Federal Executive Council Approves National Tourism Plan to Diversify Economy

The Federal Executive Council (FEC) has officially approved a new National Tourism Brand Framework, unifying Nigeria’s tourism identity under the master brand “Naija Season”. This strategic move is an essential step toward repositioning the tourism sector as a primary driver of national economic growth.

Minister of Art, Culture, Tourism, and Creative Economy Hannatu Musa Musawa, presented the framework on December 6 as part of a broader ministerial agenda. The plan aims to harness Nigeria’s vast cultural assets, which have the potential to generate employment, attract foreign investment, and expand economic opportunities nationwide.

This approval aligns seamlessly with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritises the strengthening of non-oil sectors for sustainable economic expansion. The FEC endorsed the rollout of four strategic national tourism brands: “Detty December”, “Capital Vibes,” “Homecoming East”, and the flagship “Naija Season” framework.

The economic imperative is clear. Globally, the travel and tourism sector contributes approximately 9% to GDP, more than double the 4% share of the oil industry. In 2024 alone, the industry generated $11 trillion and supported nearly 360 million jobs worldwide. Nigeria is now positioning itself to secure a substantial share of this thriving global market.

“Detty December,” which evolved from local Lagos festivities into an internationally recognised cultural tourism attraction, remains a central pillar of this strategy. During the 2024/25 season, Lagos welcomed an estimated 1.2 million visitors, generating over $72 million in revenue. Under the new framework, the Federal Government will support Lagos State in expanding this brand while developing other regional identities tailored to local cultures and diaspora engagement.

RELATED NEWS

• Akwa Ibom International Airport Opens Door for Nigeria’s Tourism Expansion

• Lagos State, Access Bank Unveil “DettyFusion” to Revolutionise the Detty December Experience

• Stakeholders Demand Seamless Funding Access to Boost Tourism, Creativity Development

Each regional brand is designed to showcase distinct cultural expressions, promoting immersive experiences that highlight the richness of Nigerian heritage.

To ensure successful implementation, the FEC has established a Presidential Tourism Task Force. This body features representation from key ministries, departments, and agencies, as well as private-sector partners. Members include officials from the Ministries of Interior, Aviation, Finance, and Foreign Affairs, as well as the National Bureau of Statistics, the Office of the National Security Adviser, and governors from tourism-focused states.

The Task Force is charged with coordinating national efforts, addressing cross-sectoral challenges, enhancing security planning, and accelerating infrastructure development.

Minister Musawa noted that the model draws on global best practices, in which coordinated planning, compelling storytelling, and destination development have transformed local economies. She emphasised that Nigeria’s approach will prioritise sustainability, community inclusion, and cultural preservation.

The approval of the National Tourism Brand Framework signals a renewed national commitment to building a vibrant tourism economy, one that confidently shares Nigeria’s story with the world while ensuring local communities benefit from the country’s creative wealth.

Embark on a thrilling journey through Nigeria’s rich tourism, timeless traditions, and breathtaking landscapes. Our stories at Rex Clarke Adventures ignite wanderlust and celebrate Africa’s cultural heartbeat. Dive into our blog for unforgettable tales of discovery!

Share this journey, spark conversations, and join us in preserving Nigeria’s cultural legacy while showcasing its tourism treasures for generations to come.

 

Frequently Asked Questions (FAQs)

What is the “Naija Season” framework? 

It is a new National Tourism Brand Framework approved by the Federal Executive Council to unify Nigeria’s tourism identity and promote the sector as a major economic driver.

What are the four specific brands endorsed under this framework? 

The four brands are the flagship “Naija Season”, “Detty December,” “Capital Vibes,” and “Homecoming East.”

How does tourism compare to oil in global GDP contribution? 

Globally, the travel and tourism sector contributes approximately 9% to GDP, which is more than double the oil sector’s global share of 4%.

Who is responsible for implementing this new tourism strategy? 

A newly established Presidential Tourism Task Force, comprising officials from key ministries (Interior, Aviation, Finance, etc.), state governors, and private sector partners, will drive implementation.

What was the economic impact of “Detty December” in Lagos recently? 

In the 2024/25 season, “Detty December” attracted an estimated 1.2 million visitors to Lagos and generated over $72 million in revenue.