By Onyekachi Victoria Philip
What started in 2017 with a small group of Nigerians travelling to Ethiopia has gradually grown into an initiative seeking to connect Africa through tourism, creative arts, culture and investment.
The East–West Amalgamation through Tourism and Creative Arts, a strategic activation of the IPADA Initiatives by Motherland Beckons in collaboration with AAGC, is built around a simple idea: African countries can use their cultural and creative strengths to create stronger relationships, attract investments and open new economic opportunities.
The initiative is not only about bringing people together for entertainment. It is designed to create a continuous relationship between East and West Africa, while also creating opportunities for connections with the rest of the world.
1. It started with 30 Nigerians and four African Americans
The history of the East–West Amalgamation dates back to 2017, when the initiative was inaugurated in Addis Ababa, Ethiopia.
The first group consisted of 30 Nigerians and four African Americans who travelled to Ethiopia as part of the pioneering tour.
What began as a cultural and tourism exchange has since developed into a broader platform for collaboration between people from different parts of Africa and the diaspora.
2. Tourism became the first bridge
Rather than beginning with a political or commercial conference, the initiative used tourism as its entry point.
Participants travelled, experienced Ethiopian culture and interacted with the local environment.
The idea was to allow Africans to discover one another through direct experience, while using tourism to create relationships that could later translate into cultural and economic partnerships.
3. Music became another language of connection
The relationship did not end with tourism.
Multiple tours and artistic collaborations followed, including joint performances involving Nigerian and Ethiopian musicians and choreographers.
One of the major highlights came during the 2019 Africa International Music Festival, where 38 Ethiopian singers, dancers, producers and drummers performed alongside Nigerian counterparts.
The stage therefore became a meeting point between two African creative industries.
4. Traditional African culture was placed at the centre
The initiative has also used indigenous African creativity as an important part of its identity.
One notable example was the Guarage Peace Festival in Waikite on January 25, 2020.
Anu the Lady Ekwe, described as the world’s only female Ekwe player, performed at the festival alongside her 11-man band.
The festival also produced a joint choreography involving Nigerian and Ethiopian dancers, as well as Ethiopian artist Tommy.
Rather than presenting African culture as something belonging to separate countries, the collaboration showed how different indigenous traditions could work together.
5. The bigger target is economic collaboration
While tourism and creative arts remain central to the Amalgamation, its ambition goes beyond cultural exchange.
The initiative is also designed to bring investors together to explore opportunities in Ethiopia and other African markets.
This gives the project another dimension.
Tourists can become visitors, visitors can become partners, and cultural relationships can potentially develop into commercial relationships.
6. NACCIMA is part of the investment strategy
To expand its business connections, the initiative plans to leverage the Nigerian Association of Chambers of Commerce, Industry, Mines and Agriculture, NACCIMA.
NACCIMA provides access to a broad network of businesses and chambers within Nigeria and across the African business environment.
The objective is to make the Amalgamation a platform where tourism, creative industries and businesses can meet investors and explore opportunities.
7. The connection also extends beyond Africa
The initiative also plans to leverage MÜSİAD, the Independent Industrialists and Businessmen’s Association of Turkey, as part of its international business network.
This is significant because the East–West Amalgamation is not being designed as a relationship between Nigeria and Ethiopia alone.
Its wider ambition is to connect African opportunities with international investors and businesses.
8. It is moving from occasional events to quarterly editions
The initiative is also moving towards a more structured format.
The plan is to hold quarterly editions, creating regular opportunities for tourism promotion, cultural exchange, business networking and investment conversations.
Each edition is expected to bring together diplomats, businesses, investors and other stakeholders from Africa and beyond.
Cultural showcases, entertainment, networking sessions and thought-leadership discussions will form part of the programme.
9. Film is becoming the next bridge
The next stage of the Amalgamation is expected to move beyond live performances into film production.
The upcoming movie “ADDIS-A-LAGOS”, written by veteran Nigerian scriptwriter Tunde Babalola, is planned to be shot and premiered in both Ethiopia and Nigeria.
The production will bring together Nigerian and Ethiopian talents, including actors, directors, cinematographers and editors.
The project therefore turns the relationship between both countries into a story that can be taken to audiences through cinema.
10. The goal is bigger than one event
The East–West Amalgamation is ultimately being positioned as a movement rather than a single tourism or entertainment event.
Its foundation is built around the belief that Africa already possesses the culture, creativity, tourism assets and human resources needed to create its own opportunities.
By connecting East and West Africa through tourism, creative arts and investment, the initiative is seeking to create relationships that can continue long after a festival, concert or tour has ended.
From the first group of 30 Nigerians and four African Americans in Ethiopia in 2017, to music collaborations, cultural festivals, investment networking and the planned Addis-to-Lagos film project, the journey shows how tourism can become the starting point for something much bigger.
The East–West Amalgamation therefore represents an attempt to make Africans see the continent not as isolated countries competing for attention, but as interconnected destinations with cultures, talents, businesses and investment opportunities that can complement one another.