United Nations World Tourism Organization (UNWTO) Connects Tourism and Culture in Nigeria – African Business

The first Nigerian Open Air Film Festival was held in Lagos. UNWTO Global Conference on Linking Tourism, Culture and Creative Industries, which celebrated the close ties between these two major sectors. Around 40% of all tourists consider culture their main motivation for travelling, and UNWTO is leading the way in bridging the two areas, including through strategic partnerships with Affiliate Members such as Netflix.

Opening the event, UNWTO Secretary-General Zurab Pololikashvili told delegates: “The fortunes of tourism and culture are closely linked. One thrives when the other thrives.” He urged the public and private sectors to work together to create decent jobs, grow investments and embrace innovation and digital transformation.

Tourism and culture are closely connected. If one is successful, the other will too.

Tourism and culture ‘in the spotlight’

Represents the Government of Nigeria Vice President Professor Yemi Osinbajo addressed the Conference, stating: “Our desire to diversify our economy and explore other sustainable sources of revenue has led us to rank the tourism, culture and the creative sector among the priority sectors of the economy. Specifically, tourism has been recognized for its resilience and dynamism.” The Vide President also highlighted the ability of music to serve as a “global language”, bringing people together and allowing them to learn more about the “culture and ideas” of others.

Nigeria’s Minister of Tourism, Lai Mohammed, added: “Today, more than ever, tourism and the creative industry, due to their economic viability, are in the global spotlight and have their place at the forefront of national and international development agenda.”

Apart from meeting with the Vice-President and Minister of Tourism, UNWTO Secret-General Pololikashvili also met with Governor of Lagos Babajide Olusola Sanwoo-Olu to explore new ways to harness culture and tourism’s power. To create jobs and business opportunities and drive inclusive developmentBoth in Nigeria and across Africa. Aliko Dangote (a Nigerian businessman, philanthropist, and UNWTO Ambassador) was also present at the Conference.

Investments, youth empowerment and culinary arts

The two-day Conference focused on several of UNWTO’s key strategic objectives, most notably youth empowerment and boosting investments in tourism. UNWTO hosted an interactive session with youth from Nigeria on the first day. This was in fulfillment of the Sorrento Call to Action to encourage young people to be involved in decision-making in the sector. A panel discussion entitled Stimulating Creative Industries for Social Entrepreneurship was also held in Lagos. It focused on the importance supporting MSMEs and innovators to increase the sector’s competitiveness.

Against the backdrop of the Global Conference on Linking Tourism, Culture and Creative Industries, UNWTO celebrated the richness of African gastronomy, a growing force within the continent’s tourism sector. A “Flavors of the World” exhibition showcased the very best culinary talent, and local gastronomy star Chef Coco Reinarhz joined a workshop and panel discussion focused on realizing the potential of gastronomy tourism to grow destinations and drive inclusive and sustainable development.

Distributed by APO Group, World Tourism Organization (UNWTO).