Abuja, Nigeria — President Bola Ahmed Tinubu has called on African governments to embrace innovation, digital transformation, and sustainability as critical pillars for unlocking the continent’s vast tourism potential.
Speaking during the official opening of the 68th session of the United Nations Tourism Commission for Africa (CAF) held in Abuja on Wednesday, the Nigerian leader emphasized the need for collaborative strategies to advance eco-conscious tourism while safeguarding Africa’s rich cultural heritage. President Tinubu, represented by Vice President Kashim Shettima, emphasized the strategic value of tourism in driving sustainable economic growth across Africa.
According to a statement released by VP Shettima’s spokesperson, Stanley Nkwocha, the President reaffirmed Nigeria’s dedication to implementing sustainable tourism policies in partnership with regional and international organizations, including the African Union, ECOWAS, and UN Tourism. He advocated for enhanced cooperation through training programs, shared marketing efforts, and infrastructure development to promote intra-African travel.
“Tourism is more than just sightseeing or leisure,” Tinubu noted. “It is a dynamic engine for job creation, economic inclusion, and social cohesion. As we integrate technology, especially artificial intelligence and digital innovation, into the tourism value chain, we unlock new opportunities for growth.”
He further highlighted the power of Nigeria’s creative economy, including Nollywood, Afrobeats, fashion, literature, and digital arts, as significant contributors to national GDP and cultural influence. “These sectors have elevated Nigeria’s presence on the global stage and created vast employment opportunities,” he stated.
President Tinubu underscored the importance of public-private collaboration to harness the full potential of tourism. “Governments cannot drive the sector alone. Strategic partnerships with the private sector are essential in navigating the growing complexity and opportunities within tourism,” he said.
Declaring the session open, the President urged African leaders and stakeholders to prioritize actionable solutions that promote investment, strengthen local communities, and advance the continent’s progress toward the Sustainable Development Goals (SDGs).
Barrister Hannatu Musa Musawa, Nigeria’s Minister of Art, Culture, Tourism, and Creative Economy, echoed the President’s call, urging African nations to leverage innovation, AI, and the arts to reposition the continent as a global tourism leader.
Musawa described the President’s “Renewed Hope Agenda” as a transformative framework for national development and continental unity. “Africa’s future lies in people-driven prosperity through tourism and the creative sectors. It’s time we unlock this immense potential,” she said.
The Minister emphasized the continent’s current marginal share of global tourism and creative revenues, noting that Africa contributes under 5% to global tourism earnings and less than 1% to creative exports. “This isn’t due to a lack of talent. It’s time Africa stepped forward—and Nigeria is ready to lead,” she added.
Amb. Zurab Pololikashvili, Secretary-General of UN Tourism, praised Nigeria’s renewed commitment to transforming its tourism landscape, asserting that Africa is now a central player in the global tourism narrative. He urged African leaders to reform visa policies and improve regional connectivity to ease cross-border travel.
Senator Ireti Kingibe, representing the FCT, emphasized Africa’s emerging leadership in shaping the digital evolution of tourism. She urged stakeholders to celebrate grassroots innovation and place women and youth at the core of development strategies.
“Africa is not just part of the digital tourism future—we are defining it,” Kingibe declared. “With our creativity, resilience, and technology, we can reimagine how the world experiences and values Africa.”
By Enoch Odesola | June 12, 2025
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