Lagos Hosts National Tourism and Creative Stakeholders Engagement 2026
Lagos, NIGERIA – On Thursday, January 29, 2026, the Sheraton Lagos Hotel Ikeja hosted a landmark event for Nigeria’s economic future: the National Tourism and Creative Stakeholders Engagement.
The forum, convened by Sterling Bank in partnership with the Presidency, brought together a high-powered assembly of government officials, hospitality leaders, and creative visionaries. The goal: to co-create financial solutions that transform Nigeria’s tourism and arts sectors into a primary engine for national growth.
A Focus on Infrastructure and World-Class Service
The engagement featured key insights from industry leaders regarding Nigeria’s readiness for global tourism. Martin Bredenoord, General Manager of Sheraton Lagos, highlighted the country’s potential as a premier destination, driven by a vibrant domestic market and a surge in youthful talent. He emphasized that sustained growth requires:
- Infrastructure & Security: Strengthening the foundation for local and international travel.
- Professional Development: Continued investment by the Marriott Business Council Nigeria in culinary arts and hospitality management.
- Sustainable Operations: Implementing eco-friendly practices to meet the standards of the modern global traveler.
Financial Innovation via the C.R.E.A.M. Platform
A significant highlight of the event was the discussion on how technology can bridge the gap between creativity and capital. Central to this is the C.R.E.A.M. Platform—an acronym for Creative, Reality, Entertainment, Arts, and Music.
Founded by entertainment mogul D’Banj, C.R.E.A.M. is a digital ecosystem designed to discover talent and provide financial structure to the arts. Through its partnership with Sterling Bank, the platform allows creators to use their Intellectual Property (IP) as collateral for loans and provides a gateway for artists to manage their global royalties more effectively.
A Unified National Agenda
The Honourable Minister of Art, Culture, Tourism, and the Creative Economy, Hannatu Musa Musawa, commended the initiative, noting that the Federal Government is repositioning these sectors as critical pillars for job creation. Abubakar Suleiman, CEO of Sterling Bank, reaffirmed the bank’s commitment, noting that they have already deployed over ₦5 billion to support the creative ecosystem.
The event concluded with a clear consensus: the future of Nigerian tourism relies on a strong partnership between the public sector and private institutions like Sterling Bank and the Sheraton Lagos to build a competitive and sustainable industry.
