November 22, (THEWILL) – For many years, stakeholders across the globe have been working towards linking tourism, culture and creative industries for optimal growth of the world economy.
They also have a firm belief that engaging in business-focused discussions that bring together the three interlinked sectors to highlight fundamental importance, will increase nations’ Gross Domestic Product (GDP).
Speaking at the United Nations World Tourism Organisation (UNWTO) global conference, which was held in Lagos last week, the Minister of Information and Culture, Alhaji Lai Mohammed, described linkages between tourism, culture and creative sectors as the new gold. He said the idea was orchestrated to fast-track the government’s objective of transforming the tourism sector into a preferred sector, and the creative industry into a creative economy.
“We regard the creative industry as the new oil, but now, when added to tourism and culture, we see these three sectors as not just the new oil, but also the new gold. According to him, that realisation explained why the government at all levels have paid ultimate attention to the sectors.”
In addition, that statement was the overarching objective, against the background of the government’s intention of supporting and facilitating an enabling environment for the true business growth of tourism and the creative industry.
On their part, they have long identified the creative industry, tourism and culture as sectors critical to the diversification of the nation’s economy away from oil.
Mohammed recalled that in the lead-up to the conference, Nigeria hosted the 2022 UNESCO Media and Information Literacy Week in Abuja, from 24th to 28th October, 2022.
He identified the key issues affecting the sectors to include investment, capacity-building gaps, product development, marketing and digitalisation; intellectual property rights, piracy, education, poverty, power supply, security, access to finance, distribution infrastructure, technical competence, film content, multiple taxation and multi-level regulation, among others.
He noted that the government’s intention was to build public confidence and increase government operational readiness to host international events.
To him, the hosting of those events in quick succession by the Nigerian government was also a testament to the increasing readiness, safety and security of the host cities of the global events.
According to the minister, the conference played a vital role in the history of the UNWTO and Nigeria. Adding that the just concluded conference was the very first time that the organisation, in a single forum, brought together the three interlinked sectors of tourism, culture and the creative industries.
“So far, for Nigeria, the conference, which had drawn participants from many member states of UNWTO, industry players, international organisations, the academia and the media, among others; availed an ideal opportunity for Nigeria to showcase her rich, diverse and unparalleled tourism and creative assets.
So good, “I am really excited about this conference and its deliverables in highlighting and promoting these interlinked sectors that are sustainable and inclusive. Today, more than ever, tourism and the creative industry, due to their economic viability, are in the global spotlight and have their place at the forefront of national and international development agendas. The creative arts is estimated to generate annual revenue of over $2 trillion and accounts for over 50 million jobs worldwide.”
According to a recent International Monetary Fund report, the entertainment and creative industries in Nigeria, within the last decade, have experienced massive growth and international recognition, accounting for 1.45% of Nigeria’s GDP. In 2021, the number of annual film production stood at 2,500 with a projection of $22 million.
The revenue from music was estimated at $73 million (with an annual growth rate of 13.4%). In a similar vein, fashion contributes over 6.1% to the global Gross Domestic Product (GDP), averaging between 2% and 7% of national GDP around the world. Those sectors contributed to the growth, resilience and recovery of the economy of societies and the well-being of individuals.
Prior to Covid-19, travel and tourism had become one of the most important sectors in the world economy, accounting for 10 percent of GDP and more than 320 million jobs worldwide. However, the global pandemic led to the loss of millions of jobs, as it affected micro, small and medium-sized enterprises. “The good news is that the recovery of the travel and tourism sector is well underway.
According to the latest UNWTO World Tourism Barometer, international tourism got back to 60% of pre-pandemic levels between January and July 2022. It said international tourist arrivals almost tripled from January to July 2022 (+172%), compared to the same period in 2021. This means the sector recovered almost 60% of pre-pandemic levels. The steady recovery reflects strong pent-up demand for international travel, as well as the easing or lifting of travel restrictions to date (over 86 countries had no COVID-19-related restrictions as of 19 September, 2022.
“We have given much visibility to our cultural sector, and one of the fallouts of this is our successful campaign to repatriate our much-coveted artefacts, which were looted and taken to different parts of the world. Hundreds of these timeless works of art are currently being repatriated to Nigeria, in a reflection of our successful campaign.”
Secretary General of UNWTO, Zurab Pololikashvili, said, “Tourism is coming back – we see this for ourselves, with busy airports, full planes and packed conference halls. And cultural tourism will be a key driver of the sector’s recovery.
According to him, UNWTO research has found that culture is the main motivation of around 40% of all tourists.
“Our partnership with Netflix, a valued UNWTO Affiliate Member, showcases just how well our sectors can work together.
At the same time, both cultural tourism and the creative industries are growing in size and relevance.
We have an opportunity to build a more resilient, more sustainable and more inclusive future.
Tourism and culture are two major providers of jobs and opportunities.
And we have a duty to ensure that these are decent jobs.”
Continuing he said: “Our expanded Online Academy and partnerships with key universities are giving people the skills and knowledge that tourism needs.
“For many, most notably here in Africa, tourism offers a first step towards economic independence.
“It can be the start of a lifelong career in tourism or the skills they learn can be used in another field. Either way, both the individual and their home communities benefit.
“We also have a duty to ensure that the opportunities are open to everyone – including women, youth and those living in rural communities.
“Gender equality is a key pillar of the UNWTO Agenda for Africa. Our Best Tourism Villages initiative recognises the best examples of tourism being a force for good, including its important role in preserving unique cultures.
“The fortunes of tourism and culture are closely linked, when one thrives, the other does too. Our sectors have achieved a lot together. In many places, tourism has helped keep traditions alive, it has also given new artists and creators the chance to grow.
“This is no time to stop. We can still do more. We can create even more jobs and opportunities. For this, we need the commitment of governments to invest in their people.
“Strong public-private partnerships supporting the tourism workers of tomorrow will deliver long-term benefits for all.”
Meanwhile, at about 1:30 p.m, the event featured six male panellists and a female moderator, Dr Linda Pereira, the senior partner and CEO of the L&I Communications Group.
During the panellist segment, the discussion was on linking tourism and culture.
The panellists include Hon. Minister of information and culture, Lai Mohammed, Babalola Jean Michel Hervé Abimbola, from the minder of tourism, culture and arts Benin, Folano, Mr Mahmoud Sarfo Jaquins, Chief Coco and Svend Olav Leirvaag, Vice President, Industry & Regulatory Affairs. Amadeus IT Group SAPacific Lutheran University – School of Business.
The event witnessed important personalities, experts, professionals and distinguished industry representatives including the Director General Of Nigeria Tourism Development Cooperation, Mr Folarin Coker, Alhaji Nura Sani Kangiwa, the Director General of the National Institute for Hospitality and Tourism, the Director General National Council For Arts And Culture, Otunba Segun Runsewe.
About the Author
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
