The Nigerian Tourism Development Authority has introduced a new platform called Naija Flavour… Destination December 2025, a project designed to organise Nigeria’s well-known festive energy into a structured cultural and economic product. The announcement places Abuja at the centre of a growing effort to turn December’s activity into a driver of tourism, small business growth, and national visibility.
The Director General of NTDA, Olayiwola Awakan, explained that Naija Flavour reflects a deliberate shift in how Nigeria approaches creative enterprise. December already draws visitors, returning citizens, and cultural attention. The goal now is to present that attention in a way that creates lasting value. Awakan described the initiative as part of a wider national plan to support industry, strengthen local talent, and increase the appeal of Nigeria as a destination for both leisure and investment.
The first edition will take place on 13 December 2025. It is expected to bring together food vendors, fashion designers, game creators, performers, and other cultural practitioners. The setting is planned as a marketplace with room for families, young people, tourists, and the many Nigerians who treat December as a moment of homecoming.
A central feature of the programme is a stage production titled Echoes of the Drums. The work was written by Awakan and directed by Isioma Williams in partnership with the Guild of Theatre Arts Drummers. The production focuses on ancestry, community life, and the significance of the drum as a vessel of memory and identity. Its inclusion signals NTDA’s intent to elevate theatre and performance as part of the country’s tourism offering.
The agency has lined up support from key institutions, including NIHOTOUR, the National Troupe of Nigeria, CBAAC, the National Film and Video Censors Board, GOTHAD, and Monoliza Abuja. Each partner adds weight to a programme that aims to link creativity with economic opportunity. NTDA is positioning Naija Flavour as a tool for small and medium businesses, giving them space to be seen, trade, and build new audiences.
For Nigerians, the project offers a formal stage for experiences that have long defined the country’s character during the festive season. For visitors, it presents a clearer window into the country’s food, rhythm, enterprise, and everyday culture. For industry operators, it creates room for collaboration and growth.
Naija Flavour arrives at a time when the country is examining how culture can support development. It places tourism in the context of national identity and shows how local talent can contribute to economic progress. The initiative signals a growing confidence in Nigeria’s creative sector and sets the foundation for a December season shaped not only by celebration but by structured opportunity.
