Nigeria Aims for $100 Billion in Tourism and Creative Economy with 'Ember To Remember 2026'

The Federal Ministry of Art, Culture, Tourism and the Creative Economy has unveiled an ambitious initiative known as 'Ember to Remember 2026', designed to capitalize on Nigeria's untapped potential in the tourism and creative sectors, which are projected to contribute significantly to a $100 billion economy. Minister Hannatu Musa Musawa emphasized the importance of collaboration with various stakeholders, including state governments, investors, and creative entrepreneurs, to build a robust ecosystem that can sustain this growth.

Launching the initiative in Lagos, Musawa articulated the ministry's vision of a tourism and creative economy that not only supports Nigeria's GDP but also generates year-round opportunities for the nation's youth. The 100-day national tourism season, running from September to December, aligns with President Bola Tinubu’s broader economic agenda aimed at diversifying revenue streams and fostering sustainable development through private sector engagement.

“Our ambition must, however, go beyond December. It requires deliberate planning, collaboration, investment, and execution to drive this initiative,” Musawa stated. She highlighted that the envisioned $100 billion opportunity is not the product of isolated efforts but rather a collective endeavor involving multiple sectors and stakeholders.

This initiative is seen as a crucial step towards enhancing Nigeria's global image while promoting local businesses and creating jobs. The ministry's commitment to fostering an environment conducive to tourism and creative enterprise is expected to attract both local and international investments, ultimately benefiting the Nigerian economy.

“The $100 billion opportunity will not be created by one ministry, one company or one event. It will be created by an ecosystem,” Musawa concluded, challenging all stakeholders present to actively participate in this transformative journey.