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Minister of Art, Culture, and the Creative Economy, Hannatu Musa Musawa, said Nigeria has taken a landmark step toward transforming its creative, cultural, and tourism sectors with the official launch of the Destination 2030 Data Platform (D30 Platform) It is the country’s first open-source digital data hub dedicated to these industries.
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Speaking at the Destination 2030 Data Platform Strategic Retreat, Musawa emphasized the government’s commitment to closing longstanding data gaps and positioning the sector as a major contributor to Nigeria’s GDP. The event was hosted by Cavista Holdings Chairman John Olajide at the picturesque Ikogosi Warm Springs Resort in Ekiti State,
“One of the key drivers of growth and investment in any sector is access to reliable data,” Musawa stated.
Solution-driven discussions to strengthen D30 platform
At the retreat, stakeholders conducted a comprehensive review of the D30 Platform’s progress. Oyebola Morakinyo, General Manager of Cavista Technology, delivered a detailed presentation showcasing development milestones. A technical session followed, enabling critical analysis and solution-driven discussions to strengthen the platform ahead of its public release.
“When we assumed office, we recognized the urgent need to properly collate and document data for Nigeria’s creative, cultural, and tourism industries. This led to the creation of the Destination 2030 Data Platform, a project developed in partnership with Cavista Holdings, VIISAUS, and Big Win Philanthropy.”
Musawa noted that the Destination 2030 Data Platform will be a “critical tool.” It will support Nigeria’s broader agenda of economic expansion, job creation, and investment attraction under the Destination 2030 strategy.
The Global Culture and Creative Industries
Globally, the Culture and Creative Industries (CCI) combined with the tourism and hospitality sectors have proven powerful engines for economic diversification. The sectors have helped in poverty reduction, GDP growth, and foreign exchange conservation. All of these align with the UN Sustainable Development Goals (SDGs).
Nigeria’s media and entertainment industry is valued at over $10 billion in 2023. It is expected to exceed $20 billion by 2025 according to PwC, and poised to be a major driver of this transformation. This is especially as Nigeria seeks to capitalize on its global leadership in sectors like Nollywood, Afrobeats, and cultural tourism.
Despite Nigeria’s rich cultural assets and creative talent, fragmented and unreliable data has historically constrained sector growth. The D30 Platform is set to change that by providing real-time insights across critical areas—from film to fashion, from heritage festivals like Osun-Osogbo to eco-tourism treasures like Yankari Game Reserve.
“We want to use our cultural, creative, and tourism assets to create compelling content that reshapes how the world sees Nigeria,” Musawa said.
The D30 Data Platform is not a mere information box. It is a catalyst for industry growth, rural development, investment opportunities, and a rebranding of Nigeria’s global image.
“Our landscapes, beaches, and the beauty of our nature form part of our storytelling. By showcasing destinations like Ikogosi Resort, we invite the global community to experience the real Nigeria and shift perceptions,” added Musawa.
