FG launches Visit Nigeria Initiative, appoints Charmaine Hayden as brand ambassador
Nigeria has launched the Visit Nigeria Initiative, a government-backed project designed to overhaul the country’s global image, attract investment, and expand its tourism economy through a structured engagement with diaspora communities and international partners.
Unveiled at a private event in Abuja, the initiative sets out a four-pillar strategy focused on narrative change, diaspora and investor engagement, tourism promotion, and the creation of a centralised digital platform to streamline travel and business processes.
Iyad Ghraizi, Founder and Project Director, said the initiative aims to move Nigeria “beyond talk to building real solutions that welcome the world and drive economic growth.” The project was developed by Ghraizi alongside Kunle Fakeye, Vivienne Aghoghovbia, Alamin Muhammed Uwais and Kelechi Dozie.
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In a bid to strengthen its global positioning, the initiative appointed UK-based strategist and venture capital advisor Charmaine Hayden as its inaugural Brand Ambassador. Hayden said the mandate goes beyond visibility to building “the mental, cultural and economic infrastructure” required to boost investor confidence and deepen global identification with Nigeria’s future.
The event also featured Enoch Hyelaparda Danbaba, a humanitarian and aviation expert known for the #ChangingTheNarrative campaign. Danbaba, Nigeria’s first National Youth Ambassador to South Africa, has partnered with Visit Nigeria to amplify positive representation and youth engagement.
The initiative’s digital platform, currently under development, is expected to integrate visa information, travel services, investment pathways and cultural content, positioning itself as a one-stop interface for visitors and investors.
With tourism contributing less than 5 per cent to Nigeria’s GDP despite the country’s demographic and cultural scale, the project’s promoters say the initiative marks a decisive step toward unlocking an underleveraged economic frontier.
“Nigeria is stepping forward to take ownership of its narrative and open its doors as a destination for tourism, culture, commerce and investment,” Danbaba said.
The Visit Nigeria Communications Office said further announcements will be made in the coming months as the digital platform and international rollout take shape.
