The Minister of Art, Culture, Tourism, and Creative Economy, Hannatu Musa-Musawa, has said that art and culture remains the catalyst for sustaining Diaspora engagement.
Besides, Musawa said Art and culture is the pathway in reversing the Japa syndrome.
She disclosed this at the unveiling of Motherland 2025, a groundbreaking initiative that positions Nigeria as a hub for African culture, investment, and tourism.
The project is in partnership with Discover Motherland Africa.
The Minister said said the government want to reposition the country using the talents and creativity of Nigerians that the world is already yearning for.
She said: “Art and Culture is a catalyst for sustained engagement, forging lasting connections between the diaspora and their homeland, investors and opportunities, and global travellers and Nigeria’s dynamic experiences.
“We want to reposition Nigeria using that talent, using that content, using that creativity that the world is so hungry for.”
She added, “Nigeria is more than a country. It is a heartbeat. It is a rhythm. It is a vibe. It is a story told in many beautiful tongues and museums.”
On the ability of Art and culture to halt the japa syndrome, the Minister said, “And this Japa syndrome, if we want to go back on the Japa syndrome, this is the route to be able to do it. This ministry will be able to create the pathway that will allow Nigerians that have gone out, or stop Nigerians going out, or bring Nigerians that have never been in. Now they have a pathway of coming in and claiming Nigeria as part of their country, and by doing that, they can also play their part.”
Speaking further about the Motherland 2025 Festival and Awards, she said the initiative ignites immediate engagement, while destination 2030 ensures that Nigeria remains a key player in the global tourism and in the creative economy for years to come, and that our brand as a nation is revered all over the world.
She added, “ To mark the beginning of this journey, we are launching the See Motherland Through Your Eyes photo and video competition, a celebration of Nigeria’s rich and diverse identity.
Musawa described the Motherland 2025 project as more than a festival. She stated that the transformative initiative aligns with the Federal Ministry’s Destination 2030: Nigeria Everywhere strategy, leveraging Nigeria’s rich heritage, economy, and tourism potential to drive global engagement.
“Motherland 2025 is more than a festival—it’s a homecoming. A movement inviting our global brothers and sisters to reconnect with their heritage while contributing to Nigeria’s economic and cultural renaissance. This initiative cements Nigeria’s role as a powerhouse of Black and African identity, commerce, and innovation.
“This is a call to the Diaspora and beyond. Motherland 2025 is an opportunity to shape Nigeria’s future. From investors and policymakers to cultural leaders and travelers, this initiative invites global stakeholders to experience and invest in Nigeria’s resurgence as a cultural and economic powerhouse”.
The Minister also announced the ‘See Motherland Through Your Eyes’ Competition, inviting participants to showcase Nigeria’s landscapes, communities, and traditions through visual storytelling.
“This competition invites participants to capture and share Nigeria’s vibrancy, showcasing the beauty, resilience, and spirit of the Motherland. To mark the beginning of this journey, we are launching the See Motherland Through Your Eyes Photo and Video Competition—a celebration of Nigeria’s rich and diverse identity. From the Kelangu drumbeats of the North to the bata rhythms of the Southwest and the echoing Ogene of the East, our culture moves like a dance, alive in every moment”.
Minister Musawa also called on government agencies, ministries, and partners to join in showcasing Nigeria to the world.
“The success of Motherland 2025 relies on strong collaboration across government agencies, ministries, and private sector partners. We invite policymakers, cultural institutions, investors, and development organizations to join forces in shaping Nigeria’s tourism, creative economy, and investment landscape.
“This initiative provides a strategic platform for long-term partnerships aimed at driving economic growth, enhancing global cultural exchange, and strengthening Nigeria’s position as a leader in Africa’s soft power influence,” Musawa stated.
Earlier, Chidimma Nwankwo, the Managing Director of Discover Motherland Africa stated that the unveiling of this initiative is the beginning of a transformative movement which not only reconnects the Nigerian diaspora to their roots but also unlocks investment, cultural pride, and a future filled with opportunity.
“Motherland is a homecoming. It is a journey. It is a commitment. This December, we invite the global diaspora to experience Nigeria like never before—not as visitors, but as participants in a redefined vision of tourism. Over the course of seven unforgettable days, attendees will be immersed in Nigeria’s rich traditions, vibrant history, and dynamic progress. Whether you are part of the diaspora, a first-generation Nigerian, or someone who has never set foot in Nigeria, this is your invitation. Not just to visit, but to engage, to contribute, and to become part of something bigger”.
The Motherland 2025 initiative boasts several key highlights, including the Motherland Expo and Festival, which offers an immersive platform for cultural exchange, business engagement, and entertainment.
The festival will feature State Pavilions and Business Exhibitions, showcasing the cultural heritage, economic opportunities, and investment potential of Nigeria’s 36 states and the FCT.
The event will culminate in a spectacular Closing Concert, uniting attendees with top Nigerian and international artists in a vibrant celebration of music and culture.
Other notable components of the initiative include the Motherland Travel Hub, a centralized platform simplifying travel logistics; the Citizenship by Investment Program, which allows diasporans and foreign investors to invest in national development; Diaspora City, a streamlined pathway for diasporans to establish themselves in Nigeria; and the Motherland Ambassador Awards, honoring diaspora leaders making significant contributions in various fields.
