While acknowledging the massive success of the Carnival Calabar, Tourism Ambassador and Soft Skills Consultant Ebele Enemchukwu has charged Nigerian festival organizers to stop copying the Cross River State model and instead focus on telling their own unique, authentic stories.
Speaking at the Naija7Wonders Zoom Conference 3.0 on the theme “Festivals and Tourism in Nigeria: A New Pathway,” the former Mrs. Tourism United Nations and CEO of Wabio International used Carnival Calabar as a prime case study to highlight the anatomy of a thriving festival.
She noted that the carnival’s success is built on strong branding, storytelling through annual themes, year-round planning, massive community buy-in, and strategic collaborations, such as its partnership with the Akwaaba Africa Travel Market.
However, Enemchukwu warned destinations against mere imitation. “The future of festival tourism in Nigeria is not about creating another Carnival Calabar, but helping every destination remain its authentic self and tell its own stories in ways today’s travelers can relate with,” she stated.
She challenged destinations to creatively brand their unique identities, citing Enugu’s acronym, “Experience Nature’s Unlimited Gems Uniquely,” as an excellent example of thinking outside the box to create a welcoming identity.
Enemchukwu emphasized that for festivals to attract funding, secure sponsorships, and survive, they must fiercely protect their brands, consistently deliver on their promises, and engage local communities, who she described as the greatest champions of a festival’s cause. She noted that the carnival’s deep integration into the local economy—creating jobs for shoe makers, costume designers, and hoteliers—has given it a life of its own beyond politics.
“People don’t just remember the venue; what they remember is how they were made to feel,” she concluded, urging organizers to prioritize intentionality, hire professional consultants, and build goodwill to ensure their festivals stand the test of time.
