By our correspondant
Director General of the Nigerian Tourism Development Authority, NTDA, Dr. Ola Awakan, has said that the Naija Flavour intiative was parts of efforts to position Nigeria’s Cultural heritage and endowments in the global stage to strengthen the country’s tourism brand, support creative enterprises, and build experiences that attract visitors, investments, and jobs to the creative economy.
Awakan stated this during the 2025 Edition of Naija Flavour with the theme: “Destination December” held over the weekend in Abuja.
He stressed that the event was a reminder that Nigeria’s greatest wealth was not only in the natural resources beneath the earth “but in our people — our flavours, our talent, and our vibrant spirit.”
He said that the program will travel through the six geo-political zones of Nigeria for the accomplishment of the objectives of the program.
He said, “Naija Flavour brings these strengths to life and positions Nigeria as a top destination for cultural and creative tourism.
“Our mandate is clear as it is a great honour to stand before you at Naija Flavour 2025, a celebration that has become one of the most vibrant showcases of our nation’s cultural diversity, culinary brilliance, artistic creativity, and youthful energy.”
He stressed that festivals like this strengthen local economies, create jobs, inspire innovation, and unite communities.
“We present Nigeria not as a concept, but as an experience, one that is colourful, welcoming, and proudly African.
“We are proud to support platforms that showcase our cultural diversity, empower young entrepreneurs, and promote Nigeria’s tourism brand to the world.
“Today, we gather not just to enjoy food, music, fashion, and entertainment, but to affirm that the creative and cultural sectors are powerful drivers of national development. Around the world, tourism is evolving into a culture-led and experience-driven economy.
“Nigeria must continue to take its rightful place in this global shift and Naija Flavour is one of the bold steps in that direction,” the Director General said.
The DG hailed all partners for their contributions to the project saying, “I congratulate all partners for curating a festival that amplifies local talent, gives visibility to our culinary artisans, creates space for emerging creatives, and unites communities.
“We are not just hosting an event but rather building an ecosystem, one that nurtures Micro, Small and Medium Scale Enterprises, empowers young people, and strengthens national pride.”
He pledged the unalloyed commitment of his agency towards supporting platforms that deepen Nigeria’s cultural assets and bring them to the limelight for global reckoning affirming that, “At Nigerian Tourism Development Authority, we remain committed to; supporting platforms that promote Nigeria’s cultural assets, deepening collaborations between government and the private sector, enhancing the quality and competitiveness of Nigeria’s tourism experiences, building enabling policies that ensure our creative entrepreneurs thrive.”
While encouraging the use of digital innovation to amplify Nigeria’s tourism brand globally, the NTDA boss concluded; “As we look toward to a more prosperous future for our tourism and creative industries, I encourage all stakeholders to continue working together.
“Let us invest in our festivals, our destinations, our storytellers, and our cultural custodians. Let us showcase Nigeria not only to ourselves, but to the world. It’s expedient to state that, this is not a one stop event but one that will travel through the six geo-political zones of Nigeria to make statements of peculiar advantages.
“To our chefs, performers, designers, exhibitors, and partners sincerely, I thank you for your passion. You are the heartbeat of Naija Flavour and the face of a new Nigeria we are proudly projecting to the world.
“As you immerse yourselves in the sights, sounds, and tastes of this year’s edition, remember that every flavour, every rhythm, every colour, and every performance is part of a bigger national story. Of course, it is a story of unity, creativity, and limitless potential.”
