By Palma Ileye
Nigerian Tourism Development Authority, NTDA, has launched the Naija Flavour…Destination December 2025 to promote culture, identity and creative tourism aimed at boosting nation’s economy and heritage.
Speaking today during a Press briefing to unveil Naija Flavours in Abuja, Director General, NTDA, Mr. Olayiwola Awakan stated that Naija Flavour has been conceptualized in the same spirit, to generate wealth, empower local businesses, strengthen creative economy, and build a tourism experience that sustains itself and stimulates national growth.
Awakan said that the unveiling of creative tourism expressed through the Naija Flavour… Destination December reflected the identity, energy, diversity, and entrepreneurial spirit of the nation saying that, “Today, we are not just launching a program; we are celebrating the flavours of our culture, the vibrancy of our creativity, and the growing power of tourism as an economic driver under the administration of President Bola Ahmed Tinubu.”
He noted that the Renewed Hope Agenda emphasizes economic growth, creative industry expansion, SME development, and sustainable value
creation.
He said, “Nigeria is not just a country; we are a global vibe, especially in December. Our December has become world famous. “Detty December” a period when the world comes to us, to taste our culture, feel our music, eat our food, wear our fashion, and immerse themselves in the energy that makes Nigeria unforgettable.”
The NTDA boss announced that to deepen the tourism experience, Naija Flavour will present a theatrical production titled: “Echoes of the Drums” explaining that this was a celebration of communal life, unity, ecotourism, spirituality, supernatural folklore, and the rich ancestral heritage.
“The drum is not only an instrument; it is communication, identity, celebration, and a spiritual pulse that connects generations. “Echoes of the Drums” is written by my humble self, Ola
Awakan, directed by the renowned Isioma Williams, and produced through a strategic NTDA collaboration with the Guild of Theatre Arts Drummers, GOTHAD. Together, we are using theatre as a tool for tourism storytelling and cultural preservation,” he said.
He urged the media to tell stories that reflects Nigeria’s diversity saying, “Let the flavours travel. Let the world know that Nigeria is shaping tourism with innovation, entertainment, and economic impact.”
He also encouraged corporate partners and sponsors, SMEs and creative entrepreneurs to showcase brilliance at the Naija Flavour… Destination December urging, “This is not a pot you watch from the outside jump into the flavour and join this economic
movement.
“Naija Flavour is a taste of our diversity. It is a toast to our creativity. It is a stage for innovation. A celebration of tourism powered by the people. Under the Renewed Hope Agenda, we will continue to build a tourism industry that generates income, sustains jobs, and promotes national pride.”
The Director General said that to bring in an air of freshness into the NTDA, the Naija Flavour which will hold on 13th December, 2025 in Abuja will host a marketplace of culture, entrepreneurship, food, fashion, games, musical concert, and live theatre adding that, “It will be a space where businesses meet opportunities, where SMEs gain customers and partners, and where tourism becomes a real economic force. Naija Flavour is not just entertainment; it is economic empowerment. If culture is our asset, then SMEs are the engine that
drives tourism revenue. Through Naija Flavour, we are giving these businesses visibility, access, and platforms to thrive.”
He also assured the the Naija Flavours… Destination December, will be replicated in the six geopolitical zones of the country as part of efforts to grow the economy and promote Nigeria’s tourism drive.
Also in his remarks, the Director General, National Institute for Hospitality and Tourism, NIHOTOUR, Aare (Dr) Absoye Fagade commended NTDA’s initiative to promote culture, identity, and creative economy through the Naija Flavours… Destination December also pledging support from the institute to achieve this feat.
He added that the art, culture and creativity in the country which was unique, immeasurable should be used to promote unity, identity, sense of passion and pride stressing that, “If we lose our roots we loose our identity.”
