Tourism Gets Boost As NTDA Unveils ‘Naija Flavour’ To Drive Growth

The Director-General of the Nigerian Tourism Development Authority (NTDA), Olayiwola Awakan, has announced that the 2025 edition of Naija Flavour… Destination December is poised to become a major catalyst for job creation, local enterprise expansion, cultural industries, and nationwide economic advancement.

The event, scheduled for 13 December 2025, he said will present a dynamic showcase of culture, cuisine, fashion, games, live theatre, and music.

Conceived as a hub for SMEs to boost their visibility, attract new audiences, and forge strategic partnerships, *Naija Flavour is firmly aligned with President Bola Ahmed Tinubu’s Renewed Hope Agenda.

Providing further insight at the Abuja launch, Awakan described the initiative as a deliberate cultural tourism strategy designed to harness Nigeria’s identity, creative energy, and entrepreneurial spirit for measurable economic benefit.

“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.

Linking the initiative to Nigeria’s established tourism appeal, Awakan highlighted the global recognition of the country’s “Detty December” culture, which continues to draw visitors eager to experience Nigeria’s music, food, nightlife, and cultural dynamism. According to him, the NTDA identified an opportunity to turn this organic cultural wave 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,” he added.

To deepen the cultural offering, the NTDA also unveiled a theatrical production titled Echoes of the Drums, a celebration of unity, ecotourism, folklore, and Nigeria’s ancestral heritage. Written by Ola Awakan and directed by Isioma Williams, the performance will serve as a flagship element of Nigeria’s cultural storytelling.

Acknowledging the collaboration required to realise the initiative, Awakan expressed gratitude to partners including The Monoliza Abuja, NIHOTOUR, the National Troupe of Nigeria, CBAAC, NFVCB, and GOTHAD.

He urged media organisations, corporate bodies, SMEs, and creative practitioners to join the movement and take advantage of the opportunities Naija Flavour intends to unlock.

“Let the flavours travel. Let the world know that Nigeria is shaping tourism with innovation, entertainment, and economic impact,” he said.

Encouraging Nigerians and international visitors to reserve the date, he concluded: “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.”