LAGOS — On Wednesday, February 25, 2026, Sterling Bank Limited convened a high-level summit of public and private sector leaders to finalize a strategy for transforming Nigeria’s cultural momentum into a structured, multi-billion dollar economic pillar. The engagement, held in the wake of Sterling Bank’s full recapitalization, signaled a shift from viewing tourism as “episodic entertainment” to treating it as a strategic infrastructure for job creation.
The forum, attended by the Minister of Arts, Culture, Tourism, and the Creative Economy, Hannatu Musa Musawa, emphasized that while “Afrobeats and Nollywood” have opened the global door, only regulatory predictability and long-term capital will keep it open.
The “Creative Infrastructure” Mandate
Abubakar Suleiman, Managing Director of Sterling Bank, argued that tourism should be viewed through the same lens as industrial infrastructure. His proposal for the sector includes:
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Foreign Exchange Earnings: Positioning Nigerian destinations to attract high-value inbound tourism, reducing the nation’s reliance on crude oil.
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Inclusive Growth: Unlike the capital-intensive oil sector, tourism and the creative arts have a massive “multiplier effect” on local employment, from hospitality staff to local artisans.
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The “Wellness” Lens: Following the Art of Wellbeing experience at ISIMI Lagos, the bank is advocating for wellness tourism as a competitive niche for Nigeria.
Federal Strategy: The Renewed Hope Roadmap
Minister Hannatu Musa Musawa and Mrs. Moriam Ajaga (Special Adviser to the President) outlined the 2026 priority list for the Ministry:
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Innovative Financing: Moving beyond traditional loans to “Innovative Financing Structures” that recognize intellectual property (IP) as collateral.
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Asset Revitalization: Structured public-private partnerships (PPP) to unlock value from national heritage sites and museums.
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National Tourism Policy: Finalizing the legal frameworks to provide “regulatory clarity” for international investors.
Formalizing the “Street” Economy: The C.R.E.A.M. & D’Banj Model
A major highlight of the forum was the success of the C.R.E.A.M. Foundation (Creative Reality, Entertainment, Arts & Music), a partnership between Sterling Bank and music icon Dapo “D’Banj” Oyebanjo.
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Monetization Pathways: The platform helps young creators formalize their businesses, moving from “informal talent” to “structured enterprises.”
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Financial Inclusion: Providing banking services tailored to the irregular revenue cycles of the creative industry.
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C.R.E.A.M. Pay: A 2026 rollout of financial solutions specifically for creators to manage global streaming royalties.
Sustainability: The “Green” Tourism Push
Darlington Nwankwo, Sterling’s Divisional Head for Renewable Energy and Tourism, introduced a critical 2026 requirement: Green Financing.
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Clean Mobility: Integrating electric vehicle (EV) solutions for tourist transport.
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Solar-Powered Hospitality: Encouraging hotels and creative hubs to adopt renewable energy to lower operating costs and meet global sustainability standards.
