The 14th Africa International Film Festival (AFRIFF) will open in Lagos on Nov. 2 with a new film and content market designed to deepen creative trade and attract more tourism inflow.

The festival, which runs through Nov. 8, will showcase feature films, documentaries, and shots from across Africa and the diaspora.

Founder of AFRIFF, Chioma Ude, in a statement on Thursday in Lagos said the film and content market would provide a business platform for studios, streamers and investors.

Ude said the new market would “connect storytellers and financiers” while positioning Nigeria as “Africa’s entertainment capital”.

She said Lagos remained the natural host city because of its infrastructure and global reputation for creativity.

 “Every November, AFRIFF transforms Lagos into a creative hub where producers, actors and executives meet. This year we expect the market to generate real deals and new partnerships,” she added.

Hotels around Victoria Island and Lekki say advance bookings have risen since early October, with average occupancy projected to exceed 90 per cent.

Vice Chairman, Hotel Owners Forum Lagos (HOFLA), Adewale Ayo-Adesanya said that the festival usually lifts both room sales and allied services such as transport, dining and nightlife.

 “AFRIFF now rivals major December events in the number of international guests it brings in. Many visitors extend their stay into December, so it helps Lagos’ tourism economy,” he said.

The Lagos State Ministry of Tourism, Arts and Culture said it was working with security and traffic agencies to ensure smooth movement during the week-long event.

Idris Aregbe, Special Adviser to the Governor on Tourism, Arts and Culture, said that the state viewed AFRIFF as part of its creative-industry agenda.

 “We support initiatives that position Lagos as a film-friendly destination. Beyond the screenings, we want visitors to explore our beaches, galleries and culinary spots,” Aregbe said.

Industry analysts say the combined spend from delegates, sponsors and audiences could exceed ₦5 billion through hotels, logistics and hospitality.

AFRIFF’s closing night will feature the premiere of a major Nollywood title yet to be announced.

Organisers have also confirmed side events such as workshops for emerging filmmakers and a masterclass on Artificial Intelligence storytelling tools.

The festival, launched in 2010, has grown into one of Africa’s leading film gatherings, attracting over 2,000 participants annually.

Stakeholders say this year’s edition will test Lagos’ readiness for larger cultural tourism events ahead of the busy “Detty December” season.