In December 2024, Lagos State experienced a significant economic boost, generating over $71.6 million in revenue from tourism, hospitality, and entertainment during the ‘Detty December’ festivities. This success highlights Lagos’s potential as a premier destination for cultural and entertainment tourism.
The global tourism industry contributes approximately 10 percent of the world’s GDP, with countries like Egypt generating over $10 billion annually from tourism alone. Nigeria, despite its abundant attractions, has yet to capture a fraction of this market. According to the World Travel and Tourism Council, the sector contributed only 3.6 percent to Nigeria’s GDP in 2022, a figure far below its potential.
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Recognising Nigeria’s potential, the Lagos State House of Assembly recently urged Governor Babajide Sanwo-Olu to direct relevant agencies to expand the annual ‘Detty December’ celebrations. Speaker Mojisola Meranda emphasised the need to institutionalise the festivities, maximise event publicity, and improve traffic management during the period.
To sustain and build upon the ‘Detty December’ momentum, it is crucial to consider the environmental implications of urban development, particularly practices like sand-filling in water bodies. Such activities have been linked to habitat destruction, biodiversity loss, and increased flooding risks.
For instance, the Eko Atlantic project, while aiming to create a modern city on reclaimed land, has faced criticism for contributing to coastal erosion and ocean surges, leading to flooding in nearby areas.
With that being said, to ensure sustainable tourism growth, Lagos can draw inspiration from countries that have successfully balanced development with environmental conservation.
A clear national tourism vision is essential. This includes setting targets for tourist arrivals, defining the desired contribution of tourism to GDP, and crafting the country’s image as a tourist destination. The Middle East, for instance, has effectively developed national tourism visions to boost their global tourism appeal.
Establishing robust governance structures ensures the sustainable development of tourism. This involves creating dedicated tourism boards or ministries to oversee and implement tourism policies, ensuring alignment with national goals.
Identify and target key tourist segments
If there is anything that ‘Detty December’ 2024 taught us last year, it is that understanding and targeting specific tourist demographics can enhance marketing efforts. For example, Rwanda’s focus on high-end eco-tourism, particularly gorilla trekking, has attracted niche tourists willing to pay a premium for unique experiences. Lagos saw an influx in tourism as the nightlife scene took over the festive period as people from colder climates sought sun, sea, and seasonal enjoyment.
Modern travellers seek authentic and sustainable experiences. The Faroe Islands, for instance, have promoted sustainable tourism by offering unique cultural experiences while preserving their natural environment.
Improving transportation, accommodation, and other essential infrastructure is crucial. South Africa’s tourism sector rebounded with 8.92 million arrivals in 2024, partly due to enhanced infrastructure and accessibility. The region’s top tourist attractions, such as Mandela’s house, offer separate fees for locals and tourists.
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Leverage digital marketing and technology
Utilising digital platforms to showcase attractions can significantly boost tourism. Wales, for example, has used virtual reality to showcase its attractions in the Metaverse, encouraging people to explore the country digitally.
There have been countless documentaries on party islands such as Ibiza and Mykonos, which helps boost visibility. While last year’s ‘Detty December’ saw an uptick in personal vlogs from travellers alike, and the film Christmas in Lagos on Prime Video showcased what Nigeria has to offer, continuing the momentum on a global scale will push Nigeria’s visibility to the masses.
Foster public-private partnerships
Collaborations between the government and private sector can lead to innovative tourism offerings. Jamaica’s tourism success has been attributed to such partnerships, enhancing both infrastructure and visitor experiences.
Simplifying visa processes, introducing visa-on-arrival policies for more countries, and leveraging technology for e-visas could increase visitor numbers significantly.
Additionally, Nigerians themselves must be encouraged to explore their country. Incentives like tax breaks for domestic travellers, reduced airfares, and travel packages could boost local tourism.
Lastly, crafting compelling narratives and marketing campaigns can attract tourists. The World Economic Forum highlighted that countries like Spain and Japan have successfully utilised strategic marketing to boost their tourism sectors.
We must also not forget the urgent need for the government to prioritise road networks, airports, and hospitality facilities to make travel seamless. Public-private partnerships (PPPs) could play a key role in bridging infrastructure gaps.
Nigeria should take a page from nations like South Africa and Kenya by leveraging influencers, international media, and strategic campaigns to rebrand its image as a premier destination.
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By adopting these strategies and ensuring that development projects are environmentally sustainable, Nigeria can capitalise on the success of ‘Detty December,’ offering unique and enriching experiences to visitors. The time is now!
Abigail Opiah, documentary curator and tech editor. She is a London-based journalist and documentary filmmaker with over 7 years of experience freelancing as well as writing for tech publications in the UK, US and Canada. She’s currently working on a documentary titled IJGB: The Detty December story, which is set to highlight the best bits of Lagos, Nigeria, as the festive period continues to evolve as a key staple in tourism for the region.
