Nigeria Approves New National Tourism Framework to Boost Economic Growth

Published on December 6, 2025

The Federal Executive Council recently approved the broad National Tourism Brand Framework, which will give Nigeria a unified tourism identity referred to as the “Naija Season” master brand. This will mean a repositioning of the sector to a key driver of economic growth, employment generation, and international recognition. It is a framework within which Nigeria will be able to ensure a diversification of the economy using its rich cultural and natural resources to attract global tourists.

A Strategic Move to Boost Nigeria’s Tourism Industry

On December 6, 2025, Barrister Hannatu Musa Musawa, Nigeria’s Honourable Minister of Art, Culture, Tourism, and Creative Economy, presented the framework as part of a broader agenda to capitalize on the country’s cultural and tourism assets. The goal is to create jobs, attract investment, and provide economic opportunities across the country. This initiative aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritizes strengthening non-oil sectors to ensure sustainable economic expansion for the nation.

As the global tourism sector contributes about 9% to the global GDP—more than double the oil industry’s share of 4%—Nigeria’s government recognizes the immense potential of this sector. In 2024 alone, the tourism industry generated over $11 trillion globally and supported nearly 360 million jobs, highlighting the significance of tourism in driving economic prosperity. With this strategic initiative, Nigeria is set to become a competitive player in the global tourism market.

“Naija Season” and Other National Tourism Brands: Driving Economic Development

The National Tourism Brand Framework features four distinct national tourism brands, with “Naija Season” being the flagship brand. Alongside it, other regional identities such as “Detty December,” “Capital Vibes,” and “Homecoming East” are designed to foster local engagement, boost tourism revenues, and ensure that diverse cultures within the country are showcased globally.

The “Detty December” brand, initially popularized by Lagos’ local festivities, has grown into an internationally recognized cultural tourism attraction. During the 2024/25 season, Lagos welcomed an estimated 1.2 million visitors, generating over $72 million in revenue. This brand will be further expanded with the support of the Nigerian government, which will work closely with Lagos State to reach more international markets and attract even more visitors.

The new framework aims to replicate the success of “Detty December” by developing similar tourism brands in other regions of Nigeria. Each regional identity will emphasize its unique cultural offerings, natural beauty, and historical significance, creating immersive visitor experiences. By highlighting the rich cultural diversity of Nigeria, these regional brands will not only boost tourism but also foster a sense of pride and unity among local communities.

Presidential Tourism Task Force: A Coordinated Effort for Successful Implementation

To ensure the success of the National Tourism Brand Framework, the FEC has established a Presidential Tourism Task Force. This task force will include key representatives from government ministries such as Interior, Aviation, Finance, and Foreign Affairs, along with governors from tourism-focused states, the private sector, and the National Bureau of Statistics.

The task force’s responsibilities include addressing cross-sectoral challenges, promoting security planning, developing tourism infrastructure, and coordinating efforts between government bodies and private partners. This collaborative approach is crucial to overcoming obstacles such as inadequate infrastructure, security concerns, and the need for better marketing and promotion of Nigeria’s tourism offerings.

The task force will also focus on creating sustainable tourism policies, ensuring that local communities are included in the economic benefits of tourism while preserving Nigeria’s unique cultural heritage. This holistic approach aligns with global best practices, where coordinated planning and compelling storytelling have been used to transform local economies and elevate tourism industries.

Fostering Sustainable, Inclusive Tourism for Community Benefit

One of the core principles of Nigeria’s National Tourism Brand Framework is sustainability. As the tourism sector continues to grow, it is vital that the industry develops in a way that benefits local communities while preserving the cultural and environmental assets that make Nigeria unique. Minister Musawa emphasized that Nigeria’s tourism strategy will prioritize community inclusion, cultural preservation, and environmental sustainability.

By encouraging local participation in tourism initiatives, Nigeria can create a more inclusive industry where communities benefit from the economic opportunities created by tourism. This focus on sustainability also extends to preserving Nigeria’s historical and cultural sites, ensuring that future generations can continue to experience the country’s rich heritage.

Strengthening Tourism Infrastructure to Attract Global Visitors

In addition to the strategic branding and marketing efforts, Nigeria is also focused on improving its tourism infrastructure. The Nigerian government’s 2025-2026 budget includes funding for the development of tourism facilities and services, including new hotels, transportation networks, and cultural centers. This investment will make it easier for visitors to explore the country and experience its diverse tourism offerings.

The government is also working to enhance Nigeria’s air connectivity, making it easier for international tourists to visit. With improved infrastructure, Nigeria will be better equipped to handle increased tourism demand and ensure that visitors have a seamless and enjoyable experience.

A Vision for the Future of Nigeria’s Tourism Industry

This will indeed call for collaboration, whereby government agencies, local communities, and the private sector come together to ensure that the initiative is successful and sustains an economy in tourism that is for all. The growth in the tourism sector offers the country an opportunity to create thousands of jobs, lure investments, and increase its exposure globally. With a focus on luxury, sustainability, and cultural authenticity, it’s without a doubt that in the coming years, Nigeria will remain among the major players in the global tourism market.