Why Lagos’ 2024 Detty December Is The New Gold Standard For Festive Celebrations — Hon. Toke Benson, Comm For Art, Culture & Tourism

 

 

 

 

 

 

 

 

 

 

 

 

 

Lagos’ 2024 Detty December didn’t just raise the bar—it redefined what a perfectly curated festive season should be. In an exclusive chat with TOMI FALADE, Hon. Toke Benson-Awoyinka, the Lagos State Commissioner for Arts, Culture, and Tourism, unveiled the magic behind the city’s most unforgettable Yuletide yet. Rumoured to hold the secret formula for an epic festive season, B e n s o n – Awoyi n ka shared exclusive insights on strategies that have left other states—and even countries—eager to replicate Lagos’ success. From Governor Babajide Sanwo-Olu’s unwavering support for tourism and hospitality to groundbreaking collaborations, innovative planning, and rich cultural showcases, Lagos cemented its place as Africa’s ultimate December destination. This conversation is more than just a recap, it’s a thrilling glimpse into Lagos’ bright future as a global tourism powerhouse. 

2024 Detty December was like none other ever recorded, despite economic realities. What was the change factor that made the major difference this year? 

Detty December in Lagos has consistently grown as a global phenomenon, and 2024 stood out due to the deliberate strategies implemented by the Babajide Sanwo-Olu administration. Key factors included seamless event scheduling, improved security measures, and significant investments in tourism infrastructure. The government’s collaboration with private sector stakeholders also played a crucial role in elevating the overall experience. Despite economic challenges, we demonstrated that through strategic planning and innovation, Lagos could surpass expectations and solidify its position as a top-tier festive destination.

What is the projected economic impact of “Detty December” on Lagos State this 2025, particularly for businesses in the tourism, hospitality, and entertainment sectors? 

Detty December in Lagos has become a defining moment for Africa’s tourism calendar. The 2024 season generated significant economic activity, with the hospitality sector seeing a substantial boost from the influx of both local and international tourists. From short-let apartments to nightclubs, businesses reported impressive profits. For 2025, we expect an even greater impact as investor confidence grows, prompting new investments in hotels, restaurants, and entertainment facilities to cater to increasing demand. Businesses in hospitality, retail, and creative industries will benefit directly, while SMEs, artisans, and local vendors will also experience increased opportunities for wealth creation. Lagos is on track to solidify its position as Africa’s go-to festive destination.

How is the ministry working with stakeholders to ensure this year’s festive season contributes even more to Lagos’ GDP? 

The ministry has always been proactive in supporting the tourism and hospitality sectors through initiatives that provide the infrastructure and environment for businesses to thrive. For example, we are prioritising the development of Badagry and Ilashe to promote beach tourism, while also scaling up initiatives like Imagine Lagos to amplify the city’s global appeal. By engaging key stakeholders across hospitality, entertainment, and transport, we are ensuring a seamless visitor experience. Additionally, the government is creating incentives for public-private partnerships, fostering strategic collaborations with international travel companies, airlines, and investors to enhance the festive experience while driving GDP growth.

What measures are in place to ensure that the prosperity Lagos enjoys during Detty December translates to year-round successes, particularly for small and medium enterprises (SMEs)? Are there efforts to develop long-term tourism infrastructure that will benefit the state year-round? 

Our focus extends beyond December to ensure sustained economic growth throughout the year. We are investing in long-term tourism infrastructure, such as the redevelopment of waterfronts in Ilashe, the promotion of cultural hubs like the JRandle Yoruba Center and rolling out a year-long calendar of events in Lagos to allow tourists plan adequately. The training of tour guides and partnering with stakeholders like NATOP would help in enhancing the efficiency of tour operators. These efforts create an enabling environment for SMEs by connecting them with year-round tourists and investors. Capacity-building programs and support for grassroots businesses are also in place to ensure their continued success and relevance in Lagos’ thriving tourism ecosystem.

Are there newer programs to encourage the participation of artisans, vendors, and creatives in the festivities? 

Yes, this year we are launching the Eko Talent Hunt, a government-led initiative aimed at discovering and nurturing the next big talents in the entertainment industry. This program is not limited to music but extends to all facets of the creative arts, reflecting Lagos’ diverse pool of talent. We also intend to continue our support platforms like EbonyLife, DelYork, and Ogidi Studios, which are instrumental in training and empowering creatives across various sectors. For over five years, the government has backed these programs to ensure that the creative industry remains a driving force for Lagos’ economy and cultural identity.

As Commissioner, tell us some of the measures in place that will help Lagos State leverage “Detty December” to attract local and foreign investments in the tourism and hospitality industries. 

Detty December serves as a powerful platform to showcase Lagos’ immense investment potential. This year, we are focusing on key projects like the revamp of Badagry, a cornerstone of our cultural and historical heritage. The completion of the Door of Return in Badagry will draw the diaspora back to their roots, creating a significant pull for heritage tourism. Additionally, the government is prioritizing the development of tourism infrastructure, including the creation of iconic monuments in collaboration with artists and stakeholders, to celebrate and project our culture globally. To enhance international appeal, we are also introducing regulatory measures in the hospitality industry to address safety concerns and ensure the best possible experience for all tourists. These initiatives will attract both local and foreign investors to be part of Lagos’ growing tourism ecosystem.

Can you share some new public-private partnerships being introduced this year to enhance the festive experience? 

This year, strategic partnerships with top hotel chains, tech companies, and event organizers have been pivotal in enhancing the Detty December experience. Collaborations with ride-hailing and transport companies will ensure improved mobility, making it easier for residents and visitors to navigate the city during the festivities.

To further amplify the impact of Afrobeats on the December economy, the ministry is partnering with key stakeholders in the music industry, such as Empire Music. Additionally, we are collaborating with Wikipedia to properly document our heritage, company enabling us to tell our stories more effectively on a global scale.

As part of these efforts, we will introduce interactive heritage plaques at key heritage sites, providing tourists with immersive and informative experiences. These initiatives reflect our commitment to preserving our culture while embracing innovation to enrich Lagos’ tourism landscape.

Beyond the festive season, what plans does your ministry have to ensure sustained business growth and tourism activity in Lagos? 

The answer lies in Imagine Lagos—a holistic vision for positioning Lagos as a year-round global tourism destination. We are working on creating a seamless tourist experience starting from the airport with visa-on-arrival services, improved water and land transportation networks, and the redevelopment of heritage sites. Additionally, we’re creating new tourism destinations and supporting the establishment of more hotels and hospitality infrastructure to cater to growing demand.

Our focus on stakeholder engagement, both locally and internationally, is another key strategy. Collaborations with global and local partners will not only enhance our offerings but also ensure that Lagos remains a competitive destination on the world stage.

The government is prioritizing tourism in its 2025 budget, opening up more opportunities for growth in sectors such as hospitality, fashion, entertainment, cultural exhibitions, and culinary events. By curating activities and events that attract large groups, we are showcasing the diverse potential of Lagos and ensuring sustained economic growth across these industries. Through Imagine Lagos, we aim to drive continuous innovation, investment, and cultural celebration throughout the year.

How is the ministry ensuring that the benefits of “Detty December” reach grassroots communities and create jobs at the local level? 

We’ve prioritised inclusivity by directly engaging grassroots communities. Programs like the Yoruba Heritage Week at the JRandle Yoruba Center ensure participation from local artisans, dancers, and craftsmen. Moreover, we’ve introduced financial incentives and training programs for SMEs, enabling them to cater to tourists while benefiting from the increased economic activity.

Are there specific initiatives to involve underrepresented groups, such as women, youth, and rural communities, in the festivities? 

The ministry has consistently prioritised initiatives aimed at integrating underrepresented groups into the tourism ecosystem. By collaborating with members of the international community, we are rolling out training programs across the five divisions of Lagos, equipping participants with digital skills and preparing them to serve as tour guides who showcase our rich culture.

Additionally, we are spearheading Adire Eko, an initiative designed to empower women by promoting Lagos’ iconic Adire textile heritage. We are also partnering with renowned fashion designer Banke Kuku to provide fashion training for children, nurturing creativity and talent from an early age.

Through these programs and partnerships with stakeholders, we aim to ensure that underrepresented groups are not only included but play a vital role in shaping the Detty December experience, fostering inclusivity and long-term empowerment.

How does this year’s “Detty December” plan celebrate Lagos’ rich culture and traditions while creating a modern, yet traditional festive experience? 

Tourism is an integral part of culture, offering the world a glimpse of a nation’s unique identity and heritage. By blending cultural authenticity with modern innovation, Detty December encapsulates the vibrant spirit of Lagos. Last December, we proudly showcased our aquatic heritage through the boat regatta, a celebration of Lagos’ renowned waterfront splendour and rich traditions.

This year, we plan to take it a step further by reintroducing the Fanti Festival, a cherished cultural event celebrated on Christmas Day. Known for its vibrant colours and festive energy, the Fanti Festival symbolises the glamour and vibrancy that define Lagos. Through these festivals, we aim to celebrate our heritage and share the essence of Lagos with the world, inviting everyone to experience the richness of our culture.

Detty December reinforced Lagos as a leading tourism destination in Africa. What’s your message to the world as the woman behind Lagos’ tourism success? 

Lagos is the heartbeat of Africa—a vibrant city where innovation intersects with culture, passion, and boundless opportunities. Detty December has proven that Lagos is more than just a destination; it’s an experience that resonates globally. To investors, visitors, and partners: there is no better time than now to join us on this journey of transformation as Lagos solidifies its place as a global tourism powerhouse. I’ll leave you with this: Imagine Lagos—See it. Feel it. Experience it. The world is invited to be part of this extraordinary vision.
(Daily Independent)