The Chief Executive Officer of Grin Ace DMC, Dozie Obi, has called for a strategic overhaul of Nigeria’s festival landscape, urging stakeholders to transform the country’s numerous cultural events into structured, marketable tourism products.
Speaking during the Naija7Wonders Zoom Conference hosted by Ikechi Uko, Obi noted that while Nigeria boasts over 365 festivals annually, the absence of structure remains a major impediment to unlocking their full tourism and economic potential.
According to him, most Nigerian festivals are currently treated as one- or two-day cultural celebrations, lacking the layered experiences required to attract and retain tourists. He emphasized the need to repackage festivals into comprehensive tourism products that integrate multiple experiences, including culture, food, history, adventure and nightlife. Using the Fanti Carnival Lagos as an example, Obi explained that beyond the main parade, tour operators can build pre- and post-event activities such as museum visits, culinary experiences rooted in Afro-Brazilian heritage and interactive sessions with festival groups.
Obi advocated for the introduction of tiered tourism packages; economy, mid-range, and premium—similar to conventional tour offerings. This, he said, would make festival experiences accessible to a broader market while also catering to high-end travelers seeking exclusivity. He further suggested that tour operators could enhance value by creating access points for tourists, such as costume try-ons, curated viewing areas and behind-the-scenes engagements with participating cultural groups. A key aspect of his presentation focused on monetisation. Obi stressed that festivals should be seen as viable economic platforms, enabling communities to generate income through ticketing, souvenirs, cultural experiences and ancillary services.
He added that better collaboration with event organisers and government agencies is essential to ensure proper planning, including designated spaces, security arrangements and seamless guest management. Highlighting systemic challenges, Obi pointed to the lack of tailored insurance products for domestic tourism activities and events, noting that such frameworks are critical to building investor and consumer confidence. He also underscored the importance of establishing a national festival calendar, similar to global destinations like Dubai—to improve planning, marketing and tourist participation.
Beyond packaging festivals themselves, Obi introduced a dual strategy: building around and beyond festivals. This includes creating complementary experiences such as themed parties, city tours, and adventure excursions that align with festival timelines but extend the visitor experience. He cited examples like Rwanda, where travel itineraries are often built around major events, attracting international visitors and boosting destination appeal.
Obi concluded with a call to action for Nigerian tour operators to invest more deliberately in domestic tourism, despite the perceived higher margins in outbound travel. He argued that promoting local festivals is not only a business opportunity but also a patriotic responsibility that contributes to destination branding and cultural preservation. “By integrating culture, food, adventure, and history into cohesive packages, we are no longer just selling festivals, we are creating compelling tourism products,” he said.
