When the Destination Al Nejashi/Lalibela Ethiopia Tourism Development Project was first conceived by founder of La Campagne Tropicana and President of Motherland Beckons, Otunba Wanle Akinboboye, the vision extended far beyond creating another tourism destination.
It was designed as a bold Pan-African movement aimed at connecting East and West Africa through tourism, creative arts, business, investment, agriculture, and cultural diplomacy.
Today, the initiative stands as one of the strategic activations of the Ipada Initiative, a platform dedicated to reconnecting Africa, strengthening intra-African relationships, and creating opportunities for economic growth across the continent.
At the heart of the project are two of Ethiopia’s most iconic heritage destinations: Lalibela and Al Nejashi.
Lalibela, located in northern Ethiopia, is globally celebrated for its ancient rock-hewn churches and remains one of the world’s most significant Christian pilgrimage destinations.
Al Nejashi, situated in Ethiopia’s Tigray region, is one of Africa’s most important Islamic heritage sites and holds deep significance as one of the earliest Muslim settlements on the continent.
Together, these destinations represent the religious, cultural, and historical diversity of Ethiopia.
They also symbolize the possibility of unity through diversity, making them ideal foundations for an East–West African partnership.
According to the vision behind the project, Nigeria represents the largest creative economy in West Africa, while Ethiopia is one of the leading creative and economic powers in East Africa.
As advocates of the initiative often explain, attractions are God-given landscapes and historical assets that naturally appeal to visitors, while destinations are created through deliberate investment, infrastructure, and experiences that generate economic value for communities.
It is this philosophy that drives the Destination Al Nejashi/Lalibela project.
Beyond tourism, creative arts have become a major pillar of the initiative.
Over the years, Motherland Beckons has facilitated collaborations involving Nigerian and Ethiopian musicians, dancers, drummers, choreographers, and cultural performers.
Super stage performers include Ara Thunder, Tasha, Omidan Bata, Anu the Lady Ekwe, and several Ethiopian artists who have used music and performance as tools for cultural exchange.
The roots of the East–West Amalgamation can be traced back to 2017 when the initiative was inaugurated in Addis Ababa with a pioneering delegation of 30 Nigerians and four African Americans who toured Ethiopia.
The journey marked the beginning of a long-term effort to strengthen tourism and cultural ties between East and West Africa.
Since then, several landmark collaborations have taken place. One of the most notable was the 2019 Africa International Music Festival, where 38 Ethiopian singers, dancers, producers, and drummers performed alongside Nigerian artists, showcasing the immense creative potential that exists across both regions.
Another significant milestone occurred on January 25, 2020, during the Guarage Peace Festival in Waikite, Ethiopia.
The event featured a performance by Anu the Lady Ekwe, widely recognized as the world’s only female player of the traditional Ekwe drum from Eastern Nigeria.
Performing with her 11-man band, she joined Ethiopian artists in a cultural exchange that also produced a joint choreography involving Nigerian and Ethiopian dancers, further demonstrating the power of indigenous creativity in building continental unity.
The initiative is also breaking new ground in film production.
One of its most anticipated projects is ADDIS-A-LAGOS, a feature film written by renowned Nigerian scriptwriter Tunde Babalola.
Conceived over five years ago, the film explores the contrast between the bustling commercial energy of Lagos and the calm, scenic environment of Ethiopia.
The production will feature Nigerian and Ethiopian actors, directors, cinematographers, editors, and creative professionals, stating the project’s mission of connecting Africa through storytelling and shared experiences.
In addition to tourism and creative arts, the East–West Amalgamation seeks to create a robust investment platform capable of attracting businesses from across Africa and the global community.
To achieve this, Motherland Beckons is collaborating with the African Agriculture and Growth Corridor (AAGC), the Nigerian Association of Chambers of Commerce, Industry, Mines and Agriculture (NACCIMA), and MÜSİAD, one of Turkey’s largest international business organizations.
The initiative will leverage NACCIMA’s position as Africa’s largest chamber of commerce to facilitate business exchanges and investment opportunities between Ethiopia, Nigeria, and other African markets.
The platform is expected to bring together diplomats, policymakers, investors, entrepreneurs, tourism stakeholders, and creative professionals to explore partnerships capable of driving economic growth.
Plans are also underway for the formal launch of the East–West Amalgamation platform on September 11, a date chosen to mark a new chapter in the relationship between East and West Africa.
The launch is expected to incorporate tourism, business, culture, investment, and diplomatic engagement under a unified framework.
A major highlight of the launch will be the groundbreaking ceremony for the proposed La Campagne Tropicana Hills Resort in Asodo, Ethiopia.
According to project promoters, the Ethiopian government has allocated 150 hectares of land for the development.
The site reportedly features mountains, hot springs, fertile agricultural land, and breathtaking natural scenery.
Unlike conventional resort developments, the proposed project will combine eco-tourism with agriculture, creating a model that integrates hospitality, food production, environmental sustainability, and community development.
The resort is envisioned as a destination where visitors can experience both Ethiopia’s natural beauty and its agricultural potential.
Looking ahead, the East–West Amalgamation Through Tourism and Creative Arts is expected to host regular engagements that bring together African and international stakeholders.
Through cultural showcases, networking opportunities, investment forums, entertainment, and thought leadership discussions, the initiative aims to strengthen connections across the continent while promoting Africa as a global centre for creativity, tourism, innovation, and enterprise.
For its promoters, the Destination Al Nejashi/Lalibela Ethiopia Tourism Development Project is not merely an event or a tourism package.
It is a movement built on the belief that Africa’s future lies in collaboration, cultural pride, strategic investment, and shared prosperity.
By linking the heritage of Al Nejashi and Lalibela with tourism, creative arts, business, agriculture, and international partnerships, the initiative seeks to demonstrate how Africans can work together to unlock the continent’s limitless potential and build a stronger, more connected future.