Sterling Bank Ltd recently reinforced its proactive support for Nigeria’s health, tourism, and creative sectors through active participation in ‘The Art of Wellbeing’ experience in Lagos. The event gathered key players from government, private sector experts, and creative leaders to explore how wellbeing, tourism, and creativity intersect to unlock deeper socio-economic value.
At the event, Sterling Bank’s Managing Director, Abubakar Suleiman, underscored the importance of reframing wellbeing as an essential economic infrastructure. He stressed that prioritising both physical and mental health can enhance productivity, reduce healthcare costs, increase workforce participation, and strengthen competitive value chains across tourism, hospitality, and creative industries.
Echoing this economic vision, the Bank’s Head of Tourism and Creative Arts Business, Abiola Adelana, highlighted the unique potential of health and creative ecosystems to generate sustainable economic opportunities while improving quality of life. Their involvement in initiatives like “The Art of Wellbeing” demonstrates Sterling Bank’s commitment to sectors that contribute to inclusive growth and help position Nigeria as an innovative hub for lifestyle, wellness, tourism, and the creative economy.
While the core article doesn’t specify numbers, Sterling Bank’s broader strategic activities across these sectors reflect measurable backing and longstanding commitment. Its HEART strategy, an acronym for Health, Education, Agriculture, Renewable Energy, and Transportation drives investments in sectors that are considered pivotal for national development and economic diversification.
For example, beyond this event, Sterling has actively supported Nigeria’s tourism and creative industries through festival sponsorships and SME market access drives. In 2025, it served as headline sponsor of the Africa Fashion Week Nigeria x Made By Nigerians Festival, helping connect over 250 fashion entrepreneurs to local and international markets, a sector of the creative economy valued at an estimated $4.7 billion that contributes significantly to economic diversification and jobs creation.
This kind of strategic engagement builds commercial ecosystems where health and creative ventures become more investable, scaling informal activities into structured economic contributors. By enabling access to capital, business platforms, and community partnerships, Sterling Bank plays a role in strengthening the economic base of industries beyond traditional banking, supporting entrepreneurship, generating employment, and enhancing export potential.
“As a community, we must begin to view wellbeing through the lens of an economic infrastructure. When physical and mental health are prioritised, productivity improves, healthcare costs decline, workforce participation expands, and entire value chains within tourism, hospitality, and the creative economy become more competitive and investable.” Abubakar Suleiman
By anchoring investments in health, tourism, and creative industries, Sterling Bank taps into high-growth sectors that expand Nigeria’s GDP base beyond oil dependence. These efforts catalyse job creation, stimulate domestic consumption, and attract both local and international investment, helping diversify the economy and build resilient value chains that support long-term growth.
