Emirates and Nigerian Government Forge Strategic Tourism Partnership at Arabian Travel Market

Emirates and Nigeria’s Ministry of Art, Culture, Tourism and the Creative Economy have signed a strategic Memorandum of Understanding (MoU) at the 2025 Arabian Travel Market to boost inbound tourism and elevate Nigeria’s global tourism profile. The collaboration aims to attract international travellers from Emirates’ network of over 140 destinations, aligning with Nigeria’s ambition to become a premier African holiday destination.

Under the agreement, Emirates will support the promotion of Nigeria’s diverse tourism offerings — from coastal landscapes and lush wetlands to its vibrant cities and cultural festivals — across key global markets. Both parties will also work closely with trade partners, tour operators, and hospitality providers to develop compelling travel packages, explore incentive programmes, and organise familiarisation trips to enhance awareness and drive visitor traffic.

The MoU was signed by Adil Al Ghaith, Emirates’ Senior Vice President, Commercial Operations, Centre, and Mr. Abiola Abdulkareem, Special Assistant to the Honourable Minister on Sub-National Development and Tourism. The signing took place in the presence of Barrister Hannatu Musa Musawa, Honourable Minister of Art, Culture, Tourism, and the Creative Economy; Mr. Faiz Imam, Chief Adviser to the Honourable Minister; H.E. Zayyanu Ibrahim, Consul General of Nigeria in Dubai; Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer; Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management; and other senior officials.

Commenting on the signing, Adnan Kazim said, “Since resuming operations to Lagos in October 2024, we have focused on deepening our strategic partnerships with key stakeholders in Nigeria’s aviation, tourism and trade sectors. This partnership with the Nigerian Tourism Ministry solidifies our commitment to driving international travellers to experience the country’s fascinating history, its urban cities, the untapped, stunning natural world and, of course, the warm hospitality that characterizes Nigerian culture.”

In her remarks, Barr. Hannatu Musa Musawa, Honourable Minister of Art, Culture, Tourism & the Creative Economy, expressed her enthusiasm about the collaboration: “This partnership with Emirates marks a pivotal moment for Nigeria’s tourism sector. It serves as a critical springboard for driving inbound tourism as we work towards delivering on our Destination 2030 Soft Power Initiative, endorsed by Mr. President to position Nigeria as a global leader in culture, heritage, and creativity. Strengthening strategic alliances with international stakeholders like Emirates not only opens new gateways for visitors but also empowers local communities, stimulates economic growth, and showcases Nigeria’s extraordinary cultural tapestry to the world.”

This new partnership complements Nigeria’s broader tourism ambitions, supported by investments in infrastructure and enhanced connectivity. The Nigerian Tourism Development Authority (NTDA) will spearhead the initiative on behalf of the Ministry. Emirates’ recent interline agreement with Nigerian carrier Air Peace further extends its domestic reach, offering seamless connectivity from Dubai through Lagos to 13 cities across Nigeria, including Abuja, Benin, Calabar, and more.

With First Class service into Lagos and regionally inspired inflight offerings, Emirates is positioning itself not just as a carrier to Nigeria, but as a cultural bridge — offering visitors an immersive preview of Nigerian hospitality and entertainment before they even arrive.