A New Era for African Creativity and Tourism
The African Continental Free Trade Area (AfCFTA) has taken a significant step forward with the launch of the AfCFTA Tourism, Creative, and Cultural Industries Forum and Festival. This initiative aims to unlock the full potential of Africa’s creative economy and tourism sectors, positioning them as key drivers of economic growth and cultural exchange.
A Milestone for Africa’s Creative Sectors
At the event held in Lagos on October 31, Emily Mburu-Ndoria, Director for Trade in Services, Investment, Intellectual Property Rights, and Digital Trade, highlighted the importance of the initiative. She described it as “a milestone moment” for Africa’s creative, cultural, and tourism industries, which she referred to as “the heartbeat of our economies, the custodians of our heritage, and the storytellers of our shared identity.”
Mburu-Ndoria emphasized that the upcoming Forum and Festival, scheduled for 24–26 November 2025 in Accra, Ghana, will be centered around the theme ‘Creatives Connect Afrika’. The event will bring together policymakers, investors, and creative entrepreneurs to engage in meaningful discussions, address barriers, and identify practical solutions to unleash the full potential of these sectors.
Economic Potential and Global Impact
She pointed out that Africa’s film, music, and fashion industries alone represent billions in potential revenue and millions of jobs for young people and women. Examples such as Nollywood, South Africa’s film sector, the rise of fashion hubs in Senegal, Ghana, and Nigeria, and the global impact of African music illustrate the transformative power of these industries.
Mburu-Ndoria explained that under the AfCFTA Protocol on Trade in Services, tourism and cultural services have been prioritized for progressive liberalisation to boost economic growth, innovation, and social cohesion across the continent.
Goals and Objectives of the Forum and Festival
The goals of the Forum and Festival include harmonizing policies and removing barriers to intra-African trade in creative industries, strengthening skills development, attracting investment, and celebrating Africa’s cultural diversity.
The event 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.
Beyond Economic Gains
Mburu-Ndoria stressed 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 said.
She also acknowledged key collaborators such as Africa Tourism Partners and the Black Star Experience Secretariat, alongside development partners and private sector players supporting the initiative.
A Commitment to Sustainable Development
“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 added. “We want to see aso oke all over Africa; showcase your craft, your art, your creativity.”
The Forum and Festival aim to make the AfCFTA not only about trade but also about people, communities, and shared prosperity.
Looking Ahead
“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 concluded.
The event featured a presentation of the upcoming festival in Ghana and networking between the organizers and Nigerian creative and tourism stakeholders.