By Remi Adelowo
The atmosphere was electric! The crowd, massive! On this occasion, all let their guards down to have fun.
With world-acclaimed Nigerian artistes, including Wiz Kid, Burna Boy, it was all fun. Uncensored.
Event was the crossover night of 31 December 2024 to herald in the new year. The organiser of the show was the Lagos State government. The state governor, Mr. Babajide Sanwo-Olu and members of the state Executive Council were also on ground.
And till dawn, the crowd were ecstatic and chanting for more.
The percussor to the crossover night event was the hugely successful maiden Lagos Shopping Festival, which held in the last week of December. It was another show-stopping event bankrolled by the state government to promote tourism, local businesses and drive commerce in the state to unimaginable heights.
There were other major events in Lagos organised by private sector players, amongst which were the Mrs. Universe Africa event, Greater Lagos Fiesta, music concerts, fashion shows, cultural exhibitions, culinary events, Spotify Wrapped Concert, Lungu Boy Block Party, Rhythm Unplugged, Entertainment Week Lagos, Joeboy, The La Vida Experience, African Fashion Week and Fashion Souk.
Since his assumption of office in 2019, Sanwo-Olu has been intentional in his quest to boost Lagos GDP through a mix of policies and programmes, encapsulating infrastructural development, provision of world-class transportation services, entertainment and tourism. Five years down the line, the results are visible. Lagos, today, has become the hub of business, the haven of tourism and the preferred destination of Nigerians at home and abroad.
For many Lagos residents and holidaying Nigerians from other states and the Diaspora, the last yuletide was an unforgettable experience, courtesy the conducive ambience enabled by the Sanwo-Olu-led government.
While speaking at the unveiling of the Lagos Shopping Festival, the man with the big dreams said: “We are a city of audacious people., who dream and think big. By this December, the city of Dubai will be holding the 30th edition of its annual Dubai Shopping Festival.
“But we are just starting now and we believe it is never too late. I’m excited that the city of Lagos will be joining the league of other global cities with its own dedicated shopping festival. This is part of our broader strategy to continue to market Lagos as a premium destination for business and leisure.
“For us, this festival is not just about enjoyment. It is an economic tool to achieve a number of economic objectives. It will drive commerce by supporting local businesses and attracting global brands. It will also create direct and indirect employment opportunities through vendor participation, logistics, event and entertainment management.
“The festival will attract the diaspora community to Lagos. It will also attract local and international tourists to Lagos and position Destination Lagos amongst her peers with their shopping festivals”.
It was a successful event by all yardsticks. Visitors at the Mobolaji Johnson Stadium, venue of the festival, had a thrilling experience shopping and yet having fun savouring live music from popular artistes, Adekunle Gold and Wande Cole.
The governor’s prognosis turned out absolutely spot-on. At the latter days of December 2024, every corner of Lagos was buzzing with Nigerians and foreigners alike. Event centres were a beehive of activities. Hotels and short-let apartments were fully booked. Lounges and bars never had it that good with massive patronage. And the icing on the cake was that no major incident of security breach was recorded all through the period, again thanks to the security architecture put in place by the state government.
The Lagos’ economy was the better for it. According to a recent publication titled ‘Lagos State Detty December 2024/2025 Report’, the state reportedly generated over $71.6 million in revenue across tourism, hospitality, and entertainment sectors. During the season, hotels alone accounted for over $44 million, while short-let apartments contributed over $13 million, underscoring Lagos’ immense economic potential as a destination city.
In his reaction to the report, the Special Adviser to the Governor on Tourism, Arts and Culture, Mr. Idris Aregbe said that tourism remains a vital driver of economic growth and cultural preservation for Lagos State, with the ‘Ember’ season playing a key role.
The season also drew locals and Nigerian in the Diaspora, popularly known as IJGBs, as well as international tourists who were eager to experience the energy and diversity that make Lagos a global cultural destination.
Beyond the economic benefits, December in Lagos has become a platform to celebrate Nigerian arts, culture, and music on a global stage. It fostered community spirit, strengthens ties with the diaspora, and reinforces Lagos as a destination of choice for cultural tourism.
On the success of the Detty December, Aregbe said the state government is shaping a Lagos that blends tradition with creativity, creating unforgettable experiences for all, stressing that various activities held during that period not only enriched the cultural landscape, but also had a profound economic impact.
He further said: “Tourism remains a vital driver of economic growth and cultural preservation for Lagos State, with the ‘Ember’ season playing a key role. This season represents a period of unity, vibrancy, and celebration, fuelled by the dynamic spirit of Lagosians.
“From enterprising artisans in local markets to creative entrepreneurs shaping the entertainment and tourism sectors, the resilience and ingenuity of Lagos people lie at the heart of its success. The participation of residents, alongside visitors from other states, has been fundamental in establishing Lagos as a cultural and tourism hub.
“As a government that listens and welcomes innovative ideas and collaborations, the insights from this season will be carefully studied, with key lessons factored into the 2025 Lagos Tourism is Rising campaign. As we reflect on these successes, we look forward to building on this momentum, creating more opportunities for Lagosians, and ensuring our city.
“As Lagos looks ahead to 2025 with the ‘Lagos Tourism is Rising’ campaign, the goal remains clear: to build on this momentum, celebrate our cultural richness, and solidify Lagos as a beacon of tourism, culture, and economic excellence”.
Going by what played out last December, isn’t it crystal clear that the Lagos that everyone dreams of is emerging before our own eyes?
