AFTCREE 2025: Africa pushes for tourism, creative economy growth in Abuja

Africa is set to reposition its tourism and creative sectors as engines of economic growth, with regional leaders, policymakers, and investors expected to converge in Abuja for the 2025 Africa Tourism and Creative Economy Expo (AFTCREE).

Scheduled for November 24–25 at the Nicon Luxury Hotel, Abuja, the event will unveil a new continental roadmap aimed at boosting Africa’s share of global trade and unlocking the vast economic potential of its cultural and tourism assets.

In a statement, Denja Abdullahi, Chairman of the Local Organising Committee (LOC), said the Expo has been strategically designed to strengthen Africa’s participation in global trade by unlocking opportunities within the culture-tourism value chain.

Themed “Optimising Africa’s Comparative and Competitive Advantage for Accelerated Trade and Economic Growth,” this year’s Expo is seeking to launch Agenda 2030, a framework aimed at boosting Africa’s share of global trade from less than 3 percent to at least 10 percent by the year 2030.

Abdullahi said the initiative will focus on collaboration, peer review and increased investment in tourism and the creative sector.

He added that the Expo had already secured significant institutional backing, including endorsements from the World Trade Organisation (WTO) under the leadership of Ngozi Okonjo-Iweala, and the African Union (AU) Social Secretariat in Addis Ababa. Several regional organisations have also pledged support.

The Expo is hosted by the Federal Government of Nigeria through the Ministry of Arts, Culture, Tourism and the Creative Economy, led by Minister Hannatu Musa Musawa, in partnership with Afrocultour Limited.

Godswill Akpabio, President of the Senate, will serve as Special Guest of Honour and formally declare the event open.

As part of preparations, the LOC has embarked on extensive stakeholder engagements involving African diplomats, foreign missions from Europe, Asia, the Americas and Australia, national tourism boards, development finance institutions, airlines, tour operators and industry associations.

These engagements, Abdullahi said, are expected to transform the Expo into a continental hub for policy dialogue, business matchmaking, investment promotion and cultural exchange.

One of the major innovations to be introduced at the event is the “Cultourmetre”, a digital monitoring tool designed to track real-time progress made by African countries in tourism and the creative economy.

Abdullahi noted that the Expo has been structured to deliver tangible, measurable outcomes for participating countries.

Chuks Akamadu, Managing Director of Afrocultour Limited and Chief Executive Officer of the Expo, said tourism and culture remain Africa’s most accessible avenues for rapid economic transformation.

He expressed concern that despite exporting goods worth about $614.58 billion in 2023, Africa still contributes less than 3 percent to global trade and only 5 percent to global tourism revenue.

“These figures are unacceptable. AFTCREE offers a platform to change the narrative. Africa must reduce its reliance on foreign aid by unlocking its cultural wealth, creative talent and tourism assets. The continent must take ownership of its economic future”, Akamadu said.

The LOC urged policymakers, investors, industry professionals and media partners to participate in the Expo as Africa moves to chart a new course for economic competitiveness through culture and tourism.