Africa, Nigeria set for economic revival in tourism, eyes opportunities in creative industry – CBAAC
By: Tijani Salako.
When discussing tourism, most individuals focus on landmark tourism centers like hills and mountains, antiquity artifacts and sculptures, natural wonders like waterfalls and deserts, and diving instructors, among others. However, the tourism industry stretches much further than this, as it is interconnected with many global industries and sectors, ranging from trade to ecological conservation.
The Centre for Black and African Arts and Civilization (CBAAC) under the Federal Ministry of Arts, Culture, Tourism, and Creative Economy has projected that Africa’s tourism sector is set to create over 80 million jobs in the next ten years,
This projection is significant, as the sector contributes about $168 billion to Africa’s GDP in 2024. The Director-General of the Centre for Black and African Arts and Civilization (CBAAC), Hajia Aisha Augie, disclosed this during the two-day international conference held recently at the University of Lagos, Yaba,
The conference was held in collaboration with the Faculty of Art and the Institute of African Diaspora Studies (IADS) at the University of Lagos, with the theme “Cultural Tourism, Creative Economy, and Sustainable Development in Africa.” The event brought together members of the academic community, captains of industry, and creative participants.
The aim was to cross-examine ideas and drive a course for the future of African and Nigerian arts civilization. The Director-General of CBAAC said tourism is a pillar for economic revival, as the sector is the largest employer in Africa,
Tourism revenue is expected to reach $25.1 billion by 2025, with the conference emphasising the need for inclusive growth and sustainability. With stakeholders calling for deliberate actions that uplift Africa’s traditions, honor its heritage, and form a powerful ecosystem that sustains communities, empowers artisans, and amplifies the African narrative on the global stage.
The DG made it known that these figures are not just statistics; they represent livelihoods, opportunities, and hope for millions of Africans. She further highlighted the significance of recent festivals, including the Ojude-Oba, Osun-Osogbo, Calabar Carnival, and Northern Durbars as part of rich African culture.
Hajia Augie noted that tourism is more than a journey; it’s an experience of culture. She emphasised that tourists are not just visitors but participants, consumers, and investors. The creative industries are generating over $4.2 billion annually and have the potential to grow to $20 billion each year. The industry’s growth is driven by the government’s efforts to build infrastructure, intellectual property rights, and laws to support artists and young creatives.
CBAAC further acknowledged the growth of Nigeria’s Nollywood, music, and fashion industries, with the industry currently valued at over $7 billion and expected to generate at least $100 billion annually and create over two million jobs. The industry encompasses various sectors, including film and television, music, fashion and design, visual arts and crafts, and literature and publishing. Despite challenges like limited access to financing, inadequate infrastructure, piracy, and regulatory barriers, the industry continues to thrive, with some Nigerian artists achieving international stardom and gaining global recognition.
The DG noted that despite impressive growth, sustainability within the sector remains low, cautioning that “growth without sustainability is not progress; it is merely a short-lived impulse.” As the creative industry continues to grow and contribute significantly to the economy, it is essential for the government and private sector to work together to foster an environment that nurtures talent, invests in infrastructure, and provides access to global markets. With the right support and investments, Nigeria’s creative industry has the potential to become a major driver of economic growth and development.
