When Bimbo Adeoye landed at Murtala Muhammed International Airport, Lagos, on a humid December evening, she felt a familiar rush of excitement. It had been five years since she last stepped foot in Lagos.
The weight of living abroad—juggling a demanding job in tech and the occasional isolation of being far from home—had taken its toll. But now, as she navigated the chaos of the arrivals terminal, she was energised.
December in Lagos was calling, and she knew exactly what awaited her: family, culture, music, and a city that never sleeps.
Bimbo wasn’t just home for herself. She had spent weeks convincing her friends from Chicago—some Nigerian, some not—to join her.
“You haven’t lived until you’ve experienced December in Nigeria,” she had said. Now, here they were, wide-eyed and curious, stepping into a world of colour, rhythm, and life.
Over the next few weeks, Bimbo and her crew moved from the pulsating beats of Afrobeats concerts to the kaleidoscope of fashion events, to sipping palm wine in rustic village settings.
They attended the Calabar Carnival, where the streets came alive with parades and costumes rivalling Rio’s.
They marvelled at the ingenuity of Nigerian creatives at pop-up art galleries and dined on jollof rice at rooftop restaurants overlooking the Atlantic. By the time their trip ended, her friends had a newfound appreciation for Nigerian culture.
But Bimbo saw something deeper. Beneath the glitter of Detty December, she realised the immense potential Nigeria had as a global tourism hub. The energy that drew millions in December could become a year-round force if harnessed right.
Read also: Detty December 2024: A prelude to Nigeria’s nightlife tourism boom?
What is Detty December?
“Detty December” captures the essence of Lagos’s electrifying holiday season, spanning late November to January with an explosion of parties, concerts, and cultural festivities, according to Lagos State Tourism, Arts and Culture Ministry in the latest Detty December report.
Originating in the late 2010s as playful slang for indulgence and celebration, the term blends Nigeria’s rich traditions with contemporary revelry.
Over time, Lagos has evolved into the heart of this phenomenon, attracting locals, diaspora Nigerians, and tourists eager to immerse themselves in its unparalleled vibrancy.
What began as simple year-end gatherings has transformed into a global spectacle featuring star-studded music concerts, art exhibitions, fashion showcases, and culinary festivals. The 2024 season broke participation records, driven by the influx of diaspora Nigerians—fondly called “IJGBs” (“I Just Got Back”)—who amplified Lagos’s allure as a must-visit December destination.
Today, Detty December fuels significant economic activity, solidifying December as the busiest and most profitable month for Lagos’s entertainment, hospitality, and retail industries.
Numbers that tell the story
Detty December 2024/25 was a landmark season for Lagos, drawing over 1.2 million visitors and cementing the city’s reputation as a global hub for end-of-year festivities. Of the 550,000 inbound air passengers, an impressive 90% were from the Nigerian diaspora, demonstrating the enduring pull of home for those abroad, according to a report published by MO Africa, a consultancy in association with the Lagos State Ministry of Tourism, Arts and Culture, Lagos State Traffic Management Authority, and Lagos Metropolitan Area Transport Authority,
This influx fueled unprecedented demand for luxury accommodations, with bookings surging by 30%. Short-let apartments also emerged as a preferred option, generating a staggering ₦21 billion in revenue.
The city’s nightlife scene hit new heights, with elite clubs and lounges recording average table spends of ₦1.2 million, reflecting a growing appetite for premium experiences. The Muritala Muhammed International Airport recorded its highest passenger volume in five years, symbolising Lagos’s re-emergence as a top-tier destination.
Meanwhile, ride-hailing services experienced a 200% surge in demand, underscoring the city’s ability to scale its infrastructure to meet the season’s pressures.
Major event venues welcomed over 500,000 attendees, a testament to the breadth and diversity of cultural and entertainment offerings. Notably, sustainability initiatives were introduced at marquee events, signalling a shift toward environmentally conscious practices within the bustling Detty December ecosystem.
More than just a season of revelry, Detty December 2024/25 highlighted Lagos’s role as a dynamic cultural and economic force.
From the diaspora’s homecoming to the city’s thriving hospitality and entertainment sectors, it underscored the synergy between culture, commerce, and community that defines the heart of Lagos.
From Detty December to Year-Round Tourism
Bimbo’s story mirrors that of countless diasporans who return home every December, contributing to an economic boom. Detty December alone generated $75 million in tourism revenue in Lagos last year, and experts believe this number could climb to $2 billion by 2026.
But what happens when January comes and the energy dissipates? Could Nigeria extend this momentum and create an all-year-round tourism ecosystem?
The answer lies in transforming the elements that make December magical into sustainable industries.
Learning from Ghana and Rwanda
Take Ghana, for example. Its 2018 Year of Return campaign wasn’t just an event; it was a strategy.
By inviting the African diaspora to reconnect with their heritage, Ghana recorded 1.9 million visitors and $3.3 billion in revenue the following year. Visitors didn’t just come for festivals—they stayed for curated tours of historical sites, cultural workshops, and uniquely Ghanaian experiences.
Rwanda has taken a different but equally effective approach. Its annual Kwita Izina ceremony, where baby gorillas are named, has become a global event.
Tying conservation to tourism, it attracts thousands of visitors while promoting Rwanda’s wildlife and environmental sustainability. These examples show how deliberate planning and innovation can turn local traditions into international attractions.
What Nigeria Can Do Differently
Celebrate Regional Diversity
Nigeria’s cultural wealth goes beyond Lagos. The Argungu Fishing Festival in Kebbi, the Kwagh-Hir Festival in Benue, and the Durbar festivals in northern cities like Kano and Katsina each offer something unique. Creating a calendar of regional events spread throughout the year could draw tourists back repeatedly.
Engage the Diaspora Strategically
The Nigerian diaspora is one of the country’s greatest untapped resources. Beyond holiday visits, the government and private sector could collaborate to organise themed heritage tours, culinary festivals, and investment opportunities tailored for diasporans eager to reconnect.
Invest in Infrastructure
Ghana’s Year of Return succeeded partly because visitors could easily navigate Accra and surrounding areas. Nigeria must improve its airports, roads, and accommodations, ensuring tourists have seamless experiences. The ongoing development of train lines connecting cities is a step in the right direction.
Leverage Technology
Imagine a platform where tourists can book tickets for festivals, find local guides, and explore curated itineraries. Such tools could help showcase the depth of Nigeria’s offerings—from the fashion hubs in Lagos to the serene beaches of Calabar.
Collaborate Across Borders
Nigeria can lead the creation of a West African tourism circuit. Partnering with neighbouring countries like Ghana and Senegal could enable visitors to explore the region’s rich culture in one trip, positioning Nigeria as the natural gateway to West African tourism.
The Vision: Nigeria as Africa’s Tourism Leader
Bimbo’s experience—and the experiences of millions like her—proves that Nigeria already has what it takes to thrive as a cultural destination.
The music, fashion, food, and energy are unmatched. What’s missing is a cohesive strategy to elevate these strengths into a global brand.
Imagine a future where Lagos hosts not just Detty December but a Spring Afrobeats Festival that rivals Coachella.
Picture Benue State becoming the go-to destination for cultural tourism, with international audiences marvelling at the Kwagh-Hir Festival.
Envision Nigeria leading the charge in sustainable tourism, with eco-friendly lodges in Cross River State or guided tours of historical sites in Badagry.
The global spotlight is on Africa, and Nigeria is uniquely positioned to lead. The diaspora is ready to invest, tourists are hungry for authentic experiences, and the creative industries are brimming with talent.
All that’s left is the courage to act and the vision to think beyond December.
Bimbo’s friends left Nigeria with full hearts and vivid stories. For them, it was the trip of a lifetime. For Nigeria, it could be the foundation of a billion-dollar industry.
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