Leading the limelight: How Toke Benson-Awoyinka is rewriting the Lagos creative playbook
In the high-octane environment of Lagos State governance, few portfolios demand as much cultural agility and economic foresight as the Ministry of Tourism, Arts, and Culture.
At the helm of this catalyst ministry stands Mrs. Toke Benson-Awoyinka, a woman whose tenure has become synonymous with the aggressive expansion of the Lagos Brand from a local hub to a global creative destination.
Since assuming office, Benson-Awoyinka has moved beyond the traditional role of a regulator, positioning herself instead as a chief strategist for the state’s creative economy. Her mission is clear: to ensure that the THEMES+ agenda of Governor Babajide Sanwo-Olu translates into tangible dollars, jobs, and global prestige for the millions of youths fueling the Lagos entertainment engine.
Building the Infrastructure of Imagination
Benson-Awoyinka’s strategy is rooted in the belief that talent without infrastructure is a wasted resource.
Under her leadership, the Ministry has prioritized the rehabilitation and digitization of cultural heritage sites, ensuring they serve as both tourist magnets and modern creative spaces.
Her influence is most visible in the sustained support for the Lagos Film City project, a multi-billion naira initiative in Epe designed to centralize film production, post-production, and cinematography training in Sub-Saharan Africa. By advocating for these hard assets, she is moving Lagos from a city that merely hosts festivals to one that manufactures global content.
One of the hallmarks of her leadership is the focus on Creative Lagos, a series of capacity-building initiatives aimed at bridging the skill gap in the creative industry.
Recognizing that Lagos is the Afrobeats and Nollywood capital of the world, she has facilitated partnerships with global institutions to train thousands of youths in filmmaking, animation, and digital marketing.
Under her watch, the Lagos State Creative Industry Initiative (LACI) has become a lifeline for aspiring professionals, providing them with the technical pedigree required to compete on platforms like Netflix, Amazon Prime, and Disney+.
Benson-Awoyinka has successfully rebranded Lagos as a 24/7 tourism destination. From the Greater Lagos Fiesta to the various arts festivals that dot the calendar, she has institutionalized the concept of Domestic Tourism.
By encouraging Lagosians to explore the state’s waterways, beaches, and historical landmarks, she is driving a circular economy where hospitality, transportation, and retail all thrive under the umbrella of tourism.
Her approach is data-driven, focusing on Arrivals and Spend. By streamlining the processes for event permits and providing a secure environment for major concerts, she has ensured that Lagos remains the undisputed entertainment capital of Africa, attracting diaspora visitors and international investors alike.
"We are not just celebrating culture; we are commercializing it. Our goal is to make the creative sector the third-largest contributor to the Lagos State GDP." — Excerpt from a Ministry Strategic Session.
As Lagos eyes a $1 trillion national economy target, Toke Benson-Awoyinka’s role becomes even more critical. Her ability to navigate the intersection of tradition and technology respecting the roots of the Eyo festival while embracing the future of Metaverse-driven tourism sets her apart as a modern stateswoman.
She remains a thriving example of female leadership in the public sector, proving that with the right mix of passion and policy, the creative arts can be the ultimate engine for social transformation and economic resilience.