AFRIMA & The Business Of Cultural Tourism In Nigeria
AFRIMA’s Strategic Role in Strengthening Nigeria’s Tourism Profile
THE All Africa Music Awards (AFRIMA) was founded in 2014 to celebrate Africa’s musical diversity and elevate the continent’s cultural visibility worldwide. In partnership with the African Union Commission, the initiative aligned artistic recognition with broader goals of cultural diplomacy and economic integration.
Nigeria’s Enduring Role in AFRIMA’s Story
Nigeria’s early hosting of AFRIMA editions established Lagos as a central node in Africa’s creative network. The return of the awards for the 9th edition in January 2026 reflects the city’s sustained relevance and its capacity to deliver large-scale cultural events with continental reach.
An Expanding Cultural Ecosystem
AFRIMA has evolved into a comprehensive cultural festival encompassing awards ceremonies, music showcases, industry summits, and networking platforms. This expansion increases its tourism footprint by attracting a diverse mix of visitors whose activities extend beyond the event itself.
Economic and Tourism Outcomes
The influx of more than 1,200 international and regional participants for the 2026 edition illustrates AFRIMA’s economic significance. Hospitality, transport, and entertainment sectors benefit directly, while the city gains prolonged international exposure through media coverage and social engagement.
Long-Term Tourism Positioning
By offering immersive cultural experiences that highlight African creativity, AFRIMA strengthens Nigeria’s long-term tourism positioning. Lagos is increasingly perceived not only as an entertainment capital but also as a destination for cultural travellers seeking authentic African experiences.
