Detty December, A Destination Tourism Gem

The beauty of Detty December is not only in the fact that it happens during a globally acclaimed holiday season, it is in the fact that it can offer delights uniquely African (Nigeria and Ghana): cuisine, fashion and culture, that gives it such a huge tourism potential, making it a gem of destination promotion, particularly Lagos in Nigeria and Accra in Ghana.

Christmas, being an already established holiday in much of the civilized world, lends it glitz and glamour to Detty December, a vibrant high-energy festive season characterized by non-stop parties, concerts, homecomings and cultural celebrations, and is strategically placed to catch in on the flow of holiday makers from Europe and the Americas, most notably Nigerians in diaspora and foreign tourists who are continually searching for the allure and romance of exotic locations and celebrations.

The Nigerian diaspora is a unique demography. These are individuals who have endured a torrid year of hustle, sometimes in freezing weather, making money they barely have the time to spend, on goods and services at prices many of them cringe at. Fortunately, the exigency of foreign exchange means the cash they have in hand can go much further, do much more and earn more swag back at home. There’s no better opportunity than Detty December to throw their weight around and throw down for real.

For the savvy business person in Lagos and environs in Nigeria, as well as in Accra, Ghana, it’s all grist to the mill. To the hoteliers, restauranteurs, fashion designers, transport and tour companies, event planners, event decorators, musical artistes, stand-up comedians, et cetera, et cetera, et cetera, Detty December is more than just a catch phrase, it is an economic driver, a cultural export, a celebration of African identity and global influence, but most important of all, an opportunity to make good money.