The Nigerian government has flagged off a 100-day national tourism season aimed at promoting tourism, cultural events and creative experiences across Nigeria from September to December.
The initiative, known as “Ember to Remember 2026”, was unveiled on Monday at a national stakeholders’ conference in Lagos, with MyCityApp providing the digital platform for a National Digital Events and Experiences Calendar.
The initiative is aimed at bringing together festivals, concerts, exhibitions, cultural celebrations, food experiences, fashion events, sporting activities and other tourism-related events across the country.
The Federal Government said the initiative was designed to help create jobs, attract investment and increase economic activity within the tourism and creative sectors.
Speaking at the event, the Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musawa, said the festive season presented an opportunity to strengthen tourism’s contribution to the national economy.
“This initiative is about moving beyond the traditional concept of a festive season. It is about deliberately organising, packaging, promoting and monetising one of the most economically active periods in our national calendar.
“Every visitor creates a value chain, from aviation and transportation to hotels, restaurants, entertainment, retail, technology, artisans and local communities. Within these value chains are opportunities for businesses, jobs, investment and livelihoods,” she said.
Musawa urged state governments, event organisers, tourism operators, hospitality businesses and other stakeholders to submit details of their events for inclusion in the national calendar.
She said the platform would enable Nigerians, members of the diaspora and international visitors to discover tourism and cultural experiences taking place in different parts of the country.
The Minister said the initiative was part of efforts to unlock what the organisers described as a $100 billion tourism and creative economy opportunity for Nigeria.
The Chief Executive Officer of MyCityApp, Ifeoma Mbonu, said Nigeria had significant potential to develop its tourism economy by harnessing its cultural diversity and creative industries.
Mbonu said the target of developing a $100 billion tourism economy was ambitious but achievable, citing the economic contribution of tourism in other countries.
She said Nigeria needed to strengthen its tourism infrastructure, promote its destinations and create platforms that would make it easier for visitors to discover and participate in experiences across the country.
The event was attended by the Lagos State Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka; the Enugu State Commissioner for Culture and Tourism, Ugochi Madueke; Director-General of the National Council for Arts and Culture, Obi Asika; Director-General of the National Gallery of Art, Ahmed Sodangi; Director-General of the Advertising Regulatory Council of Nigeria, Olalekan Fadolapo; and Chief Executive Officer of MTN Nigeria, Karl Toriola, among other stakeholders.
MyCityApp will support the National Digital Events and Experiences Calendar by providing a central platform for promoting tourism and cultural events scheduled to take place across Nigeria during the 100-day season.
