The Federal Government of Nigeria has unveiled a new campaign titled “Visit Nigeria”, designed to reposition the country as Africa’s next big tourism and investment destination.

The initiative seeks to project Nigeria’s cultural richness, creative industries, and hospitality to the global stage.

Minister of Information and Culture, Mohammed Idris, said the program will attract diaspora Nigerians and international tourists eager to experience authentic African diversity.

The launch event in Abuja also marked the appointment of Charmaine Hayden, a UK-based Nigerian actress and entrepreneur, as the official brand ambassador.

Hayden pledged to use her global influence to reshape perceptions of Nigeria, citing its music, film, and fashion exports as cultural leverage. “Nigeria has everything, energy, art, food, and warmth,” she said.

The government plans to partner with airlines, hospitality groups, and state tourism boards to create immersive travel experiences across Lagos, Abuja, Calabar, and Jos. A digital marketing campaign will accompany the rollout to attract global attention under the slogan “Come Home to Nigeria.”

Observers view the initiative as a strategic move to diversify Nigeria’s economy beyond oil by expanding its tourism GDP contribution, which is currently under 5%. The campaign also aims to strengthen national identity and boost soft-power diplomacy across Africa.