Nigeria experienced a significant surge in domestic tourism during the December 2024 holiday season, as international tourists and Nigerians in the diaspora flocked to the country. This influx was attributed to the depreciation of the naira, which enhanced the purchasing power of foreign currencies, making Nigeria an attractive destination for affordable luxury experiences. Popular events such as Detty December, founded by musician Mr. Eazi, reached new heights, drawing global music stars like Sweetie, Tyla, Gunna, and Chloe Bailey, alongside Nigerian superstars such as Wizkid, Davido, Rema, and Burna Boy. Analysts described the season as a milestone in Nigeria’s creative and tourism industries.
The festive period also highlighted the potential of Nigeria’s creative sector to drive economic growth. Reports revealed that hotels, short-let apartments, and entertainment venues across major cities were fully booked, underscoring the increasing demand for leisure and hospitality services. According to Ambassador Ikechi Uko, organiser of Akwaaba African Travel Market, domestic tourism boomed as Nigerians travelled to their home states, reunited with families, and participated in various social events. He noted that Lagos, in particular, attracted the majority of diaspora visitors, while cities like Uyo, Enugu, Owerri, and Calabar also witnessed a surge in economic activity.
Government action needed to maximise tourism growth.
Despite concerns about Insecurity and inconsistent visa policies, the country’s vibrant entertainment scene succeeded in drawing global attention. The weak Naira not only boosted tourism but also curtailed international travel for many Nigerians, compelling them to explore local destinations. This dynamic, combined with increased remittance inflows, transformed Nigeria into a lucrative hub for holiday celebrations. From bustling beach resorts in Lagos to cultural hotspots in other regions, the season showcased the untapped potential of the country’s tourism landscape.
Experts have emphasised the need for government intervention to formalise and expand these opportunities. Ambassador Uko urged authorities to build on this momentum by improving security, enhancing infrastructure, and promoting Nigeria as a top-tier tourist destination. He cited Ghana’s success with its “Christmas in Ghana” initiative as an example to emulate, calling for a cohesive plan to attract millions of visitors annually. With careful planning and investment, Nigeria could replicate and even surpass the successes seen in other African nations, making tourism a key driver of economic growth.
Harnessing tourism as an economic catalyst in Nigeria.
While the yuletide celebrations highlighted Nigeria’s capacity for international tourism, the country’s economic challenges were equally evident. The affordability of local destinations due to a weak naira reflected broader economic pressures that made international travel prohibitive for many citizens. However, this same economic condition inadvertently fostered a thriving domestic tourism market, as more Nigerians opted to explore local destinations rather than travel abroad. With proper Investment in Infrastructure and marketing, Nigeria could leverage its cultural assets to become a premier destination in Africa. This growth could be further supported by policies that encourage both local and international investments in the tourism sector, ensuring long-term sustainability.
Another notable trend was the role of music and entertainment in redefining tourism. Afrobeats, in particular, has emerged as a global phenomenon, placing Nigerian artists and festivals at the forefront of cultural diplomacy. Events like Detty December have become powerful tools for soft power, attracting international audiences and boosting the country’s image. This momentum can be further enhanced by integrating tourism with other creative sectors, such as film, fashion, and cuisine. The collaboration between these industries could create a more comprehensive cultural experience for visitors, encouraging them to explore not only the music scene but also Nigeria’s vibrant arts and culinary offerings. By tapping into this synergy, Nigeria can create a unique and attractive tourism package that appeals to a broader, global audience.
Related Article: Promoting sustainable tourism in Nigeria
Overall, the December 2024 festive season proved that Nigeria’s tourism and entertainment industries hold immense potential for economic transformation. The surge in both domestic and international visitors highlighted the country’s capacity to become a leading destination for global travellers. With deliberate efforts to address insecurity, streamline visa processes, and improve hospitality services, the country can solidify its position as a destination of choice for global travellers. By formalising its yuletide celebrations and capitalising on its cultural assets, Nigeria can turn its vibrant tourism landscape into a sustainable economic powerhouse.