It’s a season of endless festivities, vibrant nightlife and cultural splendor. Each year, Detty December transforms West Africa—and particularly Lagos, Nigeria’s bustling metropolis—into one of the most electrifying destinations on the continent, if not the globe.
This magical period between December and early January draws diaspora communities and global tourists to hotspots like Nigeria, Ghana, and South Africa. They come seeking unforgettable experiences: mouthwatering cuisine, African music, and fashion celebrations.
But it’s not just about entertainment — local businesses thrive during this period, with vendors, restaurants, and hotels enjoying a surge in patronage that significantly boosts the Nigerian economy.
For Detty December 2024, 109bn in “detty” money flowed into Lagos. The question is: where did the money come from, and where did it go?
The Tourism Boom
Lagos Airport Influx
Between November 19 and December 26, 2024, the Murtala Muhammed Airport (MMA) cleared approximately 550,000 inbound passengers. An astounding 90% of these travelers were members of the Nigerian diaspora returning home primarily for leisure and tourism.
- Top originating countries: United States, Canada, Italy, South Africa, and the United Kingdom.
- Top destination states: Lagos, Edo, Delta, Ondo, and Ogun States.
Lagos Tourism Numbers
Lagos, Nigeria’s commercial hub, recorded an estimated 1.2 million tourists during this period. Of these, 60% were domestic tourists from the South-East and the Federal Capital Territory (FCT).
- Key drivers: Insecurity in the South-East redirected travelers to Lagos, while the presence of President Bola Ahmed Tinubu (PBAT) in Lagos attracted visitors from Abuja.
Hospitality Industry Revenue
Hotel Bookings
The hotel industry experienced a massive boost, with revenue from hotel bookings estimated at ₦54 billion ($36 million) in December alone.
- Bookings: 15,000 confirmed.
- Food and beverage revenue: Estimated at ₦13.5 billion ($8 million).
- Top performers:
- Eko Hotel led in booking value.
- Albergo Hotel emerged as a rising star in the rankings.
Short-Let Apartments
Short-let apartments were another big winner, generating an estimated ₦21 billion ($13 million) from 5,937 apartments booked in December. The average daily rate was ₦120,000.
- Top areas:
- Eko Atlantic recorded the highest residential bookings by value.
- Banana Island led in estate bookings.
Nightlife and Entertainment
Lounges and Nightclubs
The top 15 lounges and nightclubs in Lagos generated a staggering ₦4.32 billion ($2.7 million) in sales, with average daily sales reaching ₦360 million.
- Average spend per table: ₦1.2 million.
- Top performers:
- A lounge on Ozumba Mbadiwe Road led by revenue.
- Newcomers, including one with a “kiosk entrance,” made notable rankings.
- Three clubs on Adeola Odeku Road also ranked high.
Adult Clubs
The top three adult (strip) clubs generated ₦2.5 billion over their eight major nights in December.
- Key performers:
- Oniru, VI: Highest revenue from cash spraying on dancers.
- Ikate: Highest revenue by volume.
- Lekki Phase 1: Highest revenue by value.
Beaches, Resorts, and Events
Recreational Activities
Revenue from recreational activities reached an estimated ₦4.5 billion ($2.8 million), with beaches and resorts contributing 70%.
- Top performers:
- Ilashe/Ibese beach houses and Elegushi beach houses ranked highest in revenue.
- Emerging players: Giwa Gardens and Lakowe Lakes & Resort.
Event Centers
A survey of 100 event centers revealed ₦1.2 billion ($804,000) in bookings from 1,175 events held in December.
- Top performers:
- Eko Hotel & Suites ranked highest in revenue.
- The Monarch Center emerged as a top contender.
Transportation and Luxury Rentals
Car Rentals
High-end car rentals in Eti-Osa Local Government Area generated ₦1.5 billion ($937,500) from 750 bookings.
- Average daily rate: ₦200,000, with some rentals reaching up to ₦2 million per day.
Other Notable Categories
Entertainment and Services
Additional revenue streams added up to an estimated ₦20 billion ($13 million) across six major categories:
- Artiste bookings
- Food and drinks
- DJs and sound equipment
- Dancers
- Boat rentals
- Fine dining experiences
Detty December continues to fuel Nigeria’s economy, with Lagos at the epicenter of this cultural and economic explosion. From tourism and nightlife to hospitality and transportation, the numbers highlight a season of significant spending and growth across various sectors.
Research Source: Kayode Osebi, Tax and Revenue Consultant for the Lagos State Government.
