The Federal Government has unveiled a new 100-day tourism campaign designed to reposition Nigeria as a year-round destination for culture, entertainment, hospitality and leisure, with the initiative running from September through December 2026.
Tagged “Ember to Remember 2026,” the initiative is being championed by the Federal Ministry of Art, Culture, Tourism and the Creative Economy in partnership with MyCityApp, a digital platform focused on connecting people with events and experiences across Nigeria.
Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, announced the initiative on Monday in Abuja, saying the programme was designed to transform Nigeria’s vibrant end-of-year activities into a structured tourism economy.
Her special adviser on Media Dr. Nneka Ikem Anibeze in a statement to have indicated that the campaign will officially commence on September 14 at the Ember to Remember National Stakeholders Conference scheduled to hold at Eko Hotel, Lagos, where the national tourism calendar for the 100-day season will also be unveiled.
Musawa said Nigeria had for years enjoyed a strong reputation for its December festivities, but stressed that the country’s tourism potential extends far beyond the traditional festive period.
She identified Nigeria’s festivals, food, music, fashion, cultural heritage, hospitality and entertainment as assets capable of attracting visitors throughout the year if properly coordinated and marketed.
“What has been missing is a deliberate structure that brings these experiences together, gives them visibility, and allows us to market them as one powerful national story,” the minister said.
She described Ember to Remember as a coordinated national programme bringing together tourism, culture, entertainment, hospitality, transportation, commerce and the creative economy.
The initiative, she added, is intended to shift the focus from individual events to the wider economic opportunities generated when such experiences are deliberately connected and promoted as part of a national tourism ecosystem.
“One country. One calendar. One unforgettable season,” she said.
Also speaking, the Chief Executive Officer of MyCityApp, Ifeoma Mbonu, said the platform would provide the digital infrastructure for a National Digital Events and Experiences Calendar, enabling Nigerians, members of the diaspora and international tourists to discover activities taking place across the 36 states and the Federal Capital Territory.
Mbonu described MyCityApp as a digital city and tourism platform designed to connect users with events, destinations, accommodation, culture and other experiences.
She urged event organisers nationwide to upload their programmes to the platform so they can be featured on the Ember to Remember calendar.
According to her, the initiative goes beyond creating an events directory, as increased visitor traffic could generate economic benefits across several sectors.
“Every visitor who attends an event contributes to airlines, hotels, transport, restaurants, tourism, retail and local businesses,” she said, adding that the initiative could help attract visitors, stimulate businesses and create jobs.
The September 14 stakeholders conference is expected to bring together state tourism authorities, government agencies, private-sector operators, financial institutions, airlines, hotels, event producers, creatives, technology companies and media organisations.
Other stakeholders who spoke at the Abuja briefing included the Director-General of the National Institute for Hospitality and Tourism, Dr Aare Abisoye Fagade; Director-General of the Nigerian Tourism Development Authority, Dr Olayiwola Awakan; Head of Private Banking, Abuja and North Region, Providus Bank, Silely Lothan; and General Manager, Operations, MTN, David Ogunsola.
The Federal Government said the initiative is expected to provide a unified platform for showcasing Nigeria’s diverse tourism and creative assets while encouraging greater participation by businesses and communities across the country.
The campaign will run from September through December, culminating in the peak festive season traditionally associated with Nigeria’s “Detty December” tourism and entertainment activities.