Joel Ajayi
The Director General of the Nigerian Tourism Development Authority (NTDA) Olayiwola Awakan has stated that the 2025 edition of Naija Flavour… Destination December will play a major role in generating wealth, empowering local businesses, strengthening the creative economy, and boosting national growth.
Naija Flavour, scheduled for December 13, 2025, will feature a bustling marketplace of culture, entrepreneurship, food, fashion, games, live theatre, and a musical concert. It will create a platform where SMEs can increase visibility, attract customers, and establish partnerships.
Speaking at a press conference on Friday in Abuja to unveil the 2025 edition of the flagship cultural tourism event, the DG described Naija Flavour as a strategic initiative designed to align with the economic priorities of President Bola Ahmed Tinubu’s administration.
He noted that the programme embodies the Renewed Hope Agenda, which emphasises economic expansion, SME development, creative industry growth, and sustainable value creation.
“Naija Flavour has been conceptualised to generate wealth, empower local businesses, strengthen our creative economy, and build a tourism experience that sustains itself and stimulates national growth,” he said.
Welcoming stakeholders to the unveiling, the DG described Naija Flavour as a vibrant expression of Nigeria’s identity, diversity, and entrepreneurial spirit.
“Today, we are not just launching a programme; we are celebrating the flavours of our culture, the vibrancy of our creativity, and the growing power of tourism as an economic driver,” he added.
He explained that Nigeria’s unique December experience — popularly known as Detty December — has become globally recognised as a period when visitors from across the world travel to Nigeria to immerse themselves in its music, fashion, food, nightlife, and rich cultural energy. According to him, the NTDA saw this as an opportunity to convert an existing cultural phenomenon into a structured tourism product.
“Nigeria is not just a country; we are a global vibe. So, we asked ourselves: how do we package that vibe into a tourism experience that drives jobs, revenue, and international attention? Naija Flavour is our answer.”
“Naija Flavour is not just entertainment; it is economic empowerment. If culture is our asset, then SMEs are the engine that drives tourism revenue,” he said.
As part of efforts to deepen the cultural tourism experience, the NTDA unveiled a theatrical production titled “Echoes of the Drums.” The production celebrates unity, ecotourism, spirituality, folklore, and Nigeria’s ancestral heritage. Written by Ola Awakan, directed by Isioma Williams, and produced in partnership with the Guild of Theatre Arts Drummers (GOTHAD), the play will serve as a centrepiece for tourism storytelling and cultural preservation.
The DG expressed gratitude to the institutions partnering with NTDA to bring Naija Flavour to life, including The Monoliza Abuja, the National Institute for Hospitality and Tourism (NIHOTOUR), the National Troupe of Nigeria, the Centre for Black and African Arts and Civilization (CBAAC), the National Film and Video Censors Board (NFVCB), and GOTHAD.
He urged the media to champion the story of Naija Flavour and amplify Nigeria’s cultural and tourism potential. He also called on corporate bodies, sponsors, SMEs, and creative entrepreneurs to join the movement and leverage the opportunities the event will create. “Let the flavours travel. Let the world know that Nigeria is shaping tourism with innovation, entertainment, and economic impact,” he said.
He therefore encouraged Nigerians and international visitors to save the date: “Naija Flavour is a celebration of our diversity, creativity, and innovation. Under the Renewed Hope Agenda, we will continue to build a tourism industry that generates income, sustains jobs, and promotes national pride. Let the drums speak. Let the flavours rise. Let Nigeria shine.”
