Africa Must Treat Culture as a Business — Wilson Chibututu

Cultural expert Wilson Chibututu says it is time for Africa to stop talking about its "potential" and start making money from its culture. He believes that African traditions should be treated as serious business assets that can grow the economy.

He noted that countries like France and Italy make billions of dollars from tourism and culture. Meanwhile, many African countries treat their festivals and traditions as just "ceremonies" rather than industries that can create jobs for young people.

 Chibututu has worked on famous events like the Osun-Osogbo Festival. He says these festivals have global fans, but they lack the proper organization and investment to become world-class attractions. He wants to see more structure and consistency.

​He also called on big companies like banks and airlines to invest in African culture. In other parts of the world, private companies help build the tourism industry. He thinks the same should happen here to help the continent compete globally.

The goal is for Africa to "package" its culture in a way the world can trust and pay for. By doing this, the continent can increase its GDP and create a better image for itself on the international stage.