The Director General of the Nigerian Tourism Development Authority, Olayiwola Awakan, has announced that the 2025 edition of Naija Flavour… Destination December will play a major role in boosting wealth creation, supporting small businesses, strengthening the creative economy, and driving national development. The event is scheduled to take place on December 13, 2025, and will present a colourful marketplace filled with culture, food, fashion, games, live theatre, and music. According to the organisers, the platform is designed to help SMEs gain visibility, attract more customers, and build new partnerships in line with President Bola Ahmed Tinubu’s economic goals under the Renewed Hope Agenda.
During the launch in Abuja on Friday, Awakan described Naija Flavour as a strategic cultural tourism initiative that captures Nigeria’s identity, creativity, and entrepreneurial spirit for economic benefit. He stated, “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.”
Awakan also highlighted Nigeria’s globally celebrated Detty December culture, noting that it has grown into a strong attraction for visitors who come to experience the country’s music, food, nightlife, and vibrant social energy. He explained that NTDA recognised an opportunity to shape this natural trend into a structured tourism product. He said, “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.”
As part of efforts to promote cultural tourism, NTDA also introduced a theatrical production titled Echoes of the Drums. The production celebrates unity, ecotourism, folklore, and Nigeria’s ancestral heritage. It was written by Ola Awakan and directed by Isioma Williams, and it will serve as a major highlight for cultural storytelling during the event.
Awakan expressed gratitude to several institutional partners, including The Monoliza Abuja, NIHOTOUR, the National Troupe of Nigeria, CBAAC, NFVCB, and GOTHAD, acknowledging their roles in shaping the initiative. He encouraged media organisations, corporate bodies, SMEs, and creative entrepreneurs to support the movement and explore the opportunities Naija Flavour aims to create.
“Let the flavours travel. Let the world know that Nigeria is shaping tourism with innovation, entertainment, and economic impact,” he said. Calling on Nigerians and international visitors to mark their calendars, he added, “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.”
