Reflecting on diaspora tourism in Nigeria: Detty December
Welcome back! Last week, we explored how to maximize affordable travel as a Nigerian passport holder in 2025. Today, we shift focus to an equally important topic diaspora tourism in Nigeria and its untapped potential.
Every December, we witness a beautiful trend: members of the African diaspora returning to the continent to reconnect with their roots, celebrate culture, and immerse themselves in the vibrancy of African cities. For Nigeria, this isn’t a new phenomenon. The idea of “homecoming” has always been deeply ingrained in our traditions.
For decades, Nigerians abroad and even those living in Lagos and Abuja have travelled to their hometowns and villages during the festive season. However, it wasn’t until the “Year of Return” campaign in Ghana in 2019 and the rise of Nigeria’s “Detty December” that this tradition transformed into a global, branded movement with international appeal.
The Rise of Diaspora Tourism
Since 2019, the influx of diaspora visitors has grown exponentially, with Nigeria, Ghana, Côte d’Ivoire, and South Africa becoming key players. Yet, while Ghana and South Africa have taken deliberate steps to brand and promote their offerings to the African diaspora, Nigeria’s efforts have been more incidental, relying heavily on natural goodwill rather than strategic initiatives.
This leaves us with an important question: how can Nigeria sustain and expand the benefits of diaspora tourism beyond December?
Sustaining Diaspora Tourism: A Year-Round Approach
Diaspora tourism isn’t just about festive homecomings. It’s a powerful tool for cultural diplomacy, economic growth, and showcasing Africa’s heritage. For Nigeria to unlock its full potential, we need a strategy that looks beyond December.
Here are three actionable steps:
1.Year-Round Cultural Festivals
Nigeria’s culture is too rich to be celebrated in just one month. We can develop year-round events that showcase our diversity in music, art, fashion, food, and history. Imagine a “Heritage Month” in March, a “Food Festival” in August, or a “Cultural Exchange Week” in October. These events would appeal to both locals and the diaspora, encouraging year-round visits.
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2.Diaspora Influencer Partnerships
We live in the age of digital storytelling. Collaborating with African diaspora influencers, content creators, and filmmakers could spotlight Nigeria’s beauty and heritage to a global audience. Through docuseries, travel vlogs, and compelling social media campaigns, we can position Nigeria as a must-visit destination.
3.Global “Come Back Home” Campaign
Nigeria needs a branded initiative that emotionally connects the African diaspora to their roots. By partnering with embassies, cultural organizations, and African heritage groups in countries like the US, UK, and the Caribbean, we can highlight year-round tourism opportunities and foster a sense of belonging.
Planning for Growth
For businesses benefiting from the December surge, expanding operations based solely on one month of activity is risky. A better approach is to adopt temporary solutions like hiring seasonal staff, renting additional equipment, or creating pop-up locations to meet demand without overcommitting.
The Future of Diaspora Tourism
Diaspora tourism is more than a seasonal trend it’s a long-term opportunity for growth, cultural exchange, and economic development. With the right strategy, Nigeria can build a thriving tourism ecosystem that operates year-round, putting the country on the global map for tourism excellence.
Just as we’re looking forward to traveling affordably in 2025, let’s also aim to make Nigeria a sustainable, world-class destination for the diaspora and beyond. Together, we can tell a story of home that the world can’t resist.
