Detty December should be a phenomenon beyond Lagos. By incorporating Ibadan, Osun, and Ondo, we create a circuit that encourages diaspora tourists to extend their visits
Detty December and the Nigerian Diaspora: How to Move Returns from 5% to 10% and Build a Global Tourism Brand
By Prince Femi Fadina
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Every December, something extraordinary happens in Nigeria. Flights from London, New York, Toronto, and Paris land in Lagos filled with returnees—the Nigerian diaspora, back for a month of reconnection, celebration, and, of course, Detty December.
But while the streets of Lagos overflow with music, fashion, and endless nightlife, a critical question lingers: How do we turn this annual homecoming into a structured, high-impact tourism economy—one that doubles its financial returns from 5% to 10% and beyond?
The answer lies in understanding Detty December as more than just an event—it is an asset, a global brand in the making, and a diaspora-driven economic force that, if harnessed correctly, could inject billions into Nigeria’s economy.
The Financial Reality: Detty December’s Current Impact
Nigeria’s diaspora is a financial powerhouse. In 2023 alone, diaspora remittances reached $20.1 billion, according to the World Bank. Yet, only a small fraction (approximately 5%) of that money is directly injected into tourism, hospitality, and the experience economy. The majority goes into family support, real estate, and informal spending.
However, compare this with Ghana, where the “Year of Return” campaign strategically captured over $3.3 billion in 2019 alone by turning the diaspora’s visits into structured tourism experiences. Ghana saw a 45% increase in diaspora spending, proving that a well-packaged cultural experience can significantly boost economic returns.
Now, imagine what would happen if Detty December could double its tourism revenue to 10% of diaspora remittances, creating a $2 billion per season economy. It’s not just possible—it’s necessary.
Detty December: A Diaspora-Led Tourism Asset
Right now, Detty December thrives on music concerts, nightlife, and social events. But to truly scale, we must turn this seasonal migration into a fully structured, multi-state, high-spending tourism circuit—one that seamlessly integrates Lagos, Ogun, and the entire Southwest into an interconnected experience economy.
The South West Circuit: Expanding the Experience
Detty December should not be a Lagos-only phenomenon. By integrating Ibadan, Osun, and Ondo, we create a circuit where diaspora tourists extend their stays, spend more, and contribute to a diversified economy.
- Osun-Osogbo Spiritual Tourism: A nighttime guided tour of Osun Grove with digital storytelling, fusing spirituality with entertainment.
- Ibadan’s Aso-Oke Fashion Week: Positioning Nigeria as the global capital of indigenous fashion, creating a market for local designers.
- Ondo’s Beachfront & Wellness Retreats: Offering a serene, post-Detty December detox experience, keeping visitors longer in Nigeria.
Turning 5% into 10%: The Investment & Policy Playbook
For Detty December to truly scale, the private sector and government must invest in key enablers that transform it from an informal season into a structured economy.
. Government & Policy Backing
- Visa-on-Arrival & Seamless Entry: A simplified process that allows tourists to get a special Detty December entry pass without bureaucratic delays.
- Detty December Economic Advisory Board: A public-private collaboration to create policies that sustain and grow the industry.
Beyond a Trend: The Birth of a Billion-Dollar Tourism Brand
The time to act is now. The world is paying attention. Nigeria is the Afrobeat capital, Lagos is already the go-to destination for December, and the diaspora’s financial power is undeniable.
What’s missing? Structure. Scalability. Strategic execution.
We must stop thinking of Detty December as just an event. It is a movement, a seasonal industry, a diaspora economic engine that—if properly designed—could transform Nigeria into the leading Afro-tourism destination in the world.
Ghana did it. Brazil did it. South Africa did it. Nigeria must now take its rightful place.
Are we ready to turn December into Detty billions? Read More
