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How Calabar Carnival generated 14.06bn Naira, attracted 300,000 tourists

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The 2024 Calabar Carnival in Cross River State, Southern Nigeria, has come and gone, but its impact on the city’s economy and cultural landscape will be felt for a long time.

The carnival, which took place from November 1 to December 31, 2024, attracted over 300,000 tourists from all over the world, generating an estimated N14.06 billion in revenue.

According to Ekpenyong Ojoi, Managing Director of the Cross River Tourism Bureau, the carnival witnessed a 42% growth in tourist attendance compared to the previous year.

“We are thrilled with the success of the carnival,” Ojoi said. “The growth in tourist attendance is a testament to the hard work and dedication of our team, as well as the rich cultural heritage of our city.”

The carnival’s popularity was not limited to Nigeria. Over 1.2 billion people watched the events on DSTV channel 198 worldwide, making it one of the most-watched cultural events in Africa. The carnival also trended on social media platforms, with millions of people sharing their experiences and photos of the event.

In addition to its cultural significance, the carnival also had a significant economic impact on the city. Hotel bookings generated an estimated N2.79 billion, while food and breakfast sales brought in an estimated N900 million.

The carnival also created a buzz around the city’s nightlife, with the average estimated revenue from the five major nightclubs in the destination generating N400 million.

Other economic benefits of the carnival included N8.87 billion spent on transportation by visitors to the destination, covering air, road, and sea transport. The carnival also showcased the city’s attractions, including the OMR, Marina Resort, and the Kwa Falls.

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The success of the carnival is a testament to the growing tourism industry in Nigeria.

According to the World Tourism Organization, tourism is one of the fastest-growing sectors in the global economy, and Nigeria is well-positioned to take advantage of this trend.

As the city begins to plan for next year’s carnival, officials are optimistic that the event will continue to grow and attract even more tourists.

“We are committed to making the Calabar Carnival one of the premier cultural events in Africa,” Ojoi said.

“We will continue to work hard to ensure that the event is a success, and that it brings economic benefits to our city and state.”

For now, the city is basking in the glow of a successful carnival. As one tourist put it, “The Calabar Carnival is an experience like no other. The music, the dancing, the food – it’s all so incredible. I will definitely be back next year.”

History of the Calabar Carnival

The Calabar Carnival, also known as “Africa’s Biggest Street Party,” is an annual festival held in Calabar, Cross River State, Nigeria.

The carnival has a rich history dating back to 2004, when it was first established by the then-Governor of Cross River State, Donald Duke.

The event was created to showcase the rich cultural heritage of Cross River State and to promote tourism in the region.

In its early years, the carnival featured a range of cultural performances, music, and dance. The event was a huge success, attracting thousands of spectators and participants.

As the years went by, the carnival continued to grow and expand, with new events and activities being added to the program.

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The Carnival Calabar Queen pageant was introduced, and the event became more organized, with a clear structure and schedule.

The Calabar Carnival gained international recognition in the 2010s, attracting tourists and participants from around the world.

The event was featured in international media outlets, such as CNN and BBC.

The carnival’s popularity continued to grow, with over 1 million spectators attending the event in 2019.

The carnival has become a major tourist attraction and a celebration of African culture and heritage.

Today, the Calabar Carnival is one of the largest and most popular cultural events in Africa.

The event takes place over several weeks, featuring a range of activities, including cultural performances, music concerts, and food festivals.

The carnival is a major boost to the local economy, generating millions of naira in revenue each year.

The event has also become a platform for promoting African culture and heritage, showcasing the rich diversity and creativity of the continent.


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