In 2023 we launched Destination 2030, Nigeria Everywhere. A national strategy and transformative blueprint set to establish Nigeria as the leading global hub for arts, culture, and creativity.

Since inception, we have made significant progress in showcasing Nigeria’s creative industries globally.

This has improved Nigeria’s global soft power ranking by 14 places and positioning the country as an attractive destination for creative industry investment.

A Bold Cultural Showcase at the World Economic Forum Davos

Spearheaded by Nigeria’s Federal Ministry of Art, Culture, Tourism and the Creative Economy, this cultural activation aligned with the ministry’s vision to spotlight Nigeria’s creativity on the global stage.

The Nigeria Reception stood out as a refreshing highlight. Centered around the theme “Exceptional Talent and Culture Loved By The World,” the event diverged from traditional WEF activities with a powerful blend of music, food, fashion, and art.

Guests were treated to gourmet dishes by Chef Sia, a Le Cordon Bleu-trained culinary expert. Meanwhile, DJ Obi kept the energy high with a dynamic music set.

Top-Level Attendance and Strategic Launch

The reception drew notable figures, including:

Hannatu Musa Musawa – Minister of Art, Culture, Tourism and the Creative Economy Kashim Shettima GCON – Vice President of Nigeria Nana Akufo-Addo – President of Ghana Prof. Klaus Schwab – Founder, World Economic Forum Amb. Yusuf M. Tuggar (OON) – Minister of Foreign Affairs

It also marked the official launch of Destination 2030: Nigeria Everywhere, a bold national strategy to transform Nigeria’s creative industries.

It also marked the official launch of Destination 2030: Nigeria Everywhere, a bold national strategy to transform Nigeria’s creative industries.

Strategic Impact and Global Media Buzz

Co-hosted with the Ministry of Communications, Innovation, and Digital Economy, the event delivered powerful results:

456 global media pickups

Over 86 million media reach

200+ international media features

Viral digital content with 4.1M+ impressions

100% positive sentiment and key messaging alignment.

These metrics clearly show how Destination 2030: Nigeria Everywhere is boosting Nigeria’s soft power and elevating its global brand.

A Global Cultural Showcase at UNGA

We unveil a groundbreaking global cultural extravaganza on September 24th, 2024, strategically aligned with the United Nations General Assembly.

The event which was supported by the African Export-Import Bank (Afreximbank) celebrated Nigeria’s rich creative industries and showcase the nation’s diverse cultural heritage on the world stage.

Nigeria Reception Highlights

• Visual arts from top Nigerian talents
• Live music blending tradition and modernity
• Couture fashion by elite Nigerian designers
• Gourmet culinary installations
• Interactive cultural exhibits

The activation attracted over 300 high-profile guests and delivered a 1,752% boost in Instagram engagement.

Nigeria’s Return to the Venice Biennale 2024

At the 60th Venice Biennale, Nigeria returned with a stunning national pavilion: Nigeria Imaginary. Curated by Aindrea Emelife and commissioned by Gov. Godwin Obaseki, it featured globally renowned artists.

The Nigeria Pavilion at the 60th Edition of the Venice Biennale Exhibition – “Nigeria Imaginary”, showcased works by eight Nigerian artists curated by Aindrea Emelife.

Nigeria Imaginary explores the concept of Nigeria as both a historical reality and a collective imagination, through various mediums like painting, photography, sculpture, computer-mediated reality, and film.

The Pavilion will served as a platform for the global audience to experience Nigeria’s thriving contemporary art scene.

The art exhibitions include:

• A sculptural installation by Yinka Shonibare
• A sound installation by the artist Precious Okoyomon, which consists of “a radio tower-turned-instrument” and will transmit the confessions of poets, artists, and writers.
• Abraham Onoriode Oghobase’s work “parallels between the mining of the landscape and the exploitation of labour.”
• Toyin Ojih Odutola’s work on the sacred indigenous Igbo art, ‘Mbari House’ will be presented by Ojih Odutola.
• Ndidi Dike’s two-part work on the 2020 End Sars protest.
• Fatimah Tuggar’s use of augmented reality to explore the erosion of vernacular Hausa architecture.
• Onyeka Igwe’s three-part audio-visual series on colonialist legacies.

With immersive storytelling and digital amplification, this exhibit reaffirmed Nigeria’s artistic leadership.

The pavilion was commissioned by Godwin Obaseki, Governor of Nigeria’s Edo State, on behalf of Nigeria’s Federal Ministry of Art, Culture, Tourism and the Creative Economy; organized by The Museum of West African Art (MOWAA)

CANEX WKND 2024: Nigeria Pavilion Delivers

Nigeria’s presence at CANEX WKND 2024 was another cultural triumph. The Nigeria Pavilion brought art, music, food, fashion, and tech together under one roof. The engagement highlights include: Immersive branding experiences, custom brochures and installation, high emotional resonance and digital traction.

These efforts pushed forward the Destination 2030; Nigeria vision of positioning Nigeria as a global creative hub.

Paris Fashion Week: Culture Walks the Runway

Lagos Space Programme founder, Adeju Thompson stunned Paris with Project 9: Invitation to Ojude Oba.

Supported by the ministry, this collection fused Yoruba ceremonial attire with modern British fashion.

Deep indigo fabrics, hand-painted symbolism, and dramatic silhouettes told stories of heritage, queerness, and identity. The runway became a cultural bridge.

A Cultural Powerhouse in the Making

Whether in Davos, New York, Paris, or Venice, Destination 2030: Nigeria Everywhere is reshaping global perceptions of Nigeria. It is not just a slogan, it’s a vision becoming reality.