Nigeria’s festivals have the potential to become one of the country’s strongest tourism and economic growth engines if properly packaged, promoted, and supported by government and private-sector stakeholders, according to Tinuke Nwakohu, Managing Director of Aviator Travels.
Speaking during the Naija7Wonders Zoom Conference 3.0 themed “Festivals and Tourism in Nigeria: A New Pathway,” Nwakohu argued that festivals are far more than cultural celebrations, describing them as powerful economic assets capable of generating billions of naira in revenue and attracting international visitors.
She pointed to the success of the Calabar Carnival, widely regarded as Africa’s biggest street carnival, as evidence of the economic impact festivals can have when strategically managed.
“Festivals are not just culture; they are economic engines,” she said. “The Calabar Carnival has reportedly generated more than N17 billion, and with proper planning and management, that figure could easily double or triple.”
Nwakohu noted that Nigeria hosts numerous festivals, including the Ojude Oba Festival, Eyo Festival, Argungu Fishing Festival, and several regional cultural celebrations. However, she observed that many remain largely localized and have yet to achieve significant international recognition.
According to her, one of the major challenges facing Nigeria’s festival tourism sector is the absence of a coordinated national strategy that can elevate these events to global tourism products.
She called for the creation of a comprehensive national festival calendar that would allow tourists, travel agencies, airlines, hotels, and investors to plan around major events throughout the year.
“We need a calendar that clearly identifies when and where festivals are taking place. Once that is done, stakeholders can begin packaging and promoting these events to both domestic and international audiences,” she said.
The travel expert stressed that successful tourism destinations around the world do not merely market events but package complete experiences around them.
Using the Ojude Oba Festival as an example, she suggested that visitors attending the event could also be offered tours to nearby attractions such as Olumo Rock in Ogun State, the Ikogosi Warm Springs Resort in Ekiti State, and Arinta Waterfalls.
“It’s not enough to sell a festival. We must sell an experience,” she explained. “Visitors should have opportunities to explore other attractions around the host destination.”
Nwakohu emphasized that strategic partnerships among government agencies, airlines, hotels, financial institutions, and tourism operators would be essential to maximizing the economic impact of festivals.
She also called for aggressive international marketing campaigns aimed at attracting Nigerians in the diaspora and foreign tourists.
According to her, tourism packages that combine accommodation, transportation, festival access, and sightseeing experiences could significantly increase visitor numbers and spending.
She maintained that with proper planning, investment, and promotion, festivals could become a major contributor to Nigeria’s Gross Domestic Product and a catalyst for broader tourism development.
“Festivals and tourism go hand in hand. The opportunity has always been there; we simply need to use it to our advantage,” she said.
