A major digital innovation is set to take center stage at the upcoming Africa Tourism and Creative Economy Expo (AFTCREE), as the Local Organising Committee (LOC) prepares to unveil the Cultourmetre—a real-time monitoring tool designed to track the progress of African countries in tourism and the creative economy.
Speaking during a press briefing, the LOC Chairman, Mallam Denja Abdullahi, said the Expo aims to chart a concrete roadmap for boosting Africa’s share of global trade through the powerful intersection of culture and tourism.
The event, themed “Optimizing Africa’s Comparative and Competitive Advantage for Accelerated Trade and Economic Growth,” will convene policymakers, investors, cultural leaders, and development partners from across the continent.
The Expo is expected to attract major continental and global institutions, including the World Trade Organization (WTO) led by Dr. Ngozi Okonjo-Iweala, the African Union Social Secretariat, and several regional partners.
Hosted by the Federal Government of Nigeria through the Ministry of Arts, Culture, Tourism and the Creative Economy, and powered by Afrocultour Limited, the historic gathering is set to be declared open by the Senate President, Godswill Akpabio (GCON).
In preparation for the event, the LOC has engaged a wide network of stakeholders—from African envoys to foreign missions across the Americas, Asia, Europe, and Australia; tourism boards; development finance institutions; airlines; tour operators; and creative industry groups.
CEO of the Expo and Managing Director of Afrocultour Limited, Mr. Chuks Akamadu, described culture and tourism as Africa’s “low-hanging fruits” for economic revitalization. He noted that despite exporting goods worth $614.58 billion in 2023, Africa still accounts for less than 3% of global tradeand just 5% of global tourism revenue.
“These figures are unacceptable,” Akamadu said. “AFTCREE provides a platform to change the narrative. Africa must reduce its dependence on foreign aid by harnessing its vast cultural wealth, creative talent, and tourism potential. The time has come for the continent to take its destiny in its own hands.”
With the unveiling of the Cultourmetre and the convergence of powerful stakeholders, the Expo promises to reshape how Africa measures, manages, and maximizes the opportunities within its cultural and tourism sectors.
