Stakeholders in Nigeria’s tourism and creative industries have called for stronger public-private partnerships, and investment to unlock the country’s $100 billion tourism and creative economy opportunity.

Speaking at the Ember to Remember National Private Sector and Stakeholders’ Conference, held under the theme, From Celebration to Economic Growth, Unlocking Nigeria’s $100 Billion Tourism and Creative Economy Opportunity, the stakeholders said the country could turn increased economic activities during the ember months into jobs, revenue and sustainable growth.

The conference brought together investors, technology innovators, hospitality operators, cultural entrepreneurs and government officials to discuss ways of boosting end-of-year economic activities, domestic tourism and collaboration between the public and private sectors.

In her keynote address, the Minister of Arts, Culture and Creative Economy, Hannatu Musa Musawa, described the conference as timely, noting that the ember months remain a vibrant period for commerce, entertainment and movement of people in Nigeria.

Musawa said Nigeria possesses cultural and creative assets, including music, fashion, food, heritage, festivals and hospitality, which could be harnessed to drive economic growth.

She said millions of Nigerians and visitors travel, celebrate, reconnect and spend time across cities and communities, particularly between September and December.

According to her, activities associated with the ember months, including Detty December, carnivals, festivals and family homecomings, could be structured to create jobs, generate revenue and improve Nigeria’s global visibility.

The minister said the focus of the initiative was to convert increased economic activities during the period into sustainable economic value by creating jobs, attracting investment and strengthening tourism’s contribution to the national economy.

A major highlight of the conference was the unveiling of MyCityApp and MyLagosApp, digital lifestyle and city-discovery platforms designed to connect users with events, restaurants, hotels, nightlife, tourist attractions and verified local businesses across Nigerian cities.

Musawa said the Federal Government was committed to creating an enabling environment for the creative and tourism economy to thrive, stressing that technology would play a central role.

She said the platforms would help tourists find hospitality and cultural experiences while giving small businesses greater visibility. The minister urged stakeholders to take ownership of Nigeria’s destination marketing, adding that the ministry would continue to partner with private sector initiatives aimed at promoting culture, boosting domestic tourism and projecting the country’s soft power.

Also speaking, the Chief Executive Officer of My City App, Ifeoma Chukwu, said the platform was developed to address difficulties faced by residents and visitors in finding trusted businesses, services and experiences across Nigerian cities.

Chukwu said the app provides information on places to eat, events, hotels and tour guides, among other services, in one platform.

According to her, the app features geolocation services, event listings, business verification, user reviews and curated city guides, with an initial rollout in Lagos, Abuja and Port Harcourt before expanding to other parts of the country.

She said the platform was designed to support businesses and workers in the tourism and creative economy, including event planners, chefs, drivers, artists and hoteliers.

Chukwu said MyCityApp and MyLagosApp would also serve as the digital engine for the National Digital Calendar by bringing events and experiences across Nigeria into one platform and promoting them to Nigerians at home and in the diaspora.

She said the target of building a $100 billion tourism economy was ambitious but achievable, citing the contributions of tourism to the economies of Spain, France and the United States.

According to her, tourism contributed over $270 billion to Spain’s economy in 2024, about $289 billion to France and more than $2.5 trillion to the United States economy.

She said the figures demonstrated the economic potential of tourism and questioned why Nigeria could not pursue a similar level of growth.