The Ministry of Arts, Culture, Tourism and Creative Economic, last Monday unveiled plans to boost job creation through the establishment of a firm to be known as the Creative & Tourism Infrastructure Corporation (CTICo). FESTUS OKOROMADU in this report reviews the prospect of the ministry’s ability to transition the vision to reality in the midst of growing criticism from stakeholders.
One of the most symbolic and transformative initiatives announced by President Bola Tinubu at the end of the Federal Executive Council meeting held on Monday, February 3, 2025 was the approval of the establishment of the Creative & Tourism Infrastructure Corporation.
The Corporation, as stated by the government, is designed to drive economic growth through public-private partnerships.
CTICo, an initiative of the Federal Ministry of Arts, Culture, Tourism and the Creative Economy, is aimed at developing world-class infrastructure, attracting investments, and creating 2 million jobs.
Details of the initiative obtained by The Point revealed that the project is a developmental plan to harness the huge potentials of the country’s creative and tourism economy.
Amidst others, the concept will on the short run focus on the execution of projects like the Abuja Creative City, 5,000 cinema screens, and the Obudu Resort revival.
Elaborating on the importance of the project, the Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musawa, said the initiative will unlock Nigeria’s creative potential and boost global influence.
“The continued absence of a Permanent Secretary in the ministry allows for manipulation and leaves many wondering why the Head of Service and presidency refused to correct the error”
The key factor behind the establishment of the Corporation, according to the Minister, is the need for the development of infrastructure to support Nigeria’s thriving creative sector.
She explained that the initiative will also position Nollywood as a global film hub and develop a world-class music arena, fostering long-term industry growth.
“The Nigerian creative and tourism industry has great potential, but growth is limited without the right infrastructure. That is why we are introducing the CTICo, a public -private initiative to build, fund, and develop world-class for creative, investors and tourists.
“CITCo is more than just buildings, it’s about creating opportunities, growing businesses and making Nigeria a global power house,” she stated.
On why Nigeria needs CITCo, the Minister listed five key issues, “Lack of essential infrastructure for creative and tourism sector; limited investment due to poor facilities; the need for large scale job creation in the creative economy, untapped potential for global culture influence; and economic opportunity to generate $100 billion.”
The Minister said her vision is to position Nigeria as Africa’s creative and tourism powerhouse.
She added that the CTICo will provide world-class infrastructure for film, music, fashion, art and tourism by bringing together the government, private investors and international partners.
“This initiative would boost the local industries, attract foreign investment and increase Nigeria’s culture export, creating a self-sustaining ecosystem that fuels long-term economic prosperity.
“Nigeria’s creative and tourism industries are getting a major boost,” She stated.
Key partners supporting CTICo
Documents obtained from the ministry show that four core partnership structures have been identified for mobilization to ensure the successful execution of the initiative.
They include,Nigerian government – through relevant public institutions; International Finance and Development Institutions – Providing funding and strategic support; Global organizations – Contributing expertise and capacity building initiatives; and Major Foundations – Supporting innovation and sustainable impact.
This partnership, the Minister said will help drive the funding expertise and innovation needed to make CITCo a success.
How CITCo will operate
According to Masuwa, the CITCo will be structured as a limited liability company with independent management.
“The Nigerian government, through the Ministry of Finance Incorporated MOFI) will hold a 25-49% minority stake, ensuring private sector efficiency, while maintaining national interest.
“The CITCo will follow governance models inspired by successful PPPs like NIBSS and NLNG, ensuring transparency, accountability and long-term sustainability,” she emphasized.
Building the future
The Minister described the CITCo project as a bold initiative by the President Bola Tinubu-led administration to transform Nigeria’s creative and tourism sector. According to her, the ministry under her watch is committed to harnessing the huge potentials of the industries within its coverage and more specifically building the future of the sector as an economically viable one.
To this end, the CITCo will immediately work towards the revival of the moribund “Obudu Resort and Yankari Game Reserves, develop the Abuja Creative City and expand Nollywood with 5,000 new cinema screens.
“Other projects to be executed under the scheme include the Wole Soyinka Creative City in Lagos, the Centre for African Arts, a Digital Distribution Network, and the National Arena expansion to 100,000 capacity. These initiatives will create jobs, attract investments, and elevate Nigeria’s creative economy,” she stated.
Key benefits of CITCo
The Minister specifically listed the projected benefits of the new entity to include, “Creation of 2 million jobs in the creative and tourism industry; contribution of a $100 million to the economy; stronger global presence for Nigerian arts and culture; increased private and foreign investment; expansion of cultural exports and creative industries; sustainable economic growth and innovation; and new opportunities for creative entrepreneurs.”
Huge prospect of Nigeria’s creative industry
According to a report by UNESCO, the sector accounts for $5 billion in gross domestic product across Africa. The report emphasized that this exponential growth is down to the talent of African creative making waves within the industry.
On its part, the African Export and Import Bank (Afreximbank) says the Africa creative economy has the potential to generate over $20 billion in revenue annually.
As a show of confidence in the prospect of the industry, the bank has established a forum known as the Afreximbank Creative Africa Nexus.
Speaking at the bank’s creative industry forum in Cairo, Egypt, “Afreximbank CANEX 2024,” President & Chairman of the Board, Afreximbank, Prof. Benedict Oramah, said the Bank remains committed to harnessing the transformative power of Africa’s creative industries in driving economic growth.
“From Lagos to Nairobi, Casablanca to Dakar, African cities are driving a creative and cultural movement that’s reshaping fashion. The future of style is bold, innovative, and African,” he stated.
Speaking on how technology and digitalisation are uniting Africa’s diverse market for a more connected future, the Vice President Afriximbank, Mrs. Kanayo Awani said, “Technology & digitalisation are breaking down the barriers of a fragmented continent.”
Mrs. Awani stated that African artists are leading global conversations, and contemporary African art is making major headway.
Data from CANEX on the prospect of the industry across Africa shows that Nigeria’s Nollywood generates $800 million yearly.
South Africa’s visual arts generate $16.5 million annually, while Kenya’s creative sector has the potential to contribute 10% of the country’s GDP by 2025.
Speakers at the forum noted that Nollywood’s evolution marks a shift towards international collaborations that extend the reach of Africa’s creativity. Quoting Forbes Africa, Nollywood which is currently, “Producing over 2,500 films annually, it has become the world’s second-largest film industry by volume.”
While in Cairo to seek the bank’s collaboration in strengthening Nigeria’s creative economy and implement the Ministry’s 2030 Roadmap, during the CANEX 2024 event, Musawa noted that, “Through CANEX, Afreximbank is expanding Africa’s footprint in global creative trade by providing tailored financing, capacity building, and market access for creative entrepreneurs.
She added that, “This partnership underscores a shared commitment to unlocking the full potential of Africa’s creative and cultural industries.”
Obviously, the minister will be counting on the goodwill and support of institutions like Afreximbank to actualise her vision of CITCo.
Stakeholders fume, accuse Minister of running a ‘one-man’ show
While it is true that Nigeria is endured with huge potentials in the creative arts and tourism industry, the role of government in harnessing such through the provision of a conducive environment cannot be overemphasized.
To this end there is a need for harmonious relationships between stakeholders within the industry as well as between stakeholders and regulators is critical.
An industry analyst and commentator, Jide Komolafe, who spoke with The Point, noted that while the CITCo is a noble idea, operational lacuna in the Ministry of Arts, Culture, Tourism and the Creative Economic requires urgent attention for it to succeed.
According to him, the instability in the ministry since it took on the new toga under the President Tinubu’s administration has kept it unstable for over one year now.
“Recently, the Head of Service appointed seven new Permanent Secretaries, not one of them was deployed to the ministry so as to help the functionality, due to what some observers blame on the minister’s deliberate attempt to leave it disorganised.
“How is the minister comfortable running an important ministry with such huge potential to drive economic transformation without a Permanent Secretary? What other than an attempt to manipulate the system can give room to that? How does the minister expect the corporate world to trust and partner her project when she has refused to put her house in order?
“There are insinuations that the overbearing presence of the minister is giving stakeholders concerns and as well raising suspicions of unquestioned wrong doings in the absence of a bureaucrat in the person of a Permanent Secretary to moderate activities in the ministry.
“Insider reports indicate that the minister depends on the disoriented multi-layer of consultants and aides and this does not tell well of the system,” he emphasised.
Confirming Komolafe’s position, a civil servant who requested for anonymity, described the situation at the ministry as unfortunate, stressing that the administrative style of the Minister runs contrary to the federal civil rules which emphasises a structure organogram that oversees the daily operations.
The continued absence of a Permanent Secretary in the ministry allows for manipulation and leaves many wondering why the Head of Service and presidency refused to correct the error.
“The decision to ignore the natural process of organising the ministry to operate its natural setting with a political and bureaucratic head managing affairs side by side will definitely hurt investments in the projected firm (CITCo) as industry stakeholders who are aware of developments in the ministry may be sceptical of what could happen after the exit of the minister who is a political appointee.
“As we speak there are tales of infighting among staff of the ministry in an attempt to secure the Minister’s favour, this is likely to give rise to the breeding of inefficiency at the altar of favouritism. This is not good for the progress of the ministry, more so, when you are trying to attract private sector investment,” one of our sources stated.
In another development, the President of Federation of Tourism Association of Nigeria, Nkereweum Onung, recently went public admonishing the minister to carry the private sector along in her plans towards development of the tourism sector.
The call further indicates that there are gaps between the private sector operators who are supposed to anchor the CITCo initiative and are unaware of the scheme in the ministry.
Striving in the face of criticism
While critics are at their best doing what they know how to do, Musawa appears not perturbed as the President who gave her the appointment is satisfied.
In achieving her course, the ministry in partnership with Madhouse by Tikera Africa has opened a window of opportunities for Nigerians with exceptional creative skills in visual arts, scripture and digital arts and a 30-day residency programme to boost their capacity.
Registration for the scheme tagged “Reimaging Hope Residency,” will allow 20 selected participants to be inculcated with collaborative creativity skills through working alongside fellow creative experts from diverse backgrounds to develop innovative solutions through art.
Participants will be exposed to hands-on-workshops and learn from cultural leaders, industry experts, and established artists who will guide their journey, in addition to visiting and exploring cultural heritage sites to inspire their creative process.
They will also have the opportunity to display their completed works in high-profile locations including public and civil institutions.
Obviously, the Minister has commenced the journey towards creating jobs for over 2 million persons promised in the CITCo project, one step at a time.
Last year, the Federal Government through the Ministry of Arts, Culture, and Creative Economy, unveiled an ambitious roadmap aimed at contributing $100 billion to Nigeria’s gross domestic product and creating two million jobs by 2030.
The roadmap includes initiatives aimed at skill development, policy reform, and the preservation of Nigeria’s rich cultural heritage, all of which are essential for boosting Nigeria’s global standing.
Speaking at a Diplomatic and International Development Partners Forum pre-event in Abuja, Musawa highlighted the potential of Nigeria’s creative sector.
She described it as a crucial driver for economic diversification and a powerful tool for youth empowerment.
According to Musawa, while sectors like oil have traditionally been at the core of Nigeria’s economy, the creative industry presents unique opportunities that are accessible to all Nigerians.
“As we speak there are tales of infighting among staff of the ministry in an attempt to secure the Minister’s favour, this is likely to give rise to the breeding of inefficiency at the altar of favoritism. This is not good for the progress of the ministry, more so, when you are trying to attract private sector investment”
“Not every Nigerian has the opportunity to work in the oil industry or attain the level of education needed to reach their fullest potential.
“However, every Nigerian can create content, which gives us a unique power unmatched by any other industry in Nigeria,” she noted.
The minister said the newly established ministry was specifically designed to support the creative and cultural sectors, aligning with the president’s commitment to economic diversification, job creation, and enhancing Nigeria’s global cultural influence.
Also speaking, UNESCO’s representative to Nigeria, Abdourahamane Diallo, underscored the importance of international collaboration in achieving these objectives.
He affirmed UNESCO’s commitment to supporting Nigeria’s cultural and creative sectors, recognising their significant role in driving economic growth and job creation.
Diallo highlighted UNESCO’s ongoing efforts to enhance Nigeria’s cultural heritage and creative industries, noting that these initiatives complement the ministry’s broader goals for economic transformation.
“UNESCO, as the UN agency mandated for culture, provides a critical platform at the national level. Such a platform allows us to share information, harmonise efforts, and maximise the impact of various interventions in support of the country,”
Diallo said.