In Nigeria, music is far more than a form of entertainment. It is an essential thread that binds the country’s vast cultural diversity. Across Nigeria’s over 200 million population and over 350 ethnic groups, music and entertainment serve as powerful vehicles for uniting different ethnic groups, telling their stories, and celebrating their shared heritage. This has largely influenced visitors’ arrivals in destinations across the nation consequent on the plausibility of exciting tourism attractions and cultural activities.
The uniqueness and incredible tourist potential of Lagos, Anambra, Abuja, Enugu, and Cross River State have led to a rise in the rate of visitors’ arrival. In particular, Cross River is home to a paradise that is just waiting for everyone who seeks it out, from the towering plateaus of the mountain tops of Obudu to the rainwoods of Afi, and the waterfalls of Agbokim.
Calabar, capital of Cross River state, is well-known for its lengthy history and varied customs, but it has only lately gained attention as a significant centre for festivals and other cultural events.
The state is becoming known as an emerging hub for festivals in Nigeria, thanks to its hosting of fun and educational events like the Calabar Carnival, Miss Africa Pageant, and Cultural Festivals, as well as its upkeep of tourist attractions like the Old Residency Slave Trade Museum and Obudu Mountain Resort. These initiatives align with the government’s goals of combining business with pleasure and boosting the state’s economy. The city’s long history of booming entertainment and large tourism investments lend credence to this assertion.
Cross River State’s tourism and entertainment industries have grown significantly, positioning Calabar as a major travel destination for both domestic and foreign tourists looking for unique cultural experiences.
According to a report from the Cross River State Tourism Bureau, the increase in festival-goers’ spending contributed significantly to the state’s 25% growth in tourism earnings between 2018 and 2022. 22 states in Nigeria and 30 other nations participated in the celebrations in 2019. Ethiopia, the US, Ukraine, Kenya, Brazil, the Czech Republic, Rwanda, Indonesia, Bangladesh, Belize, and Botswana were among the notable foreign participants. According to a publication from Premium Times, Cross River hopes to bring in ₦1.7 billion from tourism each year, which will be reinvested in public services, infrastructure, and other tourism projects, creating a cycle of growth.
In an effort to boost the state’s tourism industry and revenue sources, the Cross River State Government has started building a N4 billion entertainment complex at Tortugal Island, Marina Resort, Calabar, according to a report. At the commissioning, Ojoi Ekpenyong, the Cross River Tourism Bureau’s managing director, said, “Once it is completed, the entertainment centre is anticipated to generate about 250 full-time jobs, with another 700 jobs created during the building and development stages.”
As a result, Calabar’s entertainment and hospitality industries will no doubt reap significant rewards, with hotel occupancy soaring in rates during festival seasons and new venues and businesses springing up to accommodate the growing demand.
Among the many events that draw visitors to Calabar, the Calabar Carnival stands out as the largest and most celebrated. Known as “Africa’s Biggest Street Party,” this month-long festival held in December attracts over two million visitors annually and has become a global attraction. It features elaborate parades, music performances, and cultural exhibitions that celebrate the state’s vibrant heritage.
The Calabar Jazz Festival, held every Easter, is another major event that highlights Calabar’s growing reputation as a hub for musical excellence. Featuring both local and international jazz musicians, the festival attracts thousands of music enthusiasts annually, contributing significantly to Cross River’s standing as an entertainment destination.
Other prominent events include the New Yam Festival, a traditional celebration observed by the people of Obudu, Boki, Ugep, and others to mark the end of the harvest season. The festival features traditional music, dances, and feasting, adding to the cultural experiences available in the region.
While Calabar has long been known for its traditional festivals, the rise of more contemporary entertainment events is further cementing its place as a hub of modern Nigerian entertainment. One such event is the HitFM Calabar Entertainment Conference (CEC), which just concluded its eighth edition. This three-day event, which combines music, food, games, and networking, attracted attendees from all walks to celebrate, discuss the theme, “Discover, Define, Rebrand,” and the future of the festival and discover more talents.
The success of the CEC highlights Calabar’s expanding role in Nigeria’s entertainment landscape. Contemporary festivals like the CEC contribute significantly to the local economy, generating employment for event organisers, vendors, and artisans. The conference is also a platform for talent development, providing young entertainers in the region with opportunities to showcase their skills on a prominent stage.
According to data from the event’s organisers, attendance for the CEC has grown by an average of over 10,000 attendance since its inception, with the 2024 edition drawing a record of over 800 physical attendees from across Nigeria and over a thousand following online. This also reflects a broader trend of domestic tourism within the country, as more Nigerians seek out unique cultural and entertainment experiences outside metropolitan centres like Lagos.
The growth of festivals in Cross River, and Calabar specifically, is not accidental. It is the result of a concerted effort by the state government to position Cross River as a key tourism and entertainment destination. Governor Bassey Otu has emphasized the state’s commitment to developing its cultural assets, and the government’s investments in infrastructure, event promotion, and tourism have played a significant role in attracting visitors.
Speaking at the 2024 World Tourism Day’s celebration held at the Slave History Museum, Calabar, Cross River State Commissioner For Tourism, Arts And Culture, Hon. Abubakar Ewa, said, “We are experiencing a new surge of private sector-driven investments in the state, especially in tourism and its related sectors. The Ministry is into community-based tourism and is ready to ensure the environments where the state’s tour sites are located are safe and ready for visitors”
Cross River State has also allocated significant resources to support the growth of its festival industry. For instance, the state government earmarked over N1.5 billion ($3.6 million) for tourism development projects in 2022, much of which went toward improving festival infrastructure, expanding cultural venues, and promoting the state’s key events nationally and internationally.
The economic benefits of Cross River’s growing festival scene are undeniable. According to the National Bureau of Statistics, festivals in Cross River contributed about N5 billion ($12 million) to the state’s GDP in 2022, with projections indicating continued growth in the years ahead. This influx of revenue has sparked job creation across sectors such as hospitality, transportation, retail, and event management.
As Calabar continues to develop its festival culture, it is clear that the city is on a path to becoming one of Nigeria’s foremost entertainment hubs. With a mix of traditional festivals like the Calabar Carnival and the New Yam Festival, along with more contemporary offerings such as the HitFM CEC and the Calabar Jazz Festival, Cross River is building a diverse calendar of events that appeal to a wide range of audiences.
The state’s growing profile as a destination for culture, music, and entertainment promises to bring further investments in tourism infrastructure and attract even more visitors in the future. For adventure seekers and festival lovers, Calabar is fast becoming a go-to destination, offering an unparalleled experience that combines the best of Nigeria’s cultural traditions with the excitement of modern entertainment.
