By Peter Omopo
The Federal Executive Council (FEC) has approved a comprehensive National Tourism Brand Framework aimed at unifying Nigeria’s tourism identity under a new umbrella brand known as “Naija Season.” The move marks a major policy shift toward leveraging tourism as a strategic driver of economic diversification and national growth.
The framework was presented by the Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, as part of the ministry’s long-term vision to unlock the potential of Nigeria’s cultural and tourism sectors. According to Musawa, the initiative is designed to create jobs, attract both local and foreign investment, and expand economic opportunities through a more coordinated national tourism strategy.
The approval aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which places strong emphasis on strengthening non-oil sectors to achieve sustainable economic development. Under the new framework, four national tourism brands—“Detty December,” “Capital Vibes,” “Homecoming East,” and the overarching “Naija Season”—will anchor the country’s tourism promotion efforts.
Global data shows that travel and tourism contribute about 9% to world GDP, significantly higher than the 4% contributed by the oil sector. In 2024 alone, the global tourism industry generated $11 trillion and supported nearly 360 million jobs. Nigeria hopes to position itself to tap into this rapidly growing market through stronger branding and destination development.
“Detty December,” already a globally recognised cultural tourism event originating from Lagos’ festive season, will serve as a key pillar of the framework. During the 2024/2025 season, Lagos reportedly attracted 1.2 million visitors and generated more than $72 million in revenue. The Federal Government plans to further strengthen the brand, while simultaneously fostering regional tourism brands that reflect the diverse cultural heritage of Nigeria’s six geopolitical zones.
Each regional tourism brand will highlight unique local attractions, festivals, cuisines, and cultural expressions to provide visitors with immersive experiences and deepen diaspora engagement.
To ensure effective implementation, the FEC approved the establishment of a Presidential Tourism Task Force, which will coordinate national efforts and address cross-sectoral challenges. Members of the task force will include representatives from key ministries—Interior, Aviation, Finance, and Foreign Affairs—alongside the National Bureau of Statistics, the Office of the National Security Adviser, state governors with strong tourism potential, and private-sector partners.
The task force will oversee security planning, facilitate investments, and accelerate the development of critical tourism infrastructure.
Minister Musawa said the framework draws inspiration from global best practices that have transformed tourism sectors in several countries through compelling storytelling, coordinated branding, and community-centered destination planning. She added that Nigeria’s model will prioritise sustainability, community participation, and the preservation of cultural heritage.
The approval of the National Tourism Brand Framework signals a renewed national commitment to building a vibrant, competitive tourism economy—one that projects Nigeria’s cultural identity to the world while ensuring that local communities benefit significantly from the country’s creative and cultural assets.
