Nigeria Takes Center Stage: Hosting Africa’s First Tourism & Creative Economy Expo in Abuja

As the world turns its gaze to Africa’s untapped potential, Nigeria is stepping up with a landmark event: the inaugural Africa Tourism and Creative Economy Expo (AFTCREE), set for November 24–25, 2025, in Abuja. This isn’t just another conference—it’s a bold continental push to transform Africa’s cultural treasures and tourism gems into engines of economic power, potentially boosting the continent’s global trade share from a meager 2% to 10% by 2030. Organized by Afrocultour Limited in partnership with Nigeria’s Federal Ministry of Arts, Culture, Tourism, and the Creative Economy (FMACCE), the expo promises to be a vibrant fusion of policy talks, investment deals, and creative showcases—think Afrobeats anthems echoing through B2B meetings and Nollywood pitches alongside safari investment pitches.

At its heart, AFTCREE is about flipping the script on Africa’s “low-hanging fruit” in tourism and creativity, as Afrocultour CEO Chuks Akamadu puts it. With the African Continental Free Trade Area (AfCFTA) gaining steam, the expo’s theme—”Optimising Africa’s Comparative and Competitive Advantage for Accelerated Trade and Economic Growth”—couldn’t be more timely. Africa boasts stunning biodiversity (from Kenya’s savannas to Nigeria’s Yankari Game Reserve), a booming creative scene (Nollywood alone rivals Bollywood in output), and cultural festivals that draw millions. Yet, these assets contribute just 3% to global trade—far below services giants like Europe. The expo aims to change that by unveiling Agenda 2030, a roadmap for strategic investments that could inject billions into jobs, infrastructure, and intra-African travel.

What’s on the Agenda? A Two-Day Powerhouse of Innovation

Kicking off at the International Conference Centre in Abuja, the expo blends high-stakes dialogue with hands-on action. Expect:

• Conferences & Peer Reviews: Sessions on sustainable tourism, IP protection for creatives, and AfCFTA integration. World Trade Organization Director-General Dr. Ngozi Okonjo-Iweala, a Nigerian powerhouse, has already endorsed it, calling services like tourism the “future of trade.” African Union reps from Addis Ababa will join to align on policy.
• Exhibitions & B2B Meetings: Over 1,000 delegates—policymakers, investors, and innovators—from across Africa and beyond. Highlights include pavilions showcasing Nigeria’s creative hubs (think Lagos’ fashion scene) and tourism hotspots (Abuja’s Aso Rock safaris). Botswana’s High Commissioner has confirmed participation, signaling pan-African buy-in.
• Investment Workshops: Targeted pitches for funding in eco-tourism, film exports, and digital content. The goal? Attract billions to value chains, from artisan crafts in Senegal to wildlife lodges in Tanzania.
• Gala Night & Cultural Showcases: A star-studded close with performances, networking, and deals sealed over jollof rice and highlife tunes.

The Local Organizing Committee (LOC), inaugurated just last week by FMACCE Permanent Secretary Mukhtar Yawale Muhammad, is laser-focused on impact. Chaired by Mallam Denja Abdullahi, they’ve rolled out a digital tracker tool to monitor tourism and creative metrics continent-wide—think real-time data on visitor numbers and export values. It’s a tech-savvy nod to transparency, ensuring promises turn into progress.

Why Nigeria? Abuja as Africa’s New Tourism Beacon

Hosting in Abuja isn’t random—it’s strategic. As Africa’s most populous nation and creative juggernaut (Afrobeats went global via Burna Boy and Wizkid), Nigeria is primed to lead. The Federal Capital Territory is buzzing with prep: Radisson Hotel Group is expanding here, eyeing expo-driven growth with new properties and flight boosts from Emirates Airline, which confirmed participation to strengthen UAE-Nigeria ties. Airlines like Ethiopian and Qatar are ramping up routes, anticipating a tourism surge.

Minister Hannatu Musa Musawa, the expo’s official host, frames it as Nigeria’s “Renewed Hope” in action: “We’re not just hosting; we’re igniting a cultural revolution.” With endorsements from the WTO and AU, this could ripple to events like the upcoming Motherland 2025 Festival in December, blending tourism with diaspora homecomings.

The Bigger Picture: Tourism’s Economic Lifeline for Africa

Africa’s tourism sector could hit $261 billion by 2028, per UNWTO, but infrastructure lags and underinvestment hold it back. AFTCREE tackles this head-on: fostering collaborations to cut red tape, protect creatives’ IP, and greenlight eco-projects. For travelers, it means more seamless intra-African flights, curated cultural trails, and festivals that rival Coachella. For economies, it’s jobs—millions in hospitality, arts, and transport.

Critics note challenges like visa hurdles and security perceptions, but optimists like Akamadu see it as a “wake-up call” for self-reliance: “Africa must own its narrative.”

As countdown clocks tick in Abuja, AFTCREE isn’t just an expo—it’s Africa’s bet on itself. Will it deliver the 10% trade leap? Early signs say yes. Mark your calendars; this could redefine where wanderlust meets wallet.