By Vera Wisdom-Bassey
The Gambian Ambassador to Nigeria, Mohamadou Njie, has said African cultures, if effectively showcased, have the potentials to captivate global audiences, particularly in European markets.
He disclosed this at a programme, organised by the Sports Writers Association of Nigeria (SWAN) in Lagos, in collaboration with the Pan African American Chamber of Commerce (PAACC), with the theme: ‘International Diplomacy, Its Diversity of Foods, Drinks, Music, Arts, Culture, and Fashion’.
Njie, who urged African leaders and citizens to promote and preserve Africa’s rich cultural heritage, emphasised the critical role cultures could play in fostering economic development and strengthening international ties.
“Our culture is our most significant export,” he noted, highlighting its potential to enhance tourism, create jobs, and contribute to economic growth. He stressed that the vision could only be realised if Africans demonstrate greater discipline.
“We need discipline in every facet of our society; among our leaders, public servants, and citizens alike. Without it, any efforts to promote our culture on the global stage will fall short,” he said.
He urged member states of the Economic Community of West African States (ECOWAS) to preserve and promote their unique cultural assets.
“Our food, music, art, and traditions are unparalleled. We must find innovative ways to share these treasures with the world, not only to boost tourism but also to foster pride and unity within Africa.”
Olatutu Oladuni, Chairperson of SWAN and Head of Foreign Relations at PAACC, explained the motivation behind the initiative: “When I assumed leadership at SWAN, I recognised the need to create robust programmes that would attract public and international interest. Culture and sports are powerful tools for diplomacy and economic growth. Our goal is to foster partnerships with organisations like the United Nations and the European Union.”