Detty December: How Lagos became ideal yuletide vacation destination for African diaspora

It started with a visit. Chloe Bailey, the American popstar, arrived in Lagos into the arms of Grammy award-winning Burna Boy. The clips of the duo honeymooning across the city in luxurious cars and clubs sparked dating rumour. The noise from the Chloe-Odugwu hand-holding and chain-swapping affair had initially distracted the public from the new tourism trend. Then came the flood of other global stars into the country: Diamonte Harper, an American rapper popularly known as Saweetie; Gunna, another US rapper; and Tyla. With A-list celebrities setting the pace, influencers and online personalities, mainly African-Americans of all ilks, followed. They arrived in Lagos this December for a new tourism attraction: ‘Detty December’.

‘Detty December’ is a by-product of ‘Dirty December’ being colonised by Pidgin English, a language spoken in several variants across Anglophone West Africa. There is unresolved debate about the origin of the word ‘Detty December’ itself. Many argued it was the inaugural edition of Calabar Carnival when the event was launched by Donald Duke, former governor of Cross Rivers, in 2004. But Mr Eazi, the Afrobeat artiste turned investor, claimed he “invented” the phrase in 2016 for his first-ever concert in Lagos. Regardless of how and when the name came about, ‘Detty December’ has a more universally agreed meaning.

The phrase describes the literal filthy end-of-the-year reverie across the region during December. The term could mean boozed-up heads bubbling to ‘Oblee’ by DJ YK at neon-lit clubs, or sweaty sing-alongs at crammed concerts, or eating spiced jollof-rice at a distant relative’s wedding party. Or anything in between and everything at once.

Lagos is Nigeria’s most populous city, often regarded as the country’s epicentre of fun and entertainment. Unsurprisingly, the city is the first place to witness the influx of people for the Detty December experience.

The most prominent demographic that visits the country for Detty December is the I Just Got Backs (IJGBs). Nigerians who emigrated from the country return during the festive period to catch up on the excitement and loved ones. The group’s number has increased enormously due to the recent “Japa” phenomenon, where young Nigerians leave the country in droves.

Teniola Oralusi, who resides in Dallas, Texas, is one of the IJGBs who came to Nigeria this December.

She said her visitation is to reconnect with family and enjoy a relaxing break from her engagements in the US.

WHAT’S SO ATTRACTIVE ABOUT DETTY DECEMBER IN LAGOS?

For Eshio Joseph, founder of The Showcase Entertainment and Lagos-based nightlife entrepreneur, said the increasing influx of African diaspora into the country is fuelled by the “clout” of Nigerian music, particularly Afrobeats, on the global stage.

He added that conversations on social media platforms such as TikTok are also a factor, with the illusion of fear of missing out amongst prominent influencers and personalities.

“The Afrobeat artistes also contributed significantly to the influx. Currently, Davido, Wizkid and Burna Boy are in the country, and we have artists coming to different parts of the world just to experience that,” he told TheCable.

“Data have shown that South Africa has more purchasing power when it comes to buying music in Africa. But Nigeria has the massive clout currently backing our type of music globally. The Nigerian clout mixed with powerful social media is why we have a campaign urging people to experience Detty December in Lagos to truly experience nightlife. There is also the belief that if you want to enjoy yourself this December, all road leads to Lagos. It has become a trend and a larger conversation on social media.

“People are always looking for the best way to relieve their stress. It can be mental or physical. The way the entertainment is structured in Nigeria. The hub for entertainment in Nigeria is Lagos, where we have the strongest media, nightlife and experiences.”

Eshio also credited the savviness of local entrepreneurs who constantly position their businesses for premium hospitality and exquisite attraction during the period.

“Nigerian entrepreneur also makes their businesses pleasing to welcome this particular idea. We have restaurants, spots and relaxation centres that were purposely renovated and redesigned in September so that when it comes to December, they can attract people who want to come in from outside Nigeria and enjoy,” he added.

Oralusi agreed that social media is a catalyst. She also identified another factor for the wave of tourism from African-American female celebrities and influencers into Lagos for the festive holiday.

“For Americans, there is also now a glamorising of Nigerian men, and there are now a lot of American women dating Nigerian men and coming home with them  — at least from my personal connections,” she told TheCable.

WHAT IT MEANS FOR LAGOS RESIDENTS?

For 25-year-old Rukayat Lawal, a procurement and logistic officer, the economic situation of the country has priced her out of fully basking in the out-going merriment of Detty December.

Lawal, who resides in Lagos mainland, complained that the locations of most high-profile concerts and events are on the affluent side of the Lagos Lagoon. She said the transportation fees and traffic gridlock on route to these spots could be demoralising.

“Bolt and Uber display high prices to get to these events from my house. Even the locations around my vicinity also have pricy transport fees,” she told TheCable.

“The only semblance of the Detty December was the wedding party of a close friend a few days ago.”

HOW LONG WOULD THE GLOBAL CRAZE FOR DETTY DECEMBER LAST?

Across social media, thousands of micro-influencers openly promote Lagos as the home of fun in December. In videos on Instagram and TikTok, these personalities, mostly African-Americans, absent in Lagos this year, are making videos to pledge their presence in the country in 2025.

But Oralusi said the global excitement for Detty December in Lagos is just a fad. She said it is a fickle trend destined to retire as fast as it develops.

“I sincerely think the hype will fade soon. It seems more like an in-the-moment thing to me,” Oralusi told TheCable.

However, Eshio argued that the Detty December tourism to Lagos would last long. He said the global excitement would not stop and should be fully harnessed and diverted to other parts of Nigeria.

“I believe the government is seeing the inflow of people, and I believe there will be better management going forward,” he said.

“I do not think it is ending any time soon. Except if other parts of Nigeria like Calabar, Port Harcourt is revived to take the battle from Lagos. “

WHAT CAN BE DONE TO TAKE FULL ADVANTAGE OF THE TREND?

Eshio said the government and private sector must work to leverage the number, influence and revenue from the tourism trend.

He said the government must improve structures such as roads to facilitate easy access and traffic flow while investors must look to the untapped goldmine of the Lagos mainland to locate world-class event centres.

“The structures around Lagos need to be redesigned. There is heavier traffic because of the added population. There is a need to be a way where the experience is seamless. The truth is the journey to some of these events takes away from the experience visitors derived from the concerts or clubs,” he said.

“All the significant spots are on the Island. However, a handful of event centres are on the mainland. If we can find a way to recreate the experience on the mainland so people will not have to journey far to enjoy themselves truly.”