LAGOS — Culture must move beyond entertainment and festivals to become a deliberate instrument of diplomacy, economic growth, and foreign policy, stakeholders in government, diplomacy and the creative sector have said.
The call was made on Monday July 13 2026, at the inauguration of the Goge Africa Cultural Dialogue and Diplomacy Series in Lagos. The event was organized by Goge Africa in partnership with the Nigerian Institute of International Affairs, NIIA, and the Centre for Black and African Arts and Civilisation, CBAAC.
With the theme _‘Eyo, Culture and Soft Power: Driving Diplomacy, Integration and Economic Growth’_, the dialogue brought together policymakers, diplomats, and cultural leaders to discuss how Nigeria and Africa can harness heritage for national influence and prosperity.
Opening the dialogue, Isaac Moses, Chief Executive Officer and Co-Founder of Goge Africa, said the initiative was designed to place culture at the center of public policy.
“After traversing the length and breadth of Africa, we have seen all the cultures we are able to see. So, it’s about time we added culture to policy level, not just for entertainment, and then it’s done thereafter,” he said.
Nneka Isaac-Moses, Managing Director and Co-Founder of Goge Africa, recalled that when the platform began in 1999, many corporate organizations refused to support it because they viewed culture as “fetish.”
She said hosting the first edition in Lagos was intentional, because the city is the birthplace of Goge Africa and a hub for creative expression.
“Whatever they are doing today will not be washed out because anything that enters a policy document becomes truly sustainable,” she said.
Prof. Eghosa Osaghae, Director-General of NIIA, represented by Prof. Chinasa Ohiri, Director of Research, said diplomacy is no longer limited to government-to-government relations.
He noted that culture has emerged as one of the most powerful tools for dialogue, partnership, and advancing Nigeria’s foreign policy objectives.
“Nigeria’s rich cultural assets — from Nollywood and Afrobeats to festivals, literature, fashion and cuisine — continue to enhance the country’s soft power and global image,” he said.
Dr. Aisha Augie, Director-General of CBAAC, said culture remains one of the strongest platforms for uniting people across ethnic, religious, and national lines amid global divisions.
She added that preparations for the 50th anniversary of FESTAC ’77 in 2027 offer an opportunity to reconnect Africans on the continent with the diaspora. She urged stakeholders to ensure the dialogue produces policies that strengthen cultural exchange, heritage preservation, and international cooperation
Dr. Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority, said storytelling is Nigeria’s greatest tourism asset and must be used to reshape global perceptions.
He announced plans to launch Nigeria’s first tourism-dedicated streaming platform to showcase festivals, heritage sites, and cultural experiences. According to him, authentic storytelling can counter negative narratives while attracting tourists, investors, and partnerships.
Obi Asika, Director-General of the National Council for Arts and Culture, said Nigeria’s enormous cultural wealth can only realize its economic potential if properly protected.
He highlighted the country’s new intellectual property framework, which will allow creators to use IP as bankable assets.
“We must ensure Nigerians recognize the value in their culture, rather than let others commercialize African stories,” he said.
Culture is not a matter of weekend or free day or festival. It should be something that we have like daily life principle in our heart first and in our behavior,” he said.
Yan Yuqing, Consul General of the People’s Republic of China in Lagos, said dialogue among civilizations is essential to peaceful coexistence. She affirmed that China will continue to expand cultural, educational, and people-to-people exchanges with Nigeria.
Jetta Bjerrum, Danish Consul General to Nigeria, described culture as the “glue that binds societies together.” She noted that Nigeria’s creativity, resilience, and vibrant cultural industries have become important assets for innovation, trade, and economic diplomacy.
A documentary screened at the event highlighted the historical significance of the Eyo Festival in Lagos. It described Eyo as one of the highest traditional honors in the state and showed how the centuries-old tradition supports artisans, traders, transport operators, hospitality businesses, and tourism.Stakeholders said the festival is proof that culture is both a heritage asset and an economic driver
The consensus at the dialogue was clear: Nigeria must move beyond celebrating culture as heritage alone.
Participants agreed that government must deliberately deploy culture as a strategic pillar for diplomacy, economic growth, tourism, continental integration, and sustainable national development.
With Afrobeats topping global charts, Nollywood films streaming worldwide, and fashion and cuisine gaining international attention, Nigeria’s soft power is already visible. The challenge now, stakeholders said, is to institutionalize it through policy, funding, and infrastructure
As Isaac Moses put it, culture should no longer be an afterthought. It should be written into budgets, trade agreements, and foreign policy because when culture enters policy, it becomes sustainable.