Nigeria Launches ‘Ember to Remember 2026’ to Drive $100 Billion Tourism Growth
To position the country as a primary destination for cultural experiences, travel, and leisure during the final quarter of the year, the Federal Government has launched a 100-day national tourism drive titled “Ember to Remember 2026.” Running from September through December, the initiative brings together festivals, music concerts, fashion shows, culinary fairs, and sporting activities across all geopolitical zones.
Unveiled at a national stakeholders’ conference in Lagos, the campaign is spearheaded by the Federal Ministry of Art, Culture, Tourism and the Creative Economy in direct collaboration with tech firm MyCityApp, which serves as the official digital host for the National Digital Events and Experiences Calendar.
Monetizing the Festive Season to Build a $100 Billion Creative Economy
Speaking at the launch, the Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musawa, emphasized that “Ember to Remember 2026” is designed to deliberately structure, market, and monetize the most active commercial period on Nigeria’s social calendar.
Musawa noted that every visitor who travels for a festival or cultural event fuels a broad economic value chain—generating revenues across aviation, road transport, hospitality, dining, local crafts, and retail distribution. The minister urged state governments, private event promoters, and hospitality brands to submit their listings to the central digital platform to reach domestic tourists, diaspora visitors, and international travelers looking for authentic local experiences.
Powered by MyCityApp
Central to the success of this 100-day campaign is the integration of modern digital infrastructure to solve destination discovery. Through MyCityApp, travelers can access a centralized, real-time calendar featuring verified event schedules, ticket access, and location guides across different states.
Ifeoma Mbonu, Chief Executive Officer of MyCityApp, highlighted that while building a $100 billion tourism economy is ambitious, it is fully achievable by harnessing Nigeria’s cultural diversity. Mbonu stressed that strengthening digital discovery tools makes it significantly easier for visitors to navigate local markets and participate in organized cultural experiences.
Positioning Nigeria on the Global Tourism Map
The campaign launch brought together key public officials, regulatory heads, and corporate leaders committed to scaling local tourism infrastructure. Key attendees included Lagos State Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka; Enugu State Commissioner for Culture and Tourism, Ugochi Madueke; Director-General of the National Council for Arts and Culture (NCAC), Obi Asika; Director-General of the National Gallery of Art, Ahmed Sodangi; Director-General of ARCON, Olalekan Fadolapo; and Chief Executive Officer of MTN Nigeria, Karl Toriola.
By uniting public policy, tech platforms, and private enterprise, the 100-day national tourism drive aims to establish a permanent framework for turning Nigeria’s seasonal festivities into sustainable economic growth, job creation, and cultural preservation.
