Building Nigeria’s tourism, fashion, arts, and culture ecosystem

When Tunde Omisore stepped off the plane at Murtala Muhammed International Airport, a familiar cocktail of emotions surged through him: nostalgia, excitement, and a subtle rediscovery.

It had been seven years since he last visited Nigeria, and he wasn’t coming alone this time. With him were his wife, Emma, a curious Canadian eager to experience his roots, and their two teenage daughters, who had grown up hearing tales of “Detty December” but had no idea what it truly meant.

“This will be a December to remember,” Tunde had promised.

He wasn’t exaggerating. As the family navigated through Lagos’s energetic streets, they marvelled at the juxtaposition of the old and the new: the street hawkers selling roasted corn, the sleek restaurants along Victoria Island, and the vibrant billboards announcing concerts, fashion shows, and art exhibitions.

By day, they explored the galleries of Nike Art Centre and dined on suya and jollof rice at Terra Kulture. By night, they danced under the stars at an Afrobeats concert featuring Wizkid and Tiwa Savage. They soaked in the rich cultural basket of Lagos, but what surprised Emma most was how seamlessly tradition and modernity coexisted.

When the family travelled to Calabar for the world-famous carnival, Emma turned to Tunde and said, “This isn’t just a vacation. This is a cultural awakening.”

But as the Omisores’ trip ended, Tunde couldn’t shake a question that had been nagging him: why wasn’t this energy and cultural wealth harnessed all year long?

Why should Nigeria’s tourism peak only in December? As he boarded the flight back to Toronto, Tunde’s mind was alive with possibilities. What if Nigeria became a year-round destination, offering the world the magic of its culture, landscapes, and people every single month?

Read also: How tourism can power Nigeria’s local fashion and textile industry

A Year-Round Nigerian Tourism Ecosystem

Tunde’s story echoes the experiences of millions of diaspora Nigerians and international tourists who flock to Nigeria during “Detty December”—a vibrant season of concerts, festivals, and family reunions.

In 2024 alone, Lagos welcomed over 1.2 million visitors during December, generating an estimated $75 million in tourism revenue. But while December thrives, the rest of the year sees a sharp decline in tourist activity. This seasonal spike, though lucrative, is unsustainable for long-term growth.

What if Nigeria could replicate the magic of December throughout the year? By creating a structured, year-long calendar of events, upgrading infrastructure, and leveraging its diverse cultural heritage, Nigeria can position itself as Africa’s premier destination for tourism, fashion, arts, and culture.

A slogan for the Campaign

“Experience Nigeria, Every Day, Every Season.”

This slogan invites visitors to explore the depth of Nigeria’s offerings across all seasons, showcasing its endless appeal—from cultural festivals to historical landmarks and modern entertainment.

Pillars of a Year-Round Tourism Strategy

1. Highlighting Regional Diversity:
   Nigeria’s cultural and natural wealth extends far beyond Lagos. From the rolling hills of Obudu to the ancient Nok settlements, each region offers something unique.
2. Diaspora Engagement:
   The Nigerian diaspora, often referred to as the “IJGBs” (“I Just Got Backs”), is a key demographic. Tailored packages for heritage tours, investment opportunities, and cultural reconnection can keep them engaged beyond December.
3. Infrastructure Development:
   Tourism thrives on accessibility. Improvements in airports, roads, and public transport, as well as the development of eco-friendly accommodations, will enhance visitor experiences.
4. Digital Integration:
   A comprehensive digital platform—“Visit Nigeria”—could serve as a one-stop hub for event calendars, itineraries, ticket bookings, and virtual tours.
5. Sustainability and Local Impact:
   Promoting eco-tourism and investing in local communities ensures that tourism benefits grassroots economies while preserving Nigeria’s cultural and natural assets.

A Year-Long Calendar of Events

Spring (March-May): Celebrating Creativity and Nature

Key Events:

• Lagos Art and Culture Week: Featuring exhibitions, street art competitions, and workshops at venues like Freedom Park.
• Easter Durbar Festivals: Held in northern cities like Kano and Katsina, showcasing equestrian parades and Hausa cultural displays.
• Nature and Wellness Retreats: Eco-friendly lodges in Obudu Mountain Resort and Yankari Game Reserve offer serenity and adventure.

Activities:

• Guided hikes through the Mambilla Plateau.
• Boat cruises along Lokoja’s rivers, celebrating Nigeria’s aquatic ecosystems.

Summer (June–August): Adventure and History

Key Events:

• Osun-Osogbo Festival: A UNESCO-recognised event celebrating Yoruba spirituality and heritage.
• Diaspora Heritage Month: Curated tours of Badagry, Ile-Ife, and Calabar, emphasising Nigeria’s role in African history.
• Naija Adventure Week: Featuring road trips to hidden gems like Ogbunike Caves and Awhum Waterfall.

Activities:

• Safari experiences in Yankari Game Reserve.
• Nighttime storytelling sessions around campfires in Benue and Cross River States.

Autumn (September–November): Festivals of Harvest and Community

Key Events:

• Argungu Fishing Festival: A spectacle of fishing competitions, canoe races, and traditional dances in Kebbi State.
• Benue Harvest Festival: Celebrating Nigeria’s agricultural heritage with culinary exhibitions and wine tastings.
• Crafts and Textile Fair: Held in Kaduna, showcasing indigenous crafts, including adire and aso-oke.

Activities:

• Village-to-village cycling tours in Ekiti and Ondo.
• Workshops on yam pounding, weaving, and other traditional skills.

Winter (December–February): The Grand Finale

Key Events:

• Detty December Extravaganza: Music concerts, rooftop parties, and food festivals across Lagos, Abuja, and Port Harcourt.
• Calabar Carnival: Africa’s biggest street carnival, with elaborate costumes and parades.
• Kwagh-Hir Festival: A Tiv storytelling festival in Benue State, blending folklore with puppetry.

Activities:

• Luxury cruises on the Niger River, with live cultural performances.
• Pop-up Afrobeats and Nollywood film nights in urban and rural areas.

Infrastructure and Digital Innovations

Tourist-Friendly Infrastructure:

• Upgrade airports in key cities and expand regional train systems for easy intercity travel.
• Develop eco-lodges, boutique hotels, and short-let apartments.

Technology Integration:

Launch the “Visit Nigeria” app with features like:

• Event ticketing and itinerary planning.
• Augmented reality (AR) experiences for historical sites.
• Virtual guides and local expert recommendations.

Economic Impact and Projections

Revenue Growth:

• $3 billion in annual tourism revenue by 2030.
• The fashion, arts, and entertainment sectors generate 500,000 jobs annually.

Community Benefits:

• Empowering artisans, performers, and rural communities.
• Reducing urban migration by developing tourism hotspots in underserved regions.

Conclusion: The Nigerian Dream

Imagine a Nigeria where every season offers an adventure: Spring’s Durbar parades, Summer’s heritage trails, Autumn’s harvest festivals, and Winter’s Detty December crescendo. With strategic planning, bold investments, and the collective will to act, Nigeria can transform its cultural wealth into a thriving, sustainable tourism ecosystem.

For Tunde and millions of others, “Detty December” was just the beginning. Now, it’s time for the world to experience Nigeria—every day, every season.