Nigeria’s Food Tourism Boom: Hilda Baci’s Jollof Record and Investments for Global Appeal

In the bustling heart of Lagos, where the aroma of spices mingles with the rhythm of urban life, Nigerian chef Hilda Baci recently orchestrated a gastronomic spectacle that captured the world’s attention. 

On September 12, 2025, Baci, already a Guinness World Record holder for her 2023 cooking marathon, shattered another record by preparing the largest serving of Nigerian-style Jollof rice, weighing a staggering 8,780 kilograms. 

This feat, achieved in partnership with Gino at the Eko Hotel and Suites, wasn’t just about scale; it symbolised Nigeria’s burgeoning food scene, drawing crowds, celebrities, and international media. As portions were shared with locals on the streets, it underscored a simple truth: Nigerian cuisine is more than sustenance; it’s a cultural ambassador ready to conquer global palates.

This “Jollof rice cook-a-thon”, as it’s been dubbed, is emblematic of a larger trend: a spate of food tourism in Nigeria. From record-breaking culinary feats to vibrant festivals, the country is experiencing a flavourful renaissance. Events like the GTCO Food & Drink Festival, set for May 2–4, 2025, on Victoria Island, Lagos, showcase over 200 retail stalls celebrating diverse Nigerian flavours. 

The African Food Festival, slated for October 26, 2025, has been crowned Africa’s Best Culinary Festival for 2024, promising a feast of pan-African delights. Meanwhile, the Naija Food Festival and My Tasty Naija Food Festival highlight street eats and entrepreneurial spirit. At the same time, the Lagos Beach Wine & Food Festival and Nigerian International Tea Festival add layers of sophistication and cultural depth. These gatherings aren’t isolated; they’re part of a wave fuelled by social media, diaspora nostalgia, and a post-pandemic hunger for authentic experiences.

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The Potentials: A Melting Pot of Flavours Waiting to Explode

Nigeria’s culinary landscape is as diverse as its over 250 ethnic groups, offering a tantalising array of dishes that could rival global food meccas like Thailand or Mexico. From the fiery Suya skewers of the Hausa north to the peppery Egusi soups of the Igbo east and the aromatic Amala of the Yoruba west, the country’s food tells stories of history, migration, and resilience. Street food vendors in cities like Lagos and Abuja serve up affordable, flavourful bites that could become the next big thing in international food tourism; think Akara (bean cakes) or Bole (roasted plantains) as viral sensations.

The diaspora plays a pivotal role here. “Detty December,” the annual influx of expatriate Nigerians and tourists during the holidays, has transformed Lagos into a party hub, with food at its core. This seasonal surge boosts local economies and exposes visitors to authentic eats, potentially generating billions in revenue. 

A 2025 study highlights how Nigerian cuisine’s richness, blending spices, fresh ingredients, and communal dining, could drive tourism growth, much like how Indian curries or Italian pastas have become global draws. Innovators like Ibitoru Allwell-Brown, through her platform Angies, are already reshaping food tourism by curating experiences that blend tradition with modernity.

Moreover, events like Baci’s record attempt amplify Nigeria’s soft power. By partnering with brands like Gino, these spectacles position Jollof rice, a dish famously contested in West African “Jollof wars”, as a unifying, exportable icon. With social media amplifying these moments, Nigeria could attract foodies seeking immersive experiences, from farm-to-table tours in rural areas to high-end fusion dining in urban centres.

 

The Lapses: Hurdles on the Path to Culinary Stardom

Despite the buzz, Nigeria’s food tourism faces significant challenges that could stifle its momentum. Infrastructure remains a glaring gap: poor roads, unreliable power, and inadequate airports deter international visitors. Security concerns in certain regions add another layer, making tourists wary of venturing beyond major cities. Hygiene standards in street food scenes, while improving, often fall short of global expectations, risking health scares that could tarnish reputations.

Marketing is another weak spot. Unlike Morocco’s aggressive promotion of tagines or Peru’s culinary diplomacy, Nigeria lacks a cohesive national strategy. Visa processes are cumbersome, and there’s limited integration of food tourism with broader attractions like beaches or wildlife reserves. Even YouTube food bloggers like Mark Wiens bypass Nigeria for safer, more accessible neighbours like Ghana or Senegal. Additionally, the sector suffers from underinvestment in training, leaving many chefs without the skills to innovate or meet international standards.

 

Investments to Sizzle: Building a Global Food Tourism Powerhouse

To elevate Nigeria to the ranks of food tourism giants, strategic investments are essential. Government-led initiatives could begin with infrastructure upgrades, such as modernising airports and roads to ease access, as seen at the upcoming Lagos Tourism Exhibition in December 2025, which aims to attract over 15,000 visitors. Allocating funds for annual food festivals, similar to Thailand’s street food grants, would sustain events like the GTCO Festival and foster entrepreneurship.

Private-public partnerships could fund culinary academies that train chefs in sustainable practices and fusion techniques to appeal to global tastes. Digital marketing campaigns, leveraging influencers and platforms like TikTok, where Baci’s Jollof event went viral, could boost visibility. Investing in eco-friendly packaging and supply chains would address sustainability, aligning with global trends.

On a macro level, policies promoting “culinary diplomacy”—exporting Nigerian restaurants abroad and easing visas for food tourists could generate jobs and foreign exchange. With the food service market projected to grow through 2033, driven by tourism, targeted investments could unlock $10–20 billion annually, positioning Nigeria as Africa’s food tourism leader.

As Hilda Baci’s steaming pot of Jollof reminds us, Nigeria’s flavours have the power to unite and inspire. With vision and investment, this culinary wave has the potential to transform into a global phenomenon, attracting the world to Nigeria’s tables and solidifying its position on the international food map.

 

Frequently Asked Questions (FAQs) And Answers

What was Hilda Baci’s recent Jollof rice cook-a-thon about?

Hilda Baci set a Guinness World Record on September 12, 2025, for the largest serving of Nigerian-style Jollof rice at 8,780 kg, partnering with Gino in Lagos to highlight Nigerian cuisine.

How is food tourism growing in Nigeria?

Through events like the GTCO Food & Drink Festival, the African Food Festival, and the diaspora-driven “Detty December,” Nigeria is witnessing increased interest in its diverse culinary offerings, thereby boosting local economies.

What are the potentials of Nigerian food tourism?

Nigeria’s ethnic diversity offers unique dishes like Suya and Egusi, with opportunities for street food tours, festivals, and global exports, potentially rivalling established food destinations.

What challenges does Nigeria face in food tourism?

Key lapses include poor infrastructure, security issues, inadequate marketing, and hygiene concerns, which deter international visitors and limit growth.

What investments could position Nigeria as a global food tourism hub?

Invest in infrastructure, culinary training, marketing campaigns, and partnerships to enhance festivals, promote sustainability, and ease visas, unlocking billions in revenue.

Are there other notable food events in Nigeria for 2025?

Yes, including the Naija Food Festival, Lagos Beach Wine & Food Festival, and Nigerian International Tea Festival, all celebrating Nigerian and African flavours.