By Kayode Olopade
The Lagos State Government has intensified efforts to position the state as Africa’s leading tourism and creative destination, as the Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, engaged key global creative industry stakeholders in strategic partnership discussions.
The high-level meeting, held on Tuesday, January 27, 2026, brought together the Vice President for Growth and Partnerships at Rolling Stone Africa, Mrs. Itohan Barlow-Ndukuba, and the Chief Executive Officer of Glam Brand Agency, Mrs. Bola Balogun.
Discussions at the meeting centred on advancing authentic cultural storytelling, strengthening diaspora engagement, and exploring global collaboration opportunities capable of elevating Lagos’ tourism and creative sectors to international prominence.
According to the Commissioner, strategic alliances with globally respected media and branding institutions are critical to projecting Lagos’ rich cultural identity, creative excellence, and tourism potential to a wider international audience.
She noted that Lagos, as Nigeria’s commercial and cultural nerve centre, possesses an unparalleled blend of heritage, creativity, fashion, music, film and lifestyle assets that can be leveraged through deliberate global partnerships to drive sustainable economic growth.
The engagement, she said, aligns with the State Government’s broader vision of boosting tourism, promoting Lagos’ diverse cultural heritage, and expanding its global cultural footprint through innovation-driven initiatives.
Under the leadership of Governor Babajide Olusola Sanwo-Olu, Lagos State has continued to pursue policies aimed at transforming the state into a globally admired city, anchored on creativity, inclusiveness and the preservation of its multicultural identity.
Through targeted collaborations with international media platforms, creative agencies and diaspora-focused institutions, the state seeks to attract investment, stimulate job creation, and deepen engagement with both local and global audiences within the tourism and creative economy.
Stakeholders at the meeting expressed optimism that sustained collaboration between the Lagos State Government and global creative industry players would unlock new opportunities, strengthen cultural exchange, and further position Lagos as a dominant force in Africa’s creative and tourism landscape.
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