The Federal Ministry of Art, Culture Tourism and Creative Economy and Emirates have signed a Memorandum of Understanding (MoU) at the 2025 Arabian Travel Market to boost international visitors to Nigeria.
The partnership underscores the airline’s commitment to the market by attracting visitors from across its global network of more than 140 passenger destinations, as Nigeria’s tourism roadmap aims to make the country a major holiday destination in Africa.
Under the pact, Emirates would promote inbound tourism to the country from key markets on its network, encouraging travellers to experience the nation’s rich cultural heritage and diverse natural beauty, from sunlit coastlines to vibrant wetlands.
Both partners will also develop programmes for trade partners, hoteliers and tour operators, to showcase the Heartbeat of Africa as well as explore incentives, familiarisation trips and other marketing initiatives.
The agreement was signed by Emirates’ Senior Vice President, Commercial Operations, Centre, Adil Al Ghaith, and Special Assistant to the Minister on Sub-National Development and Tourism, Mr Abiola Abdulkareem, in the presence of the minister, Hannatu Musa Musawa; Chief Adviser to the Minister, Mr Faiz Imam; Consul General of the Federal Republic of Nigeria in Dubai, UAE, H.E. Zayyanu Ibrahim; Emirates’ Deputy President and Chief Commercial Officer, Adnan Kazim; Emirates’ Executive Vice President, Passenger Sales and Country Management, Nabil Sultan, alongside other senior officials.
Commenting on the development, Adnan Kazim said: “Since resuming operations in Lagos in October 2024, we have focused on deepening our strategic partnerships with key stakeholders in Nigeria’s aviation, tourism and trade sectors. This partnership with the Nigerian Tourism Ministry solidifies our commitment to driving international travellers to experience the country’s fascinating history, its urban cities, the untapped, stunning natural world and, of course, the warm hospitality that characterises Nigerian culture.”
In her remarks, the minister, Musawa, expressed enthusiasm about the collaboration, noting: “This partnership with Emirates marks a pivotal moment for Nigeria’s tourism sector. It serves as a critical springboard for driving inbound tourism as we work towards delivering on our Destination 2030 Soft Power Initiative, endorsed by Mr. President to position Nigeria as a global leader in culture, heritage, and creativity. Strengthening strategic alliances with international stakeholders like Emirates not only opens new gateways for visitors, but also empowers local communities, stimulates economic growth, and showcases Nigeria’s extraordinary cultural tapestry to the world.”
The partnership to be driven by the Nigerian Tourism Development Authority (NTDA) is to open a new chapter in the industry.
