FEDERAL MINISTRY OF ART, CULTURE, TOURISM AND CREATIVE ECONOMY DRIVES ECONOMIC DIVERSIFICATION AS NIPSS ENGAGES ON ORANGE ECONOMY STRATEGY

FEDERAL MINISTRY OF ART, CULTURE, TOURISM AND CREATIVE ECONOMY DRIVES ECONOMIC DIVERSIFICATION AS NIPSS ENGAGES ON ORANGE ECONOMY STRATEGY

The Federal Ministry of Art, Culture, Tourism and Creative Economy on March 31, 2026, hosted participants of the Senior Executive Course 48 (2026) of the National Institute for Policy and Strategic Studies (NIPSS), Kuru, as part of a strategic engagement focused on advancing Nigeria’s economic diversification agenda.

The visit, held at the Ministry’s headquarters in Abuja, was anchored on the theme: “Economic Diversification and National Development: Leveraging the Orange Economy and Entrepreneurship for Sustainable Growth in Nigeria.”

The Honourable Minister of Art, Culture, Tourism and Creative Economy, Barrister Hannatu Musa Musawa, who joined the session, was represented at the opening by the Permanent Secretary, Dr. Muktar Yawale Mohammed, MFR, mni, who welcomed the delegation and described the Ministry as a critical driver of Nigeria’s economic future.

In his remarks, the Permanent Secretary explained that Nigeria’s creative and cultural sectors have moved from the margins to the centre of national development. He noted that the Orange Economy, spanning arts, culture, tourism, film, music, fashion, and digital innovation, provides a sustainable pathway for job creation, youth empowerment, and inclusive economic growth.

Leading the delegation, the Director General of NIPSS, Professor Ayo Omotayo, described the engagement as a vital component of national policy development. He explained that the study tour is designed to generate practical, evidence-based recommendations that will support government in unlocking opportunities within the creative and cultural sectors.

The session featured extensive presentations from Directors of the Ministry, heads of agencies, and technical teams, including key Directors such as Mrs. Ugochi Akudolu and other senior officials across the arts, culture, tourism, and creative economy departments. These presentations provided a comprehensive overview of the Ministry’s mandate, institutional structure, strategic priorities, and ongoing reforms, while also highlighting sector-specific opportunities and challenges.

Speaking during the engagement, the Director General of the National Council for Arts and Culture, Mr. Obi Asika, emphasized the growing global dominance of Nigerian creative content, noting that music, film, and digital expression from Nigeria continue to command massive international audiences. He introduced the broader vision of positioning Nigeria globally through initiatives such as “Nigeria Everywhere,” aligned with the Ministry’s Destination 2030 strategy, stressing that the focus must now shift from global attention to structured industry, monetization, and value retention.

Also speaking, the Director General of the National Gallery of Art, Mr. Ahmed Sodangi, provided strong perspectives on the opportunities within Nigeria’s visual arts ecosystem. He highlighted the need for strengthened institutions, improved infrastructure, and deliberate policy implementation to fully unlock the economic and cultural value embedded within Nigeria’s artistic heritage.

In her remarks, retired Director of Entertainment and Creative Economy, Mrs. Ugochi Akudolu, stressed the importance of building sustainable systems that support creatives across the value chain. She emphasized continuity, capacity development, and institutional collaboration as critical pillars for long-term sector growth.

Additional insights were provided by senior officials of the Ministry, including the Special Assistant to the President on Creativity, Prince Baba Agba,  alongside Directors and technical experts, who contributed to discussions on policy implementation, stakeholder collaboration, and strategies for scaling the sector.

Deliberations also highlighted key flagship initiatives of the Ministry, including the Creative Leap Acceleration Programme (CLAP), designed to equip young Nigerians with industry-relevant skills; the Creative Economy Development Fund (CEDF), aimed at expanding access to financing for creative enterprises; and Destination 2030, a national branding and tourism strategy driving Nigeria’s global cultural visibility under the “Nigeria Everywhere” campaign.

In her address, the Honourable Minister, Barrister Hannatu Musa Musawa, outlined the Ministry’s strategic direction through its comprehensive reform agenda, which focuses on policy development, capacity building, infrastructure expansion, investment promotion, and cultural preservation. She emphasized that these efforts are geared towards unlocking the full value of Nigeria’s creative assets and positioning the sector as a major contributor to national GDP.

The Honourable Minister further noted that beyond economic impact, the creative economy serves as a powerful tool for social stability. She explained that empowering young people, particularly in rural communities, with creative opportunities can reduce unemployment, discourage social vices, and strengthen national security by fostering inclusion and economic participation at the grassroots level.

She reaffirmed that the Ministry’s initiatives are aligned with the Renewed Hope Agenda of His Excellency, President Bola Ahmed Tinubu, GCFR, which prioritizes economic diversification, job creation, and sustainable national development.

The interactive session provided a platform for open dialogue and knowledge exchange, enabling participants to engage directly with policymakers on both the opportunities and challenges within the sector, including infrastructure gaps, access to finance, and intellectual property protection.

The visit marks another important step in strengthening collaboration between policy institutions and the Ministry, as Nigeria continues to harness the power of its creative and cultural industries as a driver of sustainable national development.