By Olusegun McMedal
Detty December has evolved from a local slang into one of Nigeria’s most visible cultural exports. What was once a casual expression is now a full-blown economic season, drawing thousands of Nigerians in the diaspora, Gen Z travellers, creatives, and culture enthusiasts back home, typically from December 6 to 31 every year.
Global media platforms such as CNN, The New York Times, and The Guardian have recognised how Lagos transforms into a month-long carnival. Concerts, weddings, beach parties, art exhibitions, pop-up experiences, and nonstop nightlife turn the city into a global destination. For many returnees, Detty December is more than leisure; it is about identity, belonging, and reconnecting with home.
The term “Detty,” popularised by Afrobeats star Mr. Eazi, captures a season of unapologetic enjoyment. From early December to the New Year, Lagos welcomes the IJGBs, the “I Just Got Backs,” whose presence injects optimism, energy, and spending power into the economy. Everyone wins.
But the last edition exposed an uncomfortable truth. Many returnees felt exploited. Feedback was consistent on social media. Prices were inflated simply because vendors assumed diaspora visitors could afford it.
Truth be told, this did not happen overnight. Nigeria has developed a culture of seasonal price opportunism. Festive demand is often treated as a licence to charge excessively, with little regard for value, sustainability, or long-term consequences.
A week to Christmas, transport fares rise sharply, especially for travellers heading East, even when more vehicles are on the road, and some routes enjoy government subsidies. Under normal market conditions, increased supply should reduce prices. In Nigeria, prices soar instead.
The same pattern plays out during Ileya festivals. Rams are more available, yet prices spike. At Christmas, rice floods the market, but costs still climb. In most economies, abundance triggers competition, leading to price reduction. Here, the season becomes an opportunity to “cash out.” Detty December simply amplifies this behaviour on an international stage.
When visitors feel taken advantage of, the damage goes beyond individual complaints. Trust erodes, leading to loss of reputation. And a cultural phenomenon like Detty December, that should mature, begins to lose credibility.
It is important to recognise that Diaspora spending is not guaranteed. It is emotional, voluntary, and choice-driven. People return because they feel welcomed, respected, and valued. Once that feeling disappears, loyalty disappears with it.
Ironically, Detty December has the potential to be Nigeria’s most sustainable soft power and tourism asset. Managed well, it can drive repeat visits, long-term investment, and global goodwill. Managed poorly, it becomes a short-term cash grab that undermines its own future.
The lesson is simple. Cultures that endure think long term. Economies that grow understand value, not just price.
Because when people feel respected, they return. When they feel exploited, they do not.
Role of Government
“Detty December has positioned Lagos as a leading cultural, tourism, and entertainment destination, driving increased visitor inflow, economic activity, and global visibility for the state.” – Lagos State Government.
While pricing behaviour is driven by private actors, the government cannot be absent from a season that now functions as tourism, hospitality, transport, and national branding combined.
Practical areas for intervention include:
- Set and enforce service standards across the tourism ecosystem to promote predictability and trust.
- Strengthen consumer protection visibility during festive periods to discourage arbitrary and exploitative pricing without fixing prices.
- Support credible data collection on visitor numbers, spending patterns, and sector performance to enable evidence-based policy decisions.
- Introduce incentives for compliance, such as temporary tax reliefs, licensing flexibility, or public recognition for operators that uphold fair pricing and quality service.
If Detty December is to mature from a seasonal rush into a sustainable cultural economy, it must be treated as what it has become: a national asset that requires stewardship, coordination, and foresight.
The Numbers Tell a Bigger Story
According to Lagos State tourism data, the 2024 Detty December season generated over $71.6 million (approximately ₦111 billion) from tourism, hospitality, and entertainment activities. This included more than $44 million from hotels and $13 million from short-term let apartments alone.
An estimated 1.2 million tourists visited Lagos during the period, a mix of domestic travellers and diaspora visitors whose spending powered leisure, accommodation, transport, and allied services.
Beyond parties and socialising, Detty December now functions as an informal economic ecosystem generating significant revenue. Yet, unchecked festive price inflation threatens visitor satisfaction and long-term growth.
Nigeria must decide whether Detty December is a quick harvest or a lasting legacy.
The choice we make will define whether people keep coming back.
Olusegun Mcmedal, a transformational communications leader, model, and publisher, is Managing Director of Upticomm Marketing Company Limited
