The Federal Government of Nigeria has officially adopted “Destination 2030: Nigeria Everywhere” as the nation’s Global Soft Power and Tourism brand to boost Nigeria’s standing in the arts, culture, and creative economy. This ambitious strategy, which was approved by President Bola Tinubu during the recent Federal Executive Council meeting, is targeted at raising Nigeria’s soft power ranking, drawing in foreign investment, and strengthening its cultural influence. It also aims to enhance the country’s global image, reshape perceptions of Nigeria, promote its economic and cultural advantages, and draw in foreign partnerships, investments, and tourism.
Unveiled as part of the country’s larger national rebranding efforts, the Destination 2030 program comes at a time when Nigeria is striving to establish itself as a leader in Africa and beyond. In recognition of the enormous value of the country’s creative industries, the government is putting a lot of effort into monetizing intellectual property and making a sizable profit from Nigeria’s abundant cultural and tourism resources. A crucial aspect of this strategy is showcasing and exporting Nigerian talent and creative items to the global market.
Govt plans global outreach across four continents in 2025.
With the country already making waves internationally in music, fashion, film, and arts, Destination 2030 aims to scale up these successes by creating a structured pathway to global opportunities. The nation plans to stage a global outreach program across four continents in 2025, with major events like ScreenNigeria’s return to the Cannes Film Festival in France, the D30 Nigeria Everywhere Pavilion at important cultural exhibitions in the UK, appearances at the UN General Assembly, and strategic engagements in the UAE, Qatar, and Saudi Arabia.
Also, the country plans the reconstruction of Nigeria House in Brazil for cross-continental cultural exchange. The Ministry of Information and National Orientation is anticipated to enhance the marketing of the Nigerian brand through an integrated statewide campaign that highlights Nigeria’s vibrancy in the areas of arts, culture, heritage, media, film, music, fashion, technology, tourism, and gastronomy. Major brand activation initiatives for the year include the incorporation of travel and culinary experiences into the Nigeria Everywhere Shorts series, a seven-part celebration of Nigerian identity and culture.
Harnessing soft power to reshape Nigeria’s global narrative.
It will also explore cooperation with both domestic and foreign partners to promote Nigeria’s arts, culture, tourism, and cuisine internationally. The initiative will continue promoting Nigerian quality in the global marketplace through these foreign activities, facilitating market access and international recognition for Nigerian talent and creative products. The country has long held the potential to become a major global force given its vibrant economy, rich cultural legacy, and expanding influence in industries like technology, entertainment, and energy.
This new strategy seeks to further foster this potential through the presentation of a cohesive and strategic vision of Nigeria to the international community. Another critical aspect of the initiative is utilizing Nigeria’s soft power—its cultural resources, diaspora influence, and economic potential—to change global narratives. The program would guarantee that Nigerian artists, filmmakers, designers, and other creatives receive more recognition and financial rewards for their work. Industries like Nigeria’s burgeoning Fintech industry, Afrobeats, and Nollywood are anticipated to be key players in this endeavor, exhibiting the nation’s artistic and financial capabilities globally.
Related Article: Nigeria’s passport: expanding global horizons
Launched at the World Economic Forum (WEF) in Davos in 2023, Destination 2030: Nigeria Everywhere was introduced as Nigeria’s daring new plan to reshape its international image and optimize the economic potential of its cultural and creative sectors. Its high-profile debut at one of the most important economic events in the world demonstrated the nation’s determination to establish itself as a major force on the global scene. With the federal government officially adopting this initiative, it set the stage for a decade-long transformational journey, aiming to improve the country’s international position while promoting Economic Growth and opportunity for its citizens.