The Nigerian Tourism Development Authority has introduced “Naija Flavour… Destination December 2025”, a new cultural tourism project designed to showcase Nigeria’s heritage, strengthen small businesses and position tourism as a major economic driver under President Bola Ahmed Tinubu’s Renewed Hope Agenda.
The initiative was recently launched in Abuja, where Director-General of NTDA, Dr Olayiwola Awakan, said that the programme reflects the identity, energy and creativity of Nigerians.
At the unveiling, he said that the agency wanted to create a platform that mirrors the country’s cultural power. “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 said.
Dr Awakan noted that the project supports the government’s priorities in the creative industry, SME development and sustainable growth. He said that the plan is designed to generate wealth, empower small businesses and build a tourism experience that can sustain itself while stimulating economic activity nationwide.
The NTDA is seeking to turn Nigeria’s famous festive season into a structured tourism product. Dr Awakan explained that “Detty December” already attracts global attention and the goal is to convert that attention into jobs and revenue.
“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. We asked ourselves how to package that vibe into jobs, revenue and international attention. Naija Flavour is our answer,” he said.
The event will take place on December 13, 2025. It will feature a marketplace with food, fashion, games, musical performances, live theatre and creative exhibitions. The NTDA expects more than 2,000 attendees, including visitors from the diaspora and international partners. More than 50 small businesses are also expected to participate.
According to the DG, the project is built on economic inclusion. “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.
A major highlight of the festival is a theatrical production titled “Echoes of the Drums”. The work was written by Dr Awakan and directed by theatre artist Isioma Williams. The Guild of Theatre Arts Drummers co created the performance.
The production explores themes of unity, ecotourism, spirituality and ancestral heritage. Dr Awakan said that the drum remains central to the story. “The drum is not just an instrument. It is communication, identity, celebration and a spiritual pulse that connects generations,” he said.
The NTDA revealed that the event is supported by NIHOTOUR, the National Troupe of Nigeria, CBAAC, the National Film and Video Censors Board and Monoliza Abuja, which will host the programme.
Representing CBAAC, Mrs Patricia Saki described the event as a timely platform for cultural diplomacy. She said it reminds the world that culture is a unifying force and a tool for national development.
Responding to questions on security, the NTDA said that it has partnered with the Nigeria Police Command to ensure the safety of guests. The agency also announced that cultural influencers Gide Awubono and Latif Adegbegi would participate in the celebration.
Dr Awakan said that Nigeria has the depth and talent to grow tourism into a major economic pillar. “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,” he said.
He called on Nigerians, small businesses, sponsors and the media to support the initiative as the country prepares for the first edition of Naija Flavour… Destination December 2025.
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