The President of the Association of Tourism Practitioners of Nigeria (ATPN), Femi Fadina, has issued a strong call to Nigerians in the diaspora, urging them to transform their annual festive homecomings into strategic investment opportunities to bolster the nation’s creative economy.
Speaking ahead of the 2025 “Detty December” celebrations—a period known for high-volume entertainment and social activities—Fadina appealed to the diaspora to view their visits as a critical window for cultural and financial reinvestment, not just a season for consumption.
“Don’t just come home to party. Come home to partner,” Fadina said, emphasising the need for a shift in mindset.
The ATPN’s goal is to reposition the celebratory season from “fun to fund,” with the specific aim of boosting diaspora participation in Nigeria’s creative economy from a residual 15 per cent to an active 25 per cent investment interest.
Fadina pointed to a glaring economic disconnect in how diaspora wealth is currently spent. While the 2024 Detty December generated an estimated ₦1.5 trillion in domestic spending across hospitality, logistics, nightlife, and entertainment, “less than 10 per cent of that was reinvested into the creative infrastructure or destination development,” he noted.
“The challenge isn’t the volume of spending, it’s the direction of spending,” he explained. A large portion of this capital is currently channelled into short-term consumption and family support, rather than long-term equity or development capital that could build sustainable infrastructure.
Nigeria’s creative economy—spanning Nollywood, Afrobeats, and fashion—is already a global force, contributing approximately 2.3 per cent to the national GDP and employing millions. However, to fully unlock its potential, more structured investment is needed, and the diaspora, which already sends over $20 billion annually in remittances, is seen as the perfect catalyst.
To facilitate this shift, the ATPN is planning a Creative Capital Week, the EWA Experience Series, and a Cultural Economy Roundtable during the 2025 festive period to actively measure the economic impact and link investors with projects.
The President stressed that this change is crucial for turning Nigeria’s significant “soft power” into tangible economic growth. “We must move from consumerism to capital formation, from temporary spectacle to sustainable structure,” Fadina insisted. “Detty December is not just a party, it’s a platform for prosperity. Fun must now fund the future.”
