The Federal Executive Council has approved a comprehensive national tourism strategy establishing regional brands under a unified “Naija Season” framework.

This development represents a major step toward building a stronger, more inclusive tourism economy for Nigeria.

The Honourable Minister of Art, Culture, Tourism and Creative Economy, Barrister Hannatu Musa Musawa, presented the initiative as part of the Ministry’s commitment to unlocking the country’s cultural and tourism assets in ways that create jobs, attract investment and widen economic opportunities for communities across the nation.

This approval reflects the vision of President Bola Ahmed Tinubu’s Renewed Hope Agenda, which seeks to expand the nation’s economic base by strengthening viable non-oil sectors.

The FEC specifically endorsed the strategic development of four tourism brands: “Detty December,” “Capital Vibes,” “Homecoming East” and the overarching “Naija Season” framework as national economic catalysts.

At a time when the global travel and tourism sector contributes about 9% to global GDP, far outpacing oil’s 4%, Nigeria is positioning to claim its share of this lucrative market. In 2024, the global travel industry contributed $11 trillion to global GDP and supported nearly 360 million jobs worldwide, highlighting the sector’s immense potential for Nigeria’s economic diversification.”Detty December,” the flagship brand that evolved from local gatherings in Lagos into a global cultural phenomenon, demonstrates this potential.

It has evolved from simple year-end gatherings into a global cultural tourism phenomenon featuring music concerts, art exhibitions, fashion shows and cultural festivals. In 2024/25, Lagos welcomed approximately 1.2 million visitors during this period, generating over $72 million in combined revenue.

Under the new initiative, the Federal Government will support Lagos State in expanding the “Detty December” to accommodate an even larger influx of tourists while developing other regional brands that encourage diaspora returnees to engage with local experiences and contribute to regional economies.

Each brand will reflect the unique character of its location, featuring cultural activities and visitor attractions that showcase the richness and diversity of Nigerian identity.

To orchestrate this national transformation, the FEC has established a Presidential Tourism Task Force comprising representatives from key government Ministries, Departments and Agencies and private sector.

The Task Force includes officials from the Ministries of Interior, Aviation, Finance, and Foreign Affairs, as well as the National Bureau of Statistics, the Office of the National Security Adviser, governors from tourism-focused states, and relevant private sector stakeholders.

This high-level body will provide necessary oversight, remove cross-sectoral barriers, manage security and safety of tourists and accelerate tourism infrastructure development nationwide.

Barrister Musawa explained that the model is inspired by successful tourism destinations where strategic planning, destination development and cultural storytelling have transformed local economies.

The Nigerian approach places strong emphasis on community participation, sustainability and the protection of cultural heritage.

The approval of these initiatives marks an important moment for the country. It signals a renewed commitment to building a tourism future that tells Nigeria’s story with confidence and ensures that communities benefit meaningfully from the nation’s cultural strengths.

By Sandra Njoku-Samuel
Media and Communication Strategist to the Honourable Minister
Federal Ministry of Art, Culture, Tourism and Creative Economy