Maximising “Detty December” beyond seasonal gains, by Aderemi Ogunpitan

“Detty December” is over and the period marked by a surge of concerts, festivals, and cultural events, which has become a significant economic phenomenon, can now be evaluated for both short-term and potential long-term benefits.

It attracts a large influx of diaspora Nigerians and international tourists, generating foreign exchange and boosting sectors like hospitality, transportation, and entertainment, creating thousands of temporary jobs in event management, security, and hospitality, benefiting vendors, artisans, and small businesses. The creative industry thrives during this period, providing a global platform for artists, performers, and designers while enhancing Lagos’ reputation as Africa’s entertainment hub. Sponsorship deals and corporate activations inject significant revenue into the local economy, and the visibility gained often prompts improvements in infrastructure and public services.

However, many of the economic activities are heavily consumption-based, focusing on non-essential spending rather than investment-driven growth. Temporary employment opportunities rarely translate into sustainable jobs or long-term skill development. Economic benefits are also unevenly distributed, often favoring specific industries and urban elites while leaving out broader segments of society. The influx of visitors strains already overburdened infrastructure, including traffic systems, waste management, and public utilities, with temporary fixes offering little long-term value. Furthermore, a significant share of the revenue generated is often not properly captured limiting local retention and reinvestment.

For “Detty December” to deliver sustainable benefits, strategic policy measures are necessary. Tourism must be developed beyond seasonal festivities, and infrastructure investment should prioritize long-term improvements rather than short-term fixes. Additionally, cultural and ecological tourism could be incorporated into the offerings to create year-round appeal. While “Detty December” has clear economic potential, its long-term value depends on structured policies and a deliberate effort to transition seasonal gains into sustainable growth.

–Ogunpitan is a veteran Broadcast and Marketing Production Executive