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Naija Flavour Destination: Nurturing MSMEs, Local Talent and Creative Innovation

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By Joel Ajayi
The Naija Flavour Destination 2025 edition, held on December 13 at the scenic Monoliza Park in Abuja, powerfully underscored Nigeria’s regional diversity while reinforcing the country’s growing status as a hub for culture-led tourism and creative enterprise.

More than a festival, Naija Flavour 2025 emerged as a dynamic ecosystem that brought together creatives, MSMEs, entrepreneurs, cultural custodians and tourism stakeholders from across Nigeria’s six geo-political zones.

 Each region was reflected through food, fashion, music, dance and artistic expressions that showcased the richness and uniqueness of Nigeria’s cultural identities.

From the moment guests arrived, the atmosphere celebrated regional pride and national unity. Electrifying music performances, captivating dances, vibrant fashion displays and a rich spread of indigenous cuisines created a sensory journey across Nigeria’s cultural landscape.

 The experience highlighted how regional flavours and traditions can be transformed into viable creative and tourism products.
Throughout the evening, the festival served as a networking and collaboration platform, enabling local businesses, artisans and emerging creatives to connect with investors, policymakers and cultural enthusiasts. This interaction reinforced Naija Flavour’s role in nurturing MSMEs, amplifying grassroots talent and opening doors to new economic opportunities across regions.

Abuja’s role as host city once again reflected its position as a cultural melting pot—bringing together traditions from the North, South, East and West into a shared national narrative that celebrates diversity while promoting cohesion.Naija Flavour, a flagship initiative of the Nigerian Tourism Development Authority (NTDA), is strategically designed to tell Nigeria’s story in its entirety. 
The brand encapsulates food, fashion, arts and crafts, dance, festivals, music, live theatre, games and immersive tourism experiences—each rooted in regional heritage but unified under a national creative vision.

Speaking at the event, the Director General of NTDA, Mr. Olayiwola Awakan, described Naija Flavour 2025 as both a cultural celebration and an economic platform that positions Nigeria as a leading destination for culture-driven tourism and the creative economy.

According to him, the festival has evolved into one of Nigeria’s most vibrant showcases of regional diversity, culinary excellence, artistic innovation and youth-driven creativity. 

He noted that the initiative aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, particularly in job creation, youth empowerment and wealth generation at the community and regional levels.

Mr. Awakan emphasized that Nigeria’s true wealth lies in its people—their talents, stories, flavours and resilience. By presenting Nigeria as an experience rather than a concept, Naija Flavour projects the country as colourful, welcoming, proudly African and rich in creative possibilities across all regions.

He further stressed that festivals like Naija Flavour play a critical role in strengthening Nigeria’s tourism brand, stimulating regional economies, attracting investment and creating sustainable jobs. Beyond entertainment, the platform functions as a creative ecosystem that supports MSMEs, promotes cultural entrepreneurship and drives innovation.

Highlighting global trends, NTDA observed that tourism is increasingly culture-led and experience-driven, noting that Nigeria must strategically leverage its regional assets to compete globally. Naija Flavour, the Authority said, represents a bold and timely step in that direction.

Commending partners and stakeholders, the NTDA DG praised the festival for giving visibility to culinary artisans, designers, performers and creative entrepreneurs from different regions, while fostering unity through shared cultural expressions.

NTDA also disclosed that Naija Flavour is not a one-off event, but a travelling cultural experience set to tour the six geo-political zones of Nigeria. Each regional edition will spotlight local identities, flavours, creative strengths and tourism advantages, further decentralising opportunities and impact.

Reaffirming its commitment, Mr. Awakan pledged continued support for cultural platforms, stronger public-private partnerships, enabling policies for creative entrepreneurs and the use of digital innovation to project Nigeria’s tourism brand globally.

As the sights, sounds and flavours of Naija Flavour 2025 captivated Abuja, NTDA called on regional stakeholders to continue investing in festivals, destinations, storytellers and cultural custodians. Every dish, rhythm, colour and performance, the Authority noted, forms part of a broader national story—one rooted in unity, creativity, resilience and limitless regional potential.

Naija Flavour Destination 2025, NTDA concluded, is not just a festival, but a bold regional and national statement—showcasing a new Nigeria confidently presenting its diverse cultural economy to the world.

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Creative Industry

Aunty Talatu Reads Foundation Rekindles Children’s Reading Culture With New Book Launch

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Joel Ajayi

Amid growing digital distractions driven by modern media and lifestyles, the founder of the Aunty Talatu Reads Foundation and patron and trustee of several literary and creative organisations, Mrs. Teresa Oyibo Ameh, has launched two new children’s books aimed at inspiring reading, cultural pride and hope among children.

The newly launched titles — The Rise of the Phoenix and Mariamo and the Bowl of Cashews — address critical social issues affecting children. While The Rise of the Phoenix offers hope and healing to children affected by war and trauma, Mariamo and the Bowl of Cashews tackles violence and emotional pain.

Speaking at the launch of her ninth and tenth children’s books on Monday in Abuja, Ameh explained that her writing philosophy is rooted in a deep understanding of the child’s mind, interests and attention span.

With over 20 years of experience in children’s literature, she said her books are intentionally designed to be colourful, engaging and concise to sustain children’s interest and encourage a love for reading.

“I don’t write for adults; I write for children. Children have short attention spans, so the books must meet their needs. They are colourful, not voluminous, and the size is just right. When people say my books are small, I tell them clearly — they are not meant for adults,” she said.

Ameh attributed her success in children’s writing to her background in child psychology, which she studied as an elective at the University of Nigeria, Nsukka (UNN). According to her, writing for children requires deliberate training, research and sensitivity, not assumptions.

On the declining use of school libraries across the country, the author called for deliberate strategies to revive children’s interest in reading, including stronger collaboration with the media.

She revealed that her books place strong emphasis on Nigerian culture and identity, encouraging children to take pride in their heritage. Ameh cited her book The Freedom Day Party as an example, noting how cultural expression and traditional attire became a source of admiration and opportunity for the characters.

Responding to questions on whether she plans to write for adults, Ameh maintained that her focus remains on children, stressing that adults who do not read today are products of poor reading habits formed in childhood.

On addressing sensitive issues such as trauma and gender-based violence (TBV) through children’s literature, she disclosed that her earlier book The Thorn Petal tackled violence and emotional pain, while The Rise of the Phoenix reinforces hope and healing for children affected by conflict and trauma.

“The message is simple — no matter what you have been through, there is hope. Trauma can destroy a child, but with the right support, that child can still rise and thrive,” she said.

Through the Aunty Talatu Reads Foundation, Ameh has donated libraries to orphanage homes in Gwarimpa, Abuja; awarded scholarships; sponsored reading and spelling competitions; and donated books to schools and book clubs.

In 2025, the Foundation launched the “500 Books for 500 Children” initiative, reaching students at Dominican College, Abuja, and St. Clement College, Lokoja.

A civil servant and Kogi State indigene, Ameh is a former two-term Chairman of the Association of Nigerian Authors (ANA), Abuja Chapter, Nigerian President of the 1000 African Women Network, and a member of the FCT Basketball Caretaker Committee.

She has received numerous awards, including the CSW Award (2023) for promoting gender equality and a Trailblazer Award in Educational Development at the 2025 African Women Conference in Accra, Ghana. She was inducted into the Igala Noble Women Initiative (INWI) Hall of Fame in 2019.

In her address, the Director at the National Commission for Internally Displaced Persons, Refugees and Migrants, Mrs. Fatima Daura, reaffirmed the Commission’s commitment to promoting reading culture and improving access to education among internally displaced children across Nigeria.

She disclosed that the Commission actively supports initiatives that provide books and learning materials for children in Internally Displaced Persons (IDP) camps, noting that such interventions are vital to restoring hope and improving the welfare of vulnerable children, especially the girl-child.

According to her, the Commission established Transitional Learning Centres in 2020 in states with high numbers of displaced persons. The centres are designed to provide accelerated learning programmes that enhance literacy and numeracy skills, while preparing children for integration into formal intervention schools.

“We currently have transitional learning centres in Wasa IDP, Kaduna, Bauchi, Zamfara, Cross River and Imo States, and we hope to expand to more locations as resources become available,” she said.

Daura noted that children’s books written by Nigerian authors play a critical role in shaping positive values and aspirations among displaced children, describing such initiatives as relatable and inspirational.

“This is very important because it is written by a Nigerian author who also works with the refugee commission. It gives our girls a role model — someone they can look up to and say, ‘I can also write for children,’” she stated.
She affirmed the Commission’s readiness to extend similar programmes nationwide to reach displaced persons, refugees and migrants.

“We want to be everywhere there are displaced persons or persons of concern. That is the work we do,” she said.

Addressing concerns about persistent moral decline despite the abundance of children’s books focused on values, Daura stressed that books alone are not sufficient.

“Books are complementary. Reorientation starts from the home. Our family systems need to improve, and religious and traditional leaders must play their roles. Schools and books only support what is already instilled at home,” she said.

She concluded by calling for collective responsibility in rebuilding values, noting that education, supported by strong family and community structures, remains a powerful tool for shaping a better future for displaced children and Nigerian society at large.

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