The Nigerian Tourism Development Authority (NTDA) has officially launched “Naija Flavour… Destination December 2025”, a major cultural tourism initiative designed to showcase Nigeria’s heritage, empower small businesses, and reposition tourism as a strategic economic pillar under the Renewed Hope Agenda of President Bola Ahmed Tinubu.
Speaking at the unveiling ceremony held in Abuja, the Director-General of NTDA, Ola Awakan, said the project reflects the “identity, energy, diversity and entrepreneurial spirit” of Nigeria.
“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.
Awakan explained that the initiative aligns with government priorities on creative industry expansion, SME development and sustainable growth.
“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 added.
Highlighting Nigeria’s globally recognised festive season, Awakan said the NTDA wanted to repackage the December experience into a structured tourism product.
“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.”
The event, scheduled for December 13, 2025, will host a marketplace featuring food, fashion, games, creative exhibitions, musical performances and live theatre.
According to the DG, “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 that more than 50 SMEs will be showcased, with over 2,000 attendees expected, including visitors from the diaspora and international partners.
A key highlight of the festival is a theatrical showcase titled “Echoes of the Drums”, written by Awakan and directed by renowned theatre artist Isioma Williams.
The production, co-created with the Guild of Theatre Arts Drummers (GOTHAD), explores unity, eco-tourism, spirituality, communal values and ancestral heritage.
“The drum is not just an instrument. It is communication, identity, celebration and a spiritual pulse that connects generations,” Awakan explained.
Awakan acknowledged the collaboration of 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, and Monoliza Abuja, which will host the programme.
Representing CBAAC, Mrs. Patricia Saki described the initiative as timely and strategic for cultural diplomacy.
“This event reminds the world that culture is more than entertainment — it is a unifying force, a tool for economic empowerment and a strategic asset for nation building,” she said.
Responding to questions on security, the NTDA confirmed its partnership with the Nigeria Police Command to ensure the safety of all attendees. The agency also announced the involvement of cultural influencers such as Gide Awubono and Latif Adegbegi as part of the celebration.
Awakan emphasised that Nigeria has the cultural depth to transform tourism into a major economic contributor.
“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.
The DG urged Nigerians, SMEs, sponsors and the media to rally behind the initiative.
“Let the flavours travel. Let the drums speak. Let the world know that Nigeria is shaping tourism with innovation and cultural pride,” he said as he formally unveiled Naija Flavour… Destination December 2025.
