Nigeria’s Tourism Development Authority has launched Naija Flavour…Destination December 2025, a cultural and creative tourism initiative designed to strengthen national identity, boost the economy, and expand the country’s creative landscape.
During the unveiling in Abuja, the agency noted that Naija Flavour was developed to generate wealth, empower local businesses, and build a tourism ecosystem capable of sustaining itself while stimulating wider economic growth. The initiative, described as a reflection of Nigeria’s energy, diversity and entrepreneurial spirit, aims to position cultural tourism as a major economic driver under the current administration.
The agency emphasized that the Renewed Hope Agenda places focus on economic expansion, growth of the creative sector, SME development and sustainable value creation. It noted that December in Nigeria has evolved into a globally recognised season of cultural excitement, a period when visitors experience local music, fashion, food and entertainment, further deepening the nation’s reputation for vibrancy.
A major highlight of the 2025 edition will be a theatrical production titled Echoes of the Drums, created to celebrate communal life, unity, ecotourism, spirituality, folklore and ancestral heritage. The production, delivered in partnership with the Guild of Theatre Arts Drummers, aims to use theatre as a tool for tourism storytelling, cultural preservation and creative sector expansion. The agency described the drum as a symbol of communication, identity and intergenerational connection.
Media organisations were urged to amplify narratives that capture Nigeria’s cultural diversity, with a call for corporate partners, SMEs and entrepreneurs to actively participate in the December showcase. The agency stressed that Naija Flavour represents an economic movement built on creativity and innovation, encouraging businesses not to remain observers but to tap into the opportunities the platform presents.
The 2025 edition, scheduled for December 13 in Abuja, will feature a marketplace that brings together culture, entrepreneurship, food, fashion, games, music and live theatre. According to the organisers, the event will create a space where small businesses meet new customers, forge partnerships and gain visibility. They reiterated that Naija Flavour is not just an entertainment festival but a channel for economic empowerment, adding that if culture is a national asset, small enterprises are the engine driving tourism revenue.
The initiative will be replicated across Nigeria’s six geopolitical zones as part of a broader effort to grow the tourism economy and expand local participation.
The National Institute for Hospitality and Tourism expressed support for the initiative, describing culture and creativity as powerful national tools for unity, identity and pride. The institute added that Nigeria’s artistic heritage remains immeasurable and should be strategically deployed to strengthen the country’s tourism outlook.
