BY ONYEKACHI VICTORIA PHILIP
The Continent Building Initiative is far more than a tourism brand, and many people misunderstand its actual purpose.
Founded by Otunba Wanle Akinboboye, the movement is built around the idea of using tourism, entertainment, culture, investment, and African identity as tools for rebuilding Africa’s global influence.
It started as a vision when Akinboboye was just
24.
According to the official founder’s note, Akinboboye conceived the idea decades before many of his major projects existed.
The initiative was designed as a long-term continental development movement, not simply a resort or festival business.
It is tied closely to Pan-African reconnection.
It has brought together countries over the world especially Turkey, United Kingdom and even Ethiopia and so on.
One major hidden aspect of the movement is its strong focus on reconnecting Africans in the diaspora back to the continent through projects like Motherland Beckons and the newer IPADA initiative.
The goal is not only tourism but emotional, economic, and cultural reconnection.
“Tourism” is being used as an economic weapon.
Akinboboye repeatedly describes tourism as a continent-building tool capable of creating millions of jobs.
He has linked the initiative with the African Union’s Agenda 2063 vision and argued that Africa’s culture, festivals, resorts, music, and heritage can become one of the continent’s strongest economic sectors.
The movement is trying to create an “African global identity”.
A lesser known goal is branding Africa as one connected civilization instead of fragmented countries.
Projects under the initiative often combine:
African music,
fashion,
architecture,
storytelling,
diaspora engagement,
trade,
and cultural festivals.
The idea is to make Africa feel globally unified through experience and culture.
It goes beyond Nigeria.
Many people think the movement is Lagos-based because of La Campagne Tropicana Beach Resort, but Akinboboye has expanded projects into other African countries and even the Caribbean. Plans have included African-themed tourism zones in places like Antigua and Tobago to reconnect descendants of enslaved Africans with Africa.
Entertainment is part of the strategy.
The initiative also includes platforms like Atunda TV, music festivals, carnivals, and cultural productions.
The idea is that African entertainment should not just entertain people but shape global perception of Africa.
It combines business with ideology
CBI is unusual because it mixes:
business,
cultural revival,
tourism,
spirituality,
African pride,
youth empowerment,
and diaspora economics.
One of the boldest ideas behind the initiative is the belief that if Africa’s 54 countries are packaged together culturally and economically, the continent could become the world’s biggest tourism destination.
Akinboboye described IPADA as “putting the entire 54 countries in one basket.”
Many of its projects are interconnected
People often view his resorts, festivals, TV platforms, diaspora events, and investment forums as separate ventures. In reality, they are designed as parts of one continent-building ecosystem.