The Nigerian Tourism Development Authority (NTDA) officially announced its boldest initiative to date, unveiling “Naija Flavour… Destination December 2025.” At a press conference in Abuja, the Director General, Ola Awakan, declared the program is a strategic answer to President Bola Ahmed Tinubu’s Renewed Hope Agenda, aiming to transform Nigeria’s celebrated festive season into a massive economic engine.
The NTDA boss set the tone immediately, stating: “Today, we are not just launching a program; we are celebrating the flavours of our culture, the vibrancy of our creativity, and the growing power of tourism as an economic driver.”
The core message of the initiative is to strategically commercialise the country’s globally recognised December energy. Awakan emphasised that “Naija Flavour” is designed to generate wealth, empower local businesses, and stimulate national growth. He noted that Nigeria’s December is already a phenomenon: “Nigeria is not just a country; we are a global vibe, especially in December. Our December has become world famous. ‘Detty December’ a period when the world comes to us, to taste our culture, feel our music, eat our food, wear our fashion, and immerse themselves in the energy that makes Nigeria unforgettable.”
The Director General then posed the pivotal question the NTDA sought to answer: “How do we package that vibe as a tourism product that drives jobs, revenue, and international attention? Naija Flavour is our answer.”
The initiative, set to kick off in Abuja on December 13, is primarily envisioned as an economic empowerment platform. The event will feature a marketplace of culture, entrepreneurship, food, fashion, games, musical concerts, and live theatre. “Naija Flavour is not just entertainment; it is economic empowerment,” Awakan stressed. “If culture is our asset, then SMEs are the engine that drives tourism revenue. Through Naija Flavour, we are giving these businesses visibility, access, and platforms to thrive.”
To deepen the cultural tourism experience, the program will feature a bespoke theatrical production titled “Echoes of the Drums.” The DG, who penned the production himself, described it as a celebration of communal life, unity, and rich ancestral heritage. He underscored the spiritual and cultural significance of the performance, stating: “The drum is not only an instrument; it is communication, identity, celebration, and a spiritual pulse that connects generations.” The production is directed by Isioma Williams and co-produced in strategic collaboration with the Guild of Theatre Arts Drummers (GOTHAD), using theatre as a vital tool for tourism storytelling and cultural preservation.
Awakan concluded his address by rallying stakeholders, corporate partners, and the media to embrace the movement, ending with an emphatic call to action: “Let the drums speak. Let the flavours rise. Let Nigeria shine. It is my honour to officially unveil Naija Flavour… Destination December 2025.” The NTDA acknowledged critical partners, including The Monoliza Abuja, NIHOTOUR, The National Troupe of Nigeria, CBAAC, and the NFVCB, emphasising that the project is being built “with unity, creativity, and purpose.”
