Case Study

Federal Ministry of Arts, Culture, Tourism, and the Creative Economy (FMACTCE), Nigeria

Mapping Nigeria’s Creative Economy: A Data-Driven Approach to Job Creation

Service

Research

Industry

Creative Economy & Tourism

When

Nov 2023

2m+

Jobs targeted by 2030 through data-driven interventions in Nigeria’s creative economy.

Creative and cultural value chains analysed, with employment scenarios modelled across the sector.

Geopolitical zones assessed, uncovering job creation hubs beyond Lagos, including Kano, Delta, Enugu, and Ondo.

Developing Nigeria’s first contextual framework for creative and cultural industry classification.

Nigeria’s creative, cultural and tourism industries contribute an estimated ₦2.5 trillion (approximately $3.2 billion) to GDP. Yet the absence of reliable, disaggregated data has constrained their ability to drive large-scale job creation. Policymaking and investment decisions remain limited by data gaps, despite the sector’s potential to generate millions of jobs and diversify Nigeria’s oil-dependent economy.

To address this challenge, the Federal Ministry of Arts, Culture, Tourism and the Creative Economy (FMACTCE), with support from Big Win Philanthropy, engaged VIISAUS to conduct a comprehensive mapping of Nigeria’s creative economy.

The engagement produced the first tailored framework for Nigeria’s creative and cultural industries, replacing global classification models that lacked contextual relevance.

By delivering this level of market intelligence, VIISAUS equipped FMACTCE and its partners with actionable tools to align interventions with sectoral realities. The findings enhanced strategic planning, reinforced the case for systemic data reform and positioned Nigeria’s creative economy as a scalable engine for sustainable job creation beyond Lagos, leveraging the country’s youthful demographic and cultural capital.