Destination Marketing: Tinubu Unveils Plans For Motherland Festival To Unite Nigerians Globally
President Bola Ahmed Tinubu has announced plans to hold the Motherland Festival to bring together Nigerians from across the continent and the diaspora to achieve unity.
He made this known in a statement that he personally signed on Thursday, marking the second anniversary of his administration.
In his words, “In the spirit of democracy and national renewal, we are preparing to welcome the world to Nigeria soon for the Motherland Festival. This landmark gathering will spotlight our rich heritage, dynamic creative industries, and the vibrant energy of our people. It will showcase Nigeria’s beauty through tourism, culture, and innovation, inviting the world to rediscover our nation.
“The Nigerian diaspora plays a vital role in our national transformation. Their expertise, investment, and global perspective are key to shaping the future we seek. In recognition, the government has introduced policies like the diaspora bond and the non-resident Bank Verification Number to make it easier for Nigerians abroad to invest, engage, and contribute meaningfully to the country’s progress.
“The Motherland Festival will bring together voices from across the continent and the diaspora in a decisive moment of unity and purpose, affirming that Nigeria is not only a leader in Africa but a committed global partner ready to engage, inspire, and lead.” He concluded.
According to Hannatu Musawa, Minister of Art, Culture, Tourism, and the Creative Economy (FMACTCE), the Motherland Festival is a new initiative that will serve as a platform to connect Nigerians in the diaspora with their homeland and culture.
During a news conference to unveil plans and programme for the event in Abuja, Musawa explained that the festival was part of the ministry’s broader strategy,” Destination 2030: Nigeria Everywhere”, an initiative designed to amplify the creative industries, strengthen international partnerships, and elevate Nigeria’s global cultural footprint.
According to her, while Motherland 2025 ignites immediate engagement, Destination 2030 ensures that Nigeria remains a key player in the global tourism and creative economy for years to come.
She said as part of activities for the project, the ministry would launch the “See Motherland Through Your Eyes: Photo & Video Competition”, a celebration of Nigeria’s rich and diverse identity.
The festival is being organised by the FMACTCE in collaboration with Discover Motherland Africa, and it is scheduled to hold from Dec 15 to 21 in Lagos and Abuja.
According to Musawa, the festival is conceived for reconnection, investment, and celebration of the nation’s shared heritage by stakeholders, including Nigerian’s in diaspora and black people of Nigerian descent.
She said the initiative was in line with the ministry’s vision to position Nigeria as a premier global destination where tourism drives economic empowerment, cultural preservation, and national pride
“Motherland 2025 is more than just a moment in time, It is a catalyst for sustained engagement, forging lasting connections between the diaspora and their homeland, investors and opportunities, and global travelers and Nigeria’s dynamic experiences.
“As part of the long-term components of the project, we are developing Diaspora City—a thriving tourism hub where members of the diaspora can seamlessly invest, reconnect, and put down roots.
“Nigeria is the largest Black nation in the world, as one one in every four persons of African origin is Nigerian. Our cultural and historical significance is undeniable.
“Whether through ancestry, culture, or spirit, we welcome all who seek to rediscover their roots and contribute to the next chapter of our nation’s story.
“Through the Motherland Festival and its Citizenship program, we empower individuals to trace their ancestry, fostering deeper bonds with Nigeria’s rich heritage.
“We will generate investment in Nigeria with a programme that will be supported by legal frameworks to enable diasporans and foreign nationals obtain citizenships to safeguard their investments in Nigeria.” She said.
Earlier, Mrs. Chidinma Nwankwo, Managing Director of Motherland Africa, said the fiesta was a movement that would reconnects Nigerian diaspora to their roots, unlocks investment, cultural pride, and a future filled with opportunity.
“Motherland is more than an event, It 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, we have designed an experience where everyone can find their place”, she said.
Nwankwo said the festival attractions will include pavilions that will offer a taste of Nigeria’s food tastings, performances, and tourism showcases from across the country.
