Nigeria To Boost Tourism And Cultural Sectors Through Branding- Musawa
By Bukar BOLORI
Nigerian government has expressed its plan to take a leaf from China’s success in cultural branding and creative industries to boost the nation’s tourism and cultural sectors.
The Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, stated this on Sunday while speaking at the New Year gala celebrating China-Nigeria friendship, hosted by the China Cultural Centre in Abuja.
Musawa while highlighting China’s global influence through its cultural exports, such as food, martial arts, and cinema, said: “Everywhere you go in the world, you see an aspect of Chinese culture.”
The minister said: “This is something we want to explore—how we can monetize our own culture in the way China has done.”
She emphasized Nigeria’s rich cultural heritage and expressed optimism about forging co-production agreements and capacity-building initiatives between the two nations.
She said: “We’re discussing projects that focus on infrastructure for the creative industry and cultural sectors,” while noting that: “It’s essential for Nigeria to tap into China’s experience in branding and tourism, with the aim of revitalizing our own creative industries.”
The Director, China Cultural Centre in Nigeria (CCCNIG), Mr Yang Jianxing, who double as the Cultural Counselor of the Chinese Embassy in Nigeria expressed the importance of cultural and people-to-people exchanges in enhancing China-Nigeria relations.
He noted that the China Cultural Centre would host a series of activities in 2025 to promote culture, tourism, and education, aligning with the “Beijing Action Plan” under the Forum on China-Africa Cooperation (FOCAC).
He said: “These initiatives aim to deepen the friendship between the people of China and Nigeria.”
Chairman of the House of Representatives Committee on Nigeria-China Relations, Hon. Jafaru Yakubu, praised the long-standing ties between the two nations, stressing the need for stronger cultural and legislative collaboration.
He said: “This celebration is geared toward rebuilding stronger cultural ties,” noting that: “The Nigeria-China Relations Group will continue to explore legislative means to strengthen bilateral relations across sectors.”
On his part, the Director of Drum Majors for Peace, Nsikan Paul, emphasized the role of cultural diplomacy in fostering peace and understanding.
He said: “Peace is not just the absence of conflict but the presence of dialogue and collective action,” adding that: “Through cultural exchange and advocacy, we aim to empower youth and promote inclusivity.”
