Ejiro Efenudu
Plateau State is set to welcome continental spotlight as it prepares to host the 2025 edition of the Mister and Miss Tourism Africa pageant, a high-profile cultural and tourism event that brings together contestants from across the African continent. The announcement was made over the weekend by the organisers of the event in collaboration with the Plateau State Government, signaling the state’s renewed commitment to promoting tourism, youth empowerment, and African unity through pageantry.
The grand event, scheduled to hold later this year in Jos, the Plateau State capital, will feature contestants from over 30 African countries. It promises to showcase not just beauty and intelligence, but also a deep connection to African cultural heritage, values, and tourism potential. This marks the first time Plateau State will host the continental tourism pageant, further positioning the state as a rising hub for cultural and creative events in Nigeria.
Plateau’s Growing Tourism Profile
Known for its picturesque landscapes, moderate climate, and cultural diversity, Plateau State has long been considered a sleeping giant in Nigeria’s tourism sector. With this latest development, the state government hopes to revitalize interest in its tourism offerings while projecting Plateau’s image on the international stage.
Speaking during a press briefing in Jos, Mr. John Mutum, the Director-General of Plateau State Tourism Corporation, noted that hosting Mister and Miss Tourism Africa is a “strategic milestone” for the state. “This pageant is more than a beauty contest—it is a platform to celebrate Africa’s diverse heritage, promote tourism partnerships, and inspire young Africans to become ambassadors of their nations,” he said.
Mutum further added that the state will leverage the event to highlight key tourist sites such as the Jos Wildlife Park, the National Museum, Riyom Rock, Shere Hills, Kurra Falls, and the Assop Falls, among others.
Empowering the Youth Through Pageantry
The Mister and Miss Tourism Africa pageant is widely celebrated for its role in youth empowerment, entrepreneurship, and advocacy. Contestants are not only evaluated based on appearance and charisma, but also on their understanding of tourism development, cultural diplomacy, and community engagement.
According to Ms. Jennifer Achu, the founder and Executive Director of the Miss Tourism Africa Organisation, the 2025 edition in Plateau State will introduce new elements aimed at enhancing the educational and cultural impact of the competition.
“We are introducing a Tourism for Development pitch session, where each contestant will present innovative tourism project ideas relevant to their home country,” Achu said. “Our goal is to encourage more than just visibility—we want action-oriented young leaders who can drive sustainable tourism policies and partnerships across Africa.”
She commended the Plateau State Government for its proactive support and readiness to host, citing the state’s natural endowments and hospitality as key advantages.
Economic and Cultural Impact
Analysts have pointed out that hosting the pageant could boost the local economy, especially the hospitality, transportation, and creative industries. Hotels, tour operators, local artisans, and entertainment professionals are expected to benefit from the influx of visitors, media personnel, and tourism stakeholders from across the continent.
Local communities, particularly those with strong cultural traditions, are also expected to play a central role. Traditional music, dance troupes, and craft exhibitions will feature prominently in the side events leading up to the main pageant night.
Dr. Abigail Dung, a Jos-based tourism consultant, noted that the pageant presents a “rare opportunity” to rebrand Plateau State to the rest of Africa. “For a long time, Plateau has struggled with negative perceptions due to insecurity. This event, if properly managed, could restore confidence and attract not just tourists but also investors,” she said.
Security and Infrastructure Readiness
To allay concerns, the Plateau State Government has assured the public and international delegates of adequate security and logistics preparation. The Commissioner for Information and Communication, Hon. Dan Manjang, confirmed that the government is working closely with security agencies to ensure a hitch-free event.
“In addition to securing the venue and accommodation sites, we are enhancing infrastructure and road networks that connect key tourist locations. This is part of our broader plan to build Plateau as a year-round tourist destination,” Manjang stated.
He added that the pageant aligns with Governor Caleb Mutfwang’s developmental vision, which includes leveraging creative industries for job creation and youth development.
Looking Ahead
The excitement surrounding the event is already palpable, with social media campaigns, regional auditions, and public sensitisation programs underway. Organisers say that the final event, which will be held at the iconic Jos International Conference Centre, will feature performances from leading African musicians, fashion designers, and cultural icons.
As Plateau State prepares to take the continental stage, expectations are high that the Mister and Miss Tourism Africa pageant will not only be a celebration of beauty and culture, but also a catalyst for tourism growth, peacebuilding, and youth empowerment across Africa.
