Janefrances Chibuzor
The Federation of Tourism Associations of Nigeria (FTAN), the umbrella body for private-sector tourism operators, has raised concerns over the Motherland Initiative 2025 Project, describing it as duplication of an already existing effort. FTAN has urged the Minister of Arts, Culture, Tourism, and Creative Economy, Mrs. Hannatu Musawa, to reconsider the initiative, emphasising that a similar project is already fully endorsed by the President, the Presidency, and the Ministry itself.
The Motherland Initiative 2025 is a collaboration between the Federal Ministry of Arts, Culture, Tourism, and Creative Economy and a private sector firm, Motherland Africa. Its Ministerial Committee was officially inaugurated on February 20 in Abuja. However, FTAN asserts that a longstanding private-sector-driven project, Motherland Beckons, has been in existence for years through its Ipada Initiative. This initiative has the full backing of the Federal Government, with President Bola Tinubu serving as its brand ambassador.
In a letter dated February 19, 2025, titled “Request for Nomination: Motherland 2025 Initiative,” signed by Hadizer Ali on behalf of the Minister, FTAN was invited to nominate a representative for the Ministerial Committee. The letter described the initiative as a key component of the Destination 2030: Nigeria Everywhere soft power agenda, aimed at positioning Nigeria as a premier global destination for tourism, economic empowerment, cultural preservation, and national pride under President Tinubu’s Renewed Hope Agenda.
However, in its response letter dated February 20, 2025, signed by FTAN President Nkwereuwem Onung, the federation declined the invitation, citing the late arrival of the invite among other concerns. FTAN further stated that the Motherland 2025 Initiative is a replication of an existing project and, if allowed to proceed, could create confusion within the tourism sector.
The letter also highlighted the longstanding contributions of Motherland Beckons, a movement spearheaded by Otunba Wanle Akinboboye, Founder and President of La Campagne Tropicana Beach Resort. Over the years, this initiative has been dedicated to promoting Africa and encouraging Africans in the Diaspora to reconnect with their roots, thereby contributing to the continent’s development.
“As a Federation, we are part of the Motherland Beckons movement, which is supported by President Bola Tinubu as the Grand Patron, Global Ambassador, and Chief Host of the Motherland Beckons—Ipada Initiative Celebration,” Onung stated. “We have concerns about the potential confusion that could arise from portraying this as a maiden edition, especially among members of the Diaspora who have previously participated in past editions.”
The Ipada Celebration 2024, held at La Campagne Tropicana Beach Resort from November 29 to December 8, brought together hundreds of Africans and other international tourists for a 10-day cultural and tourism experience. While President Tinubu did not physically attend the event, he had earlier hosted African envoys at the Presidential Villa, where he formally briefed them on the significance of the celebration and extended an invitation.
Minister Musawa had also endorsed the Ipada Initiative and met with its leadership twice in Abuja, pledging her commitment to its success. Given this prior endorsement, FTAN questions the need for a parallel initiative that could divert attention and resources from an already established and recognised effort.
FTAN’s position underscores the need for greater collaboration and coherence in Nigeria’s tourism development strategy to avoid duplication and ensure the optimal use of resources for the sector’s growth.
