Art, Culture remains catalyst for sustaining Diaspora engagement – Musawa

According to Hannatu Musa-Musawa, Minister of Art, Culture, Tourism, and Creative Economy, art and culture continue to be the driving force behind Diaspora participation.

In addition, Musawa claimed that the method to reverse the Japa syndrome is through art and culture.

She made this announcement during the launch of Motherland 2025, a ground-breaking project that establishes Nigeria as a centre for African investment, tourism, and culture.

Discover Motherland Africa is a partner in the project.

According to the Minister, the government wants to reposition the nation by utilising Nigerians' ingenuity and abilities, which the world is already vying for.

"Art and culture is a catalyst for sustained engagement, creating enduring connections between the diaspora and their home country, investors and opportunities, and international tourists and Nigeria's vibrant experiences," she stated.

"We want to reposition Nigeria by utilising the creativity, talent, and content that the world so desperately needs."

"Nigeria is more than a country," she continued. It's a heartbeat. It has a beat. It's a feeling. It is a tale told in museums and in many lovely languages.

"And this Japa syndrome, if we want to go back on the Japa syndrome, this is the route to be able to do it," the Minister added in reference to the power of art and culture to stop the phenomenon. This ministry is going to be able to create the pathway that will allow Nigerians that have gone out, or stop Nigerians going out, or bring Nigerians that have never been in. Now they have a pathway of coming in and claiming Nigeria as part of their country, and by doing that, they can also play their part.”

Speaking further about the Motherland 2025 Festival and Awards, she said the initiative ignites immediate engagement, while destination 2030 ensures that Nigeria remains a key player in the global tourism and in the creative economy for years to come, and that our brand as a nation is revered all over the world.

She added, “ To mark the beginning of this journey, we are launching the See Motherland Through Your Eyes photo and video competition, a celebration of Nigeria’s rich and diverse identity.

Musawa described the Motherland 2025 project as more than a festival. She stated that the transformative initiative aligns with the Federal Ministry’s Destination 2030: Nigeria Everywhere strategy, leveraging Nigeria’s rich heritage, economy, and tourism potential to drive global engagement.

“Motherland 2025 is more than a festival—it’s a homecoming. A movement inviting our global brothers and sisters to reconnect with their heritage while contributing to Nigeria’s economic and cultural renaissance. This initiative cements Nigeria’s role as a powerhouse of Black and African identity, commerce, and innovation.

“This is a call to the Diaspora and beyond. Motherland 2025 is an opportunity to shape Nigeria’s future. From investors and policymakers to cultural leaders and travelers, this initiative invites global stakeholders to experience and invest in Nigeria’s resurgence as a cultural and economic powerhouse”.
The Minister also inaugurated the ‘See Motherland via Your Eyes’ Competition, allowing contestants to highlight Nigeria’s landscapes, cultures, and customs via visual storytelling.

“This competition invites participants to capture and share Nigeria’s vibrancy, showcasing the beauty, resilience, and spirit of the Motherland. We are celebrating Nigeria's rich and varied character by presenting the See Motherland Through Your Eyes Photo and Video Competition to kick off this trip. From the Northern Kelangu drumbeats to the Bata rhythms of the Southwest and the echoing Ogene of the East, our culture moves like a dance, alive in every moment”.

Minister Musawa also called on government agencies, ministries, and partners to join in showcasing Nigeria to the world.

“The success of Motherland 2025 relies on strong collaboration across government agencies, ministries, and private sector partners. We invite policymakers, cultural institutions, investors, and development organizations to join forces in shaping Nigeria’s tourism, creative economy, and investment landscape.

“This initiative provides a strategic platform for long-term partnerships aimed at driving economic growth, enhancing global cultural exchange, and strengthening Nigeria’s position as a leader in Africa’s soft power influence,” Musawa stated.

Earlier, Chidimma Nwankwo, the Managing Director of Discover Motherland Africa stated that the unveiling of this initiative is the beginning of a transformative movement which not only reconnects the Nigerian diaspora to their roots but also unlocks investment, cultural pride, and a future filled with opportunity.

“Motherland 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. Not just to visit, but to engage, to contribute, and to become part of something bigger”.

The Motherland 2025 initiative boasts several key highlights, including the Motherland Expo and Festival, which offers an immersive platform for cultural exchange, business engagement, and entertainment.
In order to highlight the cultural legacy, business prospects, and investment potential of Nigeria's 36 states and the Federal Capital Territory, the event will include State Pavilions and Business Exhibitions.

Top Nigerian and international performers will join attendees for a lively celebration of music and culture at the event's magnificent Closing Concert.

The initiative's other noteworthy elements include Diaspora City, a simplified route for diasporans to settle in Nigeria; the Motherland Ambassador Awards, which recognise diaspora leaders who have made noteworthy contributions in a variety of fields; the Motherland Travel Hub, a centralised platform that streamlines travel logistics; and the Citizenship by Investment Program, which enables diasporans and foreign investors to invest in national development.