The $71.6m African Cultural Phenomenon

Lagos, Nigeria's economic and entertainment capital, has set an example for many African cities to boost their tourism industry, as demonstrated by the recently concluded Detty December.

Why does this matter: Despite high inflation and a soaring cost of living, the month-long event generated $71 million, which underscores the economic opportunities within Africa's tourism and hospitality sectors

In Nigeria, vibrant cultural expressions such as Afrobeat and Nollywood contribute to a thriving entertainment industry and have successfully exported it beyond Africa's borders. However, Detty December elevated this experience, transforming Lagos into a bustling hub of festivities throughout December.

• The celebration drove substantial economic activity, fuelled by high-profile concerts featuring popular Nigerian artists, parties, and social events attracting large crowds of residents and international visitors.
• The hospitality sector also experienced a notable boost, as hotels generated $44m and short-term rentals received $13m worth of bookings. Restaurants and bars enjoyed significant business.
• Local vendors and small businesses benefit from increased trade as well. These events provide entertainment and create job opportunities for event organisers, performers, and venue staff.

The bottom line: Detty December has shown how well-organised African festivals can be vital economic drivers, especially during market reform. As it showcases the unique vibrancy of African culture and highlights the tourism industry’s significant contribution to the economy.