By the way, “Detty December” is a highly anticipated festive period from mid-December through the New Year in Nigeria. It is characterised by vibrant celebrations, social gatherings, and a general atmosphere of high energy and optimism among the people. A major driver of this phenomenon is the return of the Nigerian Japa Lords – diasporas, who are colloquially known as “IJGBs” (I just got back; mehhnn, you know what am saying) 😃 The festivities are a form of homecoming, a time for these returnees to reconnect with family and friends and, spend the hail of their money and experience the cultural vibrancy of their homeland.
Beyond its social and cultural significance, this period functions as a powerful economic machine. The influx of the diaspora, often flush with forex, injects significant liquidity into the local economy, fueling a surge in commerce and spending. This financial infusion is welcomed by the government for its notable impact on the economy even as festive period has become synonymous with urban-centric celebrations, particularly in hubs like Lagos, which is widely considered the face of “Detty December” due to its rich history of entertainment and its thriving music industry. The Nigerians in Diaspora Commission (NiDCOM) estimates that diaspora members contributed over N60 billion to the local economy in December 2024 alone.
A closer look at the data reveals that Lagos’s success is not based on a single large-scale event, but rather a diversified ecosystem of high-value activities:
For example; Hotels contributed N54 billion from 15,000 stays. Short-let apartments and private rentals generated an additional N21 billion from nearly 6,000 reservations. The top 15 lounges and nightclubs in the city collectively earned a staggering N4.32 billion. Beaches and resorts contributed 70% of the N4.5 billion in leisure-related earnings. High-end car rentals, with daily rates reaching up to N2 million, generated N1.5 billion and an estimated N20 billion was generated from other categories, including artiste bookings, fine dining, and event rentals.
The concentration of events- ranging from concerts by Afrobeats superstars to lavish after-parties and beach hangouts; authenticates that the core economic activities of “Detty December” are firmly rooted in the urban city. Understanding this market dynamics is crucial, as like CROSS RIVER STATE; seeking to compete must either replicate or strategically complement this urban-focused model.
No doubt, “Detty December” has evolved into a formidable economic engine. In 2024, the total value of this seasonal economy, anchored by events in Lagos, was estimated at N111.5 billion, attracting N1.2 million visitors to Lagos alone. While Cross River State’s Calabar Carnival though demonstrated significant growth, generating around N14.06 billion in revenue and attracting over 300,000 tourists in 2024, its current tourism model is not diversified enough to compete for a substantial share of this burgeoning national market.
From action study by financial analysts, I can projects that the total Nigerian “Detty December” economy could reach an estimated N128.2 billion in 2025. I think CRS can fight for at least a 30% share of that economy and to capture this ambitious target, Cross River would need to generate approximately N38.46 billion, representing a financial gap of over N20.18 billion beyond our expected organic growth trajectory. The strategic approach to bridge this gap, could be anchored on three core pillars:
1. the monetisation of the Calabar Carnival
2. the creation of a new, high-impact diaspora homecoming event
3. the comprehensive monetisation of the state’s tourism ecosystem.
For example; the planned Heritage Market for arts and crafts offers a crucial opportunity to distribute wealth more broadly. By providing a platform for local artisans and vendors, the state can ensure that the economic benefits of “Detty December” trickle down to small and medium enterprises, mitigating some of the negative effects of inflation and wealth concentration. These initiatives, when executed in synergy, will transform Cross River’s “Detty December” economy from a single, event-driven model to a multi-faceted, high-yield tourism ecosystem!
I’m more confident that by adopting these strategies, with all honesty, transparency and integrity in budget management and excution, Cross River can transition from being a singular event destination to a usual diversified, multi-billion-naira tourism hub, positioning ourselves as a primary competitor to Lagos and a dominant force in Nigeria’s seasonal tourism landscape – detty December!
Disclaimer: The opinion expressed in this article is strictly that of the author, Justin Udie, and does not represent TheLumineNews, it’s agent or the organization the author works for.