A new national movement aimed at reshaping global perceptions of Nigeria and strengthening ties with the diaspora has been launched under the banner of the Visit Nigeria Initiative. The project, endorsed by the Federal Government, seeks to position Nigeria as a leading destination for tourism, culture, and investment.

According to a press statement shared with The Guardian by the initiative’s Communications Office, Visit Nigeria was unveiled at a private event in Abuja, where organisers announced the appointment of British-Nigerian strategist and author, Charmaine Hayden, as its inaugural Brand Ambassador.The Guardian reports that the Visit Nigeria Initiative’s brand ambassador described herself on LinkedIn as a cultural commentator and former fund manager, recognised among the Financial Times’ 100 BAME Tech Leaders and Forbes’ Top 25 Black British Business People. She is the founder of the UK-Ghana Investor Group and serves as an advisor on foreign investment strategies to several African governments.

According to its promoters, Visit Nigeria is designed as a long-term strategic platform that combines cultural diplomacy, economic engagement, and digital innovation to attract visitors and investors.

Founder and Project Director, Iyad Ghraizi, described the programme as a “formal invitation for the world to experience Nigeria firsthand,” adding that it moves beyond rhetoric to create “real solutions that welcome the world, engage our global family, and drive economic growth.”

The founding team includes Ghraizi, Kunle Fakeye, Vivienne Aghoghovbia, Alamin Muhammed Uwais, and Kelechi Dozie.

In her remarks, Hayden said the initiative goes beyond tourism promotion to building sustainable national identity and economic opportunity.

“This is about more than visibility,” she stated. “It’s about building the infrastructure—mental, cultural, and economic—that enables people to invest in, identify with, and believe in Nigeria’s future. We are creating the pathways for meaningful investment and partnership.”

The launch also featured Enoch Hyelaparda Danbaba, a commercial pilot and humanitarian known for his #ChangingTheNarrative campaign. As Nigeria’s first National Youth Ambassador to South Africa, Danbaba announced a partnership with Visit Nigeria to further promote positive national representation.

“Our narrative has been written by others for too long,” he said. “It is time we take ownership of our story. Visit Nigeria is the platform through which we will showcase our authenticity, our beauty, and our spirit to the world.”

With its launch, Visit Nigeria marks a coordinated effort to enhance the nation’s image, foster tourism, and deepen global economic partnerships through a unified digital and cultural platform.