The Lagos State Government has begun using culture as a strategic economic tool to attract investments, stimulate tourism, create jobs and expand opportunities for small businesses, as it intensifies efforts to position the state as Africa’s leading cultural and tourism destination.
It stated that the vision is anchored in the belief that Lagos is more than a commercial hub, but a state with an ambitious agenda in which culture is at the heart of economic development, investment attraction, and creative enterprise growth.
The Special Adviser on Tourism, Arts and Culture, Idris Aregbe, who stated this yesterday while briefing newsmen on the achievements recorded by the Governor Babajide Sanwo-Olu’s administration, argued that
“Lagos is not merely a city; it is a civilisation,” Aregbe declared, noting that every programme, festival, partnership and initiative undertaken by the office was designed to convert the state’s rich cultural assets into sustainable economic value.
Through a combination of festivals, tourism initiatives, cultural diplomacy, creative economy programmes and public-private partnerships, Lagos has expanded its tourism footprint while opening new opportunities for entrepreneurs, investors and creative talents.
One of the most notable success stories is the Lagos Tourism NBC Trade Fair, organised in partnership with Naija Brand Chick. The event has evolved into one of Nigeria’s largest commerce and SME gatherings, attracting hundreds of vendors and tens of thousands of visitors.
The Island edition held at Balmoral Hall, Federal Palace Hotel, Victoria Island, featured over 220 vendors and projected transactions worth N5 billion. Organisers reported that previous editions generated over N1 billion in sales, underscoring the growing economic potential of tourism-driven commerce.
The government says the initiative demonstrates how entertainment, culture and business can combine to create a thriving ecosystem for small and medium-scale enterprises.
Beyond trade and commerce, Lagos has intensified efforts to attract tourism-related investments, particularly from Nigerians in the diaspora.
The state’s partnership with Giwa Gardens Water Park has emerged as a flagship example. The leisure facility, developed by UK-based Nigerian entrepreneur Keji Giwa, has attracted significant investment into the Lekki-Epe corridor while creating jobs and boosting commercial activities in the area.
As gathered, the investor-friendly approach and commitment to infrastructure renewal have strengthened confidence among local and foreign investors seeking opportunities within the hospitality, tourism and leisure sectors.
To further strengthen its tourism ecosystem, the government launched the “101 Days in Lagos” initiative, a comprehensive calendar that packages hundreds of events across culture, entertainment, food, fashion and nightlife into a structured tourism product.
The programme has transformed the popular Detty December season into a coordinated economic platform that attracts visitors from across Nigeria and the diaspora while boosting spending across multiple sectors.
Recognising the importance of food tourism, the government also unveiled the Cook Lagos. Eat Lagos. initiative, which seeks to promote indigenous cuisine while creating opportunities for chefs, food vendors, agro-entrepreneurs and hospitality operators.
Tourism experts, who corroborated the governor’s aide, argued that the programme is helping to position Lagos cuisine as a global tourism attraction while strengthening agricultural and hospitality value chains.
The administration’s focus on the creative economy has also seen more than 1,000 creatives trained through the Skill Up Lagos initiative over the last two years.
The programme provides emerging artists, performers, designers and cultural entrepreneurs with practical skills, mentorship and visibility needed to build sustainable careers and businesses.
Industry stakeholders believe such interventions are critical to unlocking the vast economic potential of Lagos’ creative sector, which continues to gain international recognition.
From the historic Kayo-Kayo Festival in Epe and Isese Day celebrations to Beauty in Motherland, See Lagos, See Culture, Culturati and Motherland Festival, the government has increasingly used cultural events to attract visitors, stimulate local economies and showcase Lagos’ heritage.
Aregbe noted that the administration is deliberately moving beyond the perception of Lagos as merely a destination for entertainment.