading global hub for Art, Culture, Tourism, and the Creative Economy.
Building on the momentum of the soft power initiative since its 2023 inception, Nigeria has already witnessed significant progress in showcasing its creative industries internationally.
This has resulted in an improved global soft power ranking, rising 14 places, and positioning the country as an attractive investment destination for the creative sector.
Hannatu Musawa, Minister of Art, Culture, Tourism and Creative Economy, emphasized the strategic importance of “Destination 2030; Nigeria Everywhere,” stating that it will accelerate efforts to maximize the economic potential of Nigeria’s cultural sector.
“Our focus is on monetizing Intellectual Property and generating revenue from our rich cultural and tourism assets,” Musawa explained.
This will be achieved by showcasing and exporting Nigerian creative products and talent, facilitating access to international markets, and securing global funding for the creative economy.
Since its launch at the World Economic Forum Davos 2023, the initiative has gained traction through high-profile events such as a Nigerian sideline event at the 79th United Nations General Assembly, the Creative Africa Nexus Weekend (CANEX WKND) 2024 in Algiers, and the Nigeria Pavilion at the Venice Biennale. These platforms have showcased Nigeria’s diverse cultural assets to international audiences and investors.
“Destination 2030; Nigeria Everywhere” has two key objectives: repositioning Nigeria as a global Soft Power leader by promoting its cultural heritage and creative sector, and projecting Nigeria as a premier tourism destination.
The Ministry will implement an integrated nationwide campaign highlighting Nigeria’s dynamism across various sectors, including arts, culture, heritage, media, film, music, fashion, technology, tourism, and gastronomy.
This will involve strategic partnerships with sub-national governments, private sector stakeholders, the diplomatic community, and key players.
Key brand activation programs for 2025 include integrating tourism and culinary experiences into the “Nigeria Everywhere Shorts” series, a seven-part celebration of Nigerian identity and culture, and collaborations with national and international stakeholders.
The global outreach program spans four continents, beginning with ScreenNigeria’s return to the Cannes Film Festival in France in May. Other highlights include a “D30 Nigeria Everywhere Pavilion” at key UK cultural exhibitions, a second appearance at the United Nations General Assembly in September, engagements in the UAE and Qatar, and the rebuilding of Nigeria House in Brazil.
“Destination 2030: Nigeria Everywhere” aims to be a transformative platform, exporting Nigeria’s creative products and talent to the global marketplace and establishing sustainable pathways for creators to reach worldwide audiences.
Through strategic partnerships, the program will build a robust export ecosystem to drive the commercial success of Nigeria’s creative and cultural products.
