Nigeria Launches “Destination 2030” to Boost Tourism and Cultural Diplomacy
Minister Hannatu Musawa Unveils Ambitious Tourism Rebranding Initiative
Minister of Art, Culture, and the Creative Economy Hannatu Musawa has launched a groundbreaking cultural diplomacy and tourism rebranding campaign titled “Destination 2030.” This initiative aims to position Nigeria as a premier global destination for art, culture, tourism, and the creative economy by 2030.
The program was officially approved by President Bola Ahmed Tinubu during a Federal Executive Council (FEC) meeting in February 2025 and has since been adopted as Nigeria’s official Global Soft Power and Tourism Brand.
Strategic Stakeholders Retreat in Ekiti State
Following the launch, the Ministry hosted a Destination 2030 Strategic Stakeholders Retreat at the Ikogosi Warm Springs Resort in Ekiti State. The event brought together policymakers, private sector partners, data specialists, and tourism experts to refine implementation plans focusing on:
- Destination branding
- Infrastructure development
- Strategic partnerships
Ekiti State Partnership: A Model for Tourism Development
Minister Musawa emphasized the importance of showcasing Nigeria’s unique tourism spots, stating: “We want to shift from selling Nigeria as one large, undefined brand to positioning specific locations like Ikogosi as globally desirable destinations. Think of what Bali is to Indonesia or what Santorini is to Greece. Ikogosi can be that for Nigeria.”
The retreat culminated in the signing of a Memorandum of Understanding (MoU) between the Federal Government and Ekiti State, marking a new era of collaboration to develop Ikogosi as a flagship tourism destination. The partnership will focus on:
- Infrastructure improvement
- Joint marketing campaigns
- Attracting sustainable private investments
Infrastructure Development: Presidential Villa Commissioned
The Minister commissioned the newly constructed Presidential Villa at the resort, demonstrating the government’s commitment to enhancing visitor experiences. “Nobody should have to leave Nigeria to experience peace, nature, and luxury. Ikogosi offers all of that in one place,” Musawa remarked.
Addressing infrastructure challenges, the Minister revealed ongoing discussions with aviation authorities to improve road access and explore direct flights to Ado-Ekiti, emphasizing that “Access is everything. Without it, even the best destinations remain hidden.”
Destination 2030: Strategic Goals and Implementation
The initiative is part of eight key pillars in the Renewed Hope Cultural and Tourism Agenda, designed to:
- Boost GDP through tourism
- Attract foreign investment
- Create employment opportunities
- Reposition Nigeria on the global tourism map
The program is anchored on five strategic goals:
- Enhancing national image
- Promoting investment opportunities
- Increasing tourism arrivals
- Expanding Nigeria’s cultural footprint
- Empowering local communities through sustainable tourism
Phase One Destination Branding Rollout
The Ministry has identified several iconic sites for its initial branding efforts:
- Obudu Cattle Ranch (Cross River State)
- Zuma Rock (Niger State)
- Nok Terracotta Trails (Kaduna State)
- Ogbunike Caves (Anambra State)
Minister Musawa concluded: “We are telling the world: Nigeria is everywhere. Not just in music charts or fashion weeks, but in breathtaking destinations, rich heritage, and stories worth sharing.”
The Ministry is collaborating with private sector partners including Cavista Holdings, parent company of Glocient Hospitality, to realize this vision. “Government will create the enabling environment, but we need visionary investors, creatives, tour operators, and the media to make this dream real,” Musawa added.
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