FG taps diaspora to rebrand Nigeria and attract investment

ABUJA, Nigeria (July 16, 2026) — Nigeria has begun a fresh push to harness its global diaspora and tourism potential to reshape the country's international image, attract investment and create jobs, according to a report by THISDAY. The initiative follows a strategic partnership between the Nigerians in Diaspora Commission (NiDCOM) and the Nigerian Tourism Development Authority (NTDA), unveiled in Abuja on Wednesday during a meeting between NiDCOM Chairman and CEO Hon. Abike Dabiri-Erewa and NTDA Director-General Dr. Olayiwola Awakan, the report said. The two agencies agreed to work together to rebrand Nigeria's tourism assets and position the sector as an instrument of economic development and cultural diplomacy. ## Diaspora framed as a strategic economic partner Dabiri-Erewa said Nigeria could no longer afford to let its tourism assets and national story be defined largely by outsiders or negative international narratives. She said the country must "take ownership of our national narrative" and deliberately project a positive identity to the world, according to the report. The NiDCOM chief described the diaspora as not only a source of remittances but also "a vast reservoir of investment capital, professional expertise, global networks and cultural influence" that could be deployed to transform the tourism sector. She urged the development and promotion of tourism assets across all 36 states and the Federal Capital Territory, arguing that a coordinated approach would encourage domestic tourism while creating openings for international visitors. She drew particular attention to the historic Badagry Door of Return Festival, which reconnects members of the African diaspora with the homeland of their ancestors and the history of the transatlantic slave trade. The experience, she said, carries deep spiritual, emotional, psychological, economic and historical significance and represents an opportunity to generate revenue while promoting healing and cultural reconnection. ## NTDA priorities and new programmes Awakan said the NTDA was committed to repositioning Nigeria's tourism assets to compete globally, according to the report. He said Nigeria possesses abundant cultural, historical and natural attractions but needs a comprehensive strategy to upgrade the assets, improve visitor experience and build an efficient tourism ecosystem. Among the priorities he identified were a professional tour-guide system, upgraded and beautified attractions, tourism expos, greater private-sector participation, professionally designed tour packages and the development of tourism bureaus. He linked a vibrant tourism industry to job creation, local economic stimulus, investment attraction and the reduction of social tensions by expanding economic opportunity. As part of the new vision, Awakan disclosed plans for a proposed **NAIJA FEST**, a national festival intended to showcase the culture, cuisine, music, arts, traditions and heritage of all 36 states and the FCT. He also disclosed a proposed **Diaspora Internship Initiative in the United Kingdom**, under which Nigerians in the diaspora would take up nine-month internships in Nigeria before returning to their countries of residence, to deepen their connection to the country. The Abuja meeting ended with both agencies reaffirming their commitment to closer collaboration aimed at transforming Nigeria's tourism assets, attracting domestic and international investment, and leveraging the diaspora as a strategic partner in the country's economic and cultural renewal, the report said. **Sources** - https://newsnowonline.com.ng/2026/07/15/tourism-fg-taps-diaspora-to-rebrand-nigeria-attract-investment/