Nigeria’s Federal Executive Council, on Tuesday, 4th February, 2025, officially adopted ‘Destination 2030; Nigeria Everywhere’ as Nigeria’s Global Soft Power and Tourism brand, to position Nigeria as one of the prominent global hubs for Art, Culture, Tourism and Creative Economy.
Since its inception in 2023, the soft power initiative has resulted in significant progress in showcasing Nigeria’s creative industries globally. Thus expanding Nigeria’s cultural influence, improving Nigeria’s global soft power ranking by 14 places and positioning it as a lucrative destination for investment in the creative industry.
The Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musawa, emphasized the strategic importance of “Destination 2030; Nigeria Everywhere” as the country’s National Soft Power and Tourism brand. She explained that this initiative will accelerate efforts to maximize the economic potential of Nigeria’s cultural sector.
“Our focus is on monetizing Intellectual Property and generating revenue from our rich cultural and tourism assets. This will be achieved by showcasing and exporting Nigerian creative products and talent, creating access to international markets, and securing global funding to support our creative economy.”
Destination 2030 Nigeria was launched at the World Economic Forum Davos 2023, marking a significant progress in showcasing Nigeria’s creative industries globally. The same feat was recorded at a key Nigerian sideline event in New York during the 79th United Nations General Assembly and the Creative Africa Nexus Weekend (CANEX WKND) 2024 in Algiers, Algeria, the Nigeria Pavilion at the Venice Biennale amongst others. These events have all together projected Nigeria’s diverse cultural assets to international audiences and investors.
Key objectives of the “Destination 2030; Nigeria Everywhere” brand include the following:
● Reposition Nigeria as a global Soft Power leader by promoting its rich cultural heritage and vibrant creative sector
● Project Nigeria as a premier tourism destination, showcasing its diverse cultural experiences, natural wonders, hospitality, and unique culinary offerings.
The new Ministry of Art, Culture, Tourism and Creative Economy will therefore improve the promotion of brand Nigeria, through an integrated nationwide campaign showcasing Nigeria’s dynamism across arts, culture, heritage, media, film, music, fashion, technology, tourism, and gastronomy. This approach involves strategic partnerships with sub-national governments, private sector stakeholders, the diplomatic community and key players to enhance Nigeria’s Soft Power and Tourism globally.
Key brand activation programs for the year include the integration of tourism and culinary experiences into the Nigeria Everywhere Shorts series, a seven-part celebration of Nigerian identity and culture, as well as collaborations with national and international stakeholders to elevate Nigeria’s arts, culture, tourism, and cuisine on the global stage.
The 2025 global outreach program spans four continents, beginning in May with a prestigious return of ScreenNigeria to the Cannes Film Festival in France.
Furthermore in Europe, the D30 Nigeria Everywhere Pavilion will make appearances across the key cultural exhibitions in the UK, working with the Department of Culture, Media and Sports to strengthen our relationships across film, fashion, art and music.
In September 2025, Destination 2030; Nigeria Everywhere will mark its second year at the United Nations General Assembly, showcasing the nation’s cultural diplomacy on the world stage.
The Middle Eastern endeavors include strategic engagements in the UAE piloted by the collaboration with the Lourve Abu Dhabi on the Kings and Queens exhibition, a cultural exposition in Doha with Qatar Airways and a partnership with Saudi Arabia ministry of culture to exhibit our joint cultural heritage
The year culminates in Latin America in Brazil with a rebuilding of Nigeria House as a beacon for cross-continental cultural exchange during the November-December period.
Through these carefully curated international engagements, Nigeria Everywhere continues to weave Nigerian excellence into the fabric of global culture, creating lasting impacts across borders and generations.
Destination 2030: Nigeria Everywhere stands as a transformative platform dedicated to exporting Nigeria’s creative products and talent to the global marketplace. The initiative will drive international recognition and market access for Nigerian excellence in film, arts, food, music, and fashion, etc; establishing sustainable pathways for creators to reach worldwide audiences. Through strategic partnerships with federal government agencies and international collaborators, the program will build a robust export ecosystem to drive the commercial success of Nigeria’s creative and cultural products in the global market.