Cyril Ogar

The Federal Government, in partnership with MyCityApp Nigeria, has unveiled plans for a 100-day tourism season, “Ember to Remember,” aimed at promoting Nigeria’s cultural heritage, boosting tourism, creating jobs and unlocking new economic opportunities.

Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, stated this during a press conference on Monday in Abuja, during the official announcement of the initiative, which is being implemented in partnership with MyCityApp Nigeria

She said that, the initiative is as a deliberate effort to position Nigeria as a year-round tourism destination for Nigerians, the diaspora and international visitors.

According to her, the programme will run from September to December 2026 and bring together festivals, concerts, cultural celebrations, hospitality, transportation, commerce and creative activities across the country.

Musawa noted that while December had become synonymous with Nigeria’s tourism, entertainment and homecoming season, the country’s cultural and tourism offerings extend far beyond the festive period.

“Ember to Remember” would provide a coordinated platform to showcase experiences across the 36 states and the Federal Capital Territory while generating economic benefits for hotels, restaurants, transport operators, tour guides, retailers, event organisers and local communities.

“At the centre of the programme is MyCityApp Nigeria, a digital platform designed to provide a single gateway for discovering events, destinations, hotels, restaurants, cultural experiences and other tourism opportunities across the 36 states and the Federal Capital Territory.”

Musawa explained that increased travel would generate economic benefits across several sectors, including hotels, restaurants, transport companies, tour operators, retailers, event organisers and local communities.

She said that the initiative would not replace existing programmes of government agencies but would instead bring them together, amplify their visibility and present Nigeria’s diverse tourism offerings as part of one national story.

The Minister said the objective was to create “one country, one national calendar and one trusted place to discover Nigeria,” adding that government alone could not build a sustainable tourism economy without strong private-sector collaboration.

She acknowledged the support of MTN Nigeria and Providus Bank, while calling on more businesses and stakeholders to join the initiative.

Musawa said the ultimate goal was to establish a stronger annual tourism season that encourages domestic travel, supports businesses, creates employment and gives every state an opportunity to showcase its unique attractions.

She also urged Nigerians in the diaspora to look beyond December and consider returning home during the wider tourism season.

She said the initiative was not merely about celebrating Nigeria but about positioning the country’s culture and experiences as drivers of economic growth and international tourism.

Speaking earlier, MyCityApp Chief Executive Officer, Ifeoma Mbonu, said Nigeria already had a natural tourism season from September to December, characterised by festivals, concerts, food, fashion, music, nightlife, carnivals, homecomings and destination experiences.

“Ember to Remember” would bring these experiences together, increase their visibility and make it easier for Nigerians, the diaspora and international visitors to discover and plan their trips.

She explained that MyCityApp, as a digital city and tourism platform, would serve as a major gateway connecting people with Nigeria’s events, destinations, hospitality, culture and experiences.

Mbonu added that the vision was simple: wherever people are in the world, they should be able to ask what is happening in Nigeria and find the answer through a reliable digital platform.

However, a 100-day tourism season, “Ember to Remember National Digital Events and Experiences Calendar will be unveiled at the Ember to Remember National Stakeholders Conference scheduled for September 14, 2026, at Eko Hotel, Lagos.

The conference is expected to attract government representatives, state tourism authorities, private-sector operators, financial institutions, airlines, hospitality providers, creatives, technology companies, event organisers and the media.

Other speakers at the event include, David Ogunsola — GM Operations, MTN, Honourable Dr. Aare Abisoye Fagade — Director-General, National Institute for Hospitality and Tourism (NIHOTOUR), Dr. Olayiwola Awakan — Director-General, Nigerian Tourism Development Authority (NTDA). Silely Lothan – Head, private banking, and Abuja and North Region, Providus bank.

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