Nigeria is looking to harness the economic potential of its thriving end-of-year festivities, which have become the most lucrative period for the tourism sector in Lagos, the country’s commercial hub. The goal is to stimulate economic growth and attract more foreign exchange into the economy.
The annual December celebrations, popularly known as “Detty December,” brought in a staggering $71.6 million to Lagos state’s economy, according to Idris Aregbe, special adviser to the Lagos state governor on tourism, arts, and culture. The month-long festivities, which feature concerts, beach parties, and outings to restaurants and bars, have become a major attraction across West Africa.
A report compiled by consulting firm MO Africa for Lagos state revealed that over 1.2 million visitors flocked to the city during the festivities. Notably, 90% of the 550,000 inbound air travelers were members of the Nigerian diaspora, drawn in by the exciting event lineup and the significant depreciation of the naira, which made their foreign currencies stretch further.
Top Nigerian music icons, including Grammy winners Burna Boy and Wizkid, alongside fast-rising star Arya Starr, performed at sold-out venues, adding to the festival’s appeal.
Expanding Beyond Lagos
The Nigerian government is now working on creating a unified structure for Detty December’s wide range of activities, said Obi Asika, chairman of the National Council for Arts and Culture. He highlighted that while Lagos was the focal point, other cities such as Abuja and Edo state are now organizing similar events, presenting an opportunity for nationwide expansion. New initiatives are also being considered to broaden the event’s reach and maximize its economic benefits across the country.
Business Opportunities and Diaspora Investment
The success of Detty December has also spurred members of the diaspora to invest back home. Zusi Inegbiniki, a UK-based entrepreneur, cited the festival as a major reason for launching her luxury property rental business, Palms Court, in Nigeria. She noted that demand surged during the festive period, with her short-term rental properties in Lagos and Abuja achieving full occupancy—marking a 30% rise compared to the previous month.
“I realized entertainers and content creators needed premium spaces for their stay and creative shoots, and Detty December provided the perfect opportunity to tap into that market,” she said.
A National Cultural Phenomenon
Asika believes that Detty December has the potential to become an integral part of Nigeria’s national identity. Originally coined as a social media hashtag by musician Mr Eazi in 2016, the term has since evolved into a cultural movement. “We want to transform the excitement and energy of Detty December into a national symbol that promotes Nigeria globally,” he stated.
By leveraging this cultural phenomenon, Nigeria hopes to further position itself as a prime tourist destination and strengthen its connection with the global Nigerian diaspora.
