The Niger Delta Arts, Tourism, Culture Heritage and Creative Economy Initiative (NDATCHEE) has unveiled a bold new pathway to create nine million new jobs in the oil-rich Niger Delta region by 2030.
Themed “Catalysing the Culture and Creative Currency of Indigenous Heritage Economy,” the initiative aims to connect all nine Niger Delta states and integrate 185 LGAs under a unified creative economy framework.
The initiative also seeks to unlock the untapped wealth of a $9 billion Niger Delta cultural heritage and creative economy.
Mr. Victor Agih, Global Program Director of Culture Money Africa and founder of the NDATCHEE initiative, stated that despite the Niger Delta’s rich cultural capital, it still faces high youth unemployment, with over 25 million citizens under 30 experiencing limited job opportunities.
He explained that billions in potential revenue from culture, heritage tourism, and entertainment flow out of the region due to a lack of local value capture. He warned that without urgent action, the traditions, languages, and creative expressions of the region are at risk of being eroded — along with the opportunity to build a sustainable post-oil future.
He stated that these investments are projected to create nine million direct and indirect jobs by 2030 — from performers and producers to festival organisers, cultural tour guides, artisans, filmmakers, food entrepreneurs, and tech-enabled creative service providers.
Underlining the essence of the initiative, he noted: “The Niger Delta has given the world oil, but our next great export is our culture. By connecting our youth to creative skills, our festivals to the global stage, and our heritage to new markets, we can readily unlock a $9b culture economy, and NDATCHEE is strategically situated to build a future where our traditions create tomorrow’s jobs.”
For Yibo Koko, Cultural Advocate & Director of the SEKI Kulture Marketplace Initiative: “Our stories, dances, crafts, and music are living treasures. NDATCHEE gives us the tools and platforms to keep them alive — not as relics, but as thriving industries that empower our people.”
Senator Ireti Kingibe, Chairperson of the Senate Committee on Women Affairs and a cultural diplomacy advocate, acknowledged that women are the custodians of much of indigenous knowledge and traditions. She explained that NDATCHEE’s focus is on empowering culturepreneurs, enhancing the soft power of the creative economy, and ensuring that women — especially in rural communities — can turn their heritage into sustainable livelihoods.
The Niger Delta is home to over 50 million indigenous citizens, representing more than 40 ethnic and linguistic nationalities, and boasts some of the world’s most diverse cultural assets.
From vibrant festivals to indigenous crafts, from local cuisines to contemporary music, the region holds over 400 cultural heritage tourism commodities and 400 creative industry value chains — many of which remain underdeveloped or disconnected from modern economic engines.
Today, as the region’s oil economy faces global transition pressures, NDATCHEE is spearheading a shift to an orange economy — one where cultural and creative industries become the new engines of sustainable growth, youth empowerment, and the preservation of indigenous rights.
