Emirates and the federal government through the Nigerian Ministry of Art Culture Tourism and the Creative Economy, 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 through 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 MoU, Emirates will help to promote inbound tourism to Nigeria from key markets on its network, encouraging travellers to experience the country’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 exploring incentives, familiarisation trips and other marketing initiatives.

The Memorandum of Understanding was signed by Adil Al Ghaith, Emirates’ Senior Vice President, Commercial Operations, Centre, and Abiola Abdulkareem, Special Assistant to the Honourable Minister on Sub-National Development and tourism, in the presence of Hannatu Musa Musawa, the Minister of Art, Culture, Tourism, and the Creative Economy; Faiz Imam, Chief Adviser to the Honourable Minister; Zayyanu Ibrahim, Consul General of the Federal Republic of Nigeria in Dubai, UAE; Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer; Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management; alongside other senior officials.

Commenting on the signing, Adnan Kazim said, “Since resuming operations to 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 characterizes Nigerian culture.”

In her remarks, Hannatu Musa Musawa, Minister of Art, Culture, Tourism & the Creative Economy, expressed her enthusiasm about the collaboration: “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 the 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.”

Nigeria’s tourism sector is poised for growth, fuelled by major investments in infrastructure, tourist facilities, and enhanced connectivity to and from the country.

The partnership between Emirates and the Ministry, to be driven by its agency for tourism promotion, the Nigerian Tourism Development Authority (NTDA) supports the new chapter.

It is further bolstered by the recently signed interline agreement between Emirates and Air Peace, which expands Emirates’ reach to 13 additional cities across Nigeria. Travellers flying from Dubai to Lagos can now seamlessly connect to destinations including Nigeria’s capital and cultural heart, Abuja; the historic city of Benin; the natural wonders around Calabar; and many other vibrant cities — all on a single, frictionless ticket. (BusinessDay)