Nigeria has endorsed a national tourism strategy that groups regional attractions under a unified identity known as “Naija Season.”

The move is part of efforts to diversify the economy and build a stronger tourism sector capable of generating large-scale jobs, attracting foreign investment and strengthening local industries.

Officials say the approval could reshape how Nigeria presents itself globally—particularly at a time when tourism contributes far more to global GDP than oil.

Nigeria seeks share of $11tn global tourism market

The approval followed a presentation by the Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, who described the framework as a major economic opportunity for the country.

“This initiative unlocks Nigeria’s cultural and tourism assets in ways that create jobs, attract investment and widen economic opportunities for communities across the nation,” she said.

The strategy aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which aims to grow non-oil sectors.

According to global data, tourism contributed about 9% to global GDP in 2024, producing an estimated $11 trillion in value and 360 million jobs worldwide—significantly outperforming the oil sector’s 4%.

Four new tourism brands unveiled

Under the approved framework, Nigeria will develop four distinct tourism brands:

Detty December

Capital Vibes

Homecoming East

Naija Season (the overarching national identity)

“Detty December,” the most established among them, has grown from Lagos street parties into a global cultural magnet featuring concerts, art shows, fashion events and major festivals.

During the 2024/25 festive period, Lagos welcomed around 1.2 million visitors, generating over $72 million in revenue.

The Federal Government says it will support Lagos State to expand the festival further while helping other regions develop tourism experiences that reflect local culture and heritage.

Industry reactions

Tourism experts say the move could finally give Nigeria a structured, recognisable identity in the global travel market.

A Lagos-based tourism analyst, interviewed independently, described the framework as “long overdue,” adding:

“A structured national brand helps international visitors understand what Nigeria offers beyond stereotypes. It allows each region to showcase something unique while benefiting from a unified national identity.”

Members of the creative industry also welcomed the approval, noting that cultural festivals, digital storytelling and diaspora-focused events are increasingly influential in global tourism flows.

Presidential Tourism Task Force to drive implementation

To coordinate the rollout, the FEC approved a Presidential Tourism Task Force made up of key Ministries, Departments and Agencies, as well as private-sector experts.

It includes representatives from:

Ministry of Interior

Ministry of Aviation

Ministry of Finance

Ministry of Foreign Affairs

National Bureau of Statistics

Office of the National Security Adviser

Governors from tourism-focused states

Private industry figures

The high-level team will work to improve security, streamline regulations and accelerate infrastructure upgrades.

“This model draws from global destinations where cultural storytelling and strategic planning have transformed local economies,” Musawa said.

She added that the Nigerian model emphasises community participation, sustainability and protection of cultural heritage.

Public impact

The government says the new tourism framework will help:

Create thousands of jobs across hospitality, creative industries, transport and local businesses

Encourage diaspora returnees to contribute to regional economies

Boost Nigeria’s international image

Spread tourism revenue beyond Lagos and Abuja

Support small communities and tourism-based livelihoods

If fully implemented, tourism could become one of Nigeria’s fastest-growing non-oil sectors.

What’s next

Rollout will begin with stakeholder engagements, state-level partnerships and targeted campaigns for each brand.

The Ministry plans to work with private industry leaders, event organisers, airlines and digital platforms to scale up visibility.

Officials say the “Naija Season” brand will be marketed globally, including across the diaspora.

Pipe-borne water may soon return to many communities in Ondo State as Governor Lucky Aiyedatiwa has launched a large-scale rehabilitation of the long-abandoned Owena Dam.

The project, supported by the Agence Française de Développement (AFD) and the African Development Bank (AfDB), is expected to restore clean and safe water to at least 1.3 million residents across seven local government areas.

Governor Aiyedatiwa, speaking at the groundbreaking ceremony in Igbara-Oke, said the intervention would end decades of persistent water scarcity.

“This project symbolises a renewed promise of clean and safe water to our people,” he said. “For years, the stalled Owena Multipurpose Dam represented lost opportunities, but today marks a historic turnaround.”

Why It Matters

Akure and surrounding communities have endured years of unreliable public water supply, forcing many households to rely on unsafe sources and expensive private vendors.

Officials say the new initiative will rehabilitate the Owena Water Treatment Plant, upgrade transmission mains to Akure, build new reservoirs and expand distribution networks across Akure South, Akure North, Idanre, Ifedore, Ile-Oluji/Okeigbo, Ondo East and Ondo West.

The governor also linked the project to broader economic growth, saying the dam’s revival could support irrigation, fisheries, renewable energy and tourism.

What the Project Includes

Governor Aiyedatiwa launched new Water Quality Testing Kits and Water Treatment Tablets to help communities detect and reduce cholera and typhoid risks.

He also introduced mobile solar-powered irrigation pumps for farmers—part of what he described as “one of the most comprehensive water and agricultural modernisation programmes in the state’s history.”

He thanked AFD, AfDB, the African Growth Together Fund (AGTF) and the Federal Government, urging contractors to “execute the project with integrity and diligence.”

Government and Expert Reactions

Representing the Minister of Agriculture, Senator Abubakar Kyari, Ayo Adekoya-Benson described the project as “a decisive step to deliver safe, sustainable and renewable water.”

He said Akure had not witnessed an intervention of this magnitude “in decades,” adding that the project would fix long-standing gaps in treatment plants, pipelines, reservoirs and distribution networks.

Ayodele Akande, Commissioner for Water Resources, said the last major intervention dated back to 2009, but failed to meet expectations.

“We are breaking the barriers of scarcity, unfulfilled hopes and interrupted dreams,” he said.

Industry Perspective: Financing and Long-Term Impact

Engineer Kehinde Michael, Project Manager for the AGTF, said the project rests on three pillars: infrastructure development, institutional strengthening and improved management.

He listed the financing as:

AfDB: $142 million

AGTF: $20 million

Ondo State: $36.9 million

Federal Government: $2.5 million

He said the project includes almost 45km of new transmission lines, more than 690km of distribution pipelines, reservoirs, customer metering and the rehabilitation of treatment plants in Owo, Ondo and Ibaraki.

A new 60,000-cubic-metre-per-day treatment plant will also be built to restore the potential of the dam, which has been underutilised since its completion in the early 2000s.

AfDB’s Position

Dr Abdul Kamara, AfDB representative, said the initiative aligns with the state’s development priorities of healthcare, infrastructure, tourism and education.

He said access to clean water strengthens public health, improves learning conditions and helps attract investment.

“This marks a shift from planning to execution,” he said, urging contractors to adhere strictly to timelines.

What’s Next for Residents

The governor later toured the facility and laid the foundation for a new office complex and laboratory for the Ondo State Water Corporation in Akure.

Officials say the first major improvements in water access could be visible once rehabilitation works and pipeline expansions begin to connect key communities.

Nigeria’s Senate has summoned the Minister of Aviation, Festus Keyamo, along with airline operators and regulators, over the sharp rise in domestic flight ticket prices.

The decision followed a motion raised on Tuesday by Senator Buhari Abdulfatai, who warned that the rapidly increasing fares pose a risk to national mobility and could worsen travel disruptions as Christmas approaches.

He said Nigerians have been alarmed by the surge, with a one-way ticket from Abuja to Lagos now costing between ₦400,000 and ₦600,000 — a price many cannot afford.

Why it matters

The rise in airfares comes at a time when many Nigerians are turning to air travel due to insecurity on major highways.

Lawmakers fear that the cost spike could leave thousands stranded, harm businesses that rely on interstate movement, and increase pressure on already stretched road transport systems.

“Immediate steps must be taken before the festive period.” — Senator Buhari Abdulfatai

Senators voice public frustration

Senator Buhari said the price surge has “continuously distressed citizens,” adding that many see flying as the only safe travel option.

“We need to invite stakeholders of our airline agencies to interact and interrogate the issues. Immediate steps must be taken before the festive period,” he said.

Other senators backed the motion, with several describing the situation as “untenable” for ordinary travellers.

Industry reactions inside the Senate

During the debate, Senator Orji Uzor Kalu attempted to justify the fare increase, citing rising operational costs and the high price of aircraft spare parts.

His explanation drew immediate criticism from colleagues who argued that airlines must not transfer the full economic burden onto passengers.

The Senate eventually agreed unanimously  to summon the Aviation Minister, airline operators, regulators and industry stakeholders to explain the price hike and present measures to reduce fares.

What’s next?

The Senate Committee on Aviation is expected to schedule an emergency meeting with the minister and stakeholders in the coming days.

Lawmakers say the goal is to restore price stability, protect travellers ahead of the festive season, and review regulatory oversight of fare adjustments.