The African Continental Free Trade Area Secretariat has unveiled the AfCFTA Tourism, Creative, and Cultural Industries Forum and Festival to unlock the full potential of Africa’s creative economy and tourism sectors.
Speaking at the launch held in Lagos on October 31, the Director for Trade in Services, Investment, Intellectual Property Rights, and Digital Trade, Emily Mburu-Ndoria, said the initiative marks “a milestone moment” for Africa’s creative, cultural, and tourism industries, which she described as “the heartbeat of our economies, the custodians of our heritage, and the storytellers of our shared identity.”
Mburu-Ndoria noted that the upcoming Forum and Festival, scheduled for 24–26 November 2025, in Accra, Ghana, will run under the theme ‘Creatives Connect Afrika’. She said the event would bring together policymakers, investors, and creative entrepreneurs to “engage in meaningful discussions, address barriers, and identify practical solutions to unleash the full potential of our tourism, creatives, and cultural industries.”
She said, “Africa’s film, music, and fashion industries alone account for billions in potential revenue and millions of jobs for young people and women. Nollywood, South Africa’s film sector, the rise of fashion hubs in Senegal, Ghana, and Nigeria, and the global impact of African music are testimony to the transformative power of these industries.”
She explained that under the AfCFTA Protocol on Trade in Services, tourism and cultural services have been prioritised for progressive liberalisation to boost economic growth, innovation, and social cohesion across the continent.
Highlighting the goals of the Forum and Festival, she said the initiative seeks to harmonise policies and remove barriers to intra-African trade in creative industries, strengthen skills development, attract investment, and celebrate Africa’s cultural diversity.
“The Forum will provide capacity-building for filmmakers, designers, and musicians; foster partnerships between startups and investors; and position Africa as a global hub for innovation, tourism, and cultural expression,” she added.
Mburu-Ndoria emphasised that the initiative goes beyond economic gains. “Our work is not just about boosting Gross Domestic Product or increasing trade figures. It is about empowering our youth to see creativity as a viable pathway to prosperity and enabling women entrepreneurs to expand their businesses and claim their space in the global economy,” she added.
She also acknowledged Africa Tourism Partners and the Black Star Experience Secretariat as key collaborators, alongside development partners and private sector players supporting the initiative.
“This launch is more than the unveiling of an event. It is a reaffirmation of our collective resolve to harness the power of tourism and culture for sustainable development,” she said. “We want to see aso oke all over Africa; showcase your craft, your art, your creativity.”
The Forum and Festival, she noted, aims to make the AfCFTA not only about trade but also about people, communities, and shared prosperity.
“As we look ahead to November, let us build a forum and festival that not only showcases Africa’s best but also sets in motion the policies, partnerships, and investments that will secure the growth of these industries for generations to come,” she said.
The event featured a presentation of the upcoming festival in Ghana and networking between the organisers and Nigerian creative and tourism stakeholders.
