- How Ojude Oba, Ofala, Durbar, others boost foreign exchange inflow, economy, peaceful co-existence
- Festivals positively shaping Nigeria’s image, attracting international attention
Nigeria is blessed with rich cultures and traditions that distinguish the country and stand it out in the committee of nations. But apart from a few festivals like Ojude Oba, Ofala, Osun Osogbo, Durbar, that have become very prominent over the years and helping to boost foreign exchange inflow, numerous others across the land, rich as they are, are starved of the support they need to rise above the pedestrian levels they operate. If conscious efforts are made to awaken and market a good number of these festivals globally as many other countries of the world do, Nigeria’s dependence on crude oil as a major source of revenue may soon become a thing of the past. INNOCENT DURU reports.
OJUDE Oba Festival a vibrant, annual cultural celebration in Ijebu-Ode, Ogun State, is a celebration that many people within and outside the country look forward to.
The festival features spectacular parades, traditional music, dance, and elaborate costumes, where age-grade groups (Regbe Regbe) and aristocratic families (Balogun) pay homage to the Awujale with horse riding, music, and cultural displays, showcasing unity, heritage, and religious tolerance (Muslims, Christians, Traditionalists) in a grand display of pageantry and identity.
Throughout the period of the celebration and a little after, economic activities in Ijebu Ode and environs experience unusual buzz.
The festival, according to the coordinator, Chief Fassy Yusuf is valued over $30 million.
While stating that there is no official documentation of how much the festival is worth, Chief Fassy said a rough estimate shows the event is a multimillion dollar investment.
Giving a rough estimate, he said: “People buy tickets from different parts of the world to come home to attend Ojude Oba festival. We have at least 5 to 10,000 of our people that come in. And if, on the average, we have 7,500 people, and they pay, on the average, 1,500 dollars, times 7,500, you can calculate that.
“Then check the amount they bring into spend. People coming from the U.S, the U.K or Canada or Europe or Middle East will bring at least $1,000. Some will bring up to $10,000, some will bring $20,000.
Some will bring more because they are building their houses. A good hous in Nigeria now will cost about N40 million. By these and many others, Ojude Oba contributes to foreign exchange inflow.”
With the benefit of hindsight, he said the festival has been on for over two centuries. “It’s unquantifiable in many ways. Number one, the influx of people into Ijebu Ode is phenomenal. It is a festival that Ijebu sons and daughters, friends of Ijebu nation in other countries are aware that it takes place two days after the Eid Kabir. So, the date for the next two years or three years or five years is already known. They book their ticket very well in advance,
“Those in Nigeria will make will make their trip to Ijebu Ode. Many dignitaries including diplomats, cultural attaches, friends and brothers from Cuba, Brazil, the Caribbeans, the West African coast and others will find their ways to Ijebu Ode during the festival.”
As of November when our correspondent spoke with him, he said that preparations for the next festival in 2026 had already started. “We are in November now and we have about six months to the festival. So far many hotels in Ijebu Ode are already booked against next year. Talking about about the costumes, this is another dimension because we have the age group system called Regberegbe. We have more than 108 groups in Ijebu Ode and in Ijebu in general. The various age groups take up their costumes, they patronize fabric manufacturers, fabric sellers, fashion designers, both male and female. The ornaments they wear too cost money.”
A week before the festival, Chief Fassy said economic activities in Ijebuland are at the highest peak up to two or three days after the festival. “And if you happen to come or to have come, you will not be able to find your way. Because you will discover that you are walking on your feet and not on the ground. So, it shows you the magnitude of the festival. Now we have sent out letters calling for a memoranda on what you can do to add fillip to add color to the festival because where we are using now which we had taught would be adequate for the next 20 to 40 years is becoming inadequate.
“Last year for example, we had to decentralize. We are mounting giant TV screens at some strategic place for the crowd to be managed properly. In spite of all these efforts, the crowd remains unimaginable.”
Aside from the huge foreign exchange inflow, Chief Fassy emphasized that the festival has been a win-win for everybody in the land.
“The transporters make business, the petrol stations, because of the number of vehicles coming to town, make good business. They supply them extra. The caterers, brewery companies, supply Ijebu Ode with extra. And that’s why you will see our partners, including GLO, FCMB, Nigerian Breweries, Guinness Bigi, banks and so many others jumping at the various offers you have for them. Ojude Oba Festival is a gift from Ijebu nation to the world. It is passes lessons of tolerance not minding whether you are a Christian, Muslim, or traditional believer. We see ourselves as one and the same.”
Continuing, he said “we have paid hosts to Presidents, Vice Presidents, Senate, Presidents, Speakers of the House of Reps among others. The festival has brought tremendous development because in terms of facilities, we have to keep on improving on the facilities so that it will continue to live up to its billing. More hotels are springing up. In terms of infrastructure, government has no option than to assist the city to fulfill its role and its obligations to visitors. So, by and large, it is having a monumental contribution to the growth and development of the city. The federal government is doing a lot and that is why you see successive ministers of culture and tourism attending on a yearly basis.”
Corroborating Chief Fassy’s remarks, a hotelier, James Eriunu said “Ojude Oba, a prominent cultural festival held annually in Ijebu Ode, significantly boosts the hospitality industry in the region. The event attracts thousands of visitors—including tourists, dignitaries, and descendants of the Ijebu people—from across Nigeria and abroad. This influx of visitors increases demand for hotels, restaurants, transportation, and other hospitality services. Local hotels and guesthouses often experience full occupancy during the festival period, while eateries and vendors benefit from increased patronage.”
Additionally, he said “the festival encourages investment in infrastructure and promotes Ijebu Ode as a cultural and tourist destination, further stimulating the hospitality sector’s growth.”
Apart from the Ojude Oba, the Southwest boasts of other numerous festivals attracting local and international visitors to the nation.
Among the festivals is the prominent Osun Oshogbo Festival which attracts visitors across the world to Nigeria.
Ogun State Governor, Prince Dapo Abiodun, recently spoke about the place of cultural festivals in changing the fortunes of the states and the country at large.
He said that culture, when properly harnessed, has the potential to become a major source of foreign exchange for Nigeria, noting that many countries across the world have diversified their economies through culture and tourism.
According to him, Nigeria stands to benefit immensely if its numerous cultural festivals are fully developed and promoted.
Speaking at the 39th Akesan Day Celebration held at Christ Apostolic Church Grammar School, Iperu-Remo, Ikenne Local Government Area of the state, the governor said: “Festivals like this bring thousands of visitors who patronize local businesses, artisans, entertainers, food vendors, hotels and of course, our transport operators.
“When properly harnessed, cultural celebrations become platforms for tourism; like Lisabi Day, Oronna Day, Ojude Oba and many more. They create jobs and attract investments.
“Communities across the world, from Brazil to Kenya, have used culture as a driver of economic expansion. In many countries, tourism contributes significantly to national GDP. Dubai is a clear example.
“Nigeria can achieve the same by consistently developing and promoting its cultural identities. Festivals like this serve as catalysts, turning attention and positive visibility to our communities.”
Southeast
In the Southeastern part of the country abound different cultural festivals which attract visitors from different parts of the world. Top among the festivals observed in the region is the Ofala Festival, which is a cherished celebration of the Onitsha people. Checks showed that the history of the festival can be traced back to the 16th century.
For generations, it has stood as a proud symbol of heritage, unity, and reverence for the throne. The name Ofala derives from two Igbo words — Ofo (authority) and Ala (land) — signifying the monarch’s divine connection to, and power over, the land and his people.
At the heart of Ofala is the Obi (King), who observes a period of spiritual retreat known as Inye Ukwu na Nlo — a time of purification and communion with the ancestors for the wellbeing of his people. When the Obi re-emerges, he blesses his subjects and offers prayers for peace, prosperity, and protection.
Over time, Ofala has evolved into a grand cultural spectacle, bursting with color, music, regal processions, and the timeless rhythm of Igbo pride. While some communities celebrate it annually, others observe it every two or three years. For many, it marks the significant milestones of an Obi’s reign-from coronation to his final “Last Ofala.”
Today, Ofala stands as more than a festival, it is a living legacy, reflecting the enduring spirit of the Onitsha people, their royal traditions, and their deep bond with the throne. Each year, it continues to attract admirers from near and far, all drawn to the same vibrant heartbeat of culture, history, and pride.
It is reported that nearly ₦1 billion circulates through festival-related activities, boosting local commerce.
My Take on the Tourism Potentials of the South East: Hospitality Growth, Transport Impact, Diaspora Appeal, and Economic Expansion*
Speaking on the economic benefits to the nation and Anambra State, Wilson Uche Ugwu – Vice President, South East, FTAN, said: “The southeast of Nigeria remains one of the country’s most culturally expressive regions, and its festivals continue to shape identity, unity, and economic opportunity. Among these cultural showcases, the Ofala Festival stands out—not only as a celebration of royalty and tradition but as a powerful catalyst for tourism-driven development. When examined closely, the festival reveals how culture can stimulate multiple sectors simultaneously while positioning the region as a competitive tourism destination.”
The first visible impact, according to him is on the hospitality industry. |
“As visitors arrive for the festival—ranging from cultural enthusiasts to researchers, media professionals, and families returning home—the demand for hotel accommodation, short-let apartments, restaurants, lounges, and event facilities increases sharply. Local hospitality providers often record higher occupancy rates and improved revenue streams during this period. With consistent branding and investment, festivals like Ofala can anchor tourism seasons that strengthen hospitality businesses year after year.
“The transport sector experiences similar momentum. Increased movement of people translates to higher road travel, airline bookings, airport activity, and local transportation services. Taxi operators, shuttle providers, logistics services, and ride-hailing drivers all benefit from the surge in mobility. The festival also encourages governments and private operators to improve transport infrastructure, creating long-term benefits beyond the event itself.”
He pointed out that the major economic dimension comes from the involvement of the Igbo diaspora.
“For many abroad, the Ofala Festival serves as a cultural homecoming—a moment to reconnect with identity, heritage, and family roots. Their return injects foreign exchange into the local economy through spending on lodging, food, transportation, souvenirs, entertainment, and community support. When properly promoted, diaspora-driven tourism has the potential to become one of the strongest revenue streams for the region.”
Beyond direct earnings, he noted that festivals like Ofala strengthen the creative economy, adding: “The pageantry, music, dance, crafts, fashion, and indigenous culinary expressions on display provide platforms for creative entrepreneurs and cultural practitioners. These experiences deepen the cultural brand of the South East and expand opportunities for local creators to reach wider audiences.
“In essence, the Ofala Festival offers a blueprint for how culture can drive tourism and economic diversification. Its impact on the hospitality industry, transport sector, diaspora engagement, and foreign exchange earnings underscores the region’s vast but underutilized potential. With stronger investments, targeted promotion, and sustained policy support, the South East can transform its cultural assets into long-term economic engines—ensuring that festivals like Ofala continue to inspire pride while unlocking meaningful growth.”
In the northern part of the country also exists myriads of cultural events ranging from the age long Dubar Festival, Argungu Fishing Festival among others.
The Durbar Festival, an annual ceremony that is performed during Eid celebrations is said to worth tens of thousands of dollars.
According to a post by Hausa Nigeria: “This event has taken place for hundreds of years. It begins with prayers, followed by a colourful parade of the Emir and his entourage on horses, accompanied by musicians, and ending at the Emir’s palace. Their clothes are designed with rich embroidery unique to Royals. Each horse may wear fabrics and ornaments worth tens of thousands of dollars. Durbar festivals are organised in almost all cities of northern Nigeria and has become a major tourist attraction. The first Durbar was held in 1911.
“This ceremony is similar to the Trooping of Colors Military Parade that takes place in central London, United Kingdom, where the British and the Commonwealth ceremonial regiments parade for Queen Elizabeth II.
Horses have great importance in this ceremony. The Hausa name for horse is “Doki” and their traditional role is most apparent during royal ceremonial events.
Other activities that take place during this event are drum beating, trumpet blowing, fireworks and dance.”
Culture ministry yet to respond to inquiry
Spokesperson of Federal Ministry of Arts, Culture, and Creative Economy/Tourism, Nneka Anibeze did not answer calls to her mobile line to know what the ministry is doing to awaken and promote the plethora of rich festivals across the country. She was also yet to respond to our inquiry sent via text message.
Where to access funds to promote cultural festivals
Unknown to many Nigerians including state actors, a number international organisations support and fund cultural festivals.
Funding for African cultural projects comes from pan-African bodies like the African Culture Fund (ACF), international organizations like UNESCO (IFCD), foundations such as the Prince Claus Fund, and various open calls listed on platforms like fundsforNGOs. These opportunities support diverse projects from visual arts and heritage to digital culture, offering grants for creation, professionalization, and cultural exchange, with some calls like ACF, focusing on specific sectors like visual arts, while others like AMA fund travel for artists.
UNESCO does this through its International Fund for Cultural Diversity.
Through an open and competitive process, it said “we fund innovative projects with up to US$ 100,000, implemented over a 12–24-month period. The projects are evaluated based on their relevance, feasibility, financial management capacity and expected results.”
It listed public authorities and institutions from eligible countries (developing countries, Parties to the 2005 Convention) and non-governmental organizations (NGOs) from eligible countries (developing countries, Parties to the 2005 Convention) as those eligible to apply for the funds.
Countries earning huge revenue from festivals
Findings revealed that India is one of the countries earning huge revenue from hosting cultural events. India’s festival season generates an incredible ₹4.25 trillion ($50.57 billion) each year. India’s festivals are not just cultural events; they are economic engines that show how tradition and business can work together. From the bright lights of Diwali to the colourful bursts of Holi, each celebration sets off a complex network of economic activity. This influence extends well beyond religious observance, impacting every part of India’s varied economy.
China: The Spring Festival, also known as Chinese New Year, has a huge impact on the country’s economy, affecting tourism, retail, manufacturing and also transportation.
The Spring Festival is one of the most celebrated annual festivals, as hundreds of millions of Chinese citizens travel to see family members. Tourism revenue during the holiday reached almost 633 billion yuan in 2024, up dramatically from about 376 billion yuan a year earlier and surpassing the level of 514 billion yuan in 2019 before Covid.
Japan: The total annual economic impact across all Japanese festivals is estimated at 530 billion yen. Local governments (prefectural and municipal) spend over half a trillion yen in total on culture-related measures annually, which includes supporting these festivals. Major individual festivals attract massive crowds. For example, the Awa Odori festival historically drew over 1.3 million tourists annually, and the Sapporo Snow Festival sees millions of visitors each year.While many festivals traditionally avoided focusing on profit, some have successfully introduced new revenue streams. The Aomori Nebuta Festival, for instance, achieved profitability and a surplus in 2024 by introducing premium seating options, including high-priced VIP seats. The broader tourism industry, which is heavily influenced by these cultural events, accounts for a much larger portion of the GDP, with total tourism consumption within Japan reaching 34.3 trillion yen ($237 billion) in a recent year.
Germany: The traditional Oktoberfest in Munich is an economic powerhouse, generating an estimated €1.25 billion (around $1.3 billion USD) in revenue for the city annually through visitor spending on hotels, food, shopping, and transport.
Thailand: The extended Maha Songkran World Water Festival in 2024 generated approximately 140 billion baht (around $3.8 billion USD) in tourism income, attracting millions of both foreign and domestic tourists.
