Connect with us

Travel/Tourism

5 Reasons Nigeria’s Festival Business Is Thriving

Published

on

eluku festival in ikorodu

By Nkem Ndem

From stunning white masquerades at Eyo to the week-long festival held in honour of the river goddess, Oshun, Nigeria is home to some of Africa’s greatest festivals. Each year, locals and tourists from neighbouring countries and abroad, flock to events across the continent to witness and participate in festivals that showcase the religious history, music, art, indigenous folklore and cultural heritage of the nation.

While these festivals, of course, celebrate tradition, heritage and the rich history of the people through colourful attires, artistic expositions, and intriguing traditional rites, they also mean good times for performers, visitors and local businesses. Among the largest is the Calabar carnival which usually features as many as 50,000 costumed participants and attracted more than 2 million spectators last year. In what seems to be almost a decade, Nigeria has witnessed a consistent growth in the festival business and Jumia Travel gives five reasons for this.

Festivals mean big business for locals. From cultural to music festivals, these events form an important income stream for local communities and the host regions. They not only bring people together and get infrastructure built, they create jobs and if executed rightly, local businesses are at the centre of the creation of these types of events. With the increasing business opportunities for the events organizations and local businesses, there has been a sort of revolution in festivals in the commercial aspect.

Sponsors are now paying millions to brand festivals. Initially, festivals were done on low key, especially cultural festivals. However, today awareness for such events is now done on a large scale. From billboards, radio jingles and even ticket sales, a lot of strategies are now put in place to create massive awareness and captivate the target audience. These new strategies being adopted are made possible because sponsors and advertisers are willing to spend millions of dollars to target what they know is a truly captive audience. With donations from Telecoms such as MTN, GLO and AIRTEL to companies such as Indomie, UAC, Dangote and NGOs, festival sponsorship spending has been growing exponentially over the last couple of years, consequently leading to a boom in the Nigerian festival business.

Technology and Social Media Buzz

Technology has played a huge role in the boom of the festival industry in Nigeria. In addition to the fact that there have been advances in data gathering and analysis as well as wireless technology which have vastly improved how these festivals are planned and managed, Social Media has played a huge role in the marketing and promotions, as fans build communities online flood their social media feeds with photos, videos and posts highlighting festival fashion, top performances and more; sharing their excitement far and wide. The publicity and social media buzz drive help inspire others to attend these festivals, leading to a significant growth in the festivals business.

Media Coverage

The media coverage of these events has played a huge role in shaping the way these events are seen not just within the country, but around the world as it is hard to tell how many millions of people see it. The minds of these people who get to read about these events in the media and watch them on television are automatically shaped to envision the events as an avenue for fun. This propels them to plan, attend and invest in future events.

Millennial Are Driving Attendance

It is no secret that Millennial in Nigeria, who make up a large percentage of the population, would trade almost anything for the thrill of an experience, especially shareable, personalized experiences. These festivals feature everything that appeals to them, from music, alcohol, highly-shareable moments and a community of fans to a break from the hustle and so they are keen on driving. Their involvement in different aspects (including buying festival tickets, attending festivals e.t.c) has directly or indirectly also led to a growth in the country’s festival business.

Nkem Ndem is a PR Associate at Jumia Travel.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Travel/Tourism

Airlines Fault Claims of Unpaid NCAA Regulatory Fees

Published

on

Modular Refinery for Aviation Fuel

By Adedapo Adesanya

The Airline Operators of Nigeria (AON) has denied owing cost recovery charges to the Nigeria Civil Aviation Authority (NCAA), insisting that all services rendered by the regulator to domestic airline operators are paid for fully in advance on a cash-before-service basis.

In a statement from the airlines’ body, it was emphasised that no domestic airline in Nigeria receives NCAA regulatory services without first making full payment of invoices issued to it by the agency, describing suggestions of the indebtedness for regulatory services as factually inaccurate.

It said that what the NCAA refers to as ‘outstanding charges’ relates solely to the 5 per cent Ticket Sales Charge (TSC), a tax imposed by the NCAA on passengers, which it said is not in consonance with the dictates of international aviation.

The AON then urged the federal government to urgently amend the Civil Aviation Act to empower the NCAA to collect whatever appropriate fees and charges are due it directly from passengers or whoever else, without routing such through the domestic airlines, from June 1, 2026.

It said doing this will relieve domestic airlines of the financial burden of acting as collection agents for the NCAA, since airlines currently bear banking transfer charges and other transaction costs in the process of transmitting funds to the organisation.

The airline body reiterated its position that the NCAA is a regulator, not a revenue-generating agency and that it does not fund any aspect of the airline businesses or render any direct service to passengers.

The AON said every service the agency provides to airline operators is fully paid for in advance before it is rendered.

“The AON notes that several member airlines maintain dedicated accounts, from which the NCAA draws down its monthly remittances, until the force majure caused by the Iran-Israel/USA conflict, which had put a lot of financial pressure on airlines worldwide.

“Notwithstanding this arrangement, the AON had formally appealed to the federal government through the office of the Minister of Aviation and Aerospace Development, to suspend the payment of all statutory charges temporarily, as an interim measure to assist airlines in managing their cash flows during the current period of severe financial stress caused by the increase in the cost of Jet A1.

“As an interim response, President Bola Tinubu graciously granted a 30 per cent concession while waiting for the government’s decision on the other aspects of the AON intervention request.

“While the AON acknowledges and appreciates this gesture, we had appealed for a meeting with Mr President to discuss further reliefs, a request that is yet to be granted,” the AON said.

Speaking further on reports that airlines owe billions in debt to the NCAA, the AON said the 5 per cent Ticket Service Charge in question was introduced over 45 years ago under the Government of General Gowon by the then Federal Civil Aviation Authority (FCAA) and its continued relevance has not been reviewed ever since.

It further stated that domestic airlines, in addition to the 5 per cent TSC, still pay separately ànd directly for services provided by the various industry agencies, including the NCAA itself.

AON said that the 5 per cent TSC is an ad valorem tax applied to an airline’s gross earnings, not profits and that the global aviation industry operates at a profit margin of between 1.5 per cent and 2.5 per cent at best.

“The AON remains committed to constructive engagement with the government and all stakeholders to achieve a growth-oriented sector, designed to enable the accelerated growth of key sectors of the economy and the improvement and sustenance of a healthy quality of life for the citizenry,” it said.

Continue Reading

Travel/Tourism

Airline Remittances: NCAA Halts Enforcement of ‘No Pay, No Service’ Policy

Published

on

NCAA

By Adedapo Adesanya

The Nigeria Civil Aviation Authority (NCAA) has announced the temporary suspension of its “no pay, no service” directive earlier issued to airlines with outstanding statutory remittances, citing ongoing consultations and prevailing operational challenges in the aviation sector.

In a statement, the authority said the decision followed a review of industry conditions, particularly the rising cost of aviation fuel, which has placed significant financial pressure on domestic carriers and threatens overall sector stability.

However, the NCAA stressed that the suspension does not amount to a waiver, cancellation, or forgiveness of the debts owed by the affected airlines, noting that such decisions fall outside its regulatory mandate.

The agency recalled that President Bola  Tinubu had earlier approved a 30 per cent discount on outstanding statutory charges owed by domestic airlines to aviation agencies, as part of broader government efforts to cushion the impact of high Jet A1 fuel costs and stabilise the industry.

According to the NCAA, airlines remain fully responsible for settling their obligations, adding that it would engage operators individually to ensure compliance through structured repayment arrangements that do not disrupt operations.

The regulator also clarified the nature of the 5 per cent Ticket and Cargo Sales Charge, describing it as a statutory levy mandated by the Civil Aviation Act and embedded in the cost of air travel and cargo services.

It explained that the charge is collected by airlines at the point of ticket and cargo sales on behalf of the aviation system and must be remitted accordingly.

The organisation emphasised that the funds do not constitute revenue or profit for the airlines and should not be treated as such.

It further noted that the revenue from these charges is distributed among key aviation institutions, including the regulator itself and other service providers, all of which play vital roles in ensuring safe, efficient, and internationally compliant aviation operations.

It added that the NCAA operates on a cost-recovery basis and does not receive direct funding from the Federal Government for its routine regulatory activities, making timely remittance of statutory charges critical to sustaining its oversight functions.

The suspension of the enforcement directive, it said, is a measured step aimed at maintaining operational stability in the sector while reinforcing the obligation of airlines to remit collected charges.

The NCAA reaffirmed its commitment to balancing regulatory enforcement with industry sustainability, warning that statutory funds already collected must be remitted for their intended purposes.

Continue Reading

Travel/Tourism

Emirates Skywards Commences ‘Season of Rewards’ Campaign

Published

on

Emirates Skywards

By Modupe Gbadeyanka

A new campaign designed to celebrate its passengers across the globe has been launched by Emirates Skywards, a statement from the company confirmed.

The promotion is known as Season of Rewards, and will run from May 21 to August 31, 2026, with beneficiaries getting different rewards for their patronage.

The Skywards Season of Rewards offers more savings with Cash+Miles on Emirates and flydubai, with members unlocking twice the savings, including enhanced Cash+Miles rates across the Emirates and flydubai network when booking flights and extras (excess baggage, lounge access and seat selection. The offer applies across all classes of travel, fare brands and destinations on both airlines. With the limited-time offer, 2,000 Skywards Miles can unlock savings of $30 instead of $15.

In addition, passengers will receive extra tier benefits for travel up until August 31, 2026. Members earn a 20 per cent bonus Tier Miles on every Emirates or flydubai flight, helping members move through the tiers faster. With reduced Tier Miles required during this period, it’s now even easier for members to renew or upgrade their membership status.

Also, they will get 50 per cent bonus Miles with travel partners, including Emirates Skywards Hotels, Marriott Bonvoy, IHG Hotels and Resorts, Jumeirah and more. However, registration is required to participate, and bonus Miles will be credited within 60 days after the end of the offer period.

Further, Skywards members can book their next reward flight and extras with Miles, starting from 4,500 Miles instead of 9,000 Miles during the promo period across all routes, cabins and fares.

“Skywards Season of Rewards reflects our continued commitment to creating even more value for our members worldwide.

“Whether members are planning a family holiday, a Dubai stopover, a weekend escape, or simply looking to maximise rewards across their travel spend – this initiative unlocks more opportunities to earn, save and experience the world with Emirates Skywards,” the DSVP Emirates Skywards, Nejib Ben Khedher, said.

Continue Reading

Trending