Naija Flavour: Nigeria’s New Flagship Tourism Initiative to Empower Local Businesses

Published on November 22, 2025

In an unprecedented expansion of Nigeria’s tourism potential along with cultural collaborations, the Nigerian Tourism Development Authority (NTDA) initiated the flagship project, “Naija Flavour… Destination December 2025.” This project aims to showcase Nigeria’s diverse cultural assets, promote the informal sector, and advance tourism as a key contributor to the economy in alignment with President Bola Ahmed Tinubu’s Renewed Hope Agenda. Citizens and visitors, with the promise of a December 2025 calendar filled with events for “Naija Flavour” to be transformed, will be motivated to participate in the festive season as an economically valuable tourism product.

Celebrating Nigeria’s Vibrant Culture and Creative Economy

Speaking at the launch in Abuja, NTDA Director-General Dr. Olayiwola Awakan emphasized that “Naija Flavour” embodies the “identity, energy, diversity, and entrepreneurial spirit” of Nigeria. He expressed that the project is not just a tourism event but a celebration of Nigeria’s rich cultural tapestry—its music, fashion, art, food, and overall vibrancy. The initiative also aligns with the Nigerian government’s strategic priorities for expanding the creative industry, fostering sustainable growth, and empowering small and medium enterprises (SMEs).

“Today, we are celebrating the flavours of our culture, the vibrancy of our creativity, and the growing power of tourism as an economic driver,” Dr. Awakan remarked, stressing that the initiative would help generate wealth, create jobs, and strengthen Nigeria’s creative economy.

Turning ‘Detty December’ Into a Sustainable Tourism Product

Known globally for its lively and festive atmosphere, Nigeria’s “Detty December” has become a beacon for culture enthusiasts, partygoers, and music lovers. The NTDA has recognized this festive period as an ideal time to create a structured tourism product. Dr. Awakan explained, “Nigeria is not just a country; we are a global vibe, especially in December. The world comes to us to taste our culture, feel our music, and immerse in the energy that makes Nigeria unforgettable.”

With “Naija Flavour,” the goal is to transform the energy of “Detty December” into something more sustainable, by generating jobs, boosting the local economy, and attracting international attention. The NTDA aims to offer tourists an immersive cultural experience that goes beyond entertainment and into the realms of economic empowerment.

Highlighting Local Businesses and SMEs

A key feature of “Naija Flavour” is its focus on supporting local businesses. Over 50 SMEs will showcase their products and services at the event, creating a platform for Nigerian entrepreneurs to reach both local and international markets. With over 2,000 attendees expected, including visitors from the Nigerian diaspora and international partners, this event presents a valuable opportunity for SMEs to gain exposure and expand their reach.

The festival will feature a vibrant marketplace, offering a diverse range of products, including traditional Nigerian foods, fashion, arts, and crafts. This marketplace serves as a tangible representation of Nigeria’s entrepreneurial spirit, which has long been at the heart of its cultural and economic identity.

‘Echoes of the Drums’: A Theatrical Showcase of Nigeria’s Heritage

One of the standout events of the “Naija Flavour” festival is a theatrical performance titled “Echoes of the Drums.” Written by Dr. Olayiwola Awakan and directed by renowned theatre artist Isioma Williams, the production delves into themes of unity, ecotourism, spirituality, and communal values. It highlights the drum as a central symbol of Nigerian culture, representing communication, identity, and celebration.

The play, co-created with the Guild of Theatre Arts Drummers (GOTHAD), explores how the drum connects generations and unites diverse communities. Dr. Awakan explained that the drum serves as “a spiritual pulse that connects us to our ancestors,” underscoring its significance not just as a musical instrument, but as a powerful symbol of Nigeria’s cultural and spiritual heritage.

Enhancing Nigeria’s Global Cultural Diplomacy

The launch of “Naija Flavour” comes at a crucial moment for Nigeria’s cultural diplomacy. Mrs. Patricia Saki, representing the Centre for Black and African Arts and Civilisation (CBAAC), emphasized that this initiative is a strategic step for using culture as a unifying force for economic empowerment. “This event reminds the world that culture is more than entertainment; it is a tool for economic empowerment and a strategic asset for nation-building,” she said.

The initiative is expected to strengthen Nigeria’s position as a leading cultural hub in Africa and further promote the country’s diverse heritage on the global stage. The collaboration with local and international partners highlights the broader goal of attracting tourists and investors to Nigeria, particularly in the creative industries.

Security and Logistics: Ensuring a Safe and Memorable Experience

The safety and enjoyment of attendees remain a top priority for the organizers. Dr. Awakan assured the public that the NTDA has partnered with the Nigerian Police Command to ensure a safe environment for all participants. The festival will also feature high-profile cultural influencers, including Gide Awubono and Latif Adegbegi, who will add star power to the event and help promote Nigeria’s rich cultural offerings to a global audience.

In addition to entertainment, the festival will highlight Nigeria’s hospitality sector and the country’s ability to host large-scale events. With proper security measures and logistical support in place, the NTDA is ensuring that visitors have a seamless and enjoyable experience throughout the duration of the festival.

A Vision for the Future: Transforming Tourism Through Culture

Dr. Awakan’s vision for the future of Nigerian tourism is clear: to position the country’s cultural richness as a major economic driver. He noted, “We are sitting on gold in Nigeria. Let us start from somewhere. Let us change the narrative. The only way is through our culture, our food, our arts, and everything that makes us who we are.” By transforming Nigeria’s cultural assets into tourism products that generate revenue, create jobs, and attract international attention, “Naija Flavour” aims to create a sustainable tourism model that benefits both locals and visitors alike.

A Vibrant Celebration of Nigerian Culture and Tourism

The upcoming 2025 Naija Flavor…Destination December Festival will be a major boost to tourism for Nigeria for years to come. Nigerians and visitors will actively participate in the festivals and events throughout December that will showcase the cultural heritage of Nigeria. There will be so amenities to support local businesses and services. There will be dynamic cultural tourism to Nigeria. “Naija Flavor” festivals is a sustainable economic empowerment initiative that will instill border pride in the people of Nigeria. This will allow Nigeria to compete in the primary tourism market and change the whole tourism industry in Nigeria.