Minister Musawa Unveils Initiative to Position Nigeria as a Global Cultural and Investment Hub

Abuja–

Nigeria is taking a bold step towards redefining its cultural and tourism landscape with the launch of Motherland 2025, an ambitious initiative aimed at deepening Diaspora engagement, boosting investment, and leveraging Nigeria’s rich artistic and cultural heritage.

Briefing the media in Abuja today, the Minister of Art, Culture, Tourism, and Creative Economy, Hannatu Musa-Musawa, emphasized the power of art and culture as a catalyst for sustained Diaspora engagement and a means to reverse the “Japa” syndrome—a term referring to the emigration of young Nigerians seeking better opportunities abroad.

Repositioning Nigeria Through Creativity and Culture

Motherland 2025, launched in partnership with Discover Motherland Africa, seeks to position Nigeria as the heart of African culture, tourism, and investment. Minister Musawa underscored the government’s commitment to harnessing Nigerian talent and creativity to reshape the country’s global image.

“Art and culture are the bridge that sustain connections between the Diaspora and their homeland, between investors and opportunities, and between global travelers and Nigeria’s vibrant experiences,” she said.

“Nigeria is more than a country—it’s a heartbeat, a rhythm, a vibe. It is a story told in many beautiful tongues and museums.”

The Minister stressed that cultural revival and economic transformation must go hand in hand, with Motherland 2025 serving as a vehicle for repositioning Nigeria’s creative and tourism industries on the global stage.

Tackling the Japa Syndrome Through Culture and Opportunity

One of the most compelling aspects of the initiative is its potential to address the Japa phenomenon by providing opportunities for Nigerians both at home and abroad. Minister Musawa noted that Nigeria’s creative and tourism sectors hold immense potential to encourage young Nigerians to stay and contribute to national development.

“If we want to address the Japa syndrome, this is the way to do it,” she declared. “This ministry will create pathways for Nigerians abroad to return, for those contemplating leaving to stay, and for those who have never been to Nigeria to visit and claim it as part of their identity.”

Motherland 2025: More Than a Festival, A Movement

At the heart of the initiative is the Motherland 2025 Festival and Awards, which will serve as the launchpad for a broader vision—Destination 2030—ensuring Nigeria’s long-term presence in the global tourism and creative economy.

To mark the beginning of this journey, the Minister announced the ‘See Motherland Through Your Eyes’ Photo and Video Competition, encouraging Nigerians to showcase the country’s landscapes, communities, and cultural diversity.

“From the Kelangu drumbeats of the North to the bata rhythms of the Southwest and the echoing Ogene of the East, our culture moves like a dance, alive in every moment,” she said.

A Strategic Call to Action for Stakeholders

The Minister called on government agencies, private sector partners, cultural institutions, and global investors to collaborate in realizing Motherland 2025’s vision.

“The success of this initiative relies on strong partnerships,” she stated. “This platform provides a strategic avenue for long-term investment in Nigeria’s creative economy, cultural diplomacy, and tourism sector.”

A Transformational Vision for the Future

Chidimma Nwankwo, Managing Director of Discover Motherland Africa, described the unveiling of Motherland 2025 as the beginning of a transformative movement that reconnects Nigerians in the Diaspora to their roots while unlocking new cultural and economic opportunities.

“Motherland is more than just a visit—it’s a homecoming. It’s a journey, a commitment,” Nwankwo stated. “This December, we invite the global Diaspora to experience Nigeria not as tourists, but as active participants in a redefined vision of tourism.”

The initiative boasts several key components, including:

• Motherland Expo and Festival – A platform for cultural exchange, business engagement, and entertainment.
• State Pavilions and Business Exhibitions – Showcasing Nigeria’s 36 states and the FCT’s cultural and investment potential.
• Motherland Travel Hub – A centralized platform for travel logistics.
• Diaspora City – A program facilitating the settlement of Diasporans in Nigeria.
• Citizenship by Investment Program – An initiative allowing foreign investors and Diasporans to contribute to Nigeria’s economic development.
• Motherland Ambassador Awards – Recognizing outstanding individuals in the Diaspora making an impact in culture, business, and innovation.

The festival will conclude with a spectacular closing concert, featuring top Nigerian and international artists in a celebration of music and culture.

Nigeria’s Global Cultural and Economic Renaissance

With the launch of Motherland 2025, Nigeria is setting the stage for a global cultural and economic renaissance, inviting the world to invest, engage, and celebrate the richness of the country’s heritage.

This initiative is more than an event—it’s a revolution in how Nigeria presents itself to the world, signaling the dawn of a new era where the country reclaims its position as a powerhouse of Black and African identity, commerce, and tourism.