Tourism
Detty December: How Food, Culture, Tourism Converged at GTCO’s Food and Drink Festival Holiday Edition in Lagos
As Lagos’ Detty December season gathered momentum, food, culture and tourism intersected at the GTCO Food and Drink Festival Holiday Edition, transforming the city’s festive rush into a shared culinary and cultural experience for families, returning Nigerians in the diaspora and small food businesses.
Held on December 20 and 21 at the GT Centre, Oniru, the two-day festival marked GTCO’s first Holiday Edition of its flagship food and beverage platform, deliberately timed to align with one of Lagos’ busiest tourism and commercial periods.
From Day 1 through the final day, the festival underscored how food has become a central part of Lagos’ December identity, beyond nightlife and concerts, serving as both a cultural connector and an economic opportunity.
Day 1: Vendors say zero-cost access boosts sales and visibility
For food vendors on the opening day, the focus was clear: access, exposure and sales without the burden of participation fees.
At the Street Food Hub, Ebere Stephen, founder of Boli Bazaar, said returning to the festival year after year had helped sustain her business.
“From the beginning of this festival, I’ve been coming back,” she said. “They invite me anytime they need me, and it’s helping my business.”
Selling traditional street food including bole and yam, she said the steady flow of customers from different parts of Lagos and beyond reflected the festival’s growing reach during the holiday season.
Nearby, Marcellina Otii, representing Iyaloja Direct.Com, described the event as a rare opportunity for small food businesses to meet customers face-to-face.
The brand, which sells foodstuffs both online and in person, was attendi
“This is exposure for us,” she said. “People are discovering our business, and we expect more growth as the days go on.”
For Dundu Nation, a food brand offering jollof rice, smoked chicken and outdoor catering, Day 1 brought repeat customers and positive feedback.
“People come back after tasting our food,” said Talani, the brand’s manager. “Everything has been smooth.”
Several vendors also praised the reliability of GTBank’s POS services at the venue, noting seamless and error-free transactions despite high customer volume.
Day 2: Families, tourists and returning Nigerians fill the space
By Day 2, the festival had taken on a more relaxed, family-centred atmosphere, with visitors describing it as a safe and welcoming Detty December destination.
Among them was Ope Ogunyi, who had recently returned from New Jersey, United States, and was attending the festival for the first time with her children.
“I honestly wasn’t expecting this,” she said. “It’s amazing, much more than expected.”
She highlighted the indoor setting, attentive vendors and children’s play area as standout features.
“We were offered food without stress, rice, chicken, ice cream and the vendors were very accommodating to families,” she said. “They could read the room.”
Ope described the vendors as “top-notch and exclusive” and praised GTCO for investing in community-focused experiences during the festive season.
“This is how to build Nigeria,” she added. “Other organisations should follow this model.”
Another visitor, Sam Olayemi, rated the experience 8.5 out of 10, praising the organisation and the introduction of a kids’ play area.
However, he pointed to challenges that became more visible on the final day, including parking difficulties, poorly positioned vendor signage and the absence of free water.
“Parking was a major concern,” he said. “Some vendor names were hidden by food displays, making them hard to see.”
Despite this, he noted that the crowd was more diverse than in previous editions, reflecting Lagos’ rising profile as a December tourism destination.
Healthy food brands and long-standing businesses find value
Among returning vendors on Day 2 was Mach Superfood Granola, a health-focused brand offering sugar-free, high-fibre products rich in omega-3 fatty acids.
The brand said the festival helped drive both sales and awareness.
“Our products are suitable for children, people managing diabetes and anyone focused on healthy living,” a representative said.
Having previously attended a regular edition, Mach Superfood Granola said the Holiday Edition delivered strong engagement and encouraged persistence among first-time applicants.
Also returning was Ayoola Foods, a company with over 30 years in the food industry.
Joy Bakare, Head of Marketing at Ayoola Foods, said the festival’s value lies in visibility rather than immediate profit.
“Our goal here is brand awareness,” she said. “People need to know our products, especially Poundoyam.”
She described this year’s Holiday Edition as an improvement on past ones, citing the expanded venue and free-entry model as key factors driving engagement.
First-time vendors highlight opportunity and challenges
For Temitayo Abe, founder of Cereal Food, the GTCO festival offered rare access to customers without financial barriers.
Her three-year-old brand produces organic flour products targeted at weight management and diabetes care.
“Sales have been good on both days,” she said, though she noted uneven crowd movement between the main floor and the masterclass vendor section.
Beyond the festival, she highlighted structural challenges facing Nigerian entrepreneurs, including limited access to grants and high-interest loans.
“Most loans consume profits meant for growth,” she said, while calling for more government-backed platforms similar to the GTCO festival and Lagos State’s Food Hall initiative.
GTCO’s cultural and economic vision
GTCO said the Holiday Edition reflects its evolving approach to experience-led engagement, combining food, family entertainment and enterprise development during one of the most commercially active periods of the year.
The Group Chief Executive Officer of GTCO Plc, Segun Agbaje, said the festival remains a vehicle for supporting Nigerian food entrepreneurs while fostering shared cultural experiences.
With 213 Nigerian-owned food and beverage businesses selected from over 4,000 applications nationwide, GTCO retained its zero-cost participation model to remove financial barriers for small businesses.
The festival featured a Christmas Village, street food hubs, live DJ performances and children’s play zones, elements designed to complement Lagos’ Detty December calendar.
Food as a Detty December anchor
Across both days, the GTCO Food and Drink Festival Holiday Edition positioned food as a cultural anchor within Lagos’ Detty December, bridging tourism, entrepreneurship and community.
For vendors, it offered access, sales and visibility without cost.
For visitors, it provided a family-friendly entry point into the festive season.
And for Lagos, it reinforced food as both a cultural expression and an economic driver at the height of holiday tourism.
Rite Foods Limited has reinforced its support for cultural heritage preservation by sponsoring the 2026 Ojude Oba Festival in Ogun State, where thousands of attendees gathered to celebrate Ijebu culture and honour the legacy of the late Awujale of Ijebu-land, Oba Sikiru Kayode Adetona.
The food and beverage company used the annual cultural gathering to engage festival-goers with its range of products while highlighting its long-standing ties to Ijebu-land.
The festival, widely regarded as one of Nigeria’s most prominent cultural events, drew participants from across the country and the diaspora to Ijebu Ode, showcasing traditional fashion, horse-riding displays, music, and community celebrations.
Why It Matters
Ojude Oba has evolved beyond a cultural festival into a major tourism and economic event, attracting visitors, businesses, and government officials each year.
The 2026 edition carried added significance as it celebrated the life and contributions of the late Awujale, whose leadership helped elevate the status of Ijebu-land nationally and internationally.
Corporate sponsorships such as Rite Foods’ involvement have become increasingly important in supporting the growth and visibility of the festival while creating opportunities for local businesses and tourism-related activities.
Rite Foods Reaffirms Commitment to Ijebu Heritage
Speaking during the event, Rite Foods Managing Director, Seleem Adegunwa, said the company’s support reflects its commitment to preserving the cultural values of the Ijebu people.
“The Ojude Oba Festival represents unity, heritage, and community spirit. As a proudly Nigerian company with deep roots in Ijebu-land through our operations in Ososa, we remain committed to supporting initiatives that preserve our culture and strengthen the bonds that connect our people.”
According to Adegunwa, the company’s relationship with Ijebu-land extends beyond commercial interests and reflects a shared commitment to community development and cultural continuity.
Festival Celebrates Legacy of Late Awujale
Themed “Ojude Oba 2026: Celebrating the Legacy of Oba Sikiru Kayode Adetona,” the event paid tribute to the monarch’s decades of service and influence.
The late Awujale was widely respected for championing education, development, and unity in Ijebu-land, helping transform the annual festival into a globally recognised cultural attraction.
Observers noted that this year’s celebration carried a strong emotional significance for many attendees who gathered to honour his memory.
Fearless Energy Drink Brand Aligns with Festival Spirit
Also speaking at the event, Brand Manager for Fearless Energy Drink, Olaniyi Aderuku, said the company’s connection with the people of Ijebu-land is rooted in shared values.
“Our connection with Ijebu-land is built on shared values and mutual growth. We believe in celebrating the identity of the people and contributing meaningfully to the preservation of their cultural heritage.”
He added that the values promoted by the Fearless brand closely mirror the character of the festival.
“Ojude Oba embodies fearlessness in many forms—from its spectacular fashion and horsemanship displays to the creativity, confidence, and pride of a people who continue to honour their heritage while embracing the future.”
Entertainment, Consumer Engagement Draw Crowds
One of the major attractions at the festival was the Rite Foods activation pavilion, where visitors sampled products including Bigi soft drinks, Bigi Premium Drinking Water, Sosa Fruit Drink, Fearless Energy Drink, and the company’s sausage products.
Festival-goers also witnessed energetic dance performances by the company’s activation team, adding to the festive atmosphere and drawing large crowds throughout the event.
Industry analysts say experiential marketing at cultural festivals has become a key strategy for consumer brands seeking to strengthen relationships with customers while supporting local traditions.
Ogun Governor Highlights Tourism and Economic Benefits
Ogun State Governor Dapo Abiodun praised the organisers, participating Regberegbe groups, and corporate sponsors for contributing to the festival’s success.
He also commended the Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, for efforts aimed at strengthening Nigeria’s tourism sector.
Governor Abiodun described Ojude Oba as a symbol of religious harmony and communal unity.
“The people of Ijebu-land deserve commendation for their unity, resilience, and commitment to preserving our rich cultural heritage for future generations.”
The governor said the festival continues to create opportunities for tourism growth, cultural promotion, and economic development across Ogun State.
Industry Perspective
Cultural tourism experts have increasingly identified festivals such as Ojude Oba as important drivers of local economies, generating revenue for hotels, transport operators, artisans, food vendors, and small businesses.
The continued participation of major Nigerian brands reflects the growing commercial value of cultural tourism and its potential contribution to national economic growth.
What Happens Next?
Organisers are expected to begin preparations for the 2027 edition as stakeholders seek to build on the momentum of this year’s celebration.
With increasing local and international attention, Ojude Oba is likely to remain one of Nigeria’s leading platforms for showcasing culture, tourism, and community identity.
As corporate and government support continues to grow, the festival’s influence on cultural preservation and economic development is expected to expand further in the years ahead.
The Eko Tourism Foundation has strengthened ties with the Yemisi Shyllon Museum of Art and Pan-Atlantic University in a move aimed at boosting Lagos State’s ambition to become a leading global cultural tourism destination.
During a strategic visit to the museum on 11 May 2026, senior tourism, education and cultural stakeholders highlighted the growing role of museums, heritage institutions and universities in shaping Nigeria’s tourism economy.
The delegation was led by former Minister of Information and Culture, Lai Mohammed, who chairs the Board of Trustees of the Eko Tourism Foundation.
They were received by Pan-Atlantic University Vice-Chancellor Enase Okonedo, museum founder Yemisi Shyllon, and museum director Jess Castellote.
Why the visit matters
The visit comes as Lagos seeks to diversify its economy beyond commerce and entertainment by investing more heavily in arts, culture and heritage tourism.
Located within the rapidly developing Ibeju-Lekki corridor, the Yemisi Shyllon Museum of Art has become one of Nigeria’s most prominent cultural institutions since opening in 2019 as the country’s first purpose-built private university museum.
Officials say the museum’s growing international profile could help attract visitors, researchers and cultural investors to Lagos.
The visit included presentations on the museum’s educational programmes, a documentary screening focused on its work within surrounding communities, and a guided tour of its collections.
Lai Mohammed also donated copies of his book, Headlines & Soundbites: Media Moments that Defined an Administration, to the university library.
Museums ‘now strategic drivers of tourism’
Museum director Jess Castellote said the engagement reflected a changing perception of museums in Nigeria.
“This visit by the Eko Tourism Foundation reflects an important shift in how museums are increasingly recognised, not only as cultural institutions, but as strategic drivers of tourism, education, and national identity,” he said.
He added that the museum was founded to preserve Nigerian art while making it more accessible through public learning and engagement.
Vice-Chancellor Enase Okonedo said universities must play a broader role in national development.
“The Yemisi Shyllon Museum of Art embodies that commitment by serving as a centre for education, cultural preservation, and community engagement,” she said.
“Collaborations and visits of this nature strengthen the role of both the university and the museum within the wider vision of Lagos as a globally competitive cultural capital.”
Lai Mohammed: ‘Tourism thrives on identity’
Speaking during the visit, Lai Mohammed said culture remains central to sustainable tourism development.
“Tourism thrives on identity, memory, and authentic experiences, and institutions like the Yemisi Shyllon Museum of Art are central to that vision,” he said.
“Lagos cannot aspire to global cultural relevance without investing in and promoting places that preserve our stories, celebrate our creativity, and project the richness of our heritage to the world.”
He described the museum as a destination capable of reshaping international perceptions of Lagos and Nigeria.
The bigger picture for Lagos
Nigeria’s tourism and creative sectors have increasingly gained attention from policymakers seeking new sources of economic growth and international visibility.
Industry analysts say cultural tourism could create jobs across hospitality, transportation, entertainment and the creative industries if backed by sustained investment and infrastructure.
The collaboration between tourism authorities, universities and museums also reflects broader efforts to preserve Nigerian heritage while expanding cultural education for younger audiences.
Observers say institutions such as the Yemisi Shyllon Museum of Art could become central to positioning Lagos as a cultural gateway for West Africa.
What’s next?
Stakeholders at the event stressed the need for stronger partnerships between government agencies, educational institutions, museums and the creative industry.
The Eko Tourism Foundation’s engagement with the museum is expected to encourage further collaboration around tourism promotion, heritage preservation and cultural education initiatives in Lagos.
For the Yemisi Shyllon Museum of Art, the visit marks another step in its ambition to become a globally recognised cultural destination.
The Federal Government has reaffirmed its commitment to transforming Nigeria’s tourism and hospitality industry through stronger regulation, professional standards and workforce development.
At a landmark ceremony in Abuja, the Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, presided over the National Institute for Hospitality and Tourism (NIHOTOUR) Sectoral Personnel, Practitioners, Operators and Institutions Registration, Induction and Professional Practice Certificate Presentation Ceremony.
The event marked one of the most significant reform efforts in recent years aimed at formalising Nigeria’s tourism workforce and improving industry standards.
Why the reform matters
Tourism experts have long argued that Nigeria’s tourism and hospitality sector remains underdeveloped despite the country’s vast cultural heritage, entertainment industry and natural attractions.
Government officials say the latest NIHOTOUR reforms are designed to address long-standing concerns around poor regulation, weak professional standards and limited international competitiveness.
Speaking at the ceremony, Musawa described the initiative as a major institutional step toward building a globally competitive tourism ecosystem.
“The tourism and hospitality industry remains one of the fastest-growing sectors globally, contributing significantly to employment generation, foreign exchange earnings, cultural diplomacy and national development,” she said.
She added that Nigeria possesses “extraordinary cultural diversity, heritage assets, creative talent and natural tourism destinations,” but stressed that professionalism and accountability must remain central to national tourism policy.
The minister also noted that the amended NIHOTOUR Establishment Act has expanded the institute’s responsibilities beyond training to include regulation and standards enforcement for hospitality and tourism practitioners across Nigeria.
Push for jobs and economic diversification
Officials at the event linked the reforms directly to Nigeria’s broader economic diversification plans.
The Director-General and Chief Executive Officer of NIHOTOUR, Abisoye Fagade, said the induction of registered practitioners and inauguration of governing boards for the Hospitality and Tourism Sector Skills Council signalled “a new era of competence, professional recognition and institutional governance”.
“Today, we are not merely gathering for ceremony. We are laying the foundation for a more structured, respected, innovative and globally competitive hospitality and tourism industry,” he stated.
Fagade said tourism remains one of the strongest pathways for attracting investment, creating jobs and improving Nigeria’s global image.
Industry analysts say Nigeria’s tourism sector has the potential to employ millions of young people if supported with improved infrastructure, security and professional training.
Industry leaders back initiative
The reforms received endorsements from several government agencies and sector leaders present at the ceremony.
The Executive Secretary and Chief Executive Officer of the National Institute for Cultural Orientation (NICO), Biodun Ajiboye, said culture remains one of Nigeria’s most valuable economic assets.
According to him, professionally managed cultural assets can stimulate tourism, strengthen national identity and increase Nigeria’s influence in the global creative economy.
Similarly, the Director-General of the Nigerian Tourism Development Authority (NTDA), Olayiwola Awakan, commended NIHOTOUR for promoting ethics, competence and continuous professional development across the tourism value chain.
The Director-General of the National Gallery of Art (NGA), Ahmed Bashir Sodangi, also highlighted the importance of creativity and cultural expression in boosting tourism traffic and strengthening Nigeria’s global soft power.
Fellowship honours presented
A major highlight of the ceremony was the conferment of fellowship honours on several public officials and tourism stakeholders for their contributions to national development and tourism advancement.
Among those recognised were Minister Hannatu Musawa, Permanent Secretary of the Federal Ministry of Art, Culture, Tourism and Creative Economy Abdulkarim Ozi Ibrahim, NIHOTOUR DG Abisoye Fagade, NICO Executive Secretary Biodun Ajiboye and NTDA DG Olayiwola Awakan.
The ceremony also included the induction of hospitality and tourism professionals into fellowship, senior membership and membership categories.
Government officials say the move is intended to create a more ethical, certified and globally recognised tourism workforce.
What’s next for Nigeria’s tourism sector?
The Federal Government says the latest reforms are part of a broader strategy to position tourism, culture and the creative economy as major contributors to national revenue and sustainable development.
Analysts say the success of the initiative will depend on consistent implementation, private sector collaboration and improved tourism infrastructure across the country.
If effectively executed, experts believe the reforms could help Nigeria compete more strongly with leading African tourism destinations such as South Africa, Kenya and Rwanda.
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