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Creative field accounts for millions of jobs

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By Timothy Akintola

Creatives programmes immensely designed to improve Nigeria’s tourism.

Chief Folorunsho Coker, the Director General of Nigeria’s Tourism and Development Cooperation (NTDC) noted that the creative and Culture sectors have responsively created 10 to 15 million jobs in the country, ranging from architecture, performance art, fashion, radio, film production, publishing and digital marketing. He pointed that asides agriculture, the link between culture, tourism and the creative industry have made the industry the biggest employers of labour, not just in Nigeria but the whole world.

This statement was made in a position paper, “Enhancing Tourism Through the Creative Industry,” where Coker posited that the convention of a global conversation on the linkage of culture, tourism and creative industries as a paradigm for inclusive development and pivotal recoveries was informed by the need for a recalibration in its approach. He then said that the global tourism event which is scheduled to take place at the National Arts Theatre in Iganmu would see to participation of numerous tourism actors and stakeholders from all around the world.

Creative economy, an important solution for economic growth.

In the paper, Coker asserted that the connection that exists between culture, tourism and the creative industries respectively have played important roles in the Nigeria Tourism Development Cooperation (NTDC), inspiring the cooperation’s meditation on the interconnection and conception of numerous programmes. Some of these programmes include Tour Naija, Nigerian Flavours and many others, which were designed to enhance the domestic and inbound tourism in the country. He thus noted that being a part of that of this wide-ranging and international conversation on paradigms to improve this practice at this important time was an inspiring feat.

Coker also stated that an important aspect of the recovery process had been the identification of the huge potentials in the nexus between culture, tourism and the creative industries, as well as the immense promise held for the generation and Sustainability of the economic activities in the country. He indicated that this same understanding was responsible for United Nations’ declaration of 2021 as the International Year of Creative Economy for Sustainable Development. He also said that in describing the abilities of the creative and culture industries for economic recovery within the frame of tourism, the United Nations World Tourism Organization described the creative Economy and industry as an important solution for Economic Growth and product diversification.

Nigerian music industry, 2nd best performing consumer market globally.

Coker also indicated that Nigeria possessed one of largest and popular creative industry in the world with a wide range of creatives from music, movies, performance and visual art. He noted that the numbers were a poignant witness to the country’s movie industry, Nollywood, which has grown to become one of the most sophisticated movie industries globally and now valued at about $7 billion as at 2021, producing over 2,500 titles on a yearly basis. The Nigerian music industry has also developed, evidently described as the second-best performing entertainment and consumer market all over the globe.

He attributed this success to the industry being hinged on the Innovation of its numerous genres. The extensive step in its appeal, as well as digital platforms also enhanced the chances of the Nigerian music genre crossing boundaries. With the success of the Nigerian music industry, international labels and publishing companies now seek entry into the market. Coker again noted that the allure of the Nigerian music industry had immensely developed since he shaped it for the popular Lagos State music festival, the One Lagos Fiesta.

Generally, Nigeria’s creative asset, one of the best globally.

He however stated that beyond the music and entertainment scenes, Nigeria’s creative asset, which in itself has been a driving force of both inbound and domestic tourism, had been one of the best globally. Food being a pivotal motive for tourism and tourist experiences has become an important part of the economic activities in the country, generating over $1 billion globally in 2019 and is estimated to make about $1,797.5 billon by 2027, a yearly growth of 16.8 percent between 2020 and 2027.


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